It all started with straps, actually.
The idea of starting a watch brand came somewhere in December 2016.
I was sitting at Starbucks and thinking about fashion watches on next person's wrist that had colorful NATO-strap giving some fancy look and highlighting that it is not only a watch but a colorful bracelet as well.
This thing started digging my mind. It was so obvious that people want to have some accessory which reflects their personality, and if there are watches for fashion addicted people, for businessmen who need to show their status, for hipsters with their all-the-time-changing-trends, for regular people just to show them the time, for many other groups of people, why aren't there watches for Formula 1 racing fans like me?
Since that time I started digging watch brands with motorsports-inspired products.
It appeared there are plenty of automotive-inspired brands, having petrolheads as their target group, but there were none proper F1-inspired products.
By saying "proper" I mean both: reasonable pricing for a common racing fan, as well as attention to details to be called "racing-inspired". Of course there are many hi-end luxury brands with $5-10-15K price tag and luxury materials used in products, but they are too far from real world. And there are also reasonably priced watches, which are just "parasite" on the racing theme. In my opinion, putting a "Formula 1" sign on the dial, or using some famous driver's name is just not enough to call yourself a "Racing timepiece". There is a lack of soul in that, if I may say so.