New Releases
5th anniversary: Awake Son Mai Guilloché Main — a hand-guilloché debut from Awake
5 — Awake marks its fifth year with the Son Mai Guilloché Main, a model that actually brings hand-guilloché into the brand’s lineup. The hands-on piece and video show Awake sticking to its script: craft-forward details delivered within the brand’s accessible design language.
By HorologyTalk Editorial · · 3 min read
Originally reported by Monochrome Watches. This article is a curated summary of their original coverage.
5 years, one clear move
Awake launched in 2019 and has spent the last half-decade building a signature: graphic dials, artist collaborations, meteorite options and contemporary materials at fair price points. For its fifth anniversary in 2024 the brand introduces the Son Mai Guilloché Main — explicitly a hand-guilloché dial variant — and the hands-on feels deliberate rather than ornamental.
What the watch actually does
The Son Mai Guilloché Main foregrounds craft. The headline element is the hand-guilloché dial, presented in a case and styling consistent with Awake’s prior design language. The hands-on coverage and accompanying video focus on how the guilloché catches light and shifts the watch’s visual gravity away from novelty and toward finish.
How Awake got here
Lilian Thibault started Awake in 2019 and the brand quickly found an audience by pairing accessible pricing with original touches — meteorite dials, artist collaborations and contemporary materials. The Son Mai Guilloché Main reads as an extension of that playbook: introduce a traditional craft in a way that fits Awake’s younger, design-minded clientele.
Material and market cues
The concrete material detail on this release is the hand-guilloché dial itself; the hands-on treatment frames that craft as the selling point. Awake’s earlier moves — meteorite, collabs, graphic styling — matter here because they establish expectation: buyers anticipate visual impact and craft at non-luxury price points.
Practical takeaways
- Awake is putting traditional hand craft into an accessible product range.
- The Son Mai Guilloché Main shifts the brand toward finish and technique instead of novelty materials alone.
- Watch buyers who liked Awake for its graphic approach will find the guilloché a logical next step.
Expect Awake to keep folding classical techniques into its contemporary aesthetic. For buyers: treat the Son Mai Guilloché Main as Awake’s statement that craft can coexist with accessible design — decide whether you’re buying the guilloché itself or the brand’s established visual language.
Originally reported by Monochrome Watches. This article is a curated summary of their original coverage.
Tags: Awake, guilloché, meteorite, anniversary