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The places we love reflect who we are and what we value. They become a part of us.

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But too many special places and environments are at risk. Who will protect them?

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Status symbol brands are relics of the past. Brands built for the future have a mission. They help you make an impact in the world.

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Lōcī is the only watch company donating 10% of all sales to non-profits who protect endangered places.

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When you wear a Lōcī you join a new kind of Watch Movement. Together we're stepping up for places that matter.

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This is the new way. This is our way. Protect the places you love.

WITHOUT PURPOSE, A WATCH IS JUST STEEL AND GLASS.

Status symbol brands are relics of the past. Brands built for the future have a mission. They energize people to make an impact in the world. This is the new way. This is our way.

Lōcī is a purpose-driven business. We're the only watch company in the world contributing 10% of every sale to top-rated non-profits that protect and preserve endangered places and fragile environments.

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Purpose + Mission = Impact

A NEW KIND OF WATCH MOVEMENT

Our Purpose is why we exist.
Lōcī protects the places you love, today and for the generations to come.

Our Mission is how we serve our purpose.
Lōcī builds watches that evoke the Spirit of Place, and we donate 10% of all revenue to protect the places that inspire our designs.

Join the Movement.
Watches aren't important. But Lōcī watches do more than tell the time, and Lōcī owners do more than just buy watches. You step up to protect places that matter.

We're building a new kind of Watch Movement. Join us.

COMMITMENT TO IMPACT

10% OF EVERY SALE PROTECTS THE PLACES YOU LOVE.

Lōcī is the only watch company that donates 10% of all sales to top-rated non-profits that protect and preserve endangered places and fragile environments. We specifically support non-profits that protect the same places that inspire our watch designs.

When you purchase a Lōcī you join a new kind of Watch Movement. A movement of individuals united by a shared purpose — to protect special places for the people whose lives intersect with them today and for generations to come.

It's time to rethink what your watch is for.

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Our Nonprofit Partners

THE BEST OF THE BEST

Lōcī’s Founder is a former non-profit executive with Team Rubicon, a global disaster relief and humanitarian aid organization started and led by military veterans. He has deep, hands-on experience of how non-profit organizations translate financial donations into real world impact.

With the benefit of this experience and armed with research from independent charity ratings organizations like Charity Navigator, Charity Watch, and GuideStar, Lōcī carefully selects our non-profit partners based upon the criteria below.

1. Mission alignment: Lōcī supports non-profits who share our mission to protect at-risk places and fragile environments.

2. Place alignment: Each Lōcī model line is named for a specific place or environment, and 10% of its sales go to a non-profit working to protect that same place or environment. When you buy the watch, you protect the place.

3. Transparency and effectiveness: The purpose of a non-profit is simple — turn the money people donate into impact for the mission. We choose partners with track records of doing this efficiently, effectively, and transparently.

4. Impact Potential: We back partners who have the vision to forge a better future, the audacity to take on the biggest challenges, and the capabilities to succeed in making an impact.

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Don't just buy a watch.

INVEST IN IMPACT.

The non-profits you support through your Lōcī purchase are among the very best in their respective fields. They set and achieve high standards for their work and are careful stewards of the funds they receive. They use their experience and expertise to deploy your contributions in ways that deliver maximum impact for the missions and communities they serve.

Lōcī’s Founder reviews their public financial statements, annual reports, major news coverage, and independent ratings every year before renewing our commitment to each of them. We do this so you can rest assured your investment, and the collective investment of all Lōcī customers, makes the maximum possible impact for our shared purpose to protect the places we love.

Learn more about when we make our donations and how we provide transparency.

Explore the PCH Collection

Pacific Coast Highway - Big Sur (Swiss Automatic)
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Lōcī’s Pacific Coast Highway (PCH) watch is built for anything an outing on the world’s most iconic road, or anyplace else, can throw at it. Sporty and durable enough to hit the beach, take a swim, even catch a few waves (and wipeouts). Compact and comfortable for a long day behind the wheel and seeing the sights. Relaxed but easily stylish enough for drinks and dinner.

The case features Lōcī’s signature contemporary design language. The dial's color and yellow stripes are inspired by the best driving road on earth, and "Pacific Coast Highway" is printed in the same font you'll see on California's road signs.

Powering the watch is a reliable Swiss-made Sellita SW200-1 movement, precision-manufactured with 26 jewels and featuring automatic winding.

10% of every PCH watch sale goes to the Surfrider Foundation, a California-based nonprofit dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches.

Are you ready to hit the road?

Thanks for subscribing. Welcome to the Movement.
Pacific Coast Highway - Big Sur (Swiss Quartz)
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Lōcī’s Pacific Coast Highway (PCH) watch is built for anything an outing on the world’s most iconic road, or anyplace else, can throw at it. Sporty and durable enough to hit the beach, take a swim, even catch a few waves (and wipeouts). Compact and comfortable for a long day behind the wheel and seeing the sights. Relaxed but easily stylish enough for drinks and dinner.

The case features Lōcī’s signature contemporary design language. The dial's color and yellow stripes are inspired by the best driving road on earth, and "Pacific Coast Highway" is printed in the same font you'll see on California's road signs.

Powering the watch is a reliable Swiss-made Ronda 715 quartz movement, precision-manufactured for high accuracy and durability.

10% of every PCH watch sale goes to the Surfrider Foundation, a California-based nonprofit dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches.

Are you ready to hit the road?

Thanks for subscribing. Welcome to the Movement.
Pacific Coast Highway - Monterey Bay (Swiss Automatic)
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Lōcī’s Pacific Coast Highway (PCH) watch is built for anything an outing on the world’s most iconic road, or anyplace else, can throw at it. Sporty and durable enough to hit the beach, take a swim, even catch a few waves (and wipeouts). Compact and comfortable for a long day behind the wheel and seeing the sights. Relaxed but easily stylish enough for drinks and dinner.

The case features Lōcī’s signature contemporary design language. The dual-layer, blue wave pattern dial evokes the 12,000-foot depths of Monterey Bay, and "Pacific Coast Highway" is printed in the same font you'll see on California's road signs.

Powering the watch is a reliable Swiss-made Sellita SW200-1 movement, precision-manufactured with 26 jewels and featuring automatic winding.

10% of every PCH watch sale goes to the Surfrider Foundation, a California-based nonprofit dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches.

Are you ready to hit the road?

Thanks for subscribing. Welcome to the Movement.
Pacific Coast Highway - Monterey Bay (Swiss Quartz)
/

 

Lōcī’s Pacific Coast Highway (PCH) watch is built for anything an outing on the world’s most iconic road, or anyplace else, can throw at it. Sporty and durable enough to hit the beach, take a swim, even catch a few waves (and wipeouts). Compact and comfortable for a long day behind the wheel and seeing the sights. Relaxed but easily stylish enough for drinks and dinner.

The case features Lōcī’s signature contemporary design language. The dual-layer, blue wave pattern dial evokes the 12,000-foot depths of Monterey Bay, and "Pacific Coast Highway" is printed in the same font you'll see on California's road signs.

Powering the watch is a reliable Swiss-made Ronda 715 quartz movement, precision-manufactured for high accuracy and durability.

10% of every PCH watch sale goes to the Surfrider Foundation, a California-based nonprofit dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches.

Are you ready to hit the road?

Thanks for subscribing. Welcome to the Movement.
Pacific Coast Highway - Surfrider Beach (Swiss Automatic)
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Lōcī’s Pacific Coast Highway (PCH) watch is built for anything an outing on the world’s most iconic road, or anyplace else, can throw at it. Sporty and durable enough to hit the beach, take a swim, even catch a few waves (and wipeouts). Compact and comfortable for a long day behind the wheel and seeing the sights. Relaxed but easily stylish enough for drinks and dinner.

The case features Lōcī’s signature contemporary design language. The dual-layer, very finely textured dial is inspired by the color range of sand on Surfrider Beach — from almost white to a dark tan hue representing the wet sand where the beach meets the water. "Pacific Coast Highway" is printed in the same font you'll see on California's road signs.

Powering the watch is a reliable Swiss-made Sellita SW200-1 movement, precision-manufactured with 26 jewels and featuring automatic winding.

10% of every PCH watch sale goes to the Surfrider Foundation, a California-based nonprofit dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches.

Are you ready to hit the road?

Thanks for subscribing. Welcome to the Movement.
2023 12 0816 39 57 B R8 S4 mod
2024 01 0220 27 28 B R8 S4 OEM
Pacific Coast Highway - Big Sur (Swiss Automatic)
$895.00
2023 12 0816 39 57 B R8 S4 mod a368d36c 4bef 4b3a bfa2 f59c25999eb4
2024 01 0220 27 28 B R8 S4 OEM 3bc03622 3c3c 4b92 8984 1bfbdd7a4b0c
Pacific Coast Highway - Big Sur (Swiss Quartz)
$595.00
2023 12 0816 27 01 B R8 S4 mod
2024 01 0215 25 47 B R8 S4 OEM
Pacific Coast Highway - Monterey Bay (Swiss Automatic)
$895.00
2023 12 0816 27 01 B R8 S4 mod f6023de9 d65e 4703 937d c45fa2568b46
2024 01 0215 25 47 B R8 S4 OEM ab024586 903a 423b a61a cada297db81a
Pacific Coast Highway - Monterey Bay (Swiss Quartz)
$595.00
2023 12 0812 40 40 B R8 S4 mod
2023 12 1413 40 58 B R8 S4 mod
Pacific Coast Highway - Surfrider Beach (Swiss Automatic)
$895.00

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