Undone

Overview

UNDONE is a watch brand founded in 2014 that specializes in highly customizable timepieces combining vintage-inspired design with modern manufacturing. The brand allows customers to personalize nearly every aspect of their watches—case, dial, strap, and finishing—at accessible price points, positioning itself as an alternative to traditional luxury watchmakers. UNDONE has built a global following by offering mass customization with quality construction, targeting watch enthusiasts who value personalization and contemporary design over established heritage brands.

History

UNDONE was founded in 2014 by Michael Young, a watch enthusiast and vintage watch restoration expert based in Hong Kong, with the philosophy that "luxury is choice." The brand gained significant attention in the watch community around 2016 when it launched its custom watch platform, allowing customers to design unique pieces from base models. Starting as a small team, UNDONE expanded to approximately 30 employees combining technologists, creatives, and watch industry veterans. The company has progressively expanded its product range from vintage-style chronographs to include dive watches, additional chronograph styles, and collaboration pieces.

Product Lines

Manufacturing

UNDONE watches are assembled in Hong Kong where the company is based, with movements generally sourced from Japan. The brand combines traditional watchmaking craftsmanship with modern manufacturing practices and technology. Assembly and quality control are handled in-house to maintain customization capabilities and build quality standards.

Notable Products

• Urban Chronograph - 40mm vintage-inspired chronograph with customizable dial colors, case finishes, and straps; features Hattori VK61 movement and K1 crystal
• Customizable Base Models - Range of watch designs allowing extensive personalization of case, dial, text, strap, and exhibition caseback options
• Vintage-Style Chronographs - Retro-designed chronographs combining 1960s-70s aesthetics with contemporary manufacturing and customization features

Reputation

UNDONE is recognized for pioneering mass customization in the watch industry at accessible price points, with strong reviews highlighting build quality and attentive customer service. The brand appeals to enthusiasts seeking personalization and modern design over traditional heritage. Some critics question whether the brand delivers sufficient quality depth to justify premium positioning, and initial hype around the custom platform has moderated as the market has matured. Overall, UNDONE is respected as an innovative alternative in contemporary watchmaking that successfully democratizes customization.