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Our Universe

Can we really have it all? That's the question. 

August Berg was created to shift the mentality of the watch industry by starting the conversation that time is a gift. A gift that, when used consciously, keeps you present in the moment. It connects you with those you love, and inspires you to move towards your passion with confidence and a sense of purpose.

Our founder Anders Peter Sauerberg understands this. And so August Berg is more than just a watch company; it’s a philosophy of time and a coming together of a kindred tribe of those who wish to infuse their lives with meaningful moments… by giving the gift of time.

After all, quality of life comes from finding ways to add more value to other people’s lives. Choices that allow you to focus on the things that are most important to you.

Time is transformative; it’s yours to explore the limits of what’s possible for yourself and for your life - embrace it and start living.

Our Manifesto

Modern life makes time your harshest critic. The measure of how fast and how much you have done. The endless pressure ‘to do’ is a never ending challenge to fulfilment. But time is not the enemy, time is a gift. This is the essence of Timefulness.

To be present in the moment. To connect. To share. To be fulfilled. To follow your passion with confidence and purpose. Timefulness.

This is the time to live the life you choose.

Our North Star

Timefulness.

Time gives us an opportunity to do more of what matters each and every day.
Time is an opportunity that encourages you to be conscious of the choices you make.

Choices that allow you to focus on the things that are most important to you.

Time is universal, and at the same time it is yours to define, to shape and give purposeful meaning to you and to those around you.

Time is a gift - embrace it.

Our Role

Reframing the role of the watch from counter of time lost, to a measure of potential opportunity. Inspiring the consideration of what really matters, the things that bring purpose, meaning and joy. Supporting conscious choices that enable doing more of what matters, whatever that may be.

Our Tribe

This is for those who believe we can do more of what matters with the time we have. The ones who find purpose in pursuing the path which brings meaning to their lives.

Who inspire others to seek more, to do more, to be more, with the reassurance that within this tribe you will never be alone.


Welcome to August Berg. This is your tribe.