Our story
Provoqué started with nothing but an idea and a 21-year-old who had no clue what he was doing, just a vision and the guts to chase it. From our first collection, where every mistake was a lesson, to our latest drop featuring dials made from real CDs, we’ve come a long way. What began as a wild experiment became a name that stands for breaking rules and building something different.
Born in Biel/Bienne, we saw an opportunity to do things differently. Walking past shop windows, we kept noticing one thing: the dials all looked the same. That’s when it clicked: what if the dial became a canvas? At Provoqué, we focus on the face of the watch, using it to bring the spirit of streetwear off the street and onto your wrist.
This isn’t your grandfather’s watch. It’s street culture, reworked into something you can wear on your wrist.
Hi,
my name is Noel
In 2023, I started my journey with Provoqué as a 21-year-old industrial engineering student in Biel.
Since day one, I’ve kept things real. I’m not trying to pretend—I’m just a normal guy with big ideas, trying things out and learning along the way. What matters most to me is staying authentic, building genuine relationships, and sharing this wild ride with the people who support me.
Some of you started as customers, but today you're friends. And that’s exactly how I want it to be: no distance, no maks. Just a community that grows together, celebrates wins, and laughs about the setbacks. I’m not afraid to make mistakes, because every one of them gets me closer to building something that’s never been done before.
This is more than a brand. It’s a journey we’re on together. Thanks for being part of it.
Cool bliebe!
From 3D prototypes...
In the first few months, I was constantly drawing, modeling in CAD, and printing prototypes. For me, it was important to move fast and just do. Not everything was perfectly planned, but that was never the point. I wanted to learn by doing
...to the First collection
What set our first watch apart were the numbers—bold, unique, and unlike anything else out there. They became our signature and gave the piece its own character. Combined with the deep blue and black dial, it marked the beginning of a design language that still defines Provoqué today.
To something nobody has done before
In summer 2024, I was working as a garbage man alongside university. One day, we tossed a big box of old watches into the truck and when it hit, the CDs caught the light just right. That flash of reflection hit me too: let’s turn this into a dial.
I asked the machine producing company, where I’ve been working since I was 15, if I could try cutting dials out of CDs in their workshop. They said yes and not only that, they let me produce everything there and supported me fully, without charging a cent. Without them, this wouldn’t be possible, especially not at this price, and definitely not for a one-man startup like Provoqué.
Cutting those CDs was far from easy. But it worked. And honestly? I’m proud to say: I crashed it. But I didn’t do it alone.
Through this collection, I found the deeper meaning of what Provoqué really is. It’s not about luxury watches. It’s about creative ideas and making unique dials.
The First CD Watch Sample
Our first CD watch prototype was simple and raw. The reflective CD effect is just insane.
Only the numbers 3, 6, 9 and 12 marked the hours, cut directly into the CD surface.
It was the first moment we saw the idea come to life.
Sold out after 18 hours
After our first drop sold out within 18 hours, we went straight back to the machines. Our community asked for more labeled CD dials — so we made them.
We didn’t stop there. We built the brand from the ground up, founded a company, refined every process, and completely reworked the packaging. Along the way, new ideas kept coming — and this is just the beginning.
Today, even well-known artists wear our watches — like DJ Levi, who received his piece backstage at Sunice Festival, and Ski Aggu, who wore it live on stage at Gurtenfestival.
Here you see a little fragments of our second CD drop.
