UNDONE
Tsim Sha Tsui, Hong Kong · Est. 2014
Founded by Michael Young
UNDONE is a Hong Kong-based watch brand founded in 2014, offering customisable watches at accessible price points with a wide range of dial and strap options. The brand has built a large following through collaborations with popular culture properties and its transparent online customisation platform.
- Founded
- 2014
- Headquarters
- Tsim Sha Tsui, Hong Kong
- Group
- Independent
- Price Segment
- Mid
- Status
- Active
Key Collections
- Urban — Undone's core collection offering extensive customisation across case shape, dial, colour, and strap, aimed at watch enthusiasts who want a personalised timepiece. The Urban draws on vintage watch archetypes — field watches, dress watches, and classics — and allows buyers to configure their watch through an online tool. It is fitted with Japanese automatic or quartz movements.
- Aqua — A dive-inspired collection featuring 200-metre water resistance, rotating bezels, and robust construction, while retaining Undone's signature customisation options. The Aqua appeals to fans of vintage-style diving watches who want personal expression in a tool watch format. Colourful dials and varied bezel inserts make it one of the brand's most visually playful lines.
- Basecamp — Undone's adventure-focused collection inspired by mid-century exploration and field watches, featuring bold numerals, canvas or leather straps, and vintage colour palettes. The Basecamp is designed for outdoor enthusiasts and collectors drawn to the aesthetic of classic military and expedition timepieces.
Timeline
- 2014 — Undone is founded in Hong Kong, positioning itself as a customisable watch brand targeting online-native consumers.
- 2015 — The brand launches its first Kickstarter campaign, quickly surpassing its funding goal and gaining international attention.
- 2018 — Undone opens its first physical retail experience, expanding beyond pure e-commerce while retaining its direct-to-consumer model.
- 2020 — The brand releases a series of licensed collaborations with cultural and entertainment properties, broadening its audience beyond traditional watch collectors.
- 2022 — Undone expands its customisation platform, offering a wider range of case materials and dial options for greater personalisation.
Frequently Asked Questions about UNDONE
- How does Undone's customisation process work?
- Undone allows customers to configure their watch through an online builder, choosing from various case shapes, dial designs, colour combinations, case materials, and strap options. The personalised watch is then assembled and shipped directly to the customer. Lead times vary depending on the complexity of the configuration.
- What movements does Undone use?
- Undone primarily uses Japanese movements from Miyota (automatic) and Seiko NH-series (automatic) for its mechanical watches, as well as Ronda quartz movements. The brand focuses on design and customisation rather than movement manufacture, keeping costs accessible while ensuring reliability.