ABOUT US

THE GENESIS: A REBELLIOUS BEGINNING

TRIWA's story began in 2007 with a rebellious spirit, born from a desire to challenge the traditional watch industry's obsession with status.

The brand's 4 founders drew inspiration from a concept they encountered in Italy: plastic versions of expensive luxury watches. A concept that offered a fresh, playful alternative to the rigid, expensive timepieces of the time. This initial phase was characterized by a bold approach, using colorful plastic to create watches with a familiar look, but at an entirely new and accessible price point.

This was more than just a product; it was an act of defiance against the very idea that a watch's value was tied to its cost or perceived social standing. This foundation of innovation and non-conformity would define the brand's path for years to come.

THE SCANDINAVIAN RISE: FROM REBELS TO ICONS

Following its playful start, TRIWA underwent a significant design evolution. The brand moved away from its initial aesthetic and embraced a cleaner, more minimalistic approach rooted in its Swedish heritage.

This new philosophy focused on a pure Scandinavian design language, emphasizing clean lines, functional simplicity, and high-quality craftsmanship. This pivot proved to be a massive success, particularly in the discerning markets of Asia and Japan. Customers in these regions, who valued both modern design and meticulous detail, were captivated by TRIWA's unique blend of affordability and minimalist style.

The brand quickly established itself as a design-forward company, transforming its reputation and cementing its place as a recognized force in the global watch market.

A PURPOSEFUL PIVOT: SUSTAINABILITY AND A STORY

The brand’s success in Asia paved the way for its most significant transformation. Driven by the deeper meaning of its name—Transforming the Industry of Watches—TRIWA pivoted from being a brand purely about design to one with a clear, impactful mission.

This new era, which began with the Humanium Metal watches in the Time for Peace collection, sought to create timepieces that were not only beautiful but also tangible symbols of change. In a collaboration with IM Sweden, the brand created watches made in confiscated, melted-down illegal firearms from El Salvador. A portion of the proceeds from every watch was funneled directly back into programs supporting victims of armed violence.

This was followed by the Time for Oceans collection, a collection of watches made from from recycled ocean-bound plastic, turning marine waste into a colorful accessory that funded ocean conservation. The collection featured collab watches from ocean preservation organizations such as Sea Shepherd

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THE FUTURE: HIGH QUALITY AND ACCESSIBLE INNOVATION

Today, TRIWA stands at the intersection of its history, blending the rebellious energy of its past with the purposeful mission of its present. The brand’s focus is on delivering high-quality, durable watches that continue to challenge norms, but with a new emphasis on longevity and accessibility.

The goal is to move beyond the initial plastic designs and to create sustainable timepieces that are built to last, utilizing both innovative recycled materials and traditional craftsmanship. The brand's vision is to keep being a leader in the growing new era of watchmaking, where sustainability is not a compromise but a key component of an incredible, affordable, and timeless product.

It’s a return to the core idea of giving people a watch that’s not a status symbol, but a true statement of who they are and what they believe in.

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