First off, the name? ASOROCK. Apparently, it’s inspired by some mountains in Nigeria. Which, okay, cool. I dig a brand with a story, you know? They’re all about making a “positive long-lasting impact on the African continent,” which is, like, a HUGE aim. Kudos to them for that.
Their website, asorockwatches.com, seems to be the main hub. They’re slinging a bunch of different styles. I saw something that looked kinda like an Audemars Piguet homage – gold/black, silver/black, even a “Frosted Stardust Day Date.” I mean, “Frosted Stardust”? Gotta admit, that’s a catchy name. Then there’s the “Diplomat” line, in silver/white and silver/black. Honestly, a little all over the place with the styles, innit?
Now, here’s where things get a little… scattered. They’re also selling a silver smartwatch case (for the 7 series, specifically). Okay, so they’re doing smart accessories too? Fine.
But then, they’re also pushing wholesale/reselling. So, are they trying to be a huge luxury brand or a supplier for other businesses? I’m kinda confused.
Also, and this is a *big* also, they keep mentioning this charity thing – building free libraries in rural Africa. Which is AMAZING, don’t get me wrong. It’s really good to see brands give back. But it’s almost… buried in the marketing? They should be shouting about that more, I think. I saw something about proceeds going towards that, which is a great thing to do.
The founders, Ben Iroala and Andrew Mutale, seem like two college buddies who really love watches. (Which, I mean, who *doesn’t* love watches?!) Founded in 2018, so they’re relatively new to the game. But being a black-owned, affordable luxury brand? That’s a good selling point in my book.
I peeked at some reviews, and Asorockwatches has a 4-star rating, based on 41 reviews. Pretty decent. You know how it is, some folks are happy, some aren’t.
Honestly, my overall vibe is this: ASOROCK seems like they have a good heart, a strong mission, and a bunch of different ideas. Maybe a *little* too many ideas. They’re trying to be a luxury brand, a smartwatch accessory supplier, a wholesaler, and a charity all at once. Maybe focusing on one or two things would help them really nail it.
