Iconic Concierge Winter 2022/23

THE RISE OF THE
COBRA
INTRODUCING: ATOWAK WATCHES
When it comes to watches, people are usually attracted
to established brands for a good reason. They have a
proven track record and years of history and experience
in the industry. However, over the past several years
there has been a rising level of interest in smaller companies
that appeal to a niche but passionate audience.
The so-called microbrands are small shops producing
watches in a variety of price ranges, competing for the
attention of the watch enthusiast. They often don’t have
the resources to produce their own in-house movements
or other proprietary parts, and cut out the middleman by
selling their watches online, straight to consumers. They
try to reach those aficionados who collect established
brands but are open to purchasing interesting valuepriced
watches as well as individuals who are looking
into timepieces because they are different, maybe trendy
and can often be found on Kickstarter, trying to get the
funding for their creations. Atowak is one of those companies.
The Team...
Established in 2017, Atowak may be a very young company,
but the international team around its founder and CEO
Johnny Deng has been engaged in watch research and development
for more than 20 years.
The Mission ...
According to the founders of the company, ATOWAK is
“dedicated to creating high-quality mechanical watches
with a unique and bold design philosophy.” It “redefines the
54
ICONIC CONCIERGE