Background to CROFT

CROFT Watches was born from the desire of blending the Australian outdoors lifestyle with the London gentleman style, and not having to break the bank to do so either.

For years, Shaun had been on the lookout to find a watch brand that was stylish, fashionable and versatile, but not cost an absolute fortune. Most affordable watches on the market cut corners, they come with a mineral glass crystal which scratches easily at the beach, or they have low water resistance, or a poor metal alloy case, or… the list could be endless! Yet all these watches market themselves as being ‘luxury’ - show us a luxury watch with a mineral glass crystal! Having graduated as a design engineer in London -  Shaun realised the solution was to make it himself!

CROFT Watches was born.

Having designed it by pencil and paper, and proved the engineering in CAD on the computer, Shaun (Melbourne) contacted marketing agency owner Tord (London) to initially get some advice, and how to take it to market. The two of them have known each other for almost 10 years, so after a few hours on a Skype call, it was decided that Tord would come on board to do the marketing.

Together, the two of them embarked on a journey to design a range of watches that is stylish enough to impress but also casual such that it handles anything-everyday life throws at you.

Being based in Australia, Shaun was often on the beach and in the water. In Europe, Tord was out with his outdoor sports clients. To meet both our needs, the watches needed to be able to handle the beach, rain, snow, amongst many other things but also comfortably blend in whilst at client meetings and around the office.

Being young professionals, value for money is absolutely key which is why we’ve cut out the middlemen - we work directly with our suppliers. We know the factory owners, we’ve been to see the facilities, and we’ve even had lunch with them! Being able to put a face to a name is invaluable when dealing with suppliers. These relationships mean that CROFT Watches are considerably lower in price, than other comparable watches in the market.

We have taken aspects from both London and Melbourne’s cultures and infused them into a series of watches that boast both versatility and style.


1 comment


Heckuva good job. I sure aptreciape it.

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