A few months ago I discovered the Pedral brand. Ok the brand has been around for a long time, but yes … I can’t know them all either.
Well, the design of their watches immediately interested me, so I wanted to learn more.
Today, with this interview, I invite you to discover Kevin Pedral, founder of the brand that bears his name.
Enjoy reading 😉
Could you tell us a bit about you and your story with watches?
I didn’t study design. I didn’t go to watchmaking school—I actually applied to the one in Sweden and didn’t get in. So yeah, no formal training, no industry background. Everything I’ve done, I had to figure out on my own.
I was born in the Congo and moved to Sweden when I was ten. Growing up between two very different worlds, I was always searching for identity—trying to make sense of where I belonged. And like a lot of young people in that in-between space, I almost went down the wrong path chasing the wrong kind of crown. I was looking for significance, something solid to hold onto.
Then something small—but huge—happened. I was sixteen, at a party, and I saw a watch winder on a shelf. Inside were a Rolex and a Panerai, slowly rotating. I remember just staring at them. It wasn’t about the luxury—it was the presence they had. The weight. They looked like they meant something. Like they carried time, legacy, intention. In that moment, something clicked in me.
From then on, I couldn’t let it go. I became obsessed—not just with watches, but with what they represent. I started sketching, researching, watching videos, teaching myself everything. I failed a lot. I learned more. Every step I took felt like reclaiming a part of myself. Watchmaking gave me something that nothing else had—it gave me direction. It gave me a way to say, “This is who I am. This is where I’ve been.”
Pedral wasn’t built from tradition—it was built from necessity. From wanting to create something honest, lasting, and unapologetically different. Something that could stand still in a world that never stops moving.
When the idea to create a new brand came to you and when did you start working on it?
I think it was always there, forming in the background. I never felt like I truly « belonged » in any one space, whether it was in Sweden, in the watch industry, or anywhere else. So instead of waiting to be invited, I decided to create my own space. Pedral Watches started as an idea to challenge everything—design norms, market expectations, even my own limits. The real moment of commitment happened when I realized that if I didn’t do it, no one else would do it for me.
Could you tell us from where comes the name of your brand?
It’s my name—Pedral. I wanted to attach myself fully to this vision, no alter ego, no borrowed prestige. Pedral didn’t exist in the world of watches before me. Now it does. That’s the point.
What’s the most important thing in the process of creating your timepieces?
Emotion. If a design doesn’t make me feel something, it’s useless. I don’t care about following trends, I don’t care about what will sell the most. I care about creating something that resonates, that carries a presence, that makes the person wearing it feel like they’re part of something. If a watch is just another object, it’s failed.
What steps do you go through to develop and produce them?
It always starts with an idea—usually, something abstract. A shape, a moment, a feeling. I sketch obsessively. Then I strip it back. I’m always walking the line between complexity and minimalism, between statement and subtlety. Once the design is refined, I prototype. And I obsess over every detail. If the way light moves across the case isn’t right, I redo it. If the curvature of the lugs doesn’t feel natural on the wrist, I redo it. It has to be perfect—not just in construction, but in presence.
From where comes your inspiration concerning the design of your pieces?
It comes from friction—from opposing forces. Retro-futurism clashing with Scandinavian minimalism. Natural curves meeting industrial precision. I’m inspired by architecture, color theory, even poetry. My watches are never just about aesthetics. They’re about the way they exist in space, the way they interact with the person wearing them. I want each watch to be emotionally provocative, not just technically correct.
Do you have an anecdote about the design and creation phase of your timepieces?
When I was working on Skulpt-ur, I nearly scrapped the entire project. The case was driving me insane. I wanted it to feel sculptural, like it had been shaped by time itself rather than machined. Every prototype felt… wrong. Too sharp, too soft, too rigid. It wasn’t breathing. I kept refining, adjusting, reworking—until one night, I looked at the final prototype, and I just knew. It was right. That moment is what I chase with every design. If I can’t feel it, I won’t release it.
From your perception, what makes your watches special?
They carry intention and they don’t ask for permission.. There’s not a single detail that’s there just because it « should » be. Every shape, every proportion, every texture is deliberate. Each one is rooted in identity and personal meaning. They’re honest, emotional, and deliberate. I don’t make watches to impress—I make them to express.
How is your collection composed, and what are the prices?
The collection is built on distinct design identities. Skulpt-ur is the avant-garde dress watch, Artefact is about contrast and vibrancy, Okapi is Art Deco with a modern edge. Prices range from around €777 to €1,699—whit a few higher priced pieces incoming.
Do you know how many watches you’ve already delivered?
Despite fullfilling a few campaigns and private orders, i feel like I’m still early in my journey. I’ve delivered around 300-500 watches to collectors in 125 destinations globally. Every watch that finds its way to a collector is proof that what I’m building is real—and that means everything to me.
What is your flagship collection?
Okapi, without a doubt. It was the first and it’s the most symbolic. The name itself reflects hidden beauty and survival against odds. It’s a tribute to complexity and contrast—just like me.
Do you have a favorite piece in your collection?
At the moment, it has to be the Maestro. It’s the most personal project I’ve worked on to date — a reinterpretation of the classic driver’s watch, but with a bold twist. If I had to choose a standout, it would be the Royal Purple angled dial.
There’s just something about how it catches the light — the way it shifts and glows depending on the angle makes it feel almost alive. That interplay between geometry, colour, and depth really captures what Maestro is all about: expressive design, everyday elegance, and a bit of controlled chaos.
Combined with the diamond-cut hands, heat-blued accents, and a finely regulated Swiss movement, it’s a piece that feels as much like sculpture as it does a watch. It’s refined, emotional, and unapologetically different — and that’s exactly what I wanted it to be.
If I’m not mistaken you also have a big crush with the Artefact Capsule Collection created with Boris Pjanic right?
Definitely the Artefact Capsule Collection I’m working on with Boris Pjanic and REM Straps. We’ve called it “Watches and Art: The Best of Both Worlds.”
From the collection, the standout for me is the dial Shining Bright Like a Diamond. It truly captures what this collaboration is all about expressive art, refined watchmaking, and handcrafted detail. The dial was inspired by one of Boris’ late-night paintings, where colours clashed and blended instinctively. When he photographed it, the way the light reflected off the surface made it glow—just like a diamond.
Paired with the Artefact case, diamond-cut hands, heat-blued accents, and a finely regulated movement, it’s where art and horology come together seamlessly. Add REM’s signature strap craftsmanship, and you have something bold, emotional, and beautifully wearable. There’s just something about the way the dial plays with light—it feels alive.
Social networks are really important for microbrands like Pedral Watches. How do you use them to stand out?
Social media gives me the power to tell my story on my own terms. I’m not selling a lifestyle fantasy—I’m sharing the raw process, the vision, and the craft behind Pedral. My strategy is rooted in authenticity. I don’t just post product shots—I invite people into the world of Pedral: the philosophy, the process, the setbacks, and the wins. I’m here to connect, not to convince. When people feel something genuine, they come. And they have.
Let’s talk about distribution. Obviously, you use direct sales. Can you explain your strategy?
Direct-to-consumer is about control—and connection. I want to know who’s wearing my work. I want them to feel the weight of the story behind it. That kind of intimacy gets lost in traditional retail. Selling direct gives me full control—over pricing, storytelling, and the customer experience. It protects the integrity of the product. I’m open to select retail partners, but only where there’s alignment with the brand’s soul. No mass-market dilution. Just meaningful presence.
What is your first market? Will you try to expand?
Most of my clients have come from Europe, the Middle East, and North America. But lately, more orders are coming in from Asia, Australia, and even Africa. It’s a reminder that the appeal of my design and craft isn’t bound by geography. People everywhere are looking for something real—something with intention. Pedral is finding its way into new corners of the world, naturally. I’m especially drawn to culturally rich regions that appreciate story-driven design. Global doesn’t mean diluted—it means amplified.
Do you plan to participate in watchmaking events soon?
Absolutely—being in the room matters. Watch fairs, pop-ups, design events—they all create real connections. But right now, my focus is on refining the product. I’m a perfectionist, and I want the watches to look even better in hand than in photos. Once I’m there, you’ll see me out in the world—one connection at a time.
What are your plans for the future?
The goal is simple: keep refining, keep pushing. Create pieces that challenge form and evoke feeling. Launch new models, explore sculpture-inspired shapes, and take more design-led risks. Growth is part of the journey—but it has to be intentional. More limited editions, more meaning behind every release. One day, I’d love to open a concept space—a living gallery where design, culture, and watchmaking come together.
I want Pedral to be a name that means something—not just another brand in the sea of
microbrands.
What aspects of your brand do you think people should know more about?
Pedral isn’t just about watches—it’s about rewriting identity through creation. For me, it’s a way of saying: I exist, and I have something to say. Each piece is an artifact of that defiance. I’m not just making watches. I’m creating objects of meaning—built on a rejection of mediocrity and a pursuit of artistry.
OK, now something more personal. For you, what’s the most important thing in a watch?
A watch should carry presence—it should matter. Not just sit on the wrist, but make you feel something. I design with meaning and ergonomics in mind—because I never want to create something forgettable. You should glance at it and remember who you are, and why it chose you. If it’s just another object on your wrist, what’s the point?
To finish, are you also a watch collector? If yes, what kind of watches do you collect?
I collect stories more than watches. Each piece I own marks a moment—something that challenged me, inspired me, or shifted my perspective. I’m drawn to independents—watches with soul, not just mechanics. I tend to gravitate toward simple designs, where every detail has purpose. There’s a different kind of energy when a watch is born from vision, not volume. You feel the intention, the risk, the care. It’s not just about telling time—it’s about carrying meaning.
Hope you guys have enjoyed this interview. You can follow Pedral Watches on the social networks :
If you’re interested to buy one of them jump right here on this LINK.
Jonathan Kopp
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