A prototype is a preliminary model of something. Projects that offer physical products need to show backers documentation of a working prototype. This gallery features photos, videos, and other visual documentation that will give backers a sense of what’s been accomplished so far and what’s left to do. Though the development process can vary for each project, these are the stages we typically see:
Proof of Concept
Explorations that test ideas and functionality.
Demonstrates the functionality of the final product, but looks different.
Looks like the final product, but is not functional.
Appearance and function match the final product, but is made with different manufacturing methods.
Appearance, function, and manufacturing methods match the final product.
Our Brand - Top-Quality Artisanal Watches
Welcome to the world of Tonas Wood - where top-quality wooden watches are the canvas for timeless Mexican folk art.
Our company was founded with the vision of combining our passion for wooden watches with Mexico's rich cultural heritage.
Our Mission - A Truly Different Watch
We are pushing the boundaries of watches into a new and exciting territory. As watch enthusiasts, we have grown tired of seeing the same boring watch designs in the market. We desire watches that are different; something bold and impactful. Touching on our Mexican roots, we turned to the elegant and beautiful artworks of Oaxacan woodcarvings (known as Alebrijes).
We have spent the last year working with Mexican artisans designing watches that incorporate the colours and symbolism of Alebrijes. We are offering watch consumers the opportunity to wear watches that are truly one-of-a-kind timepieces that are bold and beautiful.
Alebrijes, Zapotec Culture and Iconography
Each Tonas Wood timepiece is painted in Mexico in the style of Alebrijes with Zapotec Iconography.
Alebrijes - Wood Carvings of Fantastic Creatures
Alebrijes (pronounced “Alebreehes”) are brightly coloured Mexican folk art sculptures of fantastical creatures. Alebrijes are made by carving wood into various shapes (usually the form of an animal) and then hand painting the carved creature with different colours and designs.
Founded in Mexico and made famous by Oaxacan woodcarvers, this art form is known for its brilliant designs, bold colours and exaggerated features that bear little resemblance to the real world. This art form was founded in the 1930s by the artist Pedro Linares and pioneered in Oaxacan woodcarving by Manuel Jiménez Ramírez.
Every Tonas Wood watch is hand painted by Angelico Jiménez and his team using the Alebrije designs passed down from his grandfather Manuel Jiménez Ramírez. Each piece is an authentic Alebrije with beautiful colours and designs. Tonas Wood is proud to be part of the Alebrije family!
Incorporation of Zapotec Iconography
Our Commitment Iconography refers to the use of visual images and symbols in a work of art. The most famous Alebrijes incorporate Zapotec iconography into their designs. Through the use of ancient symbols, most pieces represent a theme, story or meaning. Every Tonas Wood watch is painted with influences from Zapotec culture using iconography. Each piece depicts an idea/story using up to five ancient symbols ranging from courage to collaboration.
At Tonas Wood, we strive to deliver high-quality watches that are both functional and beautiful. We will deliver this through our below commitments:
1) Our Partners: Every Tonas Wood watch is a product of this partnership based on trust and commitment and will, therefore, acknowledge the artist using a certificate of authenticity recognizing our Artisan partners who have helped us realize our vision.
2) Quality: We have a firm commitment to providing high-quality watches. We use 100% all-natural maple wood that's sustainably sourced. For added durability and scratch resistance, we use sapphire crystal and 316-grade stainless steel components. Each watch has a protective coat to protect the artwork and ensure that they can frequently be worn and for any occasion.
3) Functionality: Every Tonas Wood watch is leveraging the latest chronograph and automatic technology. Each model from our premium ABRA Collection features wrist-winded automatic movement with a see-through back case, while each model from our Alebrije Collection features a six-hand chronograph quartz movement with our laser-engraved logo at the back.
4) Design: Each Tonas Wood watch aims to tell a story. The combination of symbols and colours were chosen with the purpose of identifying the person with his watch in a special way
Our team consists of four members with unique backgrounds.
Jose Manuel and Elena are the founders of Tonas Wood and the visionaries for these beautiful timepieces. Combining their passion for watches with their Mexican roots, they identified the opportunity to incorporate the beloved Mexican artform into wooden watches and have taken this project to the “ready for production” stage. Both are entrepreneurs with business education as well as experience in imports/exports, direct-to-consumer sales and supply chain management.
Every Tonas Wood watch is hand painted by Angelico Jiménez and his team using the Alebrije designs passed down from his grandfather Manuel Jiménez Ramírez. His family pioneered Oaxacan Alebrijes and had made it famous throughout Mexico and abroad.
Octavio is our marketing, consumer analytics, and IT lead. He has a business education with experience in CRM applications, market analytics, and data management. He has helped develop our marketing campaign, Kickstarter campaign, and website.
Andrew is our finance lead and supply chain management support. He is a CPA designated accountant with experience in financial analytics/management accounting in the consumer packaged goods segment. He has helped develop our costing/price models and working capital projections to fund this project.
From Idea to Reality
We have taken our project to Kickstarter to raise funds that will enable us to execute our first production run of our Alebrije and ABRA collections. These two collections will start production once we have achieved our funding objective.
Risks and challenges
With every venture, there will be risks and difficulties, but we are confident that we have the right team in place to eliminate/mitigate these challenges.
First Production Delivery Time: Given that this is our first official run, there is always the risk of a delay in finished product shipment. We are confident that our project timeline adequately accounts for the potential delays in watch production and shipping that may occur.
Product Quality: There are numerous steps in the supply chain before this product reaches consumers, so it is crucial that quality is upheld in each step.
Competition: We are entering a new space; there is currently no competition in artisanal watches. However, there is always the risk of competition.
We are confident that given our strong partnerships with our suppliers and manufacturers, we will be able to deliver your Tonas Wood Watch on time, as promised. In case of inevitable manufacturing delays, we will ensure that you are kept updated and well informed.