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WE CONNECT CONTEMPORARY CULTURE WITH TRADITIONAL CRAFTSMANSHIP

We are a young company inspired by a rich history; meaningfully connecting two of the best inventions in the last 500 years: watches and the internet.
This allows us to replace long and costly supply chains, which result in bad customer experience, with beautifully designed, quality watches at exceptional prices.

WATCHES WORTH WAITING FOR

This statement drives everything we do. We make watches that are beautifully crafted and worth waiting for.
We care about quality so your watch can be passed on to future generations, and it will always be worth waiting for.

HOW OUR JOURNEY BEGAN


My name is Alex and I'm the founder of The 5TH.
I often get asked 'why did I start a watch company?' Being a millennial myself, we were meant to be the generation that didn't wear watches due to the advent of smart-devices.
The answer: my grandfather PJ was the reason why.
PJ built a successful business from nothing and he was always someone I admired, but unfortunately, he passed away too young, and he left me, his oldest grandson, the watch he wore everyday.
When I was 3, before my grandfather passed away, I was involved in a serious car accident and I was in hospital for a long period of time. And growing up I often felt like I was behind everyone at school. I felt inferior to those around me and thought I would never amount to anything.
But when I wore his watch I felt invincible, like I could conquer and overcome anything. When I wore his watch I was ready to take on the world.
PJ's watch helped motivate me to build a successful life - the emotion evoked by this small beautiful object on my wrist and it's ability to connect me to my grandfather is what's motivated me to want to share this with as many people as possible, by making a range of watches that are accessible in price to all.
This is just the beginning for what's to come with watches. I'm excited about what's going on behind the scenes and look forward to updating you in the very near future.
Alex

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