Superlative: The Essence of Luxury and Individuality with Robert Tran of UNDONE Watches

Introduction

In the latest episode of the Superlative podcast, host Ariel Adams converses with Robert Tran, co-founder of UNDONE, a brand that has redefined luxury and individuality in the watchmaking industry. Initially launched around 2014, UNDONE emerged from a blend of technology and creativity, rooted in a desire to make quality watches that tell personal stories without the hefty price tag associated with luxury timepieces.

The Special Appeal of Hong Kong as a Watch Town

Robert reflects on Hong Kong's historical significance as a trading hub for the watch industry. Before China's rise in affluence, Hong Kong acted as a crucial center for luxury goods and watches. The city not only housed numerous international watch brands but also provided essential manufacturing capabilities. As China's manufacturing efficiency improved, many brands began relocating their operations across the border, allowing Hong Kong to maintain its role as an exchange point for luxury products.

The Journey to Launching UNDONE

Robert and his co-founder, Michael, both of whom came from software engineering backgrounds, fused their love of watches with technology. They started by exploring customizations, creating a self-coded e-commerce site to personalize watches, something that was rare at the time. Their initial foray included a successful crowdfunding campaign that helped establish credibly in the watch community.

Bringing Individuality to Watchmaking

A significant aspect of UNDONE's ethos is rooted in customization and personalization. Robert emphasizes how the brand aims to reflect individuality. While many customers appreciated the idea of custom watches, Robert noted that the majority often hesitated at the final purchasing stage. The difficulty in making design choices led to a shift towards more predetermined models without losing the essence of customization.

The Role of Collaborations

Collaborative efforts have been fundamental to UNDONE's success, with both licensed properties and individual artists contributing to unique designs. These collaborations emphasize storytelling over simple marketing. Robert discusses their focus on meaningful partnerships that resonate with cultural values, rather than just leveraging popular brands for sales.

Shifts in Market Dynamics

The podcast also delved into the current state of the watch industry, discussing the recent "cool-down" in luxury watch sales. Robert notes that today’s consumers seek more meaningful products, making UNDONE’s original philosophy more relevant than ever. By continuing to focus on quality and storytelling, the brand maintains a price point accessible to enthusiasts and novices alike.

Moving Forward: Japan as a New Hub

Recently, UNDONE's headquarters has migrated to Japan, allowing the brand to benefit from the rich culture and craftsmanship embedded in Japanese watchmaking. This move aims to explore new designs and manufacturing techniques while retaining UNDONE's core values. The company is also testing the waters with a "Made in Japan" line, looking to inspire creativity and innovation.

Engaging the Community

Looking forward, Robert speaks about the need to enhance community engagement through technology. By incorporating feedback and ideas from customers into the design and manufacturing processes, UNDONE aims to build a more interactive brand. This innovative approach aligns with their commitment to providing a unique experience and strengthening connections with their audience.

In summary, Robert Tran's insights into UNDONE's journey, philosophy, and future direction paint a vivid picture of a brand that prioritizes individuality and quality in a rapidly changing market.

Keywords

luxury, individuality, UNDONE, watches, customization, collaborations, Hong Kong, Japan, community engagement, technology.

FAQ

1. What is UNDONE?

• UNDONE is a watch brand that focuses on offering customizable and individually designed timepieces, aiming to reflect its customers' personalities.

2. Why is Hong Kong significant to the watch industry?

• Hong Kong has historically functioned as a trading hub for luxury goods and watches, facilitating manufacturing and sales for brands entering the Asian market.

3. How does UNDONE approach customization?

• UNDONE allows customers to personalize watches with unique designs and features, though they found that many customers prefer predefined models for easier decision-making.

4. What role do collaborations play in UNDONE’s strategy?

• Collaborations allow UNDONE to tell meaningful stories through their watches, engaging both well-known intellectual properties and independent artists to resonate with cultural values.

5. How has the market for luxury watches changed recently?

• There has been a shift toward consumers seeking meaningful products at accessible price points, prompting brands like UNDONE to adapt their strategies accordingly.

6. What is the future direction for UNDONE in Japan?

• The brand is expanding its presence in Japan to tap into the rich craftsmanship and cultural inspiration, hoping to offer a "Made in Japan" line of watches soon.