AFTER building up a strong retail presence for a growing roster of watches, Red Army Watches (RAW) reckons it’s time to launch its own brand.
KEF Elements ambitiously creates 12 designs at launch. It takes a celestial perspective of time, offering the dozen astrological signs with its debut.
Housing a Miyota movement, the dial is made from aventurine and the ensemble will tick in at S$987. The introductory offer is $789.
Sugiharto Kusumadi, the founder of RAW, was quick to adopt the idea that his team presented to him at the height of the COVID-19 pandemic.
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While many would have balked at the idea of launching a new product, Sugi calculated the costs and figured the numbers added up. With a loyal following that trusts in the RAW brand, he optimistically pushed ahead with the launch of KEF Elements.
Sugi talks about the challenges of operating during a pandemic, and creating a new brand in the midst of such uncertainty, while ensuring the existing 19 brands (and growing) he distributes, including SEVENFRIDAY, Gorilla and Grand Seiko, continue to keep growing at a good pace.
Watch the video below of how KEF Elements came to be.