Undone is an innovative watch brand that merges retro aesthetics, quality mechanics, and accessible customization to create unique timepieces that reflect the wearer's individuality. Founded in 2014 in Hong Kong, Undone has gained a cult following for its direct-to-consumer approach, cutting out middlemen to offer well-crafted mechanical and quartz watches at prices far below traditional luxury brands. Undone was born from the idea that watches should be more than just accessories—they should be an extension of personal style. Unlike mass-produced brands, Undone allows customers to customize nearly every detail of their watch, from dials, hands, and colors to movement types and straps. This ensures each piece is one-of-a-kind, yet remains affordable compared to high-end bespoke watchmaking.
UNDONE
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2014
Founded in Hong Kong by Michael Young as a direct-to-consumer brand specializing in customizable vintage-inspired watches.
2015
Launched first online customization platform allowing personalization of dials, straps and case finishes.
2016
Expanded into automatic movements with Miyota 82/90-series, making mechanical watches more accessible.
2017
First major collaboration with Peanuts (Snoopy) for limited-edition pop culture watches.
2018
Ultraman collaboration series boosted brand recognition in Japan and globally.
2019
Introduced the Aqua professional dive watch collection with 200m water resistance.
2020
Collaborated with Toho for Godzilla-themed watches and expanded pop culture partnerships.
2021
Launched Tropic collection featuring vintage tropical-dial aesthetics.
2022
Upgraded select models with scratch-resistant sapphire crystal glass.
2023
Introduced Basecamp minimalist field watch collection for everyday wear.
2024
Celebrated 10th anniversary with special limited edition releases featuring exclusive designs.
