Awake is a French watch brand centered around a philosophy of appreciating the beauty in the world, whether natural or human-crafted. Their vision involves pushing the boundaries of modern watchmaking while emphasizing values like environmental responsibility, innovation, and tradition. Each timepiece is designed to evoke emotion and reflect the owner's values, embodying a commitment to responsible practices and telling meaningful stories. Their "Genesis" emblem symbolizes the four elements—Earth, Air, Sea, and Fire—representing this balance.
The brand places a strong emphasis on "Métiers d'Art," celebrating rare craftsmanship and handwork. They collaborate with artisans globally, notably utilizing the traditional Vietnamese art of Son Mài (sanded lacquer), often combined with silver leaf gilding, to create unique and intricate dials. This meticulous process, requiring significant time per dial, is performed in partnership with the prestigious Hanoia atelier in Vietnam. Awake also incorporates innovative elements like unique Super-LumiNova® applications for backlighting effects and utilizes Swiss movements, such as those from La Joux-Perret, in some collections. They often use materials like recycled stainless steel and limit production to honor the time required for high-quality craftsmanship.
Awake offers distinct collections that reflect their focus on artistry and unique concepts. Their prominent "Son Mài" collection showcases the detailed lacquer and silver leaf dials in various colors (like Amethyst, Emerald, Lava, Outre Bleu). Recently, they launched the "Son Mài Jurassic Watch" duo, inspired by the film Jurassic Park, featuring dials reminiscent of dinosaur irises and straps made from specially processed salmon skin. While some specific pages about their craftsmanship and collections were not accessible, search results indicate past collections included collaborations like "Mission To Earth" with NASA and themes like "Time Travelers."