Jens Åman

Co-Founder

Wristonomy

The Watch Stand

With names such as A. Lange & Söhne, Roger Dubuis, and notably Audemars Piguet among watch manufacturers they have collaborated with in recent years, Wristonomy has established itself as the go-to partner when industry giants in watchmaking need accessories for their wristwatches. Today, through its e-commerce platform, the company has attracted over 25,000 customers since inception in 2018, and products have been shipped to more than 100 countries. It has around 50 boutiques as retailers, including the Swiss chain Bucherer, which was recently acquired by Rolex in a notable transaction. Bucherer was also an exclusive partner in 2021 when a new version of the company’s “signature product”, The Watch Stand, was launched. Innovation has always been a key focus for Wristonomy, and all their watch stands are protected by design registrations with both EUIPO and WIPO.

What originally inspired the creation of The Watch Stand, and how did that vision later evolve into the launch of Wristonomy?

The idea to The Watch Stand came at the end of 2017 when myself and watch enthusiast Soran Gameel, who was my coworker at the time at a Swedish investment bank, discussed what to do with the wristwatch when not wearing it during a summer lunch break. Soran felt the need to create a designated place for his watch that was not a watch winder or a box of some kind. We realized that the market did not offer the solutions he was looking for, so we began sketching our own design ideas. There was a real need for a better watch storage solution. Together we took the idea from sketch to reality, resulting in the first watch stand. The website was launched in early 2018 and the product quickly captured consumer interest.

Sales really took off in 2019, primarily through very successful marketing efforts on social media, peaking in 2020 when we were also recognized as one of Sweden’s fastest-growing e-commerce companies.

In 2021, the number of unscrupulous players copying our designs and our name had grown significantly though, and as a result, our advertising was severely affected. Our company name, The Watch Stand, is too generic and cannot be trademarked. We simply paid dearly to appear in potential customers' feeds on Instagram and Facebook, but when they then clicked to purchase the product, they often bought a watch stand from another site, many times believing it was from us. On many platforms, Amazon and Alibaba to only name a few, sellers care very little about IP rights. We even got returns from customers who had bought products from companies calling themselves ‘The Luxury Watch Stand’ and ‘The Watch Stand USA,’ etc.

The solution to distance ourself from the copies was to go back to the drawing board, initially by changing the brand name. This process began early in 2022, but it took almost 20 months for us to trademark the Wristonomy name. During this period war broke out in Europe and a global recession came. Sales slowed down for many of the premium brands out there and we realized that we were in need of a more affordable brand as well, if we were to ever combat all the copycats selling our design protected watch stands at a much lower price point. Hence, we brought The Watch Stand brand back to life again but now with a lot lower prices.

What was the key motivation behind introducing Wristonomy as a dedicated premium luxury collection?

It is very hard, perhaps impossible, to build a brand around the name of the actual product. We really just had to distance ourselves from all the copycats and fake stands out there.

How would you define the philosophy, identity, and market positioning of Wristonomy and The Watch Stand today?

Over the years, The Watch Stand brand garnered a loyal following, becoming synonymous with innovation and elegance. As we evolved, so did our vision, leading to the rebranding of The Watch Stand in 2023 into Wristonomy.

Wristonomy offers the same high-quality products that our customers have come to love, but under a name that reflects our broader commitment to horological excellence. However, recognizing the value of our original brand, we revived The Watch Stand as a sister company to Wristonomy. This strategic move allows us to cater to different segments of the market while maintaining the integrity and quality of our products.

Wristonomy is our premium line, designed for the discerning collector who values luxury, exclusivity, and unmatched craftsmanship. Each product under the Wristonomy name is meticulously crafted using the finest materials, ensuring that every stand, roll or winder is not just a functional piece but a statement of sophistication.

On the other hand, The Watch Stand now focuses on accessibility without compromising on design. This brand offers the same iconic watch stands that we invented in 2018 at a more approachable price point, making them available to a broader audience. While more affordable, these products still embody the quality and innovation that The Watch Stand was originally known for.

Although both brands serve different market segments, they share a recognizable design language. What are the core design principles that connect the two collections?

We want to avoid unnecessary ornamentation. Every line, curve, and material choice has a clear function; to present the watch elegantly without competing with it. This creates the clean, instantly recognizable silhouette that defines both brands. The watch itself is always the hero and we want to frame it rather than distracting from it.

In your opinion, what truly defines a premium luxury watch accessory in today’s market?

I think a premium luxury watch accessory today is defined less by what it is and far more by how it is made — and by whom. In a world where AI, automation, and mass production dominate true luxury has quietly shifted back toward the human hand, the human eye for details and the human sense of proportion.

How closely do you collaborate with collectors, enthusiasts, and the watch community during the product development and design process?

With +60 000 followers on social media we have tried to build a community around our brands and we do our best to stay closely connected to our community. Regularly engaging with our followers and partnering with leading social media creators to understand what truly resonates when it comes to colour trends and material preferences. Collaboration is a core part of our design philosophy, and we’ve worked with several respected voices in the industry. One of them is Jason Sarkoyan (@thewatchdesigner in Instagram), who has designed watches for many independent brands as well as the big watch conglomerates, who helped shape our Watch Stand 2.0, giving it a distinctly more industrial look.

What are some of the most common challenges modern collectors face when it comes to storing, protecting, and displaying their watches?

First one that comes to mind, and the most important one in my opinion, the balance between accessibility and safety. Collectors want their watches visible and ready to wear, yet they also need to protect them from dust and scratches. This is the primary reason behind the watch stand and the problem we were trying to solve when designing it. It must provide super easy access to your watch  while proving enough protection against external factors, and stability. Traditional storage solutions often force a compromise between the two.

Have you noticed an evolution in consumer expectations and demand for luxury watch accessories?

We saw a strong surge in demand for our premium products during the pandemic and again when watch prices spiked around 2022. Collectors were investing heavily in their pieces, and they wanted accessories that matched that mindset refined materials, unique design, and a level of craftsmanship that felt worthy of the watches they were protecting.

As the market shifted, interest moved toward Affordable Luxury, and our more accessible line has performed very well in the past years. But the global economy is cyclical, and what we’re beginning to see again now is a renewed appetite for products that feel truly elevated, so I am sure Wristonomy will perform very well again in 2027.

Which international markets have responded most strongly to Wristonomy and The Watch Stand so far?

We have sold to +100 countries over the years. The US is our biggest market by far though and has been since we launched in 2018. 1/3 of all sales online is shipped over there at the moment. Down from 50%. The Middle East and countries like the UAE, Saudi Arabia and Kuwait are also big buyers of our products. I think it is safe to say we look forward to peace and stability in that region and that the US tariffs on European goods are removed. Conflict whether it’s a trade war or a war fought with weapons is never good for business, and reducing these barriers would create a healthier environment for brands, retailers, and consumers alike..

How important is sustainability within your production process, material sourcing, and long-term brand vision?

Sustainability has become an increasingly important part of our work not just in how we produce, but in how we define our long term identity as a brand. For us, it starts with material choices, because that’s where we can make the clearest and most meaningful impact.

For Wristonomy, we use high end leather with exceptional durability, ensuring that each piece lasts for many years. Longevity is one of the most sustainable choices a consumer can make, and creating products that stand the test of time is central to our philosophy. For The Watch Stand, we’ve taken a different approach by using vegan leather, which allows us to offer a more accessible product line while staying true to our commitment to being environmentally responsible.

Beyond materials, sustainability also shapes our design principles, our production methods, and our brand vision. We focus on timeless aesthetics rather than fast cycle trends. We have never had a “summer collection” or “spring collection”. Every product we launch is planned to last a lifetime. We work with partners who share our values around responsible sourcing and long term durability.

In short, sustainability isn’t a marketing angle for us it’s a guiding principle that influences how we design, how we source, and how we build the future of both brands

Do you personally have a favorite piece from either Wristonomy or The Watch Stand that best represents your design philosophy and brand identity?

I think the watch stands we produced together with Berd Vaye came out very very cool. They really are the masterminds of “freezing time” and I do hope we can collaborate with them again. They share our philosophy that it really is all in the details.

Finally, if you could describe Wristonomy and The Watch Stand to the global watch community in one sentence each, what would they be?

We are an innovative design house dedicated to creating watch stands, rolls, winders, and accessories with a truly timeless aesthetic always guided by the belief that the watch itself should remain the true centre of attention.