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.