We believe that many watch lovers -like us- are seeking relief from the constant flow of look-alikes designs being introduced into the market every month. Too many are trying to mimic or literally copy iconic watches from well established brands, and those who seek novelty and relevance are increasingly frustrated. In 2019, we decided to change that and created a watch brand that challenges the ordinary. After almost 3 years of hard work, today, we are excited to introduce and share with you our first creation, Möels & Co 528.


When you wear a Möels & Co 528, you are not wearing a clone of a famous model, you are wearing something unique that has been thoughtfully designed. The elegant TV-shaped case and the asymmetrical dial sets Möels & Co 528 apart from the standard round cases that most watch brands keep using over and over again since the 18th century. We merged mid-century modern design elements in a contemporary way and reduced the design to its essence, without frills, complications or needless decorations and added the best possible components, the result is a classy, sleek and timeless timepiece essential. 


We believe if a design isn't unified, then it's disjointed. No matter how beautiful a design can be, if there's not some type of unity bringing all the elements together then the design will ultimately fail in its goal. In any design we create, it needs to have a strong unity. Our goal while designing Möels & Co 528 was to communicate a message of a strong unity in which all elements of the design fit together and feel like they all belong to each other in a unified piece. 


For us good design has no gender. We are a gender-inclusive brand, we do not split our designs into men’s and women’s, our designs are unisex, meant for him, for her and for those who do not identify as being of a particular gender. We do not use gender-specific wordings to name our timepieces either, we use numbers instead. Even if some terms are used in the male form, they apply to men, women and diverse in the same way. 


Möels & Co 528 was meticulously designed from the ground up to not only be unique, but also to withstand the test of time. When you hold a Möels & Co timepiece in your hands, you will notice a substantial rugged feel thanks to its solid stainless steel case and a 3mm thick double domed sapphire crystal. It also feels extremely comfortable and luxurious and compares favourably with far more expensive timepieces.



The dial is one of the most visually important components of  a timepiece and one of the most noticeable features, but it is often neglected with frequently more attention being paid to the movement. For us, the dial is as important as the movement. The perfect proportion of our asymmetric dial is based on the ‘golden ratio’ widely used in the arts, architecture and music, from Leonardo Da Vinci, Debussy and Piet Mondrian to Le Corbusier. Our aluminium dials are anodized to avoid oxidation, they are hand painted and a layer of clear lacquer is applied on top for more protection. The skeletonized hands and the applied numerals are gold plated and the thin glossy lines that represent the hour indices are pad printed. But perhaps the most attractive feature of our dial is the use of unique colours combined with the horizontal satin brushed finish which creates an effect that is highly unique and attractive.


Metallic Shimmers is a new collection of lustrous metallic and pearlescent tones created by PANTONE®. Each colour in the Metallic Shimmers palette is made of a pearlescent or silver metallic base mixed with a pigment coating that provides a brilliant and luminous finish. Our dials are painted with Metallic Shimmer colours and are almost impossible to precisely define because depending on the light circumstances the colour of the dial changes. Our Comet Streak dial for example can look slightly greenish, greyish and even silverish under certain lighting conditions.


It's very rare to see a new watch brand that designs its own typography. Although there are only 4 numerals on the dial, the typeface was custom designed by Betina Menescal to give Möels & Co 528 a highly contemporary look to the watch face. The bespoke typeface used for the hour numerals are stretched to follow the style of the elongated TV-shaped case. They are large enough that legibility is good and the same typeface is used for the model 528, ensuring a perfect consistency in its design unity.


When it comes to watchmaking, there are four basic case shapes people are familiar with, round, cushion, tonneau and tank. The vast majority of wristwatches out there use a round case, while most watch brands keep using the same round case over and over again, our case has a TV shape mostly seen in high-end timepieces from independent watchmakers at astronomical prices  far beyond reach for most of us.


Our case is not standard and a special mold had to be made and further refined by a 5-axis CNC milling machine. The holes and threads for the screw-down crown, movement holder and case back required precision of around 5 microns, that is about 1/20th of the average thickness of a human hair. The two-part solid case construction along with the screw-down crown and a 3mm double domed sapphire crystal ensure a water-resistance of up to 10 ATM. The case back has eight stainless steel screws and shows the Swiss movement through a flat sapphire crystal. 


Our case is made of 316L (1.4404) surgical grade stainless steel and it's entirely mirror polished by a set of trained hands and eyes, deep concentration and experience is required to get polishing just right, if a case is badly polished, it very often is non-salvageable. Since the case has a single mirror polished finish, it can be easily re-polished when scratched and look new again. All our cases are individually numbered, but not limited, and laser engraved with state-of-the-art holographic technology from Acsys Lasertechnik. 


Our TV-shaped case is an ergonomic solution to a problem that watch wearers perhaps don’t know they have. Ordinary round cases are an awkward shape for the wrist bone in comparison to a rectangular-shaped case. Our case is ergonomically comfortable, it measures only 33mm in height (41mm with lugs), 45mm in width and 11mm thick including the domed crystal and wears incredibly well on most wrists sizes thanks to its rectangular design which follows the forearm shape naturally. Without overhanging lugs, Möels & Co 528 slips easily beneath a shirt cuff making it a perfect dress timepiece.


Good design is subjective and can't necessarily be measured, however Dieter Rams, the chief of design at Braun from 1961 to 1995, attempted to express what he believed to be the ten most important principles for good design which our designer Betina Menescal followed to create a true modernist timepiece.


  1. Good design is innovative

  2. Good design makes a product useful

  3. Good design is aesthetic

  4. Good design makes a product understandable

  5. Good design is unobtrusive

  6. Good design is honest

  7. Good design is long-lasting

  8. Good design is thorough down to the last detail

  9. Good design is environmentally-friendly

  10. Good design is as little design as possible


Since I was a kid, I’ve always loved drawing, painting and as long as I can remember, I have always wanted to be an artist. My father is a filmmaker and for many years he owned and ran, together with my mum, a film production company specialized in TV commercials. I was literally raised on film sets among creative people and I always found the creative environment more inspiring and I never pictured myself doing a regular 9 to 5 job. I am 22yo and I am currently studying architecture at Westminster University in London where I spent most of my time stuck in the workshop rushing to get my never ending list of assignments. Besides architecture, I'm also into fashion and every day I set aside some time to do something I love too, watchmaking. In fact, I design all kinds of things, I'm passionate about designing products that are simple, clean and beautiful. I am heavily influenced by Dieter Rams, Mid Century Modern and the Bauhaus and I design what is essential by removing anything unnecessary focusing on what's fundamental. When the pandemic put the world in lockdown, I spent most of my time on learning watchmaking, two years have passed and today, I am excited to introduce and share with you my first creation - Möels & Co 528. Hope you like it.


Betina Menescal