Can you share your entrepreneurial journey and what inspired you to establish Micromilspec?

Before Micromilspec I worked in corporate finance at Nordea. It was a great learning experience, but over time I felt a growing need to build something more tangible and personal.

A turning point came in 2011 when I was in Japan during the earthquake. Spending several days stranded and witnessing how quickly life can change gave me a different perspective. When I returned home, I realized I wanted more control over my own path and eventually decided to pursue entrepreneurship.

Micromilspec itself started quite unexpectedly. One of our co-founders, who was serving in the military, wanted to create a custom watch for his unit. He approached several established watch brands, but the responses were either limited or unenthusiastic. We saw an opportunity to do something differently, creating highly personal, meaningful watches without the restrictions typically imposed by larger companies… And that idea became the foundation of Micromilspec in 2019.

What first sparked your interest in watches, and how did that passion evolve into a business focused on military and service organizations?

I've always been fascinated by watches because they sit at the intersection of engineering, design and storytelling. A watch can be both a tool and a deeply personal object.

What turned that interest into a business was discovering how important symbolism and identity are within military and service organizations. These groups often have strong traditions, histories and cultures, yet very few options existed for creating watches that genuinely reflected who they were. We saw an opportunity to fill that gap and build something truly meaningful.

What was the original vision behind Micromilspec, and how has the brand evolved since its founding?

The original vision was never to build a traditional watch brand. We simply wanted to help military and service organizations create watches that genuinely belonged to them.

When we started in 2019, we wanted to give units complete freedom to express who they are through a watch. Whether that meant referencing a cockpit instrument, a mission patch or a detail only members of the unit would recognize, we wanted to make it possible.

What surprised us was the interest from collectors. As we completed more projects, people became fascinated by the watches and the communities behind them. We've worked with military units, emergency responders and government organizations around the world, while also developing civilian models. The scale has changed, but our approach hasn't. Everything still starts with the people who will wear the watch.

What were some of the biggest challenges you faced while building Micromilspec in its early years?

One of the biggest challenges was credibility. We were a new company from Norway entering a highly traditional industry while working with organizations that place enormous importance on trust and reliability. At the same time, watchmaking is a complex business. Building a strong supply chain, finding the right manufacturing partners and ensuring consistent quality all took time. Looking back, those challenges forced us to develop strong relationships and maintain very high standards from the beginning.

How would you describe the core philosophy and mission of Micromilspec?

Our mission is to create watches with meaning. We start by understanding the people, the organization and what matters to them. From there, we translate those elements into a functional watch that feels authentic and personal. Functionality is important, but so is emotional value. In my opinion, the best watches become reminders of experiences, achievements and the people you shared them with.

Micromilspec has become known for its close ties to military and service organizations. How did this unique focus come about?

It happened naturally because our first customers came from that world. Our first project was for the Royal Norwegian Air Force's 330 Squadron, and from there most opportunities came through recommendations. Military communities are built on trust, so delivering a successful project often led to introductions to other units and organizations. Over time, we became known for being willing to listen, adapt and create something genuinely unique for each group we worked with.

What sets Micromilspec apart from other military-inspired watch brands in today's market?

Many military-inspired watch brands draw inspiration from military history. We work directly with the people creating that history today.

Most of our watches are developed alongside active military units, emergency responders and government organizations. The details aren't invented in a design studio… they come from real experiences, real traditions and real operational environments.

That direct collaboration gives the watches a level of authenticity that is difficult to replicate.

What are some of the most memorable or meaningful projects Micromilspec has undertaken?

The 330 Squadron project will always hold a special place for me because it was our very first watch. It was created to commemorate the retirement of the Sea King helicopters used by the Royal Norwegian Air Force's Search and Rescue Squadron, and it showed us how meaningful a watch could become when it reflected a shared history.

The Hercules is another project I'm particularly proud of. Developed with the 335 Squadron, it was inspired by the experience of flying a Hercules aircraft during a night mission and became one of the most technically challenging watches we've ever produced.

The U.S. Space Force project was a milestone for different reasons. It began when members of the U.S. Space Force approached us about creating a watch that reflected their identity and experiences. What followed was nearly two years of collaboration and official approvals to ensure every detail respected the organization and its symbols.

If I had to choose one watch that best represents everything we've learned along the way, it would probably be the Milgraph. Its origins can be traced back to a project developed for a Special Operations Forces unit, although the civilian version has evolved significantly since then. In many ways, it brings together the lessons we've learned from more than forty military projects, combining practical functionality, purpose-driven design and real-world feedback from professional users.

Most recently, our collaboration with Black Badger allowed us to explore a completely different side of storytelling. Broken Hour became part of an entire fictional universe, complete with its own comic book, while still remaining unmistakably Micromilspec.

And then there are the projects I can't really talk about. Some of our most memorable collaborations will likely remain confidential for many years, which is part of what makes them special.

How do you balance the practical requirements of professional users with the expectations of watch enthusiasts and collectors?

Interestingly, the two groups often appreciate many of the same things. Professional users want reliability, usability and durability. Collectors are drawn to authenticity, purpose and storytelling.

When a watch is designed around a genuine need or a real story, it tends to resonate with both audiences. The challenge is always finding the right balance between functionality and emotion.

Which Micromilspec model or project best represents the identity of the brand, and why?

I would probably say the Milgraph.

It started as a project for Special Operations Forces and eventually evolved into one of our most recognizable civilian models. In many ways, it brings together everything we've learned from more than forty military projects.

Every major feature serves a purpose, from the left-hand chronograph layout to the QuadGrip bezel. At the same time, it reflects our philosophy of creating watches that are functional, distinctive and rooted in real-world use.  If someone asked me to understand Micromilspec through a single watch, the Milgraph is probably the one I would hand them.