The name Fifty One was not chosen arbitrarily. Our name symbolizes leadership, family, responsibility, and personal freedom - values that encapsulate who we are and what we stand for. Our mission is to bring hope and light into others' lives while inspiring them to stay strong. We value unity, love, hope, authentic connection - and strive to breathe more of these values into the world.

We created stunning & timeless watches and develeoped a direct-to-consumer strategy that allows us to offer luxury-quality products at a fraction of established luxury brands' prices. Our timepieces are crafted to stand the test of time and proudly represent our unwavering commitment to quality, customer satisfaction, and excellence in every detail.