AL-Time is a new label looking to rethink our attitude towards time and to disrupt the status quo of watches. The name refers to the chemical symbol for Aluminum, a reference echoed in the dial’s luminescent 13-hour marker - a reminder to take an extra hour a day for the things you love.

Inspired by the aeronautics industry, AL-Time radically differs from common watch constructions. The signature aluminum profile carries a waterproof capsulated movement, giving the watch its iconic sideview.

AL-Time reflects the mindset of a new generation of time-takers who think freely and value the possibilities of the present – a freedom that is expressed in the colourful S/S 2020 collection, hacking and playing the codes of fashion and luxury sports watches.