Platina Watch & Co is a Swedish brand of Swiss-made watches, run by Platina Watches PW AB and built around founder Dejan Stojanovski, whose background is in construction, architecture and design. It began as a private project: he bought his first Swiss watch, a Tissot automatic, at fourteen, kept collecting, and in the early 2000s started sketching a watch that would gather what he liked about the pieces he owned. The sketches turned into technical drawings, the personal project turned into a collection, and the house now sells worldwide with a five-year international warranty. The name comes from platinum 950, and on some models the numerals 9, 5 and 0 appear on the index as a nod to it. The design language the brand calls no ordinary classics is deliberately industrial — hard lines, brushed and polished steel, weight in the hand — and the watches are developed, controlled and assembled in Switzerland with automatic movements from Sellita and STP. One detail is entirely theirs: an in-house buckle that clamps directly onto the bracelet, so the fit is adjusted to the wrist without pre-drilled holes.
The Unbroko collection is the signature shape, a case cut in sharp raw angles in brushed steel with polished edges, now in its third generation after the C1 and C2: the C3 brought the case down to 42 mm with extra bevelling. The C3 Skeleton runs an STP621, 26 jewels at 4 Hz with 40 hours of reserve, in 316L steel with a sapphire caseback and 100 m of water resistance, around 21,200 SEK; the C3 Day to Night sits near 16,200 SEK. Classicon is the softer, rounder line, with a case a millimetre thinner: the Revolve replaces hands with layered rotating discs, hours read at 12 and minutes at 3, on a Sellita SW200-1A with 41 hours of reserve, around 18,400 SEK, and the Wandering Hour adds a wandering-hour module to an SW200-1B, around 26,200 SEK. The Performance X Chronograph is the outlier in the range, a 44 mm cushion case with a double-domed sapphire crystal, 50 m of resistance and a Sellita SW500B with 62 hours of reserve.
The brand also makes a small jewellery line of lapel pins and pinky rings. In 2024 it was named Most Unique Fine Watch Designer & Manufacturer, and the Unbroko C3 Skeleton was picked as Automatic Skeleton Watch of the Year; since then it has shown at Inhorgenta in Munich and at the Minutes and Hours Show in Los Angeles.
