Undone is a Hong Kong-based watch brand founded in 2014 by Michael Young, a watch enthusiast and vintage restoration expert. The company initially emerged through a crowdfunding campaign with the ambition to revolutionize the market by offering a direct-to-consumer platform for highly customizable timepieces. Operating as an internet-first brand, Undone focuses on providing a personalized experience where customers can actively participate in the creation of their own watch.
Collectors and enthusiasts are drawn to the brand for its extensive customization options, which allow users to modify dials, hands, case finishes, and straps via an online configuration tool. This approach aims to offer “personal luxury” and unique, one-off pieces at affordable price points without sacrificing quality, utilizing reliable Japanese automatic movements and meca-quartz hybrid chronographs. The brand is also recognized for its frequent use of vintage-inspired aesthetics paired with modern materials such as 316L stainless steel, bronze, and Grade 2 titanium.
The brand’s catalog is headlined by several core collections and notable collaborative pieces: – Urban Chronograph: A foundational series of customizable chronographs inspired by mid-century dress watches, often utilizing meca-quartz movements.
– Basecamp: A utilitarian tool watch collection that blends dive and field watch characteristics.
– Pop-Culture Collaborations: Undone has gained significant recognition for its limited-edition partnerships with major franchises, including Batman, Peanuts (Snoopy), Disney, and Hello Kitty.
– Artistic and Material Ventures: Key specialty pieces include the ukiyo-e-inspired Shunga collection and collaborations with Simple Union that focus on unique materials.
– Aqua: A series of more robust, professional-style dive watches available in both standard and military-themed configurations.