Donut Watch Co. is a New York watch brand that pairs a deliberately playful identity with serious mechanical watchmaking. Its mascot is Snowball, a bird who stars in the brand's own arcade game, Jelly Run, set in the streets of Manhattan. Behind the humour sits a small team that, according to the Windup Watch Shop, developed the brand with support from MING, bringing experience in product development, manufacturing and quality control.

Its first watch is the Jelly Donut: a 35 mm stainless-steel case, a Japanese automatic movement, 50 m of water resistance and a NATO-style strap, with a fuchsia hour track, a jelly-coloured central disc, a fully lumed minute track and a small rotating seconds wheel near five o'clock. It was priced at $649 and delivered in its own donut box.