Photography | Noel Salazar
Art Direction | Guia Tagle
Recently, I was blessed to be part of a product shoot (thanks Guia XD) of Isidore Watches. These watches are made in Hong Kong, and make use of the Japanese automatic movement for watches, meaning that the watches use the wearer’s kinetic energy to run the watch. Yes, I had to Google that, lolz. XD One look at the watches, and I fell in love with them. Well, I’m biased towards two of them, but I still love them all as a whole, haha. XD
Errol Mendoza, the head of the Isidore brand, started this back in 2016. His background is in marketing and brand management, so after years of doing it for other brands, he decided to finally do it for himself. After deciding to take the plunge, he learned Photoshop, and started to design his own watches. It helped that he once worked for watch distribution company; he learned a lot about watches during his time there. He took everything he had saved up, borrowed capital from his family, got a bank loan, and then gave to go signal for his supplier to start production. He hasn’t looked back at all, going full blast with his business. Deciding to start a business (and building a brand eventually) takes a lot of guts, so I definitely admire him for that.
What makes Isidore different from other brands in the market? As Errol put it, when he designed the watches, he wanted to “keep it classic, but keen observers would notice small nuances from timeless desgins.” He also said that “Isidore’s main ideology is ‘between aspiration and triumph’. The brand revolves around the story of a person who is in the middle of his or her journey towards his or her goal. This is also the reason why the tag line is ‘Choose to Prevail’ which counts for the everyday decisions we face in order to get to our finish line. Brands in the market often advertise as either something to aspire for and get you going, or something to showcase your success with. Isidore, on the other hand, is about the middle road that gets you from here to there.”
In keeping with this ideology, Isidore’s logo has a pilum under the brand’s name. For Errol, the pilum, which is also known as a javelin or spear associated with the Roman army in ancient times, has always represented “forward thinking, adaptability, and taking note of subtle nuances for improvement”.
If you check out the names of the watches, it’s not like the usual watch names. For example, I checked out Seiko’s website, and aside from the specific Astron name, the differentiation is just a bunch of letters and numbers (i.e. SSE167J1). No offense Seiko. XD But Isidore’s is different; it currently has four types of watches, namely Continuum (which I have), The Diplomat, The Mymidon, and Redemption (which is my second favorite watch; check out that very handsome gray watch face contrasting with the brown strap). Each watch has a story to play in the wearer’s narrative of choosing to prevail and being in between aspiration and triumph. As Errol says, “an obvious example is the Redemption watch. It’s about having failed before, but keeping the willingness to bounce back.”
Since you now know the story of Isidore, let’s check out my photos. Ahem ahem. XD
So, which watch do you think suits you or you can relate with? I personally feel like it’s awesome that not only are the watches handsome (or as I like to say in Filipino, pogi XD), but that each one can encourage you through your trying times, because of the story of each one. You know, like you feel crappy, but then you put on your Redemption, and then remember its story, and check out how it looks so good on your wrist, and how handsome/beautiful you look with it… know what I mean? 🙂