Leonardo Tsai is the founder and creative lead of Selten, a Hong Kong-based microbrand established in 2017. Born into a family with a multi-generational heritage in watch-dial manufacturing, Tsai developed an interest in horology and mechanics from a young age. Despite this early exposure to the craft, he initially pursued a career in finance, studying the subject in the United Kingdom before returning to Hong Kong to work for J.P. Morgan.
Driven by a desire to continue his family’s horological legacy through an independent venture, Tsai transitioned from the financial sector to watchmaking. He founded Selten with a philosophy centered on exploring unique materials and artisanal techniques. The brand’s name is derived from the German word for rare, reflecting Tsai’s stated admiration for the craftsmanship and resilience of the German watchmaking industry.
Under Tsai’s leadership, Selten has gained recognition for its focus on specialized dial work. His early projects involved four years of research and development, resulting in the Series 00 and 01, which utilized meteorite. Subsequent releases have showcased a variety of decorative techniques, including hand-patinated bronze dials for the Salvage Bronze series and CNC-machined mother-of-pearl for the M1 Moonphase.
A significant milestone in Tsai’s career was the launch of the Grand Feu Enamel series. For this collection, he collaborated with specialized artisans to produce hand-engraved silver baseplates finished with traditional kiln-fired enamel. This project also marked the brand’s shift toward incorporating regulated Swiss movements.
Beyond product development, Tsai has been active in building the watch community in his home market. In 2024, he collaborated with the watch enthusiast club Watch Ho & Co. to create the “Jui” (聚) timepiece, a project designed to celebrate Hong Kong’s growing role in the global watch landscape. Tsai operates the business alongside his wife, Kristine Lam, who provides support through her own leather goods company, HasNoBounds. Today, Tsai continues to lead Selten as it explores the intersection of heritage craftsmanship and modern microbrand innovation.