I came across UBIQ Watches on Instagram. Not through ads or influencers, but through my natural browsing habits. Immediately, the design just felt right. Clean, balanced, and modern without being over-designed.
I dug deeper, and what I found was even more interesting: I learned that UBIQ Watches is a young brand doing things differently in many ways. So I reached out and had a long conversation with founder Drayson Phua, to talk about his origins and goals with his vibrant products.
Here are five things I learned from our conversation. Five takeaways that should resonate with anyone thinking about starting a watch brand (or just curious about what it takes).
The Hardest Part Was Not the Watch
When I asked Drayson what the most difficult part of launching UBIQ was, his answer was surprisingly clear: it wasn’t the product, but it was the identity.
“We spent a lot of time figuring out what UBIQ stands for. That was the hard part.”
Designing a good-looking watch is one thing. But articulating a clear and lasting identity that people can connect with, that’s the deep work. Drayson spent months shaping the tone, the messaging, even the name itself. The result is a brand that feels cohesive from the logo to the language to the watch on your wrist.
He Took His Time and It Shows
UBIQ Watches wasn’t rushed into existence. The journey from first sketches to actual production took years, and not because of supplier issues or indecision, but because Drayson refused to launch half-baked.
“I didn’t want to show anything until I was completely happy with it. I wanted the first impression to be the right one.”
Instead of rushing out a prototype and collecting feedback later, he refined everything from the case profile to the packaging ahead of time. That patience is visible in the final product. The watch doesn’t scream for attention, but it’s clear that someone obsessed over every millimeter. In a fast-moving market, this kind of restraint is rare and it makes the brand feel mature right out of the gate.
Saying No to Retail Was a Strategic Move
UBIQ Watches had interest from retailers, even before the brand officially launched. But Drayson turned them down. That decision wasn’t emotional it was deliberate.
“Once you go retail, you lose control of the brand experience. And I wanted to keep that.”
He wants people to discover the watch directly, learn about the thinking behind it, and receive it in the right context. With retail, you often lose that connection. Prices get cut. Packaging gets ignored. Sales staff barely mention the story. By staying direct-to-consumer, UBIQ ensures that every watch goes out exactly the way it was intended. On-brand, on-message, and with care.
He Rejected the Standard Playbook
UBIQ Watches mainly used Kickstarter to get off the ground. Drayson self-funded the entire journey (with feedback from his Kickstarter campaigns). That meant fewer shortcuts, but more creative control.
“On Kickstarter I didn’t want to sell just an idea. I wanted to sell a finished product.”
He wanted the brand to feel stable, not like an experiment. There’s no “early bird pricing” or stretched delivery timelines, just a product that’s ready when you are. This approach also helped him avoid the pressure of managing public expectations before he was ready. As a customer, that shows. You’re buying something that was made with intent, not urgency.
Growth Comes From Depth, Not Tricks
Drayson isn’t interested in going viral. He’s interested in building real connections, one customer at a time. And his strategy reflects that.
“I wanted to make sure that anyone who found us felt like there was thought behind everything.”
Every email, every DM, every detail on the site is handled personally. That kind of brand-building takes time, but it builds loyalty. It’s also why UBIQ Watches doesn’t feel like a marketing gimmick. There’s no artificial scarcity, no “act fast” copy, no fake urgency. Just a quietly confident brand doing things its own way and earning repeat customers the old-fashioned way: with trust.
Final Thoughts
After our conversation, it became clear to me that UBIQ Watches isn’t just a watch brand, it’s a blueprint for how to launch the right way. It’s one founder, moving slowly and deliberately, putting substance before scale. That’s rare. And it’s why I believe UBIQ Watches has staying power.
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