Our story

Provoqué started with nothing but an idea and a 21-year-old who had no clue what he was doing, just a vision and the guts to chase it.

Hi, my name is Noel

In 2023, I started my journey with Provoqué as a 21-year-old industrial engineering student in Biel. Since day one, I've kept things real. I'm not trying to pretend, I'm just a normal guy with big ideas, trying things out and learning along the way.

From 3D prototypes...

In the first few months, I was constantly drawing, modeling in CAD and printing prototypes. Not everything was perfectly planned, but that was never the point. Move fast and just do.

...to the first collection

What set our first watch apart were the numbers: bold, unique, and unlike anything else out there. They became our signature and gave the piece its own character, combined with the deep blue and black.

To something nobody has done before

In summer 2024, I was working as a garbage man alongside university to make some cash. One day, we threw a big box of old CDs into the truck and the CDs caught the light just right. That reflection hit me.

I asked the machine producing company where I've been working since I was 15 if I could try cutting dials out of CDs in their workshop. They said yes, and they let me produce everything there. Cutting those CDs was far from easy. But it worked.

The first CD watch sample

Our first CD watch prototype was simple and raw. The reflective CD effect is just insane. Only the numbers 3, 6, 9 and 12 marked the hours, sticked directly on the CD surface.

Sold out after 18 hours

After our first drop sold out within 18 hours, we went straight back to the machines. Our community asked for more labeled CD dials, so we made them. We built the brand from the ground up, founded a company, refined every process and completely reworked the packaging.

Today, even well-known artists wear our watches like Makko, BHZ, 9ine, DJ Levi and so many more. This is more than a brand. It's a journey we're on together.