The idea for Shore Projects was born when founders Jono Holt, Ellie Price and James Street wanted to find a practical and stylish watch for their adventurous, minimalist lifestyles. Perpetually inspired by the ocean, Shore Projects consists of fashion-forward timepieces to fit a relaxed lifestyle.
“We all have an affinity to the British seaside. We all spent our summers on the beaches of the UK and so we wanted to create a brand around that, and the interchangeable nature of our straps, which we felt no one on the market was really focusing on properly or particularly effectively,” said co-founder Street.
Here’s how it works: Choose a watch face that fits your style. Next, start collecting straps to easily swap out for different occasions or moods. Straps come in a variety of colors, including polka dots, leather, silicon, classic canvas, wool or metal mesh. A portion of the profits are donated to the Marine Conservation Society and the donation progress is shared on social media.
The watches combine modern and vintage designs, creating a unique, quality piece. With 100mm of water resistance, the watch can be worn during any adventure. Whether you are relaxing in a bath or snorkeling in the ocean, the watch will survive. Additionally, all watches have stainless steel cases, crystal sapphire glass and bands made with high-quality Italian leather.
“In a watch there are a lot of moving pieces that need to come together to get it to market and if one of these parts is delayed then it holds the whole up. There is a lot to keep track of and we are still getting the hang of it ourselves,” mentions Street.
Shore Projects encourages creativity through its #goodtimes contest. Both customers and fans of the brand post photos on Instagram of good times spent on the beach or in the water. Winners are chosen monthly and receive a gift box along with their photo published in Shore Project’s lookbook. The founders also shared with us some advice for both new and experienced entrepreneurs: “If it isn’t working give up and move on to the next idea,” they said. “It’s unlikely you are going to hit the nail on the head with your first business so prepare to fail, learn from it and prepare to get stuck in to the next business.”
The three founders split their efforts evenly across all of Shore Projects, and in just a few years, have added full-time positions to their roster. Shore Projects currently has three collections: Project 1, 2, and 3. Watches sell for approximately $200 and straps start at $28. Find Shore Projects watches online or at retailers such as Bloomingdales, Nordstrom, TopShop, Net-a-Porter, Urban Outfitters, Anthropologie and Asos, among others. Shop Shore Projects watches online or visit #goodtimes on Instagram for more oceanic inspiration.
By Hannah Kocurek