What inspired the founding of Duance & Co? How has the brand’s vision evolved since its inception?
Honestly, the inspiration was kind of a happy accident. I was a newbie at casting when I first started, making rings, and during one of my projects, my watch accidentally became too loose and ended up in the molten metal I was working with—oops! That sparked an idea for our designs. This led to the creation of our D&C 001-020+ designs. We also collaborated with a friend to design the Conchiglia watch, which was inspired by abalone shells—a bit of an underused source of inspiration in watchmaking, especially here in Australia. The vision of Duance & Co. has naturally evolved as we’ve expanded into creating meaningful, unique pieces that reflect the unexpected beauty in imperfection.
Can you elaborate on the philosophy of “quality over quantity”? What made you choose this philosophy, and how does it influence your design and production processes?
Watches with our particular design and shape are complex to manufacture, so we focus on making small, carefully crafted batches every 2-3 months. Our most popular models usually sell out in just a few minutes to a couple of days. We’ve stuck to this limited-production approach to ensure quality. It also allows us to put real thought and care into every watch, avoiding the pitfalls of mass production. That said, we do still have some leftover pink and beige models from previous restocks, as they aren’t as popular as the darker, original colours.
Your collection reflects an elegance of imperfection. How do you incorporate this idea into the craftsmanship of your watches?
We live in an era where watches aren’t constrained by tradition anymore—they’ve become high-end statement pieces that reflect personality. That’s why we embrace the idea of imperfection in our design. It’s not about making something flawless but about creating pieces that are unique and reflect the wearer’s individuality. If people only needed to tell time, they’d just look at their phone—our watches are designed to be worn as an expression of style or a sort of high-end accessory.
Each timepiece tells a unique story. Can you share how you decide on the narratives of your designs?
We’ve only crafted three watches (or two stories) so far. The first was inspired by the accident I had while casting, which led to the idea for the design. Our Conchiglia watch, on the other hand, takes its cues from the Australian abalone shell—its wavy, twisted nature and mother-of-pearl dial reflecting the shell’s textures. Both designs are personal and tied to nature, and that connection drives their stories.
What processes do you have in place to ensure meticulous craftsmanship in every watch?
Our design process is hands-on from start to finish. We begin by sketching the concept by hand, then move to prototyping to test structural feasibility. Watches in these shapes can be tricky; if parts are too thin or the case isn’t structurally sound, the design won’t work. That’s why we conduct rigorous testing throughout each phase. Once the batch is completed, each watch goes through four different quality tests to make sure everything is perfect.
Besides the accidental event in Adelaide, what other sources inspire your overall design ethos?
Nature, especially the ocean and its waves, is a huge inspiration for us right now—this is evident in our Conchiglia watch. As we evolve, I’m sure we’ll come up with more narratives as new inspirations strike. We’re still at the beginning of our journey, so there’s a lot of potential for new design inspiration.
How would you define your target audience? What characteristics or lifestyles do they typically embody?
To be honest, I’m pretty sure 80% of businesses don’t think too much about the target audience when starting. It was more about being inspired, spending a year prototyping and designing, and then releasing it to the world. Over time, though, our audience found us—it’s mostly watch enthusiasts and, surprisingly, streetwear fans. They’re the ones who really understand that fashion should be explored and aren’t held back by norms. They’re willing to try different, unique styles.
How does Duance & Co engage with its community and customers? Does customer feedback and interaction shape your designs and marketing?
Absolutely! We stay connected through our store email and Instagram. Our upcoming 2025 redesign of the main watch is a direct result of customer feedback. Originally, we designed it as a dress watch, but some of our customers have been wearing it during more physically demanding activities. We’ve taken that into account and are now creating a more secure clasp for those users, so everyone is included.
What challenges have you faced breaking into the watch industry?
One challenge, which isn’t really a problem but comes with the territory, is that everyone has an opinion, whether you ask for it or not. We understand our watches aren’t for everyone, and that’s okay. Innovation and change often face resistance—think about Netflix replacing DVDs, or Uber shaking up taxis. We’re grateful that we’ve found our place in the streetwear community, but we’ve learned that not everyone will be on board, and that’s fine.
What trends do you see shaping the watch industry in the coming years, and how is Duance & Co preparing to adapt to or influence these trends?
I think there will always be a demand for traditional watches, and I also enjoy that style myself. But more people are starting to experiment with unique designs, adding a “wildcard” piece to their collections. We’re aiming to be part of that shift—bringing fresh, unique designs.
How do you envision the future growth of Duance & Co? Are there plans to expand into new markets or product lines?
We plan to continue restocking, designing new pieces, and experimenting with fresh colourways. Collaborating with influencers has been helpful, and we’ll definitely keep exploring that space. We’re also dropping a new design this November that I’m really excited about.
What does being part of Duance & Co mean to you personally? Is there a specific moment in the brand’s journey that stands out to you?
It feels pretty normal to me now—this is just life. But a standout moment was when we started shipping the first batch of D&C 004-006 models, and people began making videos about them. Seeing the positive reception solidified the idea that we needed to keep going, keep innovating. It was a validating moment.
What advice would you offer to emerging brands looking to establish their identity in a competitive market?
If you have a design that you genuinely believe is good, run with it. That’s really all it takes. The watch market could be even more amazing if everyone brought their unique touch to it. Don’t be afraid to be different—that’s where the magic happens.
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