Herman Tantriady is the founder and creative director of Lima, an independent watch brand based in Jakarta, Indonesia. Originally trained in graphic and multimedia design, Tantriady began his professional career as a web designer in Singapore. In 2002, he returned to Indonesia to pursue a career in advertising, joining the global agency OgilvyOne Worldwide. By 2005, he transitioned into entrepreneurship by establishing his own design agency, Pomato Asia.

In 2014, Tantriady founded Lima Watch, driven by a desire to apply his design background to the field of horology. His approach to watchmaking is characterized by a “neo-vintage” and minimalist aesthetic that often incorporates playful or whimsical elements inspired by vintage toys. Under his leadership, the brand has focused on creating “understated and utilitarian” timepieces that emphasize legibility, ergonomics, and clean lines.

Throughout his tenure at Lima, Tantriady has fostered a collaborative business model, working with various specialists and designers. Notable collaborations include projects with Conture Indonesia (concrete development), illustrator Ayang Cempaka, product designer Nerdmob, and Disney Indonesia. This multidisciplinary approach has helped the brand gain regional and international recognition within the independent watch community.

Tantriady’s work has received several accolades for design excellence. In 2019, Lima won two Indonesia Good Design Selection Awards for the Lima Zenga and Lima Time Loop models. This success continued with the Lima Meca 01 receiving the same award in 2020, followed by the Meca 03 in 2021 and the Meca Revolt in 2022. These awards, which are part of the G-Mark Japanese Good Design Award network, highlight Tantriady’s commitment to blending traditional Indonesian design aspects with contemporary international standards.

Today, Herman Tantriady continues to lead Lima, positioning Indonesia as a growing hub for creative horological design. His biography reflects a career dedicated to merging commercial advertising expertise with industrial design, resulting in a brand recognized for its functional yet distinctive mechanical watches.