Ikigai is a Singapore-based independent watch brand established in 2021 that focuses on creating timepieces intended to inspire positivity. The brand was founded by watch enthusiast Auscar Tan, who sought to incorporate the Japanese concept of “ikigai”—meaning a “reason for being”—into horology. The company’s identity is closely tied to Tan’s personal journey of finding meaning and hope during the challenges of 2020, symbolized by the brand’s paper crane logo which represents resilience and healing.
The brand has gained a dedicated following within the microbrand community primarily for its bold and unconventional design language and its extensive use of luminescence. Enthusiasts are often drawn to Ikigai for its ability to offer high-specification tool watches that maintain a playful, vibrant aesthetic. The brand is noted for integrating complex lighting elements into its designs, often applying Super-Luminova to unexpected areas such as the sides of the watch case, appealing to collectors who value nighttime visibility and original visual flair.
The Ikigai catalog is defined by two primary collections: the Maru and the Kame. The Maru 200m was the brand’s debut release, characterized by its “all-in” approach to lume and impressive technical specifications for its price point. It features a 316L stainless steel case, a sapphire crystal with anti-reflective coating, and a Miyota automatic movement. A distinctive feature of the Maru is the application of lume on the dial, hands, bezel, and the case sides, creating a unique light profile.
The Kame collection represents a more refined evolution of the brand’s design philosophy, taking direct inspiration from the sea turtle, a symbol of resilience. The design features a 40mm cushion-shaped case with lug cutouts resembling flippers and a crown meant to evoke the turtle’s head. The Kame is powered by a regulated Japanese Miyota 9039 movement and includes a striking hexagonal, scalloped steel bezel with luminescent triangles. Available in vibrant colorways like Horizon Blue and Solar Flare, the Kame merges symbolic storytelling with professional-grade diving features, including 200 meters of water resistance and toolless micro-adjusting clasps.
