Following the boom of microbrand watches in the early 2010's, we noticed that fashion watches were cheaply-made, mass-manufactured catalogue models with no 'soul'. Worst of all, it was overpriced !

So we decided to enter the watch industry on our terms, hence creating the AMALGAM concept in early 2017. With the help of family and an investor, we were able to launch our store in November 2018 in Mauritius catering to the 1.2 million Mauritians.