Welcome to our first Designer’s Corner interview!
We love Gaxs Watches for their clean, sharp, and sophisticated timepieces. We strongly believe that men should have a signature timepiece that describes who they are as an individual. So, the BRENMI team reached out to Joachim Kihlgard and Gustav Sandell, the visionaries behind the iconic Gaxs designs, to ask them to share more about themselves, their watches, and their vision.
CAN YOU TELL US A BIT MORE ABOUT YOUR BRAND? WHAT IS GAXS’ STORY AND MEANING? HOW DID GAXS START?
Gaxs Watches was started by Gustav (Sandell), and I (Joachim Kihlgard) in 2012. We were studying together at the time and wanted to start our own business. We both were very interested in watches. I happen to have a strong understanding of watch designs and functions, while Gustav had a strong knowledge in entrepreneurship. Everything seems to have worked out since then, and that was the beginning of Gaxs Watches.
WOULD YOU SAY THAT YOU ARE THE CREATIVE DIRECTOR FOR THIS BRAND, AND YOUR PARTNER GUSTAV DEALS WITH THE BUSINESS SIDE?
Yes, you can say that I’m the creative director and Gustav’s primary responsibilities are finance, marketing, and others. However, we both need to like a design in order to continue creating a timepiece or a collection.
DOES THE WORD GAXS STAND FOR ANYTHING, AND WHAT WAS YOUR INSPIRATION FOR THAT LOGO?
Gustav’s grandfather had a boat named G. That meant a lot for Gustav when he was a kid. The G in the logo looks exactly like the G on the boat. Having that part figured out, the “axs” simply stands for accessories.
NOW, IF I ASKED YOU TO SAY THREE THINGS ABOUT YOUR WATCHES TO TRY AND SELL TO CUSTOMERS, WHAT WOULD THEY BE?
High quality, unique design and versatility, perfect for every occasion.
CAN YOU WALK US THROUGH ON HOW YOU GET YOUR IDEAS MAYBE PROVIDE AN EXAMPLE? THERE SEEMS TO BE SO MANY THINGS YOU CAN ADD TO A WATCH. HOW DO YOU KNOW WHAT’S RIGHT AND WHAT’S NOT?
I am constantly thinking of new ideas and designs. A new design, like I said before, can come anytime. These inspirations can be from various sources… everything from a sweater to a color or shape, even something I see out in the town. Also, a unique place where I get inspiration are from our current collection of watches. It’s true, there are a lot of things you can add to a watch. However, we make watches that we want to wear ourselves, and pieces that fit our clean, timeless and angular design philosophy. So far, I have to say, it has worked well for us!
THANK YOU FOR SHARING THAT, IT’S VERY INSIGHTFUL! NOW OBVIOUSLY EVERY DESIGNER FOCUSES ON HIS OR HER OWN STYLE AND BRAND. SO HOW IS YOUR BRAND DIFFERENT?
What makes us different is that we design everything by ourselves, we don´t put our logo on someone else’s watch designs. We work extremely hard to innovate. For example, with our designs you don’t see many watches with our style, and also having 5atm and sapphire crystal in one design at our price range.
YOU SEEM LIKE A NATURAL SALESPERSON! SO HAVING DESIGNED SO MANY WATCHES WHICH TIMEPIECE ARE YOU MOST PROUD OF, AND WHY?
I am proud of every product! Having said that, I think the VD Black with it’s all-black dial and small seconds is awesome. Our all-black watches are the bestsellers for us so our customers seem to agree with us. Aside from the VD Black, I am also very proud of the buckle on the watches in our Second Collection.
IT SEEMS TO US THAT YOU AND YOUR CUSTOMERS ARE VERY ALIGNED. CAN YOU DESCRIBE YOUR FANS, AND SHED LIGHT ON WHY THEY LOVE YOUR DESIGNS?
Our audience is comprised mostly of men between the age of 25 to 35 who love accessories and sports. They enjoy fashion and also have an active lifestyle. I think they love our designs because it’s clean, angular and mysterious. More importantly, our style is suitable for every occasion, complementary to their lifestyle and interests.
FINAL QUESTION, ANY SNEAK PREVIEWS TO YOUR UPCOMING DESIGNS AND GAXS WATCHES IN GENERAL?
Not yet! We will really soon release a new model in First Collection and we will also release the Third Collection later this spring, stay tuned! We always have new watches and collections in mind, so there will definitely be a lot of releases and exiting news in the future.
We hope you enjoyed our first designer’s corner! We are definitely huge fans of the work Gaxs Watches, and we hope you like them too! Check them out!
If you want a 15% discount on any Gaxs watches, make sure to use code “BRENMI”