Asset 93 100 Asset 94 100

The Pacific Coast Highway

A new watch inspired by the world's most iconic road.

PROTECT THE PLACES YOU LOVE.

Lōcī builds watches inspired by special places. We’re a mission-driven brand — the only watch company contributing 10% of all sales to non-profits that protect endangered places and fragile environments. Together with our customers and non-profit partners, we’re stepping up for places that matter. Because without purpose, a watch is just steel and glass.

Lōcī is based in Los Angeles, California. All our watches feature Swiss movements and are designed, assembled, inspected, and individually tested in the USA.

YOUR PURCHASE PROTECTS SPECIAL PLACES.

Status symbol watch brands are relics of the past. Brands built for the future are built with a purpose. Why buy a watch that only tells time? Here's how wearing a Lōcī lets you make a difference for places that matter.

DSC00010 Monterey Bay dial during assembly square

STEP 1

We build watches inspired by special places.

LOCI PCH FINAL JPG 7 2

STEP 2

You buy a Lōcī watch.

Divers on reef w fishing net AdobeStock 218534445 OEM

STEP 3

We donate 10% of your purchase to a non-profit that protects the place that inspired the watch.

Loci 3 dials group shot copy

Lōcī's first watch

THE PACIFIC COAST HIGHWAY

Pacific Coast Highway

BIG SUR DIAL

2023 12 21 14 56 07 B R8 S4 mod WSR
H6D 2022 26500 mod WSR

Pacific Coast Highway

MONTEREY BAY DIAL

Pacific Coast Highway

SURFRIDER BEACH DIAL

H6D 2022 26256 mod WSR

Testimonials

See what people are saying

★★★★★

A home run for a new watch company...I absolutely love the way it feels on the wrist.

Carlo T.

Los Angeles, CA

★★★★★

I appreciate the fact that they're designed and assembled in the USA, plus the partnership with the Surfrider Foundation should resonate with all water lovers.

Michael D.

Austin, TX