Will Adoasi, founder of Vitae London watches, with Richard Branson
Nationwide — Vitae London watches, founded by Black entrepreneur Will Adoasi, is launching a new line of modular-interchangeable fashion watches on Kickstarter. The brand is backed by Richard Branson and Virgin Start-Up, and Richard was among the first to buy and wear a Vitae London watch.The new line, called Elmington, comes in both 36mm and 44mm face sizes. Each size comes in a choice of four face colors (silver, blue, gun metal grey and black) and each watch can be bought with interchangeable straps and bezel (rim) – in a choice of silver, rose gold, and gold. This means you can create three different watches, to suit whatever you are wearing, from just one watch face.
The Elmington line, like all of Vitae London watches, supports children in Sub-Saharan Africa. For example, for every Elmington watch purchased a child is gifted a Solar Lamp from local charity Pen to Paper Ghana. This means the children don’t have to travel for hours or burn harmful fuels in order to study in the evenings.
Will is passionate about creating watches that combine classic and beautiful design with social justice. Pairing minimalist concepts with stylish modernity, Vitae watches are elegant, slim timepieces that look great while also making a difference in the world.
The watches are named after the council estate (government housing) in South London where Will grew up. These humble beginnings inspired Will to create a company with social change at its heart. His goal is to help us all ‘live without limits’ – whether we were born in the UK, or Africa, or anywhere else in the world.
The line is available exclusively through Kickstarter, with delivery of the watches in January 2020. For more details, visit https://www.kickstarter.com/projects/vitaelondon/elmington-watch/
* Elmington Marble features Miyota GN15 Movement; date display; and a marble toned dial.
* Elmington Chrono features Miyota FS20 Movement; sub dials with stop-watch functionality; and gun metal sunray dial.
* Elmington Midnight and Ocean models feature Miypta 1L45 movement; sub-dial with second hand; and black/blue sunray dial.
Editor’s Notes:
Will Adoasi, founder of Vitae London is available for interviews, comment and articles.
For media inquiries, please contact Chantal or Dorothea at Panpathic Communications – Chantal@panpathic.com / 020 8544 0091 / 07788 184 649 or Dorothea@panpathic.com / 020 8891 2669
About Vitae London
Vitae London is an ethical watch brand that offers fashionable, quality watches at affordable prices. Within the company’s DNA is the desire to advance social justice.
Vitae London works within several Sub-Saharan African provinces to help give children access to education. For example, with every watch sold from the new Elmington collection a child is gifted a Solar Lamp from local charity Pen to Paper Ghana. This means the children don’t have to travel for hours or burn harmful fuels in order to study in the evenings.
Follow the brand on social media:
Twitter – @vitaelondon
Facebook – @vitaelondon
Instagram – @vitaelondon