True North is a design studio rooted in the romance of the analog world—where time moved slower, objects were built with purpose, and beauty emerged through use.
Founded in Los Angeles by wildlife photographer Shane Russeck, True North approaches watchmaking through the eyes of a documentarian. Each piece draws from vintage tool watches and mid-century design, reinterpreted for modern life with a focus on clarity, restraint, and honest materials.
We design watches to be worn without hesitation—durable enough to travel anywhere, accessible enough to be used as intended. These are tools first, refined by time rather than protected from it. Scratches, wear, and patina aren’t flaws, they become a visible memory—time leaving its signature behind.
In a world obsessed with speed and screens, True North exists to celebrate stillness, craftsmanship, and the quiet ritual of watching time pass.
Time is the one thing we can’t get back.
We believe it’s worth enjoying.