Unveiling the design-oriented Split Watches, making a positive impact

Unveiling the design-oriented Split Watches, making a positive impact

In the world of luxury watchmaking, a new player has emerged, challenging the status quo with its innovative design and socially conscious approach. Split Watches, founded by Edward Margulies and Dara Amjadi in 2025, is a brand that prioritises emotional well-being, resilience, and philanthropy over traditional status symbols.

The brand's unique visual identity is marked by the setting of the watch hands at approximately 7:20, creating a downturned smile or 'Braveface'. This subtle detail, intended to promote conversations around emotional well-being, sets Split Watches apart from industry norms.

Margulies, a former brand manager at established Swiss luxury houses Blancpain, Audemars Piguet, and Vacheron Constantin, draws inspiration for Split Watches from his own traumatic childhood experiences. He aims to change the conversation in the luxury business, focusing on brands with meaningful messages.

The MC watch, Split Watches' debut product, features a bi-compax N86A automatic chronograph developed by Seiko seven years ago, which holds four patents. The watch's case is made of a unique material called 'Ceramod', a mix of ceramic and various polymers, while the integrated strap is made of FKM, a synthetic rubber that moulds to the wrist and is resistant to sweat, chemicals, and bacteria.

Split Watches' marketing materials also showcase the watch's straps, which can be personalised with hand-written calligraphy on request. The brand's first chronograph uses a case made of 'Ceramod', a material that caters to a luxury market seeking uniqueness rather than conformity.

In a move that sets Split Watches apart in the luxury market, for every timepiece sold, the equivalent of one hour of therapy costs is donated to support individuals experiencing trauma, facilitated through the Anna Freud charity. The brand stands out by explicitly linking commerce to a social cause, aiming to "change the conversation" around what luxury means and to encourage a healthier, more collective outlook on status and consumption.

Split Watches is not just a watch brand; it's a force for good in the industry. The company is currently developing its second model, a GMT, with colour combinations inspired by classic album covers, set for launch by the end of this year. With a sub-£100 model also in development, Split Watches is poised to make a significant impact in the world of luxury timepieces.

1. Split Watches, founded by Edward Margulies and Dara Amjadi, challenges the norms in the luxury watchmaking industry with its innovative design and focus on emotional well-being and philanthropy.
2. Margulies, a former brand manager at Swiss luxury houses, draws inspiration for Split Watches from his personal traumatic experiences and aims to change the conversation in the luxury business by focusing on brands with meaningful messages.
3. The MC watch, Split Watches' debut product, features a bi-compax N86A automatic chronograph, a case made of unique material 'Ceramod', and an integrated strap made of FKM, a sweat-resistant synthetic rubber.
4. Split Watches' marketing materials also showcase the personalizable straps, reflecting the brand's commitment to offering unique and tailored products.
5. In a notable move, for every timepiece sold, Split Watches donates the equivalent of one hour of therapy costs to support individuals experiencing trauma, linking commerce to a social cause.
6. Split Watches is expanding its product line, with a GMT model inspired by classic album covers and a sub-£100 model, aiming to make a significant impact in the luxury timepieces market.
7. Beyond watchmaking, Split Watches is a force for good in the industry, embracing entrepreneurship and promoting health and wellness, mental health, retail, smart home devices, and lifestyle trends, while also aligning with fashion and beauty, home and garden, business, gadgets, and technology industries.

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