What UNDONE does

UNDONE is a custom watch brand founded in 2014, operating a direct-to-consumer made-to-order model through its owned e-commerce storefronts (undone.com and undone.co.jp). The company's core product is the online watch customizer — described as the world's first comprehensive platform of its kind — which allows customers to virtually build timepieces from thousands of component combinations including case, bezel, hands, dial, strap, and engravings. Watches are assembled in-house in Hong Kong using movements sourced from Japanese TMI (NH35A, VK61, VK64, NH34, NH70, JP27), Swiss Ronda (1062, 2036), and Japanese Miyota, with materials spanning 316L stainless steel, Grade II titanium, sapphire/K1/K9 crystal, and FKM rubber. Pricing spans $225 entry-level Urban/Ladies watches up to $1,150 premium pieces like the Aquadeep K9 Crystal, positioning the brand in the accessible-personalization gap between mass-market and luxury watchmakers.

The business model centers on one-time watch sales, aftermarket strap and accessory revenue ($40-$120), UNPOP lifestyle merchandise, and licensing royalties from IP partnerships. UNDONE has built an extensive collaboration portfolio with major intellectual property holders including Sanrio (Hello Kitty, Cinnamoroll), hololive Production, Ghost in the Shell, Atlassian Williams Racing, POPEYE, DC Comics, and the Manta Trust — generating limited-edition collectible timepieces that target fan communities. The company serves five primary persona segments: individuality seekers, watch collectors/enthusiasts, pop culture and anime fans, fashion-conscious women, and adventure/sports enthusiasts. Headquartered in Hong Kong with a Japanese subsidiary (UNDONE Japan Co., Ltd.) and an employee base of approximately 30, UNDONE has sold over 60,000 watches globally, funded via a 2016 Kickstarter campaign (HK$1,960,430) and a 2018 C Ventures investment round.

Distribution is exclusively direct-to-consumer with no retail or third-party wholesale, supported by an integrated tech stack including Shopify (e-commerce), Rebuy (recommendations/upsell), Rivo (loyalty/Undone Club), and hCaptcha (security). Marketing relies on social media (Instagram, TikTok, YouTube, Pinterest, Facebook, Twitter), earned media (Forbes, Revolution, TimeTide), email/newsletter, and the "Every Watch Has A Story" content community, with IP collaborations functioning as the primary demand-generation engine.

Name

UNDONE

Legal name

UNDONE Japan Co., Ltd.

Website

https://undone.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

UNDONE is a Hong Kong-based direct-to-consumer watch brand offering made-to-order customizable timepieces through an online customizer, serving consumers seeking personalized watches priced $225-$1,150 and fan communities via licensing collaborations with Sanrio, hololive Production, Ghost in the Shell, and Atlassian Williams Racing.

Ownership category

akta.pro rank

Product category

Custom Watches and Timepieces

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)

akta.pro secondary industries

Watch Manufacturing (Movements, Cases, Dials, Assembly) (CRAKADAJ), Watch Parts & Components (Straps/Bracelets, Crystals, Hands, Buckles) (CRAKADAK), Jewelry & Watch Care Products (Tools, Cleaners, Storage) (CRAKALAK)

Keywords

• Custom mechanical watches
• Personalized timepieces
• Made-to-order watches
• Automatic dive watches
• Vintage chronograph watches

Headquarters

HQ city

North Bergen

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Watch Sales: One-time purchase of customized watches. Made-to-order model - no stock, zero waste. Customers order and pay upfront, then watch is built. Revenue recognized upon delivery. Includes customization fees for engravings and personalized casebacks.
2. Watch Straps and Accessories: Aftermarket sales of replacement straps (leather, alligator, cordura, perlon, NATO, rubber, metal) ranging from $40-$120. Quick-release spring bars for easy changing.
3. UNPOP Lifestyle Collection: Creative collectible merchandise including strap accessories, card wallets, and lifestyle items for fans of UNDONE aesthetics.
4. Licensing Partnerships: Revenue from licensing deals with major IP holders including Sanrio, hololive production, Ghost in the Shell, Atlassian Williams Racing, POPEYE, Hello Kitty, and others. UNDONE creates limited-edition watches featuring these properties.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

UNDONE designs, assembles, and sells customizable mechanical and quartz wristwatches directly to consumers through its own e-commerce storefronts. Customers use the brand's online customizer to configure case, bezel, dial, hands, strap, and engravings, with watches made-to-order in-house and shipped globally. The catalog spans multiple collections plus IP-licensed collaborations at price points from $225 to $1,150.

Differentiator

Problem solved

Functional benefit

Products and services

• UNDONE Slim Watch (4.9mm) Ultra-thin dress watch at 4.9mm case thickness for consumers seeking minimalist profile. Uses Swiss Ronda 1062 quartz movement, sapphire glass, 37mm stainless steel case, 30m water resistance. Sold in Silver and Black variants at $295.
• Aquadeep Dive Watch Collection Dive and tool watch collection with up to 500m water resistance, helium escape valve, Grade II titanium cases, sapphire or K9 crystal, and customizable dials/hands. Spans the Aquadeep Signal ($395), Aquadeep Submerge Carbon ($595), and Aquadeep K9 Crystal ($1,150) variants. Targets professional divers and adventure watch buyers.
• Aqua II Collection Modern 43mm automatic tool watch with sapphire crystal, TMI NH35A automatic movement, up to 200m water resistance, and enhanced customization options. Successor to the original Aqua line.
• Urban Vintage Chronograph Collection Vintage-inspired mecha-quartz chronograph collection including Vintage Killy ($285), Vintage Tuxedo ($265), Vintage Salmon ($265), Vintage Pistachio Crisp ($265), and Vintage Green variants. Customizable cases, dials, and straps for everyday wear.
• Basecamp Everyday Tool Watch Collection Everyday tool watch collection including Basecamp Classic Blue ($325), Basecamp Cali Green ($320), Basecamp Stealth Steel ($400), and Basecamp GMT variants ($480). Features include TMI NH35A automatic movements, ceramic bezels, and 100m+ water resistance.
• Basecamp GMT Stone Dials Collection GMT watch collection featuring natural stone dials (Malachite, Tiger Eye) with Japanese TMI NH34 automatic movement, 40mm case, 100m water resistance, and ceramic bezel. Priced at $480.
• Enamel Verde Automatic Watch Automatic watch with traditional Japanese enamel dial forged at 800°C, naturally cooled, and hand-polished. Combines centuries-old enamel craftsmanship with modern automatic movements. Priced at $380.
• Urban 34 Ladies Watch Collection Compact unisex 37mm vintage-styled watches including limited-edition Orson (steel/ocean-blue) and Dorian (gold/lime) variants. Uses Miyota JP27 movement with 3 ATM water resistance. Targeted at fashion-conscious consumers, with Urban 34 ladies' models starting at $225.
• IP Collaboration Watch Collections Licensed limited-edition collaboration watches featuring Sanrio (Hello Kitty 50th Anniversary $380, Cinnamoroll), hololive Production (6th fes., SUPER EXPO 2025, EN Party2Gether), Ghost in the Shell (Tachikoma), Atlassian Williams Racing (FW47 $780, Carbono $380), POPEYE, DC Comics, Simple Union Katazome, Daruma artists, Manta Trust Maggy, and Ultraman Color Timer. Each collaboration transforms IP into wearable collectibles for fan communities.
• Watch Straps and Accessories Aftermarket replacement watch straps in leather ($40), alligator, cordura, perlon, NATO ($40), rubber ($40–$50), and metal ($120) materials. Quick-release spring bars enable easy strap changes. UNPOP lifestyle accessories including strap accessories, card wallets, and lifestyle items for fans of UNDONE aesthetics.
• UNDONE Online Watch Customizer Platform Online watch customization platform launched as UNDONE 2.0 enabling customers to virtually build watches from scratch by choosing case, bezel, hands, dial, strap, color, engraving, and caseback components. Generates thousands of unique combinations, with custom orders routed to in-house assembly.

Quantifiable outcome

• Over 60,000 watches sold with 60,000+ unique stories told
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core, secondary and minor.

• hololive ProductioncoreOEM/ Whitelabel/ Licensing Partner · 1 January 2025Multiple hololive collaborations including hololive 6th fes. Color Rise Harmony (featuring nine talents across three stages), hololive SUPER EXPO 2025 GAMEON collection, and hololive EN Party2Gether collection. Products include watches, Bluetooth speakers, lightbox/keychain sets, and collector's pin sets.
• Sanrio (Cinnamoroll, Hello Kitty)coreOEM/ Whitelabel/ Licensing Partner · 1 January 2024UNDONE creates licensed collaboration watches featuring Sanrio characters including Cinnamoroll and Hello Kitty. Cinnamoroll collaboration features celestial-themed designs with moon and star motifs. Hello Kitty 50th Anniversary Party Party watch commemorates the iconic character's 50th birthday with special dial design.
• Atlassian Williams RacingcoreStrategic or Co-development Partner · 1 January 2024UNDONE x Atlassian Williams Racing collaboration creating F1-themed watches including FW47 Watch and Carbono Watch. Additionally, a world-first collaboration with DAN DA DAN anime IP and Williams Racing was announced, bringing together F1 team and global anime IP.
• Ghost in the Shell (Tachikoma)coreOEM/ Whitelabel/ Licensing PartnerUNDONE x Ghost In The Shell S.A.C. collaboration featuring Tachikoma tank designs. The collection transforms the iconic anime characters into wearable timepieces, allowing fans to carry a piece of the Ghost in the Shell universe.
• POPEYEsecondaryOEM/ Whitelabel/ Licensing PartnerMultiple POPEYE collaborations including 95th Anniversary Limited Edition, Popeye Mono, Popeye Arabian, Blacksand, and various POPEYE & Friends designs. Many items are sold out, indicating strong demand.
• Manta TrustsecondaryStrategic or Co-development PartnerUNDONE x Manta Trust collaboration (Maggy watch) supporting ocean conservation efforts. Part of UNDONE's social/environmental initiatives.
• DarumasecondaryOEM/ Whitelabel/ Licensing PartnerUNDONE Artlab - Daruma collection featuring artist collaborations. Daruma features various artists including Udon, Kumorimon, Bichi Mao, Ardhira Putra, Michael Chuah, and Deepli.art creating unique watch designs.
• Simple UnionminorStrategic or Co-development PartnerKatazome Urban collaboration featuring traditional Japanese Meiji period fabric patterns. Partnership with craftsman specializing in repurposing Katazome fabric for unique watch designs.
• The Hokusai-kan MuseumminorOEM/ Whitelabel/ Licensing PartnerUNDONE x The Hokusai-kan Museum collaboration featuring The Wave Forward design inspired by Japanese art.
• DC ComicsminorOEM/ Whitelabel/ Licensing PartnerPartnership with DC Comics for licensed character watches, mentioned in Reasons to Buy section alongside collaborations with illustrators and designers.
• WITH REACH USA LLCminorImplementation/ SI/ Consulting PartnerInternational order fulfillment partner. All orders outside primary markets are completed by WITH REACH USA LLC, handling international logistics and shipping.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MVMT: Pioneer D2C watch brand acquired by Movado Group in 2018; sells minimalist watches online at accessible price points. Comparable to UNDONE on DTC-first go-to-market, mid-market price band, and direct competition for the same 'first nice watch' customer.
• Autodromo: Independent microbrand producing heritage-inspired mechanical watches sold direct-to-consumer, with strong design identity around motorsport and vintage aesthetics. Comparable to UNDONE as a design-led microbrand using in-house assembly, vintage cues, and limited production runs at $300–$1,500.
• Triwa: Swedish D2C watch brand emphasizing sustainability, design, and accessible personalization through strap and dial options. Comparable to UNDONE on DTC model, mid-market pricing, customization ethos, and design-forward positioning against Swiss incumbents.
• Briston: French D2C watch brand with a sporty-elegant identity, sold through its own e-commerce site and select boutiques. Comparable to UNDONE on DTC + selective retail model, $300–$1,200 price band, and use of interchangeable straps as a customization hook.
• Vincero: Direct-to-consumer watch and accessories brand selling mid-priced watches with a strong design/customization narrative online. Closely comparable to UNDONE in target customer (style-conscious millennials), DTC model, $200–$500 price band, and emphasis on individuality over luxury heritage.
• Daniel Wellington: Global D2C watch brand built on interchangeable strap customization and influencer marketing. Highly comparable to UNDONE on strap-driven customization, online-first sales, accessible price points, and the strategy of selling personal style rather than horological prestige.

Emerging players

• Zelos Watches: Singapore-based microbrand producing limited-run mechanical and dive watches with exotic materials, sold DTC. Comparable to UNDONE on microbrand scale, in-house assembly, and the strategy of using premium materials/specs (titanium, bronze, meteorite) at accessible prices.
• Lorier Watches: New York microbrand producing vintage-inspired mechanical watches with strong design focus, sold direct to a small enthusiast base. Comparable to UNDONE on independent microbrand positioning, vintage aesthetic, and DTC-only distribution at the $300–$600 price band.

Broad incumbents

• Fossil Group: Large global watch and accessories group operating multiple licensed and owned brands (Fossil, Michael Kors, Skagen) across price tiers. Comparable to UNDONE as a broad incumbent with licensed IP partnerships, but at vastly larger scale and with physical retail reach UNDONE lacks.
• Nixon: Lifestyle watch and accessories brand owned by Rip Curl, selling through wholesale, own stores, and DTC. Comparable to UNDONE on action-sports and youth positioning, customization options, and the strategy of targeting style-conscious consumers rather than traditional watch buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/undonewatches
• YouTubeyoutube.com/channel/UC9aAsWbAJzZFbfbDUnP7Zhw
• Facebookfacebook.com/undonewatchesofficial
• Instagraminstagram.com/undonewatches
• Pinterestpinterest.com/0elzixdlaapsye4rrgcax81g7b3f4n

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UNDONE