Why did I start a watch company?

My name is Alex and I’m the founder of The 5TH. 

I often get asked ‘why did I start a watch company?’ Being a millennial myself, we were meant to be the generation that didn’t wear watches due to the advent of smart-devices.

 The answer: my grandfather PJ was the reason why. 

 PJ built a successful business from nothing and he was always someone I admired, but unfortunately, he passed away too young, and he left me, his oldest grandson, the watch he wore every day. 

When I was 3, before my grandfather passed away, I was involved in a serious car accident and I was in the hospital for a long period of time. And growing up I often felt like I was behind everyone at school. I felt inferior to those around me and thought I would never amount to anything.

But when I wore his watch I felt invincible, like I could conquer and overcome anything. When I wore his watch I was ready to take on the world.

PJ’s watch helped motivate me to build a successful life - the emotion evoked by this small beautiful object on my wrist and its ability to connect me to my grandfather is what’s motivated me to want to share this with as many people as possible, by making a range of watches that are accessible in price to all.

This is just the beginning for what’s to come in watches. I am excited about what is going on behind the scenes and look forward to updating you in the very near future. 

Kindest Regards,


For more information view: about-us

1 comment


I purchased my watch on the 30th April , paid $15 express postage , I have not received my watch .

Very poor service …… I have emailed you many times .

If you do not answer , I will have to report you .

Kind regards

Rose May 08, 2023

Leave a comment


Watch Strap