At a recent exclusive VIP launch event at Soho house, we discovered up and coming brand Shore Projects. The idea first came about in the hands of a group of close friends in search of a classic, durable and simple British look in their watches. Clearly, they had spotted a gap in the market for watches that are aesthetically pleasing with a minimal feel and a timeless, classic design. Shore Projects takes inspiration for clean modern shapes from the founders' love of the British seaside and coastlines.
The company might be new, but they use only the finest materials to ensure an enduring elegance to the aesthetics of their watches: using 316L marine grade stainless steel cases, scratch resistant crystal glass and a vast selection of straps to choose from including classic Italian leather, brushed stainless steel and metallic Milanese mesh.
One of the brand's unique factors is the interchangeable nature of the straps. Shore Projects understands that one watch doesn't always suit all occasions, so they have developed an innovative strap mechanism where it is beyond simple for wearers to change watch straps. In fact, their exclusive customisation bar at the launch event was the ideal means of letting wearers easily decide what straps you prefer. Fans of the watch brand can expect to see this pop-up bar appearing in top retail outlets very soon.
The watches are waterproofed to 100 metres, which only seems appropriate based on the founders' love of the British seaside. What is particularly commendable is their partnership with the Marine Conservation Society – they donate £1 for every watch sold and this money goes into vital funding to increase protection levels for aquatic life and habitats.
Even without the free-flowing wine, canapés and stylish DJ at this launch event, it would be hard not to fall in love with a modern British brand with stylish looks and classic timeless designs.