Ludvig Scheja is a Swedish entrepreneur and designer best known as the co-founder and Creative Director of TRIWA, an independent watch and accessory brand based in Stockholm. Established in 2007 alongside friends Harald Wachtmeister, Didrik Wachtmeister, and Tobias Ericsson, the company was founded with the mission to Transform the Industry of Watches (TRIWA), moving away from traditional status-driven marketing toward a focus on contemporary Scandinavian design and social purpose.

Scheja has been a primary architect of the brand’s creative identity, overseeing the transition from early playful designs, such as the colorful plastic watches of the late 2000s, to more refined and mission-led collections. His design philosophy emphasizes the watch as a “value bearer” or a symbolic statement piece. Under his creative leadership, TRIWA launched several notable initiatives, including the Time for Peace collection, which features watches made from Humanium Metal (recycled illegal firearms), and the Time for Oceans collection, constructed from recycled ocean plastic.

Beyond aesthetic design, Scheja has pushed the brand toward industrial innovation. He played a key role in the development of the world’s first consumer product made from fossil-free steel powder, collaborating with the steel manufacturer SSAB. Throughout his tenure, Scheja has maintained that a timepiece should transcend its functional role as a tool, serving instead as a medium for storytelling and environmental advocacy. Today, he continues to direct the brand’s creative strategy from its Stockholm studio, focusing on sustainable materials and disruptive marketing campaigns that challenge conventional horological norms.