This new UK brand, established by young British entrepreneur Mustafa Khalifa, is not, as the name might suggest, intended for the pugilists who fight it out in the ring but for those who fight for time.

The idea is intriguing and is borne from Mr Khalifa’s quest to offer something different that would illustrate in the best possible way the passing of time and thus its value.

“I began Boxer Watches because I wanted to create something which I wanted for myself, a luxurious yet affordable watch,” he says. “I’ve always had a passion for everything old school and retro so to speak, which is why I naturally became drawn to mechanical watches. These days, everything is electronic and digitized and it can all get a bit too much. Sometimes you want something real and tangible in front of you. So I decided I wanted a watch, but one which wasn’t digital or battery-operated. I wanted to introduce something to my peers that they haven’t seen before. I wanted to pay homage to the rich tradition of an art which dates back more than two centuries. And I wanted them to enjoy the craftsmanship of an affordable, elegantly constructed timepiece, one in which you can see the mechanisms and gears moving before your eyes. This is why I created Boxer Watches.”

Boxer Watches Zeus skeleton model

The result is a timepiece with a skeletonised dial and self-winding movement that retails for a very affordable £120. It is targeted at a younger demographic than existing skeletonised watches on the market, with the aim of introducing this classic design and craftsmanship to a tech-savvy generation who may not necessarily be familiar with mechanical timepieces.

Mr Khalifa’s approach, which is more about allowing people to see time ticking away rather than revolutionising the world of mechanical watchmaking, is laudable for attempting to attract a younger audience to a very classic design. The Zeus timepiece, as the first in a line of future luxury and dress watches promised by the young entrepreneur, is available from summer 2012 via the company’s website. But this is just the beginning: as Mr Khalifa told Europa Star, “I have plans to increase exposure and awareness through retailers, both online and offline.”