From changing the battery to your own watch brand
I’ve been a bit of a watch enthusiast for a long time, but I really got into it three or four years ago. I’ve always been a bit of a do-it-yourself kind of guy, with the idea of “you could make it better yourself”. I’m not sure if it’s more of a Finnish thing or something uniquely Kainuuan, but that’s the path I’m on.
The first spark came when I needed to replace the battery in an old wristwatch. I thought it couldn’t be that difficult. I ordered a beginner’s tool kit, and when it arrived, I replaced the battery without any trouble. That’s how it all started.
I started buying broken watches at auctions. Studying these watch piles was fascinating, and they included mechanical watches, automatic watches, and quartz watches. I repaired what I could and learned through hands-on experience. YouTube naturally played a big role in my learning, with special mention to the channel ‘Wristwatch Revival’. Gradually, the hobby turned into a passion. I carried out maintenance—mostly minor, but also a few full overhauls—upgraded movements to newer ones, and built a few mod watches of my own. At some point, I felt the urge to add something personal to the watches—even a small detail that would make them unique. After all, it would be nice to show them off to friends and acquaintances. But what would that be?
Origin of the name
This idea simmered in my mind for about six months, until I stumbled upon the word jugbitten in the depths of the internet. It stuck with me and kept coming back to my thoughts. It seemed like a perfect name for my own watch project.
To my ear, the name sounded a bit like a Central European, maybe even a fancy brand—but in reality, it literally means someone is ‘completely drunk’. I liked the contrast; it felt fun and suitably relaxed. I soon realized that this little joke might work for others too, at least for Finns—why not more broadly? So, a seemingly fancy Central European brand ended up becoming a Finnish watch brand. Sure, it might raise the eyebrows of the most serious critics, but who cares? The question is—how do you even start creating a brand? It probably takes experience, time and money? I had very little of any of these.
The spirit of doing, straight from Kainuu
In the fire of passion time was scrabbled for whenever possible. The best hours were on paternity leave, when the rest of the family was asleep, or during quiet night shifts at work.
I have some prior technological knowledge from both education and leisure projects. I’ve also run a small local side business. For that, I designed and built a couple of simple websites and did a bit of marketing for my services in the area. This project obviously requires more, but experience and wasn’t starting entirely from scratch.
I read on forums, about how much money is needed to start such a project. Even the lowest estimates were around ten thousand euros. I didn’t have that kind of capital to invest, but my own calculations made it look achievable. I put my watch collection from the hobby to good use, and also set aside a few euros from ‘real’ work. And of course, the hours I spent on the watch project aren’t worth counting.
So the first watch model was largely crafted by my own hands. In addition to designing and assembling, I also sew the watch pouches that come with each watch. I had some prior experience with textiles, but nothing that could really be called a skill. Luckily, the branding had taken shape in a slightly drunken way, so small stitching mistakes only add to the charm and support the brand—and above all, it’s still handmade! The website is also my own work—basic, but functional. Photography and video production are handled by my brother, who works professionally, though not with product shoots.
Kainuu is a fairly small region, but when I reached out to local businesses, they showed great interest in the project. That gave me confidence and helped move things forward significantly. We are currently collaborating with a local watchmaker and his shop, as well as another long-standing Kainuu watch/optics store. The textile printing is done by the renowned Rockseri Oy.
The first model
I wanted to create a watch with character, a story, and a little edge. One that doesn’t play it too safe, but offers something personal. The design of the first model deliberately embraces contradictions—elements that might raise some eyebrows, much like the brand itself, and which might not seem to fit together on their own, but when combined create a whole that works surprisingly well.
To keep time, I chose the Seiko NH35 movement. A familiar, durable, and reliable “workhorse” for many, it also allows the watch to remain accessible at an approachable price—even for someone who doesn’t consider themselves a watch enthusiast, but might want a watch for its story or origin.
The journey continues
There is still plenty of work to be done and a long journey ahead—but there’s no time to slow down. The first model is just the beginning, and the drawing board is full of ideas. In the future, I hope to incorporate, for example, the woodworking expertise of Kainuu.
This is the beginning of Jugbitten watches, and the story as a whole—the best chapters are still to come.
