The Importance of Time: Understanding the Journey of SQND City Co

"The Idea That Wouldn’t Let Go: SQND’s Origin Begins"

There’s a moment in every journey where risk and belief collide—when the idea you've carried quietly for years finally demands to be lived out loud.

SQND wasn’t born out of convenience or trend. It came from something deeper: a lifelong fascination with watches, a love for storytelling, and the realization that meaning is worth building from scratch.

I’ve always had niche ideas, ventures I dreamed of pursuing. One was a comic book store with a coffee shop attached. A place you could wander into, grab newly released comics, sip a coffee, and read. But the risks, the overhead, location costs, uncertainty, always kept me at bay. Reselling? Same story. So I stayed the course. I worked hard in tech and cybersecurity, building a solid career and providing for my family. But deep down, I was still looking for something that felt like mine.

Where It All Started

I didn’t come into the watch world through traditional doors. I came through firewalls, long nights, and years in cybersecurity. And while I’ve built a life I’m proud of, I often knew I was capable of more, especially if that “more” involved passion, creativity, and bringing joy to others.

Watches have always held that spark for me. As a kid, I didn’t have much, but I had imagination. The child of Mexican immigrants, I spent a lot of time alone while my parents worked long days, late nights and more than often weekends. I escaped into cartoons, fantasy movies, and my own invented worlds. One day at a Goldblatt's department store, I saw a set of Teenage Mutant Ninja Turtle watches, green cases designed to resemble each character. Without thinking, I grabbed all four and walked out.

At home, I wore one like it was treasure. I got caught. Returned them. Learned the lesson. But what stayed with me wasn’t the guilt, it was the feeling I had when I wore that watch.

Wholeness. Significance.

SQND Origins: 1988 Teenage Mutant Ninja Turtles Michelangelo Digital Watch

That moment didn’t fade. I went on to buy my first Casio from K-Mart, the W-217. Then the SDB model with chunky buttons. A calculator watch. A G-Shock. And now? My passion spans movement styles, divers, and vintage pieces. But that spark? It’s always been with me.

The real ignition happened after attending a watch trade show. I saw microbrands and underdogs succeeding. I saw possibility. And I realized: this was doable. I mapped out a business plan, embraced the risk, and started SQND.

What surprised me most was discovering that my mom, quiet, humble, had always loved watches too. She gifted me several of my dad’s pieces and shared stories of admiring timepieces in department stores. It reminded me that sometimes passions live quietly, waiting for the right moment to be shared.

What SQND Stands For

SQND is layered with meaning.

Officially, we’re SQND City Co. The “City” nod is intentional, born in Chicago, inspired by its grit, culture, and momentum. It’s a city of movement, resilience, and stories on every corner.

Our brand lives in that rhythm.

“SQND” itself echoes design and function: seconds, quartz movements, digital fonts. It’s minimalist but meaningful. The look is sharp. The intent, emotional.

We will launch with the 88 Drive Series, our first homage. It's inspired by vintage Casio digital watches, yes, the ones you wore to school like armor, and a certain time-traveling film that changed how we think about time itself. No replicas here, only heartfelt reinvention.

Classic shapes. Retro digital feel. Purpose-built storytelling.

And the future? Expect collections drawn from unexpected places, cult films, pop culture, urban landscapes, childhood memories. Each one built to carry legacy and invite emotion.

At its core, SQND is:

• Built for everyday people

• Designed with lasting purpose

• Driven by emotional detail

• Rooted in Chicago and pop culture

• Inspired by legacy but made for now

  
  

This is just the beginning. Our time starts here.

Looking Ahead

Our roadmap is fluid, creative, evolving. Here’s what the road to 88 Drive looks like:

🗓️ SQND Launch Timeline

Phase	Timeline	Focus
Startup	Jul–Dec 2025	Concept refinement, design finalization, brand positioning, and early development
Build-Up	Jan–Jun 2026	Prototyping, marketing prep, story rollout, and soft previews
Launch	Jul–Aug 2026	Official launch of the 88 Drive Series
Momentum	Sep–Dec 2026	Additional releases, audience engagement, groundwork for future collections

Note: This timeline is a living document. Like every SQND watch, it evolves with intention, creativity, and opportunity.

Future collections will take shape organically. Inspired by story, driven by resonance. Always connected to the kind of moments that make time personal.

A Personal Invitation

This isn’t just a brand, it’s a reflection of a choice I made. To jump. To build. To believe.

I didn’t take this leap because the risks disappeared. They’re still there. Starting something from scratch, even with passion behind it, is vulnerable. But for the first time, it feels right. Aligned. Real.

So wherever you are on your journey, whether you're dreaming quietly or daring loudly, I hope SQND reminds you that it’s never too late to chase something that matters. To build with emotion. To create with precision. To wear your story on your wrist.

Because time isn’t just what we measure.

It’s what we make of it.

And for the first time, I feel like I’m making mine count.