When you think of watches or jewellery, you will probably think of precious metal or sparkling diamonds. Think again as Austrian-based design company Waidzeit is about to revolutionise the market for traditional watches and jewellery. When Elisabeth Hutegger sold the first wooden watches in 2014 at a Christmas market, she was overwhelmed by the positive reactions of her customers. “We were wholeheartedly convinced of the quality and the design of our wooden watches; and yet were entirely unprepared for the huge amount of praise our watches received. It encouraged us to take our business further and to engage full-time in the design and manufacture of wooden high-quality watches,” recounts Elisabeth, who founded the company together with her husband Christoph.