Introducing Awake Son Mài Collection, A New Chapter for the French Brand

Awake, a French independent brand, was founded in 2019 by Lilian Thibault, who set out to create his own brand after 20 years of collecting watches. His vision was to design modern timepieces that reinterpret traditional watchmaking codes while embracing sustainable practices through the use of recyclable materials.

Renowned for its quickly sold-out limited editions, AWAKE now enters a new phase in its growth with the launch of its first-ever Swiss Made permanent collection. This collection comprises four models with newly designed cases, a Swiss movement—a first for the brand—and dials enriched by an intricate Métier d’Art approach.

The AWAKE Son Mai collection introduces a 39 mm case crafted from recycled 316L stainless steel, blending modern aesthetics with timeless elegance, comfort, and durability. Inspired by classic watch design, the case combines a polished bezel, case middle, and lugs with an elegant chamfer stretching from one lug to the other. In contrast, the case sides are horizontally brushed. 

The crown, with alternating polished and brushed finishes, bears the “Genesis” symbol—a representation of the four elemental forces (air, earth, water, and fire) that reflect AWAKE’s commitment to innovation, tradition, and environmental respect.

The screw-in caseback, in subtle grey tones, showcases polished and brushed finishes, with a sapphire crystal that reveals the Swiss La Joux-Perret G101 movement. For added character, the water-resistance and recycled 316L steel symbols etched inside the lugs offer a playful nod to serious craftsmanship.

For the first time in watchmaking history, two Métiers d’Art (craft techniques) – the ancient Vietnamese art of Son Mai sanded lacquer and silver leaf gilding – are combined to create unique dials. Each handcrafted dial exemplifies the traditional artistry, with the collaboration of Hanoia, Vietnam's most esteemed lacquerware atelier. 

Established in Hanoi in 1997, Hanoia has perfected the sanded lacquer technique, applying silver leaf gilding for additional texture and depth. Each dial takes 10 to 15 hours to craft and is offered in four colors: ‘Lava Red,’ ‘Emerald Green,’ ‘Outre Bleu,’ and ‘Amethyst Purple.’

AWAKE’s hands and indices are crafted with a unique approach; rather than applying luminescent coating on top, they are fashioned from a solid base of Super-LumiNova® BGW9. This layer is precisely machined and then capped with a polished, faceted steel overlay, lending a distinctive brilliance to the watch face.

Powering these timepieces is the La Joux-Perret G101 automatic movement, known for its 68-hour power reserve and 28,800 vph frequency. This movement features a custom tungsten oscillating weight with intricate reliefs and hollows, creating a visually captivating effect. It sits within a “clous de Paris” textured ring, adding further sophistication.

For the straps, Awake has partnered with Delugs, offering straps with custom tang buckles featuring cutout sides and a combination of brushed and polished finishes. Each watch in the collection is priced at 1,850 CHF, approximately 7,500 AED.

For more information, visit the company official website.