Milvin George is, without doubt, one of the most experienced watch marketers in a large swathe of area encompassing the Middle East, the Indian subcontinent and North Africa, having spent the better part of the last two decades shepherding some of the world’s best-known luxury brand names through the intricacies of the regional market. He started as the Regional Manager for TAG Heuer, overseeing the region, and then moved on to become the  Regional Brand Manager for Omega,  and most recently was the Managing Director, Middle East & India for Officine Panerai when he was nominated as one of the top 100 CEOs in the Middle East by Forbes in 2015, the only leader from the watch industry to make the list.

George has now turned his attention to a more affordable range of watches, but this time as an entrepreneur. He has combined his industry expertise and an eye for detail with long-established contact in the global network of craftsmen and watchmakers to create his own brand of watches that he has christened Lagado. It is a brand that brings together unique design, and finest materials to create products that stand out for their understated elegance.

“Lagado was conceived out of a passion to embody the true essence of luxury, which is time,” George, who is the CEO of the company, says, “we have embarked on a journey of breaking the mold, redefining value for quality in the watch industry, and conceptualizing timeless and versatile watches influenced by Italian design principles. I am proud to present this brand to those who seek to live a holistic, exploratory and modern lifestyle.”

The most striking aspect of the Lagado’s first range of watches Evolve and Tempo are their strikingly minimalist designs. Their sizes range from 44 mm and 41.5 mm for men, and 33 mm in the Tempo range targeted at women. They are powered by the Japanese analog quartz movement with a battery life of three years. The materials range used from steel to a mix of steel with gold, both yellow and rose gold.

An interesting aspect is that Lagado follows a digital-first retail model. The watches can be purchased at Lagadowatches.com and worldwide delivery is assured within three to five days.