Eqotime meets Tusenö Göteborg

By: Johan Sehlstedt

The idea of Tusenö Göteborg begins in 2014 when the founders Alexander and Johan decide to go for their own watch brand. In 2015 the model ”First” is launched while they purposefully work on strengthening their brand. In 2018 they release, together with the Swedish Sea Rescue Society (SSRS), a limited edition of the diver ”Blackwater”. Eqotime’s Johan Sehlstedt meets Tusenö Göteborg in their new showroom to talk watches and take a closer look at the model ”First-Panda” that is being launched just in time for the weekend.

Tusenö have been far sighted when they created the ”First” series on the basis of the number of combinations. ”First–Panda” opens up the possibilities further.

– It is a development of the First series where it is really a question of a so called Reversed Panda, with white dials instead of the classic black subdials, says Alexander and shows some of the pandas.

– White subdials make a big difference, with small detail adjustments that make a big impression, says Johan. The models will be available in 38 and 42mm. Generally speaking we sell a little more of the 42mm so those are marginally more, so if you want a 38mm you have to be quick.

”We could never have named a model Marstrand or Smögen. We have gone with the West coast theme – We are called Tusenö for a reason”

Eqotime is on the theme of independent watch makers in Sweden and puts the question of whether Tusenö have any tips to share if one wants to start one's own watch brand.

– It is a matter of having a common thread in what you do. Sometimes I can think that those who start a watch brand make it very easy for themselves. We could never have named a model Marstrand or Smögen. We have gone with the West coast theme – we are called Tusenö for a reason in that it refers to the West coast with its thousand islands. Even the symbol in the logo – in time, will also include a sea chart we took the name from, says Johan.

An unusual event took place this summer when a customer or big fan turned up in Göteborg with a gift. A Blackwater in made to scale made in wood, with the hands painted in luminova. Alexander and Johan show off the masterpiece that adorns the showroom.

Which will be the next model in the Tusenö family?

– We have teased about a model, ”Shellback”, so it will be another diver. Blackwater has been a bit more yes or no, either you like it or you are less keen on it. Shellback will be more of an all round diver for the ordinary person. We are aiming at 20/21 for a pre-order on it, says Johan.

In 5 years

The future prospects for Tusenö are clear and to the question of how the watch brand looks in 5 years Alex answers.

– We are moving away from the quartz First series towards automatic and mostly Swiss. Higher quality on the products, more frequent product releases and more enthusiast watches – that for a small amount of money you can get a really good watch and then follow us upwards in the prices… We want to become the world's best watches in that segment that we do. In 5 years we should have come part of the way.

Five quick ones for Tusenö

Leather or Metal strap: Metal

Chronograph or Date? Chronograph

Automatic or Quartz? Automatic

Indexes or Numerals? Indexes

38 or 44mm? 38mm

Johan Sehlstedt blogs day to day on the blog Tid till Förfogande and writes regularly on eqotime.com