Today I’m so excited to announce the launch of SOIGNÉ, a Seattle designed, Swiss made automatic watch brand co-founded by my husband and myself. For the past year and a half we have spent every waking hour outside of our day jobs crafting and creating our company. I’m sure you’ve heard the saying that “if you do what you love you’ll never work a day in your life” well I can now truly attest that this is in fact true. From designing to prototyping to branding, yes even the less appealing facets of business like IT issues and website hosting, we both have found something that we are so passionate about that it’s hard to really express the feeling in words.
So, what inspired us to create a watch brand? That’s a question we’ve gotten quite a bit from people. A creative at heart, I’ve always had a passion for art and design, so bringing those into product design was a very natural next step for me. My husband has always loved watches, especially ones that involve more technically complex engineering like automatic movements. From there we paired our passions together.
We started to notice a gap in the watch industry seeing that luxury brands were having a hard time relating to consumers, especially in the digital age, thus leading to the rise of direct-to-consumer brands marketing their watches as “luxury” but the actually substance and makeup of the product is seemingly lacking. That to us, was a huge issue.
This is where we come in to fill the void by taking a modern approach to luxury through an unwavering focus on craftsmanship, premium materials, thoughtful design and customer empowerment. Our brand ethos rests upon creating products that exude style on the outside while exemplifying honest quality on the inside.
I don’t want to give all the details away here! To learn more about SOIGNÉ and see more photos of the watch collection, you can visit our Early Access page, where you can also sign up for our email list to be the first to know when our collection will launch.