ADEXE’s launch in the UK symbolises a cultural and economic
disruption where a global presence takes place blurring the boundaries between
local x global business and establishing a new hybrid and fluid brand identity.
ADEXE represents the new status quo for the generations Z and Y. A young
London-based brand whose heritage is a traditional watch manufacturer family
business in Hong Kong.
The family’s core values transparency, authenticity and non-conformism is imbued in every single piece they produce. Launching two collections per year with more than 60 SKU in each, ADEXE is responsible for generating around 40, 000 watches a year.
Although “Made in China” often has
negative connotations, we have seen a significant change in this mentality with
China set to become the world’s fastest growing economy. When it comes to the
watch industry there are no expressive leading brands representing the market
globally. ADEXE was born to change this assumption.
ADEXE wants to influence the idea that Western consumers can associate Asian countries with a competitive advantage other than low cost and low quality, by creating high-quality watches with affordable prices. By creating timepieces with bespoke workmanship and commitment to a forgotten craft, ADEXE represents the rebirth of an age-old tradition with an edgy twist.
The company’s target lifestyle is the highly demanding consumers from generation Z and Y who shape the ‘globetrotter’ culture. Venturing around the world in search of new experiences, admiring and capturing the finer details in life.
ADEXE wants to influence the idea that Western consumers can associate Asian countries with a competitive advantage other than low cost and low quality, by creating high-quality watches with affordable prices. By creating timepieces with bespoke workmanship and commitment to a forgotten craft, ADEXE represents the rebirth of an age-old tradition with an edgy twist.
The company’s target lifestyle is the highly demanding consumers from generation Z and Y who shape the ‘globetrotter’ culture. Venturing around the world in search of new experiences, admiring and capturing the finer details in life.
ADEXE’s brand DNA embraces the fast-paced and always
changing cosmopolitan city life, mixed with the cool and genuine British
spirit. Diversity, mobility, minimalism and elegance are key concepts for
ADEXE’s first design collection; ‘PREMIERE’.
Inspired by travel and urban
landscape and expressing the authentic London cultural blend, ADEXE’s latest
collection ‘MUSES’ present cutting edge designs incorporating the traditional
brand values whilst producing innovative and temporal mechanical timepieces.
Link: ADEXE