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About

We are three friends who met at the University of Pittsburgh in a meeting we all weren’t supposed to attend. Actually, though, I’m pretty sure we were all there for the free pizza.

I had a keen eye for aesthetics, design, and style, along with a family heritage in world-class Swiss watchmaking, Jero was innovative and deeply embedded in the entrepreneur ecosystem, and Ale was an analytical genius (SERIOUSLY), creating a complementary and multidisciplinary team.

Our name, BJØRN, is inspired by the Vikings who explored Europe by sea for trade, raids, colonization, and conquest and were seen as brutal raiders. That’s who we are! The Vikings of the Watch Industry.
As I’m sure you already know, THE WATCH INDUSTRY IS A F****** RIP OFF. Watches are marked up to 1,000% from production cost. You know what that means? A watch that costs $30 to make, import, and ship is being sold for $300. THAT’S INSANE. The worst part of it all is that most of the companies claiming to #DisruptTheIndustry and be #Transparent ARE DOING THE SAME THING. WE ARE HERE TO CHANGE THIS.

We noticed that today’s watches are unnecessarily complicated. We wanted to reverse engineer the modern watch and take it back to its core essentials.

This is why two years ago we set out to design premium quality watches without the luxury markup. We flew to Switzerland, Italy, and Hong Kong and we spent months perfecting our designs, sourcing quality materials, and finding the best manufacturers around the world. We buy directly from them, eliminating the middleman, allowing you to purchase the highest quality products at the lowest price point.