Brand Story

At NO IDENTITY, we challenge the norms of watchmaking by embracing the fluidity of identities, fostering creativity, and providing a canvas for artistic expression. Rooted in our founder's passion for art, we actively seek collaborations to infuse watches with unique artistic identities. To kick off our journey, we proudly present our inaugural collection inspired by the ingenious paper watch artist Gabe, known by his artistic alias Labeg.

NO IDENTITY is more than a brand; it is a celebration of the fusion of art and horology, reshaping traditional watch design through innovation and creativity. Embrace the unknown, embrace the unique. Discover a new identity with NO IDENTITY.

INSPIRED BY THE ARTISTRY OF LABEG

Embark on a journey with us as we unveil our debut line of timepieces, drawing inspiration from the visionary paper watch artist Labeg, also known as Gabriel Lau. Originating from the vibrant cultures of Hong Kong and Canada, Labeg has captivated a global audience with his intricate "watch art" creations meticulously crafted from cardboard. Renowned for his reinterpretations of iconic watch designs, Labeg's delicate pieces, adorned with acrylics and inks, pay homage to a diverse array of cherished timepieces, seamlessly blending authenticity with artistry.

Our designs pay homage to Labeg's imaginative revamp of traditional watch aesthetics, infusing each timepiece with a touch of whimsy and sophistication. Reflecting Labeg's meticulous craftsmanship and boundless creativity, our watches offer a distinct fusion of playfulness and refinement, setting the stage for the unveiling of a series of unique watch lines.