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Hey world, this is BEU.

Today we launch the BEU message.

When I first dreamt of BEU two and a half years ago it wasn’t yet a watch, but a manifesto I had written and pinned to my wall. A message about the power of going your own way, and simply being yourself.

For me, it started back in 1983 when I was competing in skiing and bicycling. Two sports that, at the time, meant conformity. I’d been brought up to train hard, listen to the coaches and do what I was told. But then, I was introduced to snowboarding. I tried it out and, within 5 minutes, I was hooked. To ride this new thing—which you had to do sideways without being told how, where or why—was the greatest feeling in the world. Only a few weeks later I found myself spending every free hour I had on the mountain chasing snow.

To ride this new thing—which you had to do sideways without being told how, where or why—was the greatest feeling in the world.

This was the beginning of my journey to becoming me. Someone who loves nature, skating, snowboarding, skiing, surfing, flying small planes, design, brand communication and starting companies all over the world. I’m still learning and striving to shape my own life, and evolve as a human being—but I do it on my own terms, nobody else’s.

We’re on a mission to inspire people to do the things they love in life.

I knew I needed to share this message with more people. I wanted to create a movement that could help reinforce our connections to people, nature, culture and to the power of simply being yourself.

And so, the manifesto became a watch.

A watch is one of the most personal things you can own, and it reminds us that time is constantly moving—ready or not. Will you shape your own time or let it shape you? In other words, it’s the perfect embodiment of the BEU message.

The BEU Manifesto. from BEU Watches on Vimeo.

We played and experimented with over 40 different prototypes until we finally uncovered the form we were seeking. Then, we sought out the most durable materials we could find and engineered them into something both solid and effortlessly timeless.

Two and a half years later, we were almost ready. Bringing everything into perfect balance, as a final touch, we raised the glass 0.1 millimetres.

I’m extremely proud that we’ve made it here today as a team. And I’m deeply excited to finally share this watch and the BEU message with the world. If you’ve made it all the way down the page—thank you, for letting me share my journey with you. Now, it’s time for you to continue yours. So let me leave you with a question:

What does it mean in your life—to be YOU?

Happy adventures,
Johan

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