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Our Story | N:U - Not the Usual

Our Story

Adding a little extra to your wrist,
that’s what we’re here for.

Our background

Stationed in Hong Kong, Allied Asia has been designing watches for over three decades now. Building on this solid foundation, this brand wants to bring bold, young and fresh looks to the wrists of many.

Our beliefs

We believe watches aren’t just there to tell time. They’re a testament of the time you live in. In fact, in a world where technology is evolving faster than ever before, almost replacing the basic time-telling functions of a watch, we think it’s best to give our watches another dimension

What makes us different

And that’s why we’ve tried to filter the process down to the basics by keeping our watches accessible, our prices affordable and our designs striking.


For us, the watches you wear should have something to say. Fashion isn’t an elitist concept; and keeping up with trends shouldn’t be difficult. That’s why we’ve got our hands firmly placed on the pulse of fashion across the world.


 N:U may not be for everyone. It’s not meant to cater to the masses. Many other companies are already there to do that. We don’t want to follow the pack, but break out of it to lead it.


We felt it was time for something different. We aren’t trying to be foreign or unusual, just different. Just not the usual.