Lōcī, Inc.

THE PLACES WE LOVE REFLECT WHO WE ARE AND WHAT WE VALUE. THEY BECOME A PART OF US.

LŌCĪ IS THE ONLY WATCH BRAND DONATING 10% OF EVERY SALE TO PROTECT ENDANGERED PLACES.

BECAUSE WITHOUT PURPOSE,
A WATCH IS JUST STEEL AND GLASS.

PROTECT THE PLACES YOU LOVE.

Lōcī builds watches inspired by special places. We’re a purpose-driven brand — the only watch company contributing 10% of every sale 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 brands are relics of the past. Brands built for the future are built with a purpose. So 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.

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.

Lōcī's Everyday Sports Watch

THE PCH COLLECTION

Sand, sea, and a magnificent strip of asphalt at the edge of the continent. The California coastline is a mythical place traced by the world’s most iconic road — the Pacific Coast Highway. To locals it's simply “The PCH”. It's the perfect inspiration for our go anywhere, do anything sports watches.

We've created a contemporary sports watch with three dial designs representing the coastline's beaches, the Pacific Ocean, and the highway itself. All feature Swiss automatic or quartz movements, sapphire crystals, 100-meter water resistance, and are designed, assembled and individually tested in the USA.

DISCOVER

Pacific Coast Highway

BIG SUR DIAL

Big Sur. A hundred miles of sheer cliffs, crashing waves, rocky coves, narrow canyons, and towering redwood forests from Carmel to San Simeon. The Santa Lucia Mountains seem to rise straight up out of the deep blue Pacific. There's no mistaking you're on the jagged edge of the continent here.

DISCOVER

H6D 2022 26500 mod sq crop spots removed

Pacific Coast Highway

MONTEREY BAY DIAL

Few places in the world can match Monterey Bay for the beauty, diversity, and importance of its marine ecosystem. Sea otters tend to steal the show here, but the Bay’s dense kelp forests and nutrient-rich waters make it a haven for everything from microscopic plankton to 50-ton blue whales. The bay is also a living laboratory, serving as a global hub for advancements in scientific research and deep ocean engineering.

DISCOVER

Pacific Coast Highway

SURFRIDER BEACH DIAL

Generations of surfers have caught their first waves here, making their first turns alongside some of the sport’s all-time greats. Surfing beaches like this are a big part of what people think about when they picture the Southern California coast. This is also the birthplace and namesake of our non-profit partner, the Surfrider Foundation, a leading-edge conservationist organization.

DISCOVER

Customer Testimonials

Straight from the source.

★★★★★
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