by Angus MacFadyen, CEO and Founder Alsta Watch

The whole of 2023 was dedicated to assessing the vision, mission and strategy of Alsta and the brand values and purpose were more clearly defined, although more work still has to be done on these.
The PPT deck gives a good introduction to the mission and values of Alsta and in 2024 and 2025 I would like to start to work with a co-founder who will help me to build a strong, credible and successful heritage brand that has history but is contemporary. A brand that is sophisticated and sexy but authentic and relevant.
My vision for Alsta is for it to be a key part of the lives of style conscious, sophisticated and discerning people who enjoy beautiful things and aesthetics. Perhaps unrivalled engineering is less important to the Alsta customer than the sense of experience and style of owning and wearing an Alsta.
The brand purpose is to remind the wearer to be authentic, to be purposeful and to be proud of their sophistication. This has still to be fully explored and nailed down as I realise that asking a customer to remember to be something could be at odds with authenticity. If you are something, you don’t have to be reminded therefore perhaps these purpose statements need some more work.

All brands give the customer a feeling of something. I would like Alsta to make the customer feel sophisticated, authentic, and purposeful if this is possible through messaging and brand experience.
The customer experience should be a way to stand above the others, including the top brands such as Rolex. With those brands, ownership is often not easy or pleasant. I know this as I used to be a collector. Servicing is slow, anonymous and expensive. I want this to be disrupted by Alsta. Changing a strap or bracelet is easy for watch nerds and watch people but for stylish individuals who do not have a lot of watch knowledge but love their Alsta changing a strap or bracelet may require a visit to the jeweler. We should make this easy and pleasurable.


Angus McFadyen, CEO and Founder Alsta Watch



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