California Watch Co. is the Pacific Standard of Time. Every watch embodies the spirit of California and each collection is based around a location that has made an impression on us.
It’s interesting how everyone experiences time differently in different places. There’s island time where things move slow. And then there’s this concept of a “New York minute,” where there's never enough time and things need to get done at a hectic pace.
If you look back on the past month or year, you only remember the moments where you took a trip or did something outside of your ordinary routine. That’s why we try to live on what we call “California time.”
The hope is that whether you live in California or not, you can wear this memento on your wrist, kind of like a string around your finger, and at some point it can remind you to get out there and see something new.
We’ve teamed up with the Save the Waves Coalition, a non-profit group that protects coastal ecosystems around the world in partnership with local communities, utilizing a unique combination of protected areas, economics, and direct action. We’re proud to donate a portion of each pledge to this incredible organization.