Once upon a time, watchmaking was a venerable art form, marked by quality, integrity, and variety. Nowadays, outsourcing has become an industry mantra, where craft, quality and innovation continues to be compromised. ADEXE however, is a timepiece that reflects the spirit of its wearer, distinguishing itself from the mass-produced line of “more of the same” masses. ADEXE prides itself as a master of the venerable art form, melding mechanical precision with luxury and aesthetic finesse.
We went behind the brand to find out more…
When did you launch the brand and what was the reason behind it?
The brand was launch in May 2016 right before my graduation at UAL for MA Strategic Fashion Marketing.(Luckily I passed the degree although my professor was not very happy with the grades)
I was born with watches because of our family background and mom used to say “We have more watches in the house than money”.
ADEXE was created because of two reasons. 1. I would like to make my father proud because his effort could never be recognised globally despite his hard work (Starting from the street to building a factory with 1200 employees is definitely not an easy job).
2. It frustrates me to see brands claiming that they are selling “Quality” watches at very high prices when most of the money is used on marketing. “Quality” does not stand for a product that never breaks but it should at least be defined as a product that the company can take the responsibility of and have thorough understanding. That is why I insisted we provide lifetime warranty for manufacturing defects. (I believe less than 1 % of the watch brands internationally provide this service)
Whats your background?
I am a TCK. Born in Taiwan to two extraordinary human beings and moved to Hong Kong when I was 2.5 because my dad believed it was a great place to expand his watch business. Then, moved to London when I was 18 because I always knew Hong Kong was not the place for me. It was just too small and people there were to pessimistic for me. (Very personal opinion)
How many people are involved in the company and what are their roles?
Technically more than 1000 people are involved in our project. We have offices in Shoreditch, London and Hong Kong. The main office operating ADEXE Watches is in London with a team of 5. Most of the resources in London are dedicated to marketing and growth hacking.
If you could start over with the business, would you do anything differently?
I would have use another name because later we realised there are two very famous young twins in Spain also called ADEXE and their digital presence and ranking are so high, meaning we needed to make extra effort to lift ourselves up there.
What is the hardest challenge you have faced since you started the company?
Looking at the computer or phone from the minute I wake up till I close the eyes. It is too damaging to my eyes.
Tell us one fact about you that people wouldn’t know?
I was a ballerina.
2017 is here, where do you plan on taking the brand?
In 2017, we are focusing more on the home market (U.K.) and starting to explore the Central Europe market potential.
To date, what has been the highlight since launching?
Since July 2017, we are being approached by big stockist as well as famous bloggers.
Which city do you feel most at home in, London, Paris or New York?
I have not found one yet as I am a TCK and always travelling but home is always where my loved ones are.
Three beauty products you can’t leave the house without?
Mascara, red lipsticks and perfume
Confidence and a healthy body
Best thing about London to you?
Diversity and people are pretty chill of new things.
Statement shoe or statement bag?
Shoes that allow me to walk and stand properly.
If you had to, what piece of clothing from your wardrobe would you wear everyday?
The black leather jacket
Favourite love song?
I do not have any favourites, there are too many talents deserve to be appreciated.
Best place for a coffee?
Every morning before putting on make-up, I love standing in front of my dressing table where I can check the weather and park in front of my house through the big window with a cup of black coffee.
Most memorable piece of advice given to you?
I have been given two.
- The importance of learning until the last day because your physical appearance does not represent who you are but the words that come out of your month do.
- Sometimes, do not think you are that big of a deal.
Sending very ugly pictures of myself to my close friends on Snapchat just for the sake of seeing their annoyed faces.
If you could spent 24 hours in anywhere in the world, where would it be?
Any beach that is clean, white sand, 26 degrees sun, no humans (except me), scents of flowers and the orchestra from nature.
In future, how do you plan on expanding the company?
We intend to create more watch brands in the future and be the first destination people come to mind when they think about buying affordable and real quality watches.
Find out more…
Website: www.adexe.co.uk (Do not forget that you get 10% if you subscribe to our newsletter)