Brand Story

NO IDENTITY is a watch brand that started from a passion for watches and watch art. Co-founder and Creative director LABEG started creating his whimsical and fun interpretations of luxury watches with cardboard and paint as a creative outlet. Since he’s started creating watch art, his art works have gained notoriety worldwide; being featured by the likes of NY Times, Hypebeast, Hodinkee, Revolution, and many more media channels. 

That’s where everything came together. The main founders and LABEG came together to bring that art to life with NO IDENTITY. Transforming LABEG’s artistic style into wearable art watches!