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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.

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

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