A few weeks ago, I discovered a new brand called Alato. I liked the design and the overwhole style of the watches, and then suddenly, a subtlety caught my eye.
Pierre Strömbeck, founder of the brand, said his watch was inspired by the Reuleaux Triangle, and particularly the rotor and indexes.
But now you know me… For me, he can’t say that it’s inspired by something when he’s doing the complete opposite.
The rotor is an inverted Reuleaux triangle that looks like a fidget spinner… In geometry, the union of geodesic arcs is called a geodesic triangle… So he should say « inspired by geodesic »… I had to understand.
I hope that in this interview we’ll learn more about Pierre and his watches.
Could you tell us a bit about you and about your story with watches?
My name is Pierre Strömbäck. Yes, it’s a French name – but no, I have no ties to France. I was born and raised in a small town in southern Sweden, and I’m the guy behind ALATO, a brand born out of pure passion for watches.
Watches have fascinated me for as long as I can remember, but it wasn’t until 2015 that I truly fell down the rabbit hole. Fresh out of my master’s program in civil engineering and starting my career in real estate development, I found myself surrounded by senior colleagues – successful, confident, and all wearing incredible timepieces. There was something about those watches. They weren’t just accessories; they were symbols of achievement, taste, and hard work. I wanted that feeling too.
So, I set myself a goal: I challenged myself to buy my grail watch within a year—without touching my salary. That meant one thing: flipping watches. I studied the market, learned the art of buying and selling, and spent months hunting for opportunities. Ten months later, I walked into the AD with cash in hand and left with my dream watch. The feeling was truly unforgettable.
Since that day, I’ve been completely hooked. Watches became more than just objects; they became an obsession. That obsession eventually led to ALATO – where I pour my love for design, engineering, and storytelling into every detail.
When the idea to create a new brand came to you? and when do you start working on the creation and on the launch of it?
In 2023, I lost my job as a project manager in real estate development in Sweden – another casualty of the economic downturn and rising interest rates across the globe.
Call it fate or just a harsh wake-up call, but getting laid off felt like the universe telling me to stop waiting and start doing. Watches had always been my passion, but now, with unexpected free time, I had no excuses. It was time to turn my dream into reality. So, between job hunting and family time, I dove headfirst into designing – not just any watch, but one built exactly to match the perfect watch in my own view. I dedicated countless hours to researching what features and specifications the watch should have. And the result was the Arvet.
One year later, in 2024, I was recommended to launch the watch on Kickstarter—and the response was incredible. Far beyond my expectations. 80 amazing backers believed in me and my vision, proving that this wasn’t just a passion project – it was the start of something real.
Could you tell us from where comes the name of your brand?
ALATO is more than just a name – it’s a piece of my family’s history. When I was three years old, I was learning to say “I love you”, but what came out instead was “a-la-to.” My parents embraced it, and from that day on, ALATO became our way of expressing love. We still say it to each other 34 years later. Today, I say it to my own children. So when it came time to name my own watch brand, there was no better choice. ALATO is about passion, connection, and timeless appreciation – just like the watches I create.
What’s the most important thing in the process of creating your timepieces?
In my view, a watch should do more than just tell time – it should tell a story. That’s why every design I create is rooted in a concept from history, a moment in time that shaped the world. Just like the word ALATO shaped me and who I am.
With the Arvet, I turned to engineering history, searching for innovations, brilliant minds, and unique shapes that could serve as inspiration. I found the Reuleaux Triangle – a shape named after Franz Reuleaux (1829–1905), one of the most influential engineers of the 19th century. Seen as a pioneer in mechanical engineering, his work laid the foundation for many of the machines we rely on today. A perfect story to create a timepiece on in my view.
What steps do you go through to develop and produce them?
I begin by sketching the vision, either on paper or in vector software—no CAD at this stage, just pure creativity. Next, I select the movement, dimensions, and specs, ensuring perfect proportions. Once the 2D sketches are refined, I create technical drawings and 3D print the case to test its wearability. After a lot of iterations, it’s time for prototyping – a phase where perfectionism can take over if you’re not careful.
From where comes your inspiration concerning the design of your pieces?
Every watch starts with a story. As a civil engineer, I naturally draw inspira on from engineering and architectural history because those are fields I enjoy learning more on. When something inspires me, I instantly see the details of the watch in my mind.
Do you have an anecdote about the design and creation phase of your timepieces?
When I was searching for inspiration for the Arvet in engineering history I read that Franz Reuleaux had a Belgian name but was German, and for some reason, that detail really stuck with me. Being Swedish with a French name, I immediately felt a weird kind of connection. It was like finding a small piece of myself in his story.. It felt like a nudge from the universe, telling me I was on the right path.
From your perception, what makes your watches so special?
Every line and detail on my watches is intentional and connected to the story behind the design. I spend a lot of hours perfecting even the smallest of details to make sure the watch design is coherent and in line with the concept. So all in all I would say – the love is in the details. Or as one of my customers perfectly put it; ”There is a-la-to love in the details.”
Do you have an idea of how many watches do you already have delivered?
The ALATO Arvet watch has been sold to customers in 23 different countries. About 120 pieces sold at this point. The first batch is soon sold out. If all goes well, I’ll be releasing more color variations of them in the future. There will be a maximum of 300 pieces of the Arvet produced.
Do you have an idea of what is your flagship collection?
Since I’ve only released one watch model so far, it would be to early to say the debut model is the flagship collec on. We will see 🙂
Social networks are really important for microbrands like Alato. Could you let us know how and why do you use them? and what’s your strategy to stand out from other brands in your price range?
Social media is where I connect with fellow watch enthusiasts – a space to share, learn, and grow. It allows me to engage with the community, gather valuable feedback, and refine my designs based on real insights. My approach is simple: stay genuine, share my passion, and connect with like-minded enthusiasts. More than anything, I want ALATO to be recognized for its unique and original designs, crafted with authenticity and purpose.
Let’s talk about distribution. Obviously, you use the direct sales strategy which is better for a young brand like yours. Could you explain us your distribution strategy?
To me, ALATO isn’t about maximizing sales – it’s about passion. It’s about taking an idea, an obsession, and turning it into reality, just like I did when chasing my grail watch. I take great pride in crafting high-quality timepieces and, more importantly, in building genuine connections with like-minded enthusiasts. The interactions, the shared passion— that’s just as rewarding as the sales themselves. That’s why I choose to keep it small and personal, rather than chasing large-scale distribution. For me, it’s not about selling the most watches – it’s about creating something meaningful.
What is your first market? Will you try to develop other markets in the future?
The US is currently our largest market, with Sweden following closely behind. Lately, I’ve also noticed a growing interest from Italian watch enthusiasts – perhaps partly because ALATO is an Italian word for “winged”. It does have a distinctly Italian ring to it, doesn’t it? I’d love to expand further into Italy—their style and rich history are incredibly inspiring, and I think ALATO would resonate well with their deep appreciation for design and detail.
Do you plan to participate in watchmaking events in the coming months?
I’m planning to participate in the 2025 Stockholm Time this October. Last year was an incredible experience for us as newcomers. The support from the watch community was amazing, and we sold far more watches than we would ever expect. I can’t wait to be back, connect with fellow enthusiasts, and showcase what we’ve been working on!
Now and more generally, what are your plans for the future?
I’ll continue building awareness around ALATO and look forward to delivering the second batch of the Arvet collection. And if all the stars align, we’ll be releasing a new watch design this summer – once again, inspired by engineering heritage. Exciting times ahead!
What aspects of your brand you think people should know more about?
Every now and then, I like to remind people of something simple but important – love your close ones. I sometimes remind fellow watch enthusiasts who follow ALATO to buy their wife flowers. It’s a small gesture, but it matters. That’s exactly the meaning behind ALATO – where it comes from, and what it stands for.
OK, now something more personal. For you, what’s the most important thing to find in a watch?
Comfort is everything. If a watch isn’t comfortable, I won’t wear it – no ma er how many complications it has or how stunning the design may be. A great watch should feel like a natural extension of the wrist, something you forget you’re even wearing – until you check the me and appreciate it all over again.
To finish, are you also a watch collector? If yes, what kind of watches do you collect?
I consider myself a collector of memories. Some of them live in the watches in my collection, each tied to a moment, an experience, a story. But most of them are in my heart and brain, where they truly belong.
Could you tell us how your collection is composed?
These days, my collection consists almost entirely of my own designs—and, of course, my grail watch. I also keep a few special pieces from fellow microbrand owners, appreciating the passion behind them. But I don’t measure my collection in money. To me, its value lies in the experiences, stories, and moments each watch represents.
Do you have a favorite piece in your collection?
Yes, I do. It’s a watch I inherited from my grandfather after his passing – a vintage Certina quartz, 33mm, with a Swiss ETA movement, a white dial with black printed numerals, on a black leather strap. It means a lot to me, not just because it was his, but because I later learned that he was a watch enthusiast too. In a way, it feels like a connection that was always there – waiting to be discovered.
Hope you guys have enjoyed this interview. You can follow Alato Watches on the social networks :
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Jonathan Kopp
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