‘Sustainability is part of our fabric’: how an entrepreneur overcame adversities to build a successful business
William Adoasi launched the designer watch company Vitae London in 2016, beating the odds while championing a social justice-led approach
What do you think when you see a luxury wristwatch? They’ve long been masculine symbols of affluence; at the most lucrative end of the market they are appreciating assets that communicate to the world how much money you can afford to invest in a small, precious item.
But when entrepreneur William Adoasi launched Vitae London in January 2016, he sought to invert the relationship between watches and ostentatious displays of wealth by championing a social justice-led approach, from ethical manufacturing to community investment. “We’ve tried to disrupt the watch industry and create a statement piece that shows the world how much you can give back.”
