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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.

Loci 3 dials group shot copy

Lōcī's first watch

THE PACIFIC COAST HIGHWAY

Pacific Coast Highway

BIG SUR

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

Pacific Coast Highway

MONTEREY BAY

Pacific Coast Highway

SURFRIDER BEACH

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