“It should feel like quality design when you see and experience the watch,” says Ludvig Scheja, co-founder and creative director, about TRIWA’s vision to ‘make details matter’. “It can’t just be about slapping on a logo – there has to be great design behind it. For us, every detail is important and we design every single thing ourselves.” Scheja and his three friends had a shared interest in watches but were frustrated by an industry driven mostly by status and conservative masculine clichés. The watch had lost its importance as purely a time indicator and needed a facelift.