THE BIGGEST LESSON IS THAT A GOOD IDEA IS NOT ENOUGH

Ev Kudoke, Co-Founder and Managing Director of KUDOKE GmbH, discusses the business and personal foundations behind the independent German watchmaking atelier, its approach to sustainable growth, collector relationships and the importance of authenticity.

Andrew Cheung | Founder | PHYSIR WATCH

Andrew is the founder of PHYSIR WATCH, an independent Hong Kong watch brand born from a lifelong passion for physics, education, and mechanical craftsmanship. Unlike many watchmakers who come from traditional horological backgrounds, Andrew spent more than two decades as an award-winning physics teacher, inspiring generations of students through science and innovation. During his teaching career, he received several prestigious honors, including recognition as one of China's Top Ten Science and Technology Teachers, Hong Kong Outstanding Science and Technology Teacher, and Hong Kong Outstanding Teacher. His fascination with mechanical watches grew naturally from his love of physics. He became captivated by the elegant interaction of energy, motion, and precision within a mechanical movement, seeing each watch as a remarkable demonstration of scientific principles transformed into wearable art. This appreciation eventually inspired him to create PHYSIR WATCH—not as a departure from education, but as a new way to express the values he had long taught: curiosity, creativity, discipline, and the courage to innovate. The name "PHYSIR" itself reflects Andrew's personal journey. Derived from the affectionate nickname "Physics Sir" used by his students, it symbolizes the lasting connection between his years in the classroom and his new chapter as a watch designer.

What inspired you to leave a successful teaching career and establish PHYSIR WATCH?

I do not see PHYSIR WATCH as leaving education behind. In many ways, I see it as another form of education — but this time, through creation, entrepreneurship, and real-world making. In Hong Kong, teachers have been strongly promoting STEM and education, encouraging students to develop creativity, problem-solving skills, and an entrepreneurial spirit. However, many teachers, including myself, usually follow a very structured career path: teacher training, school teaching, curriculum work, and classroom practice. We often teach students about innovation, but may not always have the opportunity to experience the full process of building something from zero to market ourselves.

PHYSIR WATCH therefore became more than a watch project. It became a personal journey of putting STEM, design thinking, craftsmanship, and entrepreneurship into practice. I hope that one day, I can share this experience with students not as theory, but as something I truly lived through.

Why did you choose the name PHYSIR?

The name PHYSIR has a very personal origin. In Hong Kong schools, students often address male teachers as “Ah Sir”, which is a familiar local classroom expression. Since I taught physics, some students naturally called me “Physics Sir”. Over time, that gradually became shortened into “Physir”.

I found this name meaningful because it connects two important parts of my life. It also carries memories of my students, my classroom, and the many years I spent sharing science with young people. When I decided to create my own watch project, PHYSIR felt like the most honest name I could choose.

What gap in today’s watch industry did you hope PHYSIR would fill?

I felt there was space for a watch that combines originality, material honesty, and accessible independent creation. Today, many watches are well made, but the industry is also full of familiar shapes, safe formulas, and repeated visual language. I wanted PHYSIR WATCH to offer something different  not by being loud, but by being sincere. The goal was not to create another homage or another trend-driven product. The goal was to create a watch with its own point of view, especially through our “Single-Surface Dual-Stone Construction”.

PHYSIR introduces the Single-Surface Dual-Stone Construction. How did this idea originate?

The original idea was to let two different stones enhance each other, creating a visual effect greater than the sum of its parts. There are many possible ways to combine two stones on a dial. After many trials, we chose a circular composition, with one larger circle embracing another. To me, this creates a sense of harmony, balance, and completeness.

At the same time, I believe natural stone should not be overly modified or interrupted by unnecessary decoration. That is why I did not want to use a metal ring, raised border, or another decorative element to cover the meeting point between the two stones. Instead, I wanted the two stones to meet honestly on one continuous surface, with no height difference.In reality, this was far more difficult than it sounds. The proportion between the two circular stone sections had to work with the case diameter, the bezel, and the length of the three hands. We spent around two months testing and refining the proportions before arriving at the right visual balance. The stone combination itself also required many trials. Each stone may be beautiful on its own, but the colours and patterns must also support each other. For example, we tried using moonstone as the outer section, but the result did not work visually. Eventually, we chose turquoise because it gave the whole series a clear identity while allowing each centre stone to express its own character and became the foundation of our Single-Surface Dual-Stone Construction.

Could you explain the symbolism behind each of the eleven stone combinations?

The combinations were not chosen only for colour. Each one carries a different feeling, while the turquoise outer section connects the whole series together and gives PHYSIR WATCH a shared visual identity.

Lapis Lazuli × Turquoise represents depth, wisdom, and quiet confidence.

Labradorite × Turquoise represents transformation and hidden light. At first it may appear quiet, but as the light changes, it reveals a mysterious glow.

Red Agate × Turquoise brings warmth, courage, and energy.

Seraphinite × Turquoise feels organic, natural, and alive.

Charoite × Turquoise represents individuality and spiritual depth.

Sodalite × Turquoise suggests calmness, logic, and clarity.

Howlite × Turquoise expresses purity, restraint, and simplicity.

Blue Lace Stone × Turquoise feels gentle, balanced, and elegant. Its soft blue and white patterns remind me of blue sky, white clouds, peaceful memories, and a calm good mood.

Blue Apatite × Turquoise represents brightness, clarity, and vitality.

Yin-Yang Obsidian + Moonstone × Turquoise expresses the balance between darkness and light.

Yin-Yang Obsidian + Sarcandra × Turquoise represents contrast, strength, and living energy.

The turquoise outer section allows each centre stone to express its own personality, while still making the whole collection feel unified.

The Yin-Yang editions are particularly distinctive. What inspired these designs?

The Yin-Yang editions were inspired by the traditional Chinese idea of balance.

In Chinese culture, Yin and Yang are not simply opposites. They represent two different forces that coexist, respond to each other, and form a complete whole. Light and dark, softness and strength, stillness and movement  these contrasts are not meant to destroy each other, but to create harmony.

Natural stone dials are notoriously difficult to manufacture. What production challenges did you face?

Natural stone dials are difficult not only because of the physical manufacturing process, but also because of the aesthetic judgement required. Even if a piece of natural stone can be successfully cut, shaped, and polished into a watch dial, it does not automatically mean it is suitable for use. Natural patterns are unique, and different people may have different tastes. However, some patterns may still feel unbalanced, visually distracting, or less acceptable under a general aesthetic standard.

For PHYSIR WATCH, a dial must meet both technical and visual requirements. It has to be thin, stable, level, and properly finished, but it also has to feel beautiful, harmonious, and worthy of being the face of the watch.

Because of this, we often prepare more than one candidate dial for each watch. Sometimes a dial may pass the physical requirements, but still be rejected because the natural pattern does not meet our visual standard. This inevitably increases cost and material loss, but I believe it is necessary.

The dial is the soul of the watch. I do not want a collector to receive a watch and feel disappointed because the stone pattern does not bring them joy. Natural stone should create connection, not compromise.

How do you ensure durability while preserving the beauty of these delicate materials?

We approach durability through both material choice and construction. The stone layer is supported by a stable metal base, and the dial construction is designed to protect the stone while preserving its natural appearance. We also use treated natural turquoise for the outer section because turquoise is naturally more delicate, and treatment helps improve stability and consistency.

What other premium materials are used in the watch?

Besides the dual-stone dial, the watch uses several carefully selected materials.

The case is made from Grade 5 titanium, chosen for its lightness, strength, and refined feel on the wrist. The front crystal is a box sapphire crystal with inner anti-reflective coating, and the case back also uses sapphire with inner anti-reflective coating. The watch is powered by a Swiss SW200 automatic movement, and it is paired with a genuine leather quick-release strap. These choices were made to support the main idea of the watch without making it unnecessarily complicated. The purpose of PHYSIR WATCH is not to impress people with unnecessary technical claims. The focus is on original design, material execution, and honest quality. The SW200 supports that goal very well.

Why did you choose Kickstarter as the launch platform?

Kickstarter is meaningful because it allows a project to be supported directly by people who understand the idea behind it.

PHYSIR WATCH is not a typical retail product designed only for display in a shop window. It needs collectors and early supporters who care about originality, material honesty, and independent creation.

Crowdfunding also creates a more transparent relationship between creator and supporter. It allows people to follow the journey, understand the challenges, and become part of the first production of the brand.

What lessons have you learned while preparing for a crowdfunding launch?

The biggest lesson is that a good idea is not enough. You must explain it clearly, honestly, and patiently.

Preparing for crowdfunding forced me to think not only as a designer, but also as a communicator. I had to explain why the dual-stone construction matters, why the material selection is difficult, why the timeline is realistic, and why the watch deserves to exist.

I also learned that honesty is more powerful than exaggeration. People can feel when a project is sincere.

What production timeline have you planned following a successful campaign?

After a successful campaign, our planned timeline is to move into production, quality control, and testing from August to November 2026, with delivery planned for December 2026.

We have built this timeline with caution because natural stone dial production cannot be rushed. Stone selection, cutting, polishing, assembly, and timing checks all require patience.

For me, keeping a realistic timeline is part of respecting the supporters. It is better to be careful and transparent than to overpromise.

Which independent watchmakers or brands have influenced your journey?

I have been inspired by brands and watchmakers who show courage in having their own language.

I admire H. Moser & Cie. for its restraint, clarity, and confidence in doing less. I also respect independent creators who prove that a watch does not need to follow convention to be meaningful.

However, influence does not mean imitation. What I take from these brands is not a shape or a design formula, but the courage to create with conviction. PHYSIR WATCH has to find its own voice, and the Single-Surface Dual-Stone Construction is our first expression of that voice.

Where do you hope PHYSIR will be in five years?

In five years, I hope PHYSIR will be recognised as a Hong Kong watch brand with a clear identity.

I do not need PHYSIR to become the biggest brand. I would rather it become a respected small brand known for originality, material sensitivity, thoughtful design, and the courage to keep creating.

Over the next five years, I hope PHYSIR can continue to innovate and develop designs that are rarely seen in the market watches that feel fresh, meaningful, and true to our own point of view. I want the brand to keep exploring ideas that combine natural materials, craftsmanship, and sincere design, rather than simply following existing trends. I hope collectors will remember PHYSIR as the brand that introduced a sincere and distinctive approach to dual-stone dials a brand made for people who still care.

Key to Remember
magzin
PHYSIR WATCH: Where Physics, Natural Stone and Independent Creativity Meet

For Andrew Cheung, PHYSIR WATCH represents the continuation of an educational journey through creation. Drawing on his background as a physics teacher, he approaches watchmaking through curiosity, problem-solving and experimentation. Its defining Single-Surface Dual-Stone Construction places two natural stones together without a raised border or metal ring, creating a continuous surface that requires careful control of proportions, materials and finishing.

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