New British Watch Brand Aims to Boost Mental Health Awareness

In a fresh approach to luxury timepieces, British watchmaker Ed Margulies has launched a new brand named Split, which seeks to address mental health issues through its designs and messaging. Margulies, a third-generation member of a renowned family in the horology field, aims to shed light on his personal struggles while contributing to broader conversations about mental well-being.

From Tradition to Transformation

Traditionally, luxury watches are often displayed with their hands at the 10:10 position, a positioning that is intended to evoke a sense of happiness or positivity. Margulies, who has spent years entrenched in Swiss watchmaking, experienced a personal crisis that led him to rethink not only his professional path but also the role of luxury products in promoting mental health.

“I had a big wobble after I had kids,” Margulies explained. “Trauma inside me came flooding out. I was a wreck.” His candidness about his mental health challenges marks a departure from the typical image of success often associated with luxury brands. Recognizing the stigma surrounding mental health, he has chosen to speak openly about his experiences.

Margulies’s journey began when an acquaintance reached out to check on him. “I didn’t want to lie anymore,” he recalled. This moment of vulnerability allowed him to connect with another person who was also struggling, emphasizing the importance of open dialogue regarding mental health.

Designing for Dialogue

The ethos behind Split is not just about creating high-quality watches; it’s about fostering a supportive community. Each timepiece is designed to serve as a conversation starter, encouraging wearers to share their stories and support one another. This unique approach is aimed at breaking down barriers surrounding mental health discussions, particularly in the often-stoic world of luxury goods.

According to Margulies, the goal is to change the narrative around luxury watches. “They can be more than just status symbols. They can be reminders to check in with ourselves and others.” The watches are crafted with meticulous attention to detail, reflecting the craftsmanship expected of high-end timepieces while also carrying a deeper meaning.

As the brand gains traction, Margulies hopes to collaborate with mental health organizations to amplify their message. By partnering with charities and mental health advocates, Split aims to contribute a portion of its proceeds to support mental health initiatives, further reinforcing its commitment to the cause.

With this innovative approach, Split is poised to not only redefine luxury timepieces but also influence perceptions of mental health in a positive way. Margulies’s personal story, intertwined with his professional ambitions, serves as a testament to the power of vulnerability and authenticity in the luxury market.

As consumers increasingly seek brands that resonate with their values, Split emerges as a pioneering force in the watch industry, advocating for mental health awareness while maintaining the artistry and elegance that defines luxury timepieces.