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Intricate Minimalism: How This Timepiece Brand Stands Out Above the Crowd

November 30th, 2016 06:07 PM
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INTERVIEW

with Alexis Holm 

Founder of squarestreet 

Alexis Holm

Image Credit: squarestreet.se

"When you constantly push in every direction, challenge becomes an everyday occurrence. Getting the word out is definitely one of the toughest though. There's a lot of white noise on the market today and we're not exactly the types to be climbing over corpses with a megaphone in one hand and a baseball bat in the other screaming at the top of our lungs. We're getting through though, in our own way."

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When did you start squarestreet?

Our brand, squarestreet, grew entirely organically. From humble beginnings as an office space back in 2009, to the international watch brand that it is today. 

 

What inspired you to start squarestreet?

I've been designing shoes since 2005 and felt that it was time to broaden my horizons a little. Designer watches is still a very immature market with literally hundreds of ridiculous "social media brands" exhibiting poor quality, design and brand design. This of course makes it very rewarding to be a brand of substance thats constantly innovating, bringing fresh aesthetics to the market and questions what designer watches should be. 

 

Squarestreet Timepiece

 

What are the key features of the design of your watches?

I call it Intricate Minimalism, but others might just refer to it as an attention to detail. The designer watch market has two things in abundance - 1) clean, completely uncluttered watches that are void of any form of numbering, indexes, detailing or design elements, and 2) blatant copies of copies of copies of Patek's, Audemar's or any number of luxury watches. So bringing something new to the table is, at least for me, not as hard as it looks. We keep it clean at squarestreet as well, but once you get close enough you'll find its all rather intricate.

 

Is social media a good channel to promote your watches?

All channels are good channels, and there's no single miracle cure for a lousy product. I would say that word of mouth will remain the number one channel for promotion until the end of time, but that requires great product and brand experience. Social Media plays it's part though and we definitely use it to it's full potential.

 

There are so many watch brands in the market these days. How does your brand stand out above the other brands?

Simply by being so much better than 99% of them; squarestreet doesn't cut corners, every part of the watch is proprietary. We use Swiss movements exclusively; our materials are exotic - quantities small and integrity infallible. There's really only a handful of brands on the market today that I would deem worthy as competition, the rest are just space wasters.

 

What is the biggest challenge your team is facing?

Everything. When you constantly push in every direction, challenge becomes an everyday occurrence. Getting the word out is definitely one of the toughest though. There's a lot of white noise on the market today and we're not exactly the types to be climbing over corpses with a megaphone in one hand and a baseball bat in the other screaming at the top of our lungs. We're getting through though, in our own way.

 

Which watch do you like the most personally?

From squarestreet - I'm actually quite partial to the Aluminum still, since it's just so incredibly crisp and clean. I understand why people are more drawn to the elegance of the Plano; but for me, that matt blasted aluminium case and the incredible lightness really stands out. If we're talking other brands, I'd say Ressence is a real inspiration, but that's a different ball game all together.

 

squarestreet

Founded 2010 in Stockholm, Sweden by Alexis Holm, squarestreet designs and develops elegant contemporary timepieces with one foot in minimalist modernity and the other firmly rooted in traditional wristwatch aesthetics.

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