Dion Wynyard McAsey is the founder and creative director of Magrette, an independent watch brand based in Auckland, New Zealand. His professional journey is defined by a transition from the creative advertising industry to the world of horology, driven by a lifelong interest in mechanical timepieces and traditional craftsmanship.
McAsey’s fascination with watches began at age seven when he received a white mechanical timepiece as a birthday gift. This early exposure sparked a personal passion for collecting, eventually focusing on 1940s military-style watches and 1970s dive watches. These specific eras of design would later serve as the primary aesthetic foundation for his own brand.
Before entering the watch industry, McAsey built a career in the creative sector, eventually serving as the Managing Director of a creative agency. The idea for Magrette emerged in 2007 while he was working on designs for a French-Canadian watch company. Recognizing an opportunity to combine his design expertise with his personal hobby, he established Magrette with a vision to create timepieces that were mysterious, alluring, and influenced by “old world” traditions.
Under McAsey’s leadership, Magrette has become one of New Zealand’s most prominent horological exports. He intentionally integrated elements of his Māori heritage and New Zealand culture into the brand’s identity. The company’s logo, which features a shield and a koru (a Māori symbol representing new life and growth), reflects this commitment. A significant aspect of his strategy has been collaborating with local artisans, such as master engraver Andrew Biggs, to create limited-edition pieces featuring intricate, hand-engraved designs that tell stories from Pacific folklore.
McAsey’s approach to business emphasizes a high value proposition, focusing on mechanical movements and robust build quality at accessible price points. He launched the brand by testing the market with small-batch releases, such as the Marcus Chronograph—a model named in memory of his late brother, who shared his passion for watches. This small-batch philosophy remains a core part of the brand’s operations, ensuring exclusivity and quality control.
Today, Dion Wynyard McAsey continues to lead Magrette from Auckland, maintaining a business model that utilizes a global network of specialized suppliers while keeping design and creative direction rooted in New Zealand. His work is recognized for helping to place New Zealand on the international watchmaking map by blending European design influences with distinct regional artistry.