Full Story
​SQND is a self-funded, family-owned watch company rooted in the story of a tech professional with a deep love for nostalgia, pop culture, and—above all—watches. It all started with quartz Casios worn as a kid, sparking a lifelong fascination with timepieces that evolved into a collection of divers, chronographs, and classics. What began as a personal passion has grown into a pursuit of precision and storytelling, channeling childhood wonder into modern design with soul.​
But SQND isn’t just about chasing perfection, it’s about making it accessible. This brand was created for people like me: the average Joe or Jane who wants more than flashy branding or inflated price tags. We’re building from the ground up to offer watches that are both high quality and affordable, made to last and made to matter.​
This venture is my dream, but it’s no different than the dreams we all carry. The kind we often tuck away or hesitate to chase. SQND is my leap of faith, a risk worth taking, and a reminder that meaningful things start with believing that they're possible. This is our first mission, but it’s only the beginning of something much bigger.
Hector Barajas, Founder of SQND
Footage courtesy of Viktor Olkhov
“Great watches should be personal, precise, and attainable.”
Mission
At SQND, our mission is to create watches that blend quality, character, and everyday practicality. We believe a great timepiece should tell more than time, it should tell a story, connect with personal memories, and feel meaningful without being out of reach. Built from a love of design and a respect for craftsmanship, SQND is focused on making watches that people can rely on, enjoy, and afford
Vision
Our vision at SQND is to build a watch brand that balances character, quality, and accessibility, without compromise. We envision a world where meaningful design meets everyday wearability, where nostalgia and innovation coexist, and where anyone can experience the pride of owning a timepiece built with care. SQND aspires to grow thoughtfully, expanding beyond our first mission while staying rooted in the same passion that sparked it: the belief that great watches should be personal, lasting, and within reach.
“SQND is committed to crafting watches that merge nostalgia, character, and everyday wearability into designs anyone can own and feel proud of.”
Founder
Hector Barajas
SQND City, LLC and the SQND brand was founded by Hector Barajas, a cybersecurity professional with a sharp mind for technology and a soul deeply rooted in storytelling and design. Raised on retro pop culture and Casio quartz watches, Hector’s lifelong appreciation for timepieces evolved from youthful curiosity to a refined taste that spans dive watches, racing chronographs, pilot styles, and rugged field watches. With an eye for craftsmanship and a heart tuned to nostalgia, he set out to build a brand that honors both legacy and accessibility.
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Before launching SQND, Hector spent over 15 years in the tech and cybersecurity industry, building a career from the ground up. A high school dropout with limited formal education, he relied on grit, curiosity, and an unwavering drive to create a better life for his family. Having worked nearly three-quarters of his life, Hector eventually found the strength, in himself and in those closest to him, to pursue a new dream: to be his own boss and build something lasting.
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SQND is the result of that leap. It’s more than a watch company, it’s a reflection of the risks we take when we believe in something bigger. Hector believes great watches should be personal, precise, and attainable, and with SQND, he’s turning that vision into reality.
