This week, #MicrobrandMonday returns, as we turn our focus to a new Singapore-based start-up, Audric. Last time, we had the opportunity to go in-depth with Brew Watch Co. and some of its most popular models; today we?ll be sitting down with Akshay Solomon of Audric and taking a closer look at his brand?s debut model, the SeaBorne 500 M.

Audric and Its Founders

Audric is led by friends and founders Solomon and Niranjan Parulekar, who have bonded over their shared love of watches, officially founding the company at the start of 2020 after about a year of design prototyping that began in 2019. Parulekar is a Ph.D student studying environmental science; his background in watches comes from being a part of the watch modifying (“modding”) community since 2011 and making custom watch parts since 2013. Solomon’s background is in computer science and leadership acquisition, and his initial appreciation for watches began when he was a boy, looking up in fascination at ?the sweeping seconds hand of my grandfather’s watch,? which inside housed a hand-wound Citizen movement.
Parulekar, with his background in modding, also shares the title of designer at the brand, working with Solomon to prototype and produce the first of Audric?s watches. Solomon leads the company’s marketing and communication, reaching out to a vast swath of watch influencers and journalists to generate buzz around the start-up. Like many microbrands, Audric is working to...