“Life is short, live it with passion.” says Milvin George, Founder and CEO of a new horology brand on the block, Lagado Watches. Driven by his respect for introducing quality and craftsmanship at par, here’s the horology maestro in colloquy with PEAKLIFE.

A name associated with horology’s reigning names such as Tag Heuer, Omega, and Panerai, Milvin George set out this year as an entrepreneur – introducing to the world Lagado Watches – a contemporary watch brand encompassing passion for quality and love for style for the new generation.

It’s not an easy feat launching your own brand during the pandemic, but with twenty years of experience up his sleeve paired with his utmost adoration for authenticity and quality, the industry stalwart knew it was the right time to hit the dial.

In conversation with the Founder and CEO of Lagado Watches, here’s PEAKLIFE exploring Milvin’s journey, his brand vision, plans for India, and much more.

How did your relationship with watches begin in the first place?

It started at an early age when I was a teenager. I started to collect Swatch watches and was fascinated with the concept of keeping time and at that time the only way to tell time was through your wristwatches, cell phones did not exist.

After graduating from University, I began my career in the luxury goods industry in 1998 when I joined The Chalhoub Group as a Commercial Executive handling Daum and Wedgwood Waterford for the Middle East region. In 2000, I joined the LVMH Group, as the Regional Manager of the renowned Swiss sports watch brand TAG Heuer, overseeing Middle East, North Africa, and Indian markets. In 2003, I was entrusted to establish the Omega Middle East Operation (a member company of the Swatch Group) and was appointed as Regional Brand Manager. Four years later, I was presented with the opportunity to extend my experience within the luxury watch sector and acquire more in-depth mechanical watch-making knowledge by becoming the Managing Director, Middle East & India for Officine Panerai.

What does your creative process look like in general for upcoming collections? Where does the inspiration come from?

The process for designing and creating a watch is towards conceptualizing watches that suit and are relevant to Lagado’s target audience, millennials, and Gen Z. We keep a close eye on fashion trends and follow the market in terms of colours, textures, and materials that can be incorporated in the design of Lagado timepieces.

What is your vision for Lagado Watches as a brand?

Lagado Watches are with Italian design, contemporary and sporty-elegant lines, that appeal to modern living unquestionably quality (reliable movements, Italian leather straps, Milanese mesh bracelets, bevelled and dome sapphire crystals).

We appeal to millennials and Gen Z who are multi-hyphenated who feel at home no matter in New York, Mumbai, London, or Johannesburg. In today’s world, age, ethnicity, and nationality are less important than cultural fluency and global exposure. Lagado Watches is proud to be sourcing from the best manufacturers and designers from around the world to make versatile watches to go well with millennials and Gen Z global adventures.

And what would you say is the USP of the brand?

Our main focus points while creating the watches were quality and design. Our artisans have carefully curated the timepieces to be versatile, keeping not just the dial in mind, but also dressing the watches with Italian leather straps and Milanese mesh bracelets. With interchangeable straps/bracelets this gives our consumers the freedom to dress their watch to suit any occasion; may it be a formal event, an adventurous trek, or a stroll in the park that fits the lifestyle of millennials. We made sure that our timepieces are equipped with reliable movements that accurately tell the time, with the finest and most durable materials. In a nutshell, Lagado provides our audience with premium quality watches with competitive pricing.

What are your plans for establishing and expanding Lagado in India specifically?

To build a solid distribution network with both online and offline presence with e-retailers and reputable retail shops throughout India. It goes without saying that the brand will be supported by the best customer service shops in tier-1 and tier-2 cities nationwide. We have commissioned AKLC to prepare and pave the way to build communication channels with Indian customers and reputable media such as yourselves.

As someone who’s been working in the luxury industry for decades now, you’ve also witnessed the changes that have occurred in the segment over the years. Could you elaborate on those changes as you’ve observed?

The approach will be mainly focused toward implementing an omnichannel approach where the consumer is placed at the centre of the ecosystem and surrounded by various touchpoints: e-retailers, brand e-commerce platform, the typical brick and mortar shops/retailers, brand mono shop/boutique, events and digital marketing (social media and online advertising). A customer might explore Lagado watches online and after being exposed to online advertising they might end up buying it in a watch store and vice versa.

What do you think the future of horology is going to look like as compared to what people are seeking today?

A lot of digitalization for watch brands and retailers, competitors are joining hands to create e-commerce platforms to support and reach their customers wherever they are. We also know that our customers are more conscious about getting value for their money.

What’s your success mantra?

I am the architect of my career; I build its foundation and choose its contents. The future is an ideal projection of what I envision now and every challenge I face is an opportunity to grow and improve.

Lastly, any word of advice for those aspiring to be you?

Live Life with Passion, and if you run out of it, immediately seek change that will trigger and bring out the passion in you again which will give you fulfillment in everything you do and stimulate your creativity. Life is short, live it with passion.

Explore the Lagado collection here: https://lagadowatches.com/