Time, for Awake Watches, is a mission. “Time is a nice way to say memento mori,” co-founder Lilian told me during our conversation. “It reminds us everything is finite. That’s why what we choose to create - and wear- has to matter.”
Awake was born in 2018 with a simple but profound idea: how do we protect what we love? From the very beginning, the brand made a strong statement about sustainability and design ethics. Its first watch was entirely funded through Kickstarter, serving as a bold proof of concept. “You never know if it will work,” Lilian said. “but my past in marketing helped me understand how to connect ideas to people. And it worked out”
An avid watch collector since the early 2000s, Lilian had long dreamed of combining beauty, mechanics, and values into a single object. The earliest Awake collections did exactly that, with solar-powered movements and dials crafted from recycled fishing nets, innovative materials that made a tangible environmental impact. “We did the best we could with the tools we had,” he reflects “but the values were always there. And that’s also why the brand worked immediately well.”
A major breakthrough came in 2019 when Awake was contacted by the French government to create watches for the G7 summit in Biarritz. French President Emmanuel Macron personally wore an Awake watch at the event, and a limited edition was gifted to all the attending world leaders. “Macron was crazy about it,” Lilian recalled. “That exposure really put us on the map.”
The brand continued to evolve with a collaboration with NASA, featuring a watch embedded with NFC (Near Field Communication) technology. This unique function gave wearers real-time access to Earth imagery captured by the International Space Station. “It sold out in days,” Lilian said. “It was about connecting technology, emotion, and meaning.”
But perhaps nothing has captured the essence of Awake’s journey more than the Son Mai collection launched in 2022. Inspired by métiers d’art and rooted in Vietnamese tradition, Son Mai features dials handcrafted using centuries-old lacquer techniques. “It took us two years to master: it’s a solid artwork and nobody in the watch world had done this before.” Lilian added.
To elevate the experience, each Son Mai collector’s edition watch was presented in a collectible box that included a special laquered pen, a nod to the cultural storytelling embedded in every detail. The collection is designed as a refined yet versatile dress watch, accessible to both seasoned collectors and curious newcomers. “We wanted something beautiful that anyone could wear,” Lilian shared. “A piece that speaks to all kinds of wearers.”
Today, Awake operates across Europe, Asia, and the Middle East, supported by a growing network of retail partners and an engaged community of design-driven, environmentally conscious fans. Their watches speak to those who value artistry, emotion, and responsibility in equal measure.
Looking ahead, the brand is preparing to launch a new project this September, one that again places métier d’art at the center. For Awake, the path forward is rooted in global craftsmanship. “This is our new direction,” Lilian said. Adding “to find beauty in traditions from around the world, and reinterpret them in vivid, living ways and concepts.”
Awake reminds us that in a fast-moving world, true luxury is about what you stand for, and how you choose to mark time.
For more information: www.awakewatches.com ; @awake.concept
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