I'm Yash. I started Axell in 2021 because every time I walked into a department store, I saw the same story: a ₹40,000 imported watch with mediocre internals, or a ₹2,000 Indian watch with no soul. Nothing for the rest of us.

So I went and found the best Japanese movement suppliers, the cleanest 316L steel, real sapphire crystal — and built a watch in Delhi that I'd be proud to wear myself. Five years and 10,000 customers later, I still personally read every Skydeck guestbook entry.