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

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. Impact brands are built for the future. They’re built for a mission.

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.
Status symbol brands are relics of the past. They crave attention. They say, “Look at me!”

Impact brands are built for the future. They’re built for a mission. They say, “Let’s do this."

The world doesn’t need more trophies. It needs more impact.

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 NON-PROFIT 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.

OUR NON-PROFIT PARTNERS:

HOW WE CHOOSE

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 donations 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)

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 or taking in the sights. Relaxed but easily stylish enough for drinks and dinner at the end of the day.

The case features Lōcī’s signature contemporary design language, a bold mix of straight and curved lines combining both mirror-polished and carefully brushed surfaces. The dial's color and yellow lines 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.

Your PCH watch does much more than just tell the time. 10% of every PCH sale goes to the Surfrider Foundation, a California-based nonprofit dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches — the same places that inspired this watch.

So...Are you ready to hit the road?

Pacific Coast Highway - Big Sur (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 or taking in the sights. Relaxed but easily stylish enough for drinks and dinner at the end of the day.

The case features Lōcī’s signature contemporary design language, a bold mix of straight and curved lines combining both mirror-polished and carefully brushed surfaces. The dial's color and yellow lines 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.

Your PCH watch does much more than just tell the time. 10% of every PCH sale goes to the Surfrider Foundation, a California-based nonprofit dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches — the same places that inspired this watch.

So...Are you ready to hit the road?

Pacific Coast Highway - Monterey Bay (Swiss Automatic)

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 or taking in the sights. Relaxed but easily stylish enough for drinks and dinner at the end of the day.

The case features Lōcī’s signature contemporary design language, a bold mix of straight and curved lines combining both mirror-polished and carefully brushed surfaces. 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.

Your PCH watch does much more than just tell the time. 10% of every PCH sale goes to the Surfrider Foundation, a California-based nonprofit dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches — the same places that inspired this watch.

So...Are you ready to hit the road?

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 or taking in the sights. Relaxed but easily stylish enough for drinks and dinner at the end of the day.

The case features Lōcī’s signature contemporary design language, a bold mix of straight and curved lines combining both mirror-polished and carefully brushed surfaces. 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.

Your PCH watch does much more than just tell the time. 10% of every PCH sale goes to the Surfrider Foundation, a California-based nonprofit dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches — the same places that inspired this watch.

So...Are you ready to hit the road?

Pacific Coast Highway - Surfrider Beach (Swiss Automatic)

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 or taking in the sights. Relaxed but easily stylish enough for drinks and dinner at the end of the day.

The case features Lōcī’s signature contemporary design language, a bold mix of straight and curved lines with mirror-polished and carefully brushed surfaces. The dual-layer, matte textured dial is inspired by the subtle 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.

Your PCH watch does much more than just tell the time. 10% of every PCH sale goes to the Surfrider Foundation, a California-based nonprofit dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches — the same places that inspired this watch.

So...Are you ready to hit the road?