The young and independent watchmaker is trying to take the pretension and tradition out of the watch industry, and their contemporary timepieces have not disappointed yet.

Today, we have another challenger brand coming from the north, this time coming in the form of TRIWA. The company’s goal is to “change the attitudes in the watch industry.” It was founded on the (accurate) assessment that the industry is too focused on status and tradition. It was even named after the cause, TRIWA being an amalgamation of “Transforming the Industry of Watches.”

It’s not the first time we’ve heard something to that effect by start-up brands. Admittedly, to disrupt the status quo for the better is a noble task. If successful, it’s a surefire way to gain notoriety and differentiate yourself from the watch establishment.

If not, the best case scenario would be that the brand simply blends into the pack; no transformation but it would still get to produce watches. Worse still, a startup could shut down completely within a few years; Forbes suggests that a depressing 9 out of 10 start-ups will fail.

On that positive note, it’s clear that TRIWA and brands alike have their work cut out for them. But TRIWA has been around since 2007, which suggest they’re well past the early testing years or startups. How did they manage to become part of that 10% that made it and thrived?

In ten short years, the company has grown from four friends to thirty friends - and yes, they are still actually friends. The growth of the team is in part because they have expanded their product line and have become more of an accessories company, also offering stylish sunglasses and bracelets.

All design and product development takes place in their Stockholm Creative Studio, and the Swedish cool factor can definitely be appreciated in each piece. As a result, their products are distributing globally at 1200 retailers across 25 international markets.

When it comes to their watch offering, I’m particularly a fan of their “Blue Eye Falken” model, which has a 1950’s simplicity about it and can be had for a fair $229 USD.

But what I really like about TRIWA is their subtle Scandinavian swagger. Case in point is their “Sort of Black” timepiece, which is a tribute to the colour black, but it’s not quite there thanks to its gold plated details - a big dose of style at a little over $300 USD.

So is TRIWA really different enough - and frankly good enough - to challenge the watch industry establishment? The short answer is: yes.

Of course, their goal is not to take business away from the likes of Omega and Rolex - although it’s possible, especially in the younger demographics. But in the segment ranging anywhere up to $500 USD, TRIWA is a serious challenger.

That’s especially true since today’s market is slightly different than what it was say a decade or two ago. Watches have really gone mainstream, and these days people opt to have not just one solid timepiece but several that they can change up and wear based on their outfits, moods, etc.

In that kind of context, TRIWA has found success. Their designs are unpretentious, and manage to strike a nice balance between classic design elements and fashion forward colours and materials – ideal for the contemporary watch consumer.

This is Triwa from TRIWA on Vimeo.