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Our story

Provoqué was born in Biel/Bienne, Switzerland—the heart of the Swiss watchmaking industry—but with a bold mission: to rewrite the rules. We wanted to blend the precision and legacy of Swiss craftsmanship with the raw, cheeky energy of streetwear culture. In a world dominated by tradition, we’re here to provoke change and create something for the rebels, the risk-takers, and those who live life by their own terms. Our pieces are built for those who refuse to blend in, who dare to stand out in a world that tells them to conform.

This is more than a watch brand; it’s a movement. Whether it’s through collaborations with our favourite artist like Nativ or Guerilla Marketing in the grey area, we’re about building a community that embraces the rebellious spirit of street culture.

Provoqué isn’t just about time—it’s about making your time count. It’s about doing things differently, boldly, and with purpose. And for those who dare to join us, this isn’t just a watch you wear; it’s a mindset you live.

Hi, my name is Noel

In 2023, I started my journey with PROVOQUÉ as a 21-year-old industrial engineering student in Biel.

A year later, my passion became reality: designing watches that do more than tell time - they tell a story. PROVOQUÉ is more than a watch brand; it’s a movement for those who dare to be bold, who challenge the status quo.

Every watch represents the fearless spirit of those who take risks, who stand out, and who provoke change. Join me and the growing PROVOQUÉ community, where being different isn’t just accepted—it’s celebrated. Let’s make every moment a statement.

From 3D prototypes

Over the course of a year, we poured our hearts and souls into designing the components of this incredible watch. We started with simple sketches and ended up with cutting-edge CAD models and 3D-printed prototypes!

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... to the final watch

Thanks to the close collaboration with the watchmaker, the watch was perfected and two samples were produced. After the samples were improved and refined, the production of the remaining individual pieces was launched, and it was time for the next step! 

Vision

PROVOQUÉ is an upcoming, bold, and daring watch brand that’s shaking up the traditional watch industry. As the first Swiss streetwear watch brand, we're kicking off an exciting new era where time meets rebellion. Our vision is to break away from the norms of luxury and convention, creating a brand that resonates with risk-takers, visionaries, and those who live boldly.

We are not just making watches—we're crafting symbols of individuality and self-expression. Every PROVOQUÉ piece is designed to stand out, with precision and purpose, for those who aren't afraid to rewrite the rules. Our goal is to build a global community of fearless individuals who wear their boldness on their wrist and make a statement with every second.

Be part of this movement. PROVOQUÉ is the future of Swiss streetwear timepieces, where tradition and disruption collide.

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