About MINIM
Minim was inspired by the Chinese character 旻, which means “Autumn”—the season when the first ideas for the brand took shape. It carries a feeling of change and reflection. The logo goes beyond a simple wordmark, capturing the brand’s founding idea: taking simplicity and transforming it into refined elegance. The mirrored palindrome MINIM evokes symmetry, balance and harmony, connecting traditional symbolism with contemporary design
Minim bridges modern precision and aesthetics—with luscious colours, fresh design, and spirited soul —while honouring traditional craft. The result is a dressy yet contemporary, designed for those who see beauty in the details.
In today’s digital age, where most people check their phones or smartwatches for the time, Minim invites you to pause. To appreciate the artistry of mechanical timekeeping. To bring elegance and joy into everyday rituals. To embrace not just function, but form.
About the Founder
My name is Chloe, born and raised in Hong Kong. I have always admired watches and the elegance of horology, but it was not until I moved to the UK in 2019 that I began to explore horology in depth. I have long been drawn to traditional design, such as Breguet, A. Lange & Söhne, as well as the dress watches of the 1970s–90s, with their refined proportions and timeless elegance.
Working in finance, I have had the pleasure to see many watches on a daily basis, but what truly inspired me were microbrands and independents, creative, daring, and free to challenge conventions. I really wanted the opportunity to leave a mark in the watch collector community, combining classic inspiration, traditional craftsmanship, and adding a modern, playful twist. A conversation with a fellow collector and brandowner then challenged me: why wait for the future when you can start now?