Giving a new meaning to time and to the object that symbolises it.
Our world.
Since its creation, AWAKE embodies a pioneering vision in the watchmaking industry, with a mission of raising attention to the Beauty that surrounds us, whether it is shaped by Nature or crafted by Human hands.
Sharing, protecting and transmitting are the pillars of our philosophical approach, which we materialize through the object that symbolizes Time, inviting us to think about what we individually do with our own.
We define ourselves as a compendium of passion and philosophy, and each watch we create is designed to push back the boundaries of modern watchmaking and offer emotions to enthusiasts and collectors around the world.
Awaken time.
Awaken awareness.
AWAKE was born from a simple yet powerful conviction: That the object we use to measure time must also reflect our values, our choices, and what we wish to protect and pass on.
We craft watches the way one writes a story. Each creation is an invitation to question, explore, and reimagine. Far from standard formulas, we choose a different path: sincere, thoughtful, and deeply connected to the world and its beauty.
Our mission is to restore meaning to time — and to the object that embodies it. To create pieces that spark both reflection and emotion. To open a space for awareness, a breath, a pause.
To favour rarity over excess. Harmony over spectacle. Creation over noise. It’s a tribute to those who believe doing things differently isn’t about giving up — it’s about daring.
Awake is an invitation to slow down.
To observe. To choose.
Our name.
Our emblem.
In an increasingly urbanized and hyper-connected world, where life moves at an unrelenting pace, AWAKE offers a temporal and philosophical pause — a moment to reconnect with what truly matters.
It invites us to remember what we hold dear, what is essential, what we seek to preserve — and ultimately, what we hope to pass on.
A wake-up call to our collective awareness, rooted in our relationship with Tempus Fugit — the fleeting nature of time — which lies at the very heart of our identity, and from which we draw our name.
For its fifth anniversary, AWAKE reveals a bold new identity — more refined, more luxurious, and deeply considered — a symbol of the brand’s evolution and long-term vision.
The updated capital-letter logo affirms a confident positioning and enhances the brand’s elevated perception.
Accompanying it is Genesis, a new emblem representing the four natural elements — Earth, Air, Sea, and Fire — and AWAKE’s ongoing commitment to balance innovation, tradition, and environmental responsibility.
Inspired by enduring symbols like the hourglass and infinity, Genesis will appear across key components of the watch, giving form to the brand’s values and its timeless inspiration
A passion rooted in time itself.
Our love for watchmaking runs deep. Not as a showcase of status or complication, but as a language — one that speaks of precision, emotion, and purpose.
We are endlessly fascinated by the delicate interplay between form and function, between movement and silence, between what is seen and what is felt.
Watchmaking, for us, is not just a craft. It is a space for expression — of ideas, of values, of beauty. It is where engineering meets poetry, and where every second becomes a chance to create something lasting.
Excellence in the Service of Emotion.
At AWAKE, we pursue excellence not as an end in itself, but as a means to evoke something greater — emotion.
Every detail, every curve, every material is chosen with intention. Not to impress, but to move.
Because what truly elevates a timepiece is not just how perfectly it is made — but how deeply it resonates.
Excellence, to us, is about harmony: between form and function, between the hand of the artisan and the rhythm of innovation.
It’s about crafting objects that speak to the heart as much as they speak to the eye.
This is our standard. Quietly uncompromising.
A constant, humble quest to create pieces that feel as good as they look — and that leave a lasting imprint on those who wear them.
Creating with purpose.
Since day one, AWAKE has embraced a responsible approach to watchmaking — not as a marketing tool, but as a founding principle.
We create watches that spark emotion, and that carry stories worth telling. Objects that reflect a conscious lifestyle and a new relationship with time.
We don’t pretend to be perfect. We strive to be honest.
Every collection is a step forward — towards more awareness, more transparency, and more soul in everything we do.
Sơn Mài Collection
