Petar Kajevski is the founder of 11i11 saat, a wristwatch brand based in Vienna, Austria. Originally from Macedonia, Kajevski is a management and IT consultant by profession who had no prior formal background in the watchmaking industry. His transition into the horological world began as a personal interest that eventually evolved into a commercial venture.
The brand’s origin dates back to 2019 when Kajevski noticed a graphical similarity between the Arabic numeral 11 and the Roman numeral II. This observation served as the initial creative spark for the company. While the concept was first conceived as a potential hobby or a small-scale project, the global pandemic and subsequent lockdowns provided the time necessary to expand the project’s scope and ambition.
Kajevski collaborated with Macedonian designers, including Apostol Tnokovski and Nebojsha Gelevski of Koma Design Studio, to refine the brand’s aesthetic. The design philosophy emphasizes a minimalist appearance that incorporates specific technical and playful details. The brand name itself, 11i11 saat, translates to 11 past 11 watch in Macedonian, referencing a key design element where the hands are positioned at 11:11.
One of the distinctive features introduced under Kajevski’s leadership is the integration of the watch crown into the dial’s layout. In these designs, the crown serves as the 8 o’clock index, a departure from traditional watch architecture. Additionally, the crown functions as an analog reminder when rotated to different positions, adding a functional element to its visual placement.
The technical development of the watches involved selecting specific components to support the desired aesthetic. To maintain a minimalist look while including a date function, the brand utilizes the Sellita SW400-1 movement. This movement’s 31 mm diameter allows the date window to be positioned at the 5 o’clock mark near the outer edge of the dial, which is a signature layout for the brand’s mechanical models.
Manufacturing for 11i11 saat is handled by Cattin Watch, a Swiss producer. This partnership ensures that the watches meet Swiss-made standards for their mechanical automatic models. The production process involves a combination of Swiss assembly and parts sourced from long-term suppliers in Asia, aiming to balance quality and price points.
In addition to mechanical models, the brand offers quartz versions. These models typically feature the Ronda 715Li movement, which is noted for a 10-year battery life. The cases are constructed from 316L stainless steel and feature sapphire crystals with anti-reflective coating on the underside, ensuring durability and legibility.
Kajevski has established partnerships with established European component manufacturers for accessories. The watches are paired with straps from Hirsch, an Austrian company, or mesh metal bracelets from Staib, based in Germany. This includes custom leather straps in the Austrian national colors of red and white, reflecting the brand’s Vienna roots.
The marketing and presentation of the brand often reflect Kajevski’s perspective as an industry outsider. He has challenged conventional watchmaking norms, such as the standard practice of photographing watches at the 10:10 position, opting instead for 11:11. This approach extends to the dial design, which avoids the traditional Swiss Made label in favor of a cross-inside-a-letter graphic.
Under Petar Kajevski’s direction, 11i11 saat has grown from a simple design idea into a brand with a diverse catalog of mechanical and quartz timepieces. By combining unconventional design elements with standard Swiss and European manufacturing processes, Kajevski has positioned the brand as a niche participant in the contemporary watch market.