Crux first began in 2011 out of a passion for watches and social enterprise. We wanted to see how we could create positive change through designing and producing stylish watches and giving a significant portion of our profit (50%) to people in need.
Everything changed when we were part of a friend’s video that went viral on YouTube. This sudden influx of exposure was like a spark to a pool of gasoline. In a short amount of time, we sold all of our inventory three times over. But we couldn’t support demand and sustain growth… we had simply grown too fast and lacked the expertise or infrastructure to continue.
So we hit pause.
Since we had the attention of so many new customers, wanted to redesign our products from the ground up with a new focus on improved quality and design, as well as intentional and outstanding customer service. We knew we had to minimize complexity and focus on these core ideas:
Timeless, sophisticated simplicity of style. Quality components and materials. The best customer experience in the industry. Most importantly: a continued and refined commitment to sharing the message and means for hope around the world.
So, after years of re-energizing our vision and purpose, today we’re more focused and prepared than ever to create the best watches, tell the most captivating stories, and back up our values with customer care that is second to none.
The Crux Watches Business Model