Betina Menescal is a Brazilian-born designer and the founder of the independent watch brand Möels & Co. Her journey into the horological industry began in London while she was an undergraduate architecture student at Westminster University. During the global lockdowns of 2020, Menescal utilized her time to teach herself the technical and artistic aspects of watchmaking, combining her architectural background with a lifelong interest in timepieces.

Her fascination with watches was sparked at the age of 11, influenced by her father, a dedicated watch enthusiast and collector. In 2021, at the age of 21, she officially launched Möels & Co. As the brand’s founder and head of design, she oversees every aspect of the creative process, including product development, research, web design, and packaging. Her design philosophy is heavily influenced by the principles of Mid-Century Modernism, the Bauhaus movement, and the work of Dieter Rams, resulting in an aesthetic defined by simplicity, clean lines, and functionality.

The brand’s debut release, the Model 528, gained significant recognition for its unconventional, asymmetrical design. Menescal’s work on this collection earned her the prestigious Golden A’ Design Award, a testament to her visionary approach and technical skill. The Model 528 is noted for its “neo-vintage” feel, blending 1960s-inspired aesthetics with modern engineering.

Möels & Co. operates as a family-owned enterprise. Menescal leads the creative vision while receiving strategic support from her family: her father provides guidance on business development, her mother manages financial compliance, and her brother assists with digital marketing and SEO. This structure allows the brand to remain independent and scale organically without external funding.

Based in London, Menescal continues to lead Möels & Co. by collaborating with specialized partners across Europe and Asia to ensure high-quality execution. Her biography represents a modern shift in the watch industry, where young, independent designers are utilizing digital platforms and self-taught expertise to establish distinctive brands that challenge traditional horological norms.