11i11 Saat is an independent watch brand based in Vienna, Austria, that has carved out a unique position in the horological world through its unconventional approach to time display and functional design. Founded by Petar Kajevski, a Macedonian management and IT consultant and long-time Vienna resident, the brand’s identity was born from a concept developed during the pandemic in 2019. Kajevski collaborated with Macedonian designers, including Apostol Tnokovski and Nebojsha Gelevski of Koma Design Studio, to transform a creative idea—playing with the graphical similarity between the Arabic number 11 and the Roman numeral II—into a professional watchmaking venture.
The brand’s philosophy is centered on atypical aesthetics and “analog reminders.” A defining characteristic of 11i11 Saat timepieces is the integration of the watch crown into the dial design. Positioned at 8 o’clock, the crown serves as a physical hour index while simultaneously functioning as a reminder tool; users can turn the crown to different positions to mark specific tasks or times. The dial layouts often reference the time 11:11, featuring specialized indices that emphasize this symmetry.
Enthusiasts are drawn to 11i11 Saat for its commitment to minimalist yet detail-oriented design and high-quality European sourcing. The brand utilizes a direct-to-consumer model that allows for significant customization, offering a vast selection of straps from the Austrian manufacturer Hirsch and mesh bracelets from Germany’s Staib. People also appreciate the transparency and the “new luxury” feel of the brand, which prioritizes unique character over established prestige.
The flagship collection for the brand is the KoC-M1 (King of Crowns) series. These watches are available in various configurations, most notably the Swiss-made mechanical automatic models. These versions utilize the large-diameter Sellita SW400-1 movement, a choice specifically made to accommodate a custom peripheral date window at the 5 o’clock position, which maintains the dial’s symmetrical and minimalist look. In addition to the high-end mechanical pieces, the brand offers more accessible quartz models that retain the same distinctive “crown-as-index” design language.
