Check Out This Cheap, Chic New Watch Brand

Linjer, a design studio founded in 2014 that creates minimalist accessories with a vintage vibe, makes two of the most chic and affordable Swiss-movement watches on the market.

The aptly named Minimalist and Classic—sleek, unisex watch designs that are available in various case sizes—feature domed sapphire crystal faces, Ronda 5 series quartz movement, vegetable-tanned leather straps, and lacquered varnish dials. All for $249 a pop.


Linjer watches in rose gold 

The startup company was born on Kickstarter, where it raised over $350,000 in 2014. Linjer raked in $1 million in sales in its first 14 months, according to a native ad campaign the company cocreated with Business Insider.

Linjer cofounder Jennifer Chong

The watches, which are new for the brand, were funded in large part through yet another Kickstarter, which raised nearly $1 million in investments.

Cofounder Jennifer Chong told Business Insider that the impetus to launch the brand came from being “fed up with having to choose between fast-fashion products that don’t last and luxury-branded goods that are really expensive. Many of us are left with little choice but to buy fast-fashion that is bad for the environment, bad for our wallets, and in many cases bad for the workers who make it.”

Chong added that the addition of watches to the brand’s portfolio was in part to “bring some analog peace into our lives,” she said. “We didn’t want the experience of checking the time to be stressful, so we decided to make old-school analog watches.”

(All images courtesy of Linjer)

JCK Magazine Editor