Split is a watch brand that positions itself as a raw and honest "unapologetic and resilient" alternative in the world of timekeeping. The brand's philosophy, symbolized by an asterisk logo, is to find deeper meaning and truth beneath the surface, shattering what it calls the "illusion of timekeeping." Split emphasizes living in the present moment, asserting that "there’s only the now, no past, no future." This ethos is reflected in their products, which aim for a design that is "lighter, tougher, more forward thinking than the stainless steel status quo."
The founder, Ed, is a veteran of the watch industry, having trained at Longines and Vacheron Constantin and managed the distribution for prestigious brands like Blancpain, Audemars Piguet, and Hublot in the UK. His experience left him wanting to create a watch with "grit, soul and purpose," moving away from tradition and towards something more honest. Inspired by the clarity of the bi-compax chronograph and the innovation of early Seiko automatic chronographs, Ed, along with his friend Dara, a musician turned consultant, built Split to challenge the industry's norms. The founder's personal struggles with mental health also fueled the desire to create a more meaningful brand.
A core component of Split's identity is its social impact. For every watch sold, the company funds an hour of therapy for a person in need through its partnership with Anna Freud, a children's mental health charity. This initiative is central to their mission of making time a "gift" that can be shared.