Time For The Unsual

WHAT? is revolutionizing the watch industry one watch at a time.

We are rethinking traditional timekeeping. We build high quality watches that use just the right amount of technology to set us apart from both smartwatch and classic watch brands.


Each watch in our portfolio is truly unique in concept, design and functionality. We make watches for people who like to stand out and make a statement.

Our watches are created according to Scandinavian design principles: Functionality, simplicity and clean lines. When it comes to watch-making, Swiss engineering is best in class. That‘s why it’s at the core of everything we do.


We are convinced our watches will add value to your product-portfolio, as they are truly unique and innovative.

Our watches stand out in the very competetive watch-market and give you a competetive advantage. Find out more about our watches below.

Get in touch for a personalized wholesale offer and join the WHAT? revolution!

Calendar Watch

Verdant Green

Calendar Watch

Aqua Blue

Calendar Watch

Gunmetal Black

Calendar Watch

Polar White

Radar Watch

Classic Black

Radar Watch

Royal Black

Radar Watch

Desert Black

Radar Watch

Storm Grey

Radar Watch

Sovereign Blue


When it comes to quality, we don‘t cut corners. All of our products are hand-made with the finest materials. Italian leather, high grade stainless steel and mineral hardened glass are used extensively to provide our customers with premium products and experience(s).