AndoAndoAndo is a Finnish-Japanese design company and microbrand that has gained attention for its unique approach to horology. Founded in 2020 by Japanese designer Yu Ando, who is currently based in Helsinki, Finland, the brand represents a fusion of two distinct design cultures. The name “AndoAndoAndo” is a personal tribute to the three members of the founder’s family: himself, his wife, and his son.
The brand’s identity is defined by a commitment to “Finnish practicality and Japanese minimalism.” This philosophy manifests in timepieces that prioritize ergonomics, inclusivity, and genderless design. Enthusiasts are particularly drawn to the brand for its unconventional case shapes and functional innovations, such as recessed crowns that prevent wrist irritation, making the watches comfortable for various wrist sizes.
One of the brand’s key pieces is its debut model, the A-1 Automatic. This watch features a striking asymmetrical 316L stainless steel case inspired by the architecture of Étienne-Louis Boullée. It is powered by a reliable Seiko NH36A movement and is designed to be a “neo-futuristic” tool watch that eschews unnecessary decoration. Another significant release is the Vinyl Record Watch series, which mimics the aesthetic of a Technics SL-1200 turntable. This model uses rotating discs to display the time and is powered by a Miyota 9039 movement.
AndoAndoAndo frequently engages in collaborations and limited editions, such as the Vinyl Pilot and the A-2 Neo Tottori. The latter is a nod to the founder’s home prefecture in Japan. Beyond the watches themselves, the brand is noted for its sustainable packaging, using dense cardboard sandwiches that provide technical information while reducing environmental impact. Each component, other than the movement, is uniquely designed by the brand to ensure a cohesive and original aesthetic.
