TRIWA: Transforming the Industry of
Founded in Stockholm, Sweden, in 2007, TRIWA is a watch brand whose name acts as a manifesto: it is an acronym for « Transforming the Industry of. » While initially conceived as a challenger to the traditional horological world, the company has successfully carved out a unique and influential niche by redefining the wristwatch not as a status symbol of wealth, but as an accessible and meaningful statement of personal values and style. This rebellious, mission-driven approach has allowed the brand to resonate powerfully with a contemporary, design-conscious global audience.
The genesis of the brand was the shared vision of four friends, including Tobias Ericsson, Harald Wachtmeister (Co-Founder and CEO), Didrik Wachtmeister (Co-Founder), and Ludvig Scheja (Co-Founder and Creative Director). These Stockholm natives observed a watch industry they felt was excessively focused on status and tradition. They drew initial inspiration from a playful concept they encountered in Italy: affordable plastic versions of expensive luxury timepieces, which sparked the idea to create a non-conformist alternative.
In the brand’s initial phase, their core philosophy was to make the wristwatch relevant again for a younger generation who were already using mobile devices to check the time. They positioned the watch as a fashion accessory that was part of a complete outfit, rather than a mere timekeeper. This focus led to their early success with the « Recession Proof » watch—an affordable, often colorful, plastic timepiece that was an act of defiance against the notion that a watch’s value was tied exclusively to its price tag or perceived social standing.
Following this initial burst of colorful non-conformity, TRIWA underwent a significant design evolution, moving beyond the plastic aesthetic. The brand embraced its Swedish heritage, pivoting toward a much cleaner, more minimalistic approach. This new design language emphasized functional simplicity, clean lines, and meticulous detail, successfully marrying the principles of pure Scandinavian design with high-quality craftsmanship, which proved immensely successful in markets like Asia and Japan.
However, the brand’s most significant transformation came when it committed fully to the deeper meaning behind its acronym. Inspired to be more than just a successful design house, TRIWA launched its overarching vision: « Time for Change. » This philosophy propelled the brand into a new era where its products became tangible symbols of positive global impact, transcending mere style and trends to address social and environmental issues.
The « Time for Peace » collection marked the beginning of this mission-driven journey and remains one of the brand’s most recognized key pieces. In a unique collaboration with the Swedish aid organization IM Sweden, TRIWA created using Humanium Metal, which is produced by melting down confiscated, illegal firearms from regions like El Salvador. This initiative ensured that a portion of the proceeds from every Humanium watch was funneled directly back into programs that support victims of armed violence and help communities rebuild.
Further demonstrating its commitment to purposeful innovation, TRIWA launched the « Time for Oceans » collection. These colorful, durable timepieces feature cases and straps crafted from recycled ocean-bound plastic, transforming marine waste into a wearable accessory. Through collaborations with ocean preservation organizations like the Canadian NGO Sea Shepherd, the collection also helped to fund conservation efforts, turning an environmental problem into a statement of environmental responsibility.
In addition to addressing gun violence and ocean health, the brand continues to focus on ethical production and accessibility, using its to raise awareness for other causes. For instance, the « Time for Power » range was intentionally designed by women for women, with a percentage of sales supporting the ‘Girl Up’ charity to empower girls and fight gender inequality. Furthermore, in an effort to reduce its environmental footprint, TRIWA partnered with Swedish steelmaker SSAB to develop the « Time for Decarbonization » initiative, utilizing fossil-free steel in its pursuit of more sustainable, long-lasting products.
People are drawn to TRIWA for a combination of factors that challenge the conventional luxury watch market. Firstly, customers appreciate the brand’s ability to deliver high-quality, durable timepieces with a modern, appealing aesthetic at an accessible price point, filling a market gap for « affordable luxury. » Secondly, the strong sense of mission and purpose provides collectors with a watch that is a true « value bearer » for change, offering them a direct way to support social and environmental causes through their purchase.
In terms of construction, TRIWA maintains a commitment to quality components despite its accessible pricing. The utilize reliable movements sourced from Japan, and their leather straps are produced with craftsmanship from the Tärnsjö tannery, located near Stockholm. This combination of Swedish design, quality international components, and ethical material sourcing solidifies TRIWA’s standing as a forward-thinking, design-driven brand that believes in adding something cool and meaningful to the wearer’s look.
