Express Yourself: The Art of Time, Reimagined
Ever feel like your watch is just… boring? Like, seriously. In a world where we express ourselves through everything from phone cases to sneakers, why should your timepiece be any different? Enter LUAMAA, the Estonian watch brand that’s totally changing the game with their philosophy: “TAKE TIME, YOUR WAY.”
These aren’t just watches. They’re like, conversation starters that actually tell time. LUAMAA has burst onto the scene with their groundbreaking Interchangeable collection, bringing minimal, unique, natural, different, and pure design aesthetics to your wrist game.
The Story: How Coincidence Created Cool
So picture this: A soon-to-be product design grad is up late one night after trying to impress a girl (classic, right?). Instead of scrolling TikTok until 3 AM like the rest of us, this guy—Martin—has a full-on design epiphany.
“I have this irreversible thing that just when I’m supposed to fall asleep, a lot of ideas and thoughts start coming in,” Martin explains. That night, the concept for a completely different kind of watch materialized in his mind.
By morning, Martin was behind a lathe creating his first prototype from wood, aluminum, and brass. Fast forward through graduation, a new job, and becoming a dad—this side project evolved into a full-blown watch brand with a distinct vision.
But the journey wasn’t all smooth sailing. After creating what he thought was the perfect prototype with a stone strap (how cool is that?), winter came along and—CRACK—the strap broke in the cold. Back to square one.
Material after material failed the tests until finally, persistence paid off. Martin found the perfect combination, proving that sometimes the best designs come from overcoming the biggest challenges.
The Serendipity Factor
Martin’s story gets even wilder. His parents randomly meet an Italian guy at a pub in their small Estonian hometown. Next thing you know, this stranger is cooking pasta in their kitchen and inviting Martin to Baselworld Watch Fair in Switzerland.
“It’s a 40-minute drive from my place and I know people,” the Italian said. This chance meeting led to connections with watchmakers and luxury brand presidents, eventually helping Martin find the perfect manufacturer for LUAMAA.
Even the brand name has a sweet twist. After trademark issues with his first choice, “LUMA,” Martin had to pivot. Coincidentally, his girlfriend had suggested naming their daughter Luma—which Martin had rejected because he didn’t want her named after his watch brand! Today, his daughter is indeed named Luma, while the watch brand evolved to become LUAMAA.
Why LUAMAA Watches Are Literally Everything
What makes a LUAMAA watch so special? Let’s get into it:
- Interchangeability is the new black: Change straps AND case bezels to match your outfit, mood, or whatever vibe you’re feeling that day.
- Sustainability, but make it fashion: Having multiple looks with one watch base means less waste. One watch, endless possibilities? That’s eco-conscious style.
- Swiss movement inside: Each piece is powered by precision Swiss movement, because quality should never be compromised.
- That crown placement though: The crown is tucked away at 12 o’clock within the strap—protecting the movement and creating that clean, minimal aesthetic.
The Collection: Timepieces That Turn Heads
LUAMAA Multi-Color Gold Watch Wood Brown
Imagine the perfect combination of nature and luxury. The LUAMAA Multi-Color Gold Watch Wood Brown features a stainless steel case with a gold-plated finish, complemented by a flexible wood veneer strap that screams sustainable style. The minimalist white dial with its disc hands creates the perfect canvas for light and shadow play, while the sapphire crystal keeps everything scratch-free.
The unconventional positioning of the crown at 12 hours isn’t just for looks—it’s brilliant design that protects the Swiss movement inside. And that threaded case-bezel solution? It makes switching up your LUAMAA Multi-Color Gold Watch Wood Brown’s look literally a snap.
LUAMAA Silver Steel Watch
Clean lines, simple elegance—the LUAMAA Silver Steel Watch is versatility personified. The stainless steel paired with natural leather creates a timepiece that transitions effortlessly from boardroom to bar. The interchangeable bezel system lets you customize your LUAMAA Silver Steel Watch while maintaining that sophisticated silver foundation.
LUAMAA Multi-Color Rose Gold Watch
Rose gold is having more than a moment, and the LUAMAA Multi-Color Rose Gold Watch proves why. The soft, warm tones of the rose gold-plated stainless steel case perfectly complement the supple leather strap. The minimalist dial with its single hand makes a statement about taking time slowly, deliberately—your way. The LUAMAA Multi-Color Rose Gold Watch embodies contemporary luxury with its thoughtful design details.
LUAMAA Multi-Color Gold Watch Blue
Navy and gold—name a more iconic duo. The LUAMAA Multi-Color Gold Watch Blue brings an air of nautical luxury to your wrist. The deep blue leather strap against the gleaming gold bezel creates contrast that catches the eye without trying too hard. Whether you’re heading to brunch or a night out, the LUAMAA Multi-Color Gold Watch Blue is effortlessly cool.
LUAMAA Multi-Color Rose Gold Watch Light Brown
The soft caramel leather strap paired with rose gold elements makes the LUAMAA Multi-Color Rose Gold Watch Light Brown a warm, inviting aesthetic that works with virtually any outfit. The minimalist dial encourages you to slow down and appreciate the moment—exactly what the brand stands for. The LUAMAA Multi-Color Rose Gold Watch Light Brown is perfect for those who appreciate understated elegance.
How to Style Your LUAMAA Watch
The genius of these watches is how perfectly they complement your existing style. Mix and match metals to create harmony with your other accessories—wearing both gold and silver jewelry? No problem! Combine a silver watch head with a gold bezel.
The color options let you coordinate with your outfit without being matchy-matchy (because that’s so 2010). The wood veneer option adds natural texture to sleek outfits, while the leather straps dress up casual looks.
Flying Solo NYC: Where LUAMAA Meets Manhattan
If you’re wondering where to check out these Estonian gems in person, Flying Solo NYC is your destination. This revolutionary retail concept in SoHo has become the ultimate showcase for independent designers like LUAMAA who bring something truly different to the table.
Flying Solo NYC isn’t your typical retail space—it’s a collective that celebrates innovation and craftsmanship from around the globe. Their curators have an exceptional eye for brands that combine quality with originality, making LUAMAA watches a perfect addition to their carefully selected lineup.
The multi-colored watches featuring rose gold elements have become particular favorites among NYC’s fashion crowd, who appreciate the brand’s blend of Scandinavian minimalism with innovative customization options.
The Time Philosophy: Why LUAMAA Matters
In an age where we’re constantly rushing and our attention is pulled in a thousand directions, LUAMAA’s philosophy feels almost revolutionary: TAKE TIME, YOUR WAY.
It’s an invitation to slow down, to be present, to make each moment count—and to do it all while expressing your individual style.
The watches themselves embody this philosophy with their deliberately minimal faces and single-hand design, encouraging you to experience time differently. It’s not just about checking the exact minute; it’s about appreciating the flow of your day.
Own Your Time
LUAMAA watches aren’t just accessories; they’re a statement about how you choose to experience life. In a world of mass-produced sameness, these timepieces celebrate individuality, craftsmanship, and sustainability.
Whether you’re drawn to the natural elegance of the wood veneer, the versatility of the interchangeable components, or simply the clean, minimal aesthetic, there’s a LUAMAA watch waiting to become your signature piece.
Because time shouldn’t just be measured—it should be expressed in a way that’s uniquely yours.