“We love classic watches but with a modern twist,” says Ludvig Scheja, co-founder and creative director of TRIWA. “We take the old invention, remove anything that’s unnecessary and create a contemporary design. There’s something inherently Scandinavian about that, taking a product and remodelling it to export it again, an improved version.” It started with four friends who were unimpressed by the way the watch industry was marketing itself. “It was conservative and very status-driven,” says Scheja, “all about old watchmakers with loupes and John Travolta posing in front of airplanes. It felt incredibly outdated.”