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Hi! Jonay, CEO of WoodWatch here.
People sometimes ask why we started with wood in the first place. And honestly, the answer has always been pretty simple.
Wood feels different.
Not just visually, but as a material overall. It has warmth, texture, character. Every piece is unique, and it develops differently over time depending on how you wear it. You don’t really get that with plastic or heavily processed materials.
A lot of modern products feel overly polished now. Perfectly identical, mass-produced, almost disposable. Wood never feels like that. It feels more natural. More personal. More connected to the world around us.
That’s what inspired the first WoodWatch designs back in 2013. Three friends with a shared love for travel, nature, and discovering places outside the usual routine wanted to create something that reflected that feeling. Not loud products designed for short trends, but pieces people could wear for years and actually build a connection with.
And over time, we also realized something else. If you choose to work with natural materials, you naturally start thinking more carefully about the impact behind the products you make.
That’s why sustainability became part of WoodWatch from the beginning too. Not because it was popular back then, but because it simply made sense to us. Over the years, we’ve planted more than 575,000 trees together with the WoodWatch community. And honestly, that’s something I’m incredibly proud of.
At the end of the day, I still believe people are looking for the same things they always have:
- Products that feel authentic.
- Materials that feel real.
- And designs they’ll still enjoy wearing years from now.
That’s what wood has always represented for us.
Simple as that.
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