3 luxury wristwatch brands owned by Africans
For years, the luxury watch market has been dominated by European names. But across Africa, a quiet shift is taking place. A number of African entrepreneurs are building wristwatch brands that speak to identity, craftsmanship, and ownership.
These brands combine precision with cultural meaning, telling African stories through design and detail. Beyond creating beautiful pieces, they are proving that luxury can also be homegrown.
Here are three luxury wristwatch brands owned by Africans making their mark on the global stage.
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Asorock Watches (Nigeria&Gambia)
Asorock Watches is a luxury wristwatch brand that fuses African heritage with global craftsmanship. Founded in 2018 by Ben Iroala, a Nigerian-American, and Andrew Mutale, a Zambian-American, the company was born from a shared frustration, the lack of luxury watch brands representing Africa on the world stage. Named after Aso Rock, the brand embodies strength, endurance, and pride in African identity. The journey began when Iroala and Mutale, both lifelong watch enthusiasts, realised that high-quality timepieces were often priced beyond reach. Determined to challenge this, they designed their first collection of six Miyota quartz watches, which debuted on Indiegogo in January 2019. Each timepiece was meticulously assembled using premium components sourced from Japan and other parts of Asia.
Micserah (Nigeria)
Micserah is a Nigerian-owned luxury wristwatch brand redefining what elegance means for the modern African. Founded in 2018 by Adekunle “Micheal” Adeniji, the brand was born out of a desire to make high-quality timepieces both aspirational and attainable. The brand’s story began with frustration. Adeniji, a passionate watch lover, realised that luxury wristwatches in Nigeria were either too expensive or difficult to access. Rather than merely reselling foreign brands, he set out to build one that would carry the spirit of Nigerian craftsmanship and creativity. His goal was clear: to create premium, well-designed watches that speak the language of luxury without alienating the local buyer. Micserah’s timepieces are described as “affordable luxury” — designed with originality, precision, and contemporary flair. From its headquarters in Lagos, with additional presence in Port Harcourt, Micserah has quickly established itself as one of Nigeria’s most recognised homegrown luxury brands. The company’s watches are accessories and statements of pride, with each piece symbolising the rise of African originality in global fashion culture.
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Caveman watches (Ghana)
Caveman Watches is a New York Times–endorsed Ghanaian luxury watch manufacturer based in Accra, recognised for its blend of heritage, craftsmanship, and modern design. Founded on 12 December 2018 by Anthony Mensah Dzamefe, the brand has become Ghana’s leading watchmaking company. Anthony’s journey began in 2015, selling watches in Madina, in Ghana’s Greater Accra Region. His passion for timepieces led to the creation of TimepieceGh, which later evolved into Caveman Watches. The name Caveman symbolises the fusion of vintage artistry and contemporary precision — hand-assembled watches made from sustainable materials that reflect originality and authenticity.
Within a year of its official launch, Caveman captured national and continental attention, resulting in a feature in The New York Times. The company’s defining moment came in 2023, when it crafted a bespoke 24k rose gold timepiece for global icon Beyoncé, featuring a honeycomb-inspired design, a dial made from 444 fallen bee wings, and an African cutout revealing a dancing tourbillon. Caveman’s creations have also adorned the wrists of Grammy-winner Angélique Kidjo, music producer Don Jazzy, actor Boris Kodjoe, and football star Jeremiah Owusu-Koramoah, highlighting the brand’s growing global reach.
