Selten’s Jui: A Hong Kong Microbrand Timepiece With A Heart For Community
6 min read
In the heart of Hong Kong's vibrant watch collecting scene, two passionate forces have come together to create something truly special. Jackie Ho, founder of the thriving watch community Watch Ho & Co, and Leonardo Tsai of micro-brand Selten Watches, have collaborated on a timepiece- the Jui that embodies the spirit of Hong Kong watchmaking and community building. We caught up with Jackie Ho & Leonardo Tsai, to understand more about this launch and the rise of microbrands across the globe.
The collaboration between Watch Ho & Co and Selten Watches came about through mutual connections in Hong Kong's tight-knit watch community. "We were introduced by a mutual friend, Daniel, some time ago," Ho recalls. While both parties were aware of each other's work, it wasn't until the last quarter of 2024 that they sat down to discuss a potential partnership. The turning point came when Leonardo Tsai and his partner, Kristine, attended one of Watch Ho & Co's Christmas events. Witnessing the community atmosphere, the caliber of attendees, and the passion that drives these gatherings, they realized this was more than just another watch club—it was a movement.
Introducing "Jui" (聚) - A Watch Born from Belonging
The result of this eight-month collaboration is "Jui" (聚), which translates to "to meet, to gather" in Chinese—a fitting name for a watch born from community spirit and the feeling of belonging. As the press materials beautifully express: "There are moments in life when time feels more meaningful. Seconds tick by but something more lingers; memories form, friendships blossom, stories begin to unfold." The dial of Jui draws inspiration from Ancient China, where soldiers once wore body armor bearing a repeated design known today as the mountain pattern. These shapes conveyed unity, safety, and quiet strength. On Jui's dial, the pattern returns with new meaning—a tribute to the shared bond of the collector community. Each pattern represents a collector, symbolizing how individual enthusiasts come together to form something greater.
"You, me and anyone who's ever found joy in the small but significant rituals of watch collecting and horology," the brand explains. This philosophy extends to the dial's surrounding elements: rings of finely intersecting circles that represent local watch communities, clubs, collecting styles, and genres. Each circle is different, yet linked, forming the dial's outer ring and encircling the mountain pattern at the center. The timepiece represents a significant technical achievement, featuring CNC guilloché on mother-of-pearl—an extremely rare technique that few brands have successfully executed. "I think Selten were one of the first brands to do CNC guilloché," Ho notes, explaining the technical innovation behind the dial. "They previously already launched one—a CNC white MOP on their moon phase. We talked about that and it was something that I was really interested in because I'm into the classic traditional techniques and methods but also combining modern techniques."
The dial showcases multiple layers and depths that create an intricate three-dimensional effect, pushing the boundaries of what's possible with modern CNC technology while honoring traditional guilloché craftsmanship. The hands are designed as skeletonized swords, staying true to the armor theme while gesturing not to combat but to camaraderie—"a quiet strength that welcomes curiosity, a safe space that celebrates individuality." The Jui is housed in a stainless steel case measuring 39mm across and just 9.95mm thick—dimensions that reflect modern preferences for wearable luxury. On the chapter ring, a subtle Chinese number 二 (two) refers to the club's second anniversary, adding personal significance to the design. Inside beats the dependable Miyota Automatic 9039 movement with a custom Selten rotor, visible through the exhibition caseback. The movement choice reflects the collaboration's philosophy of accessible excellence—delivering Swiss-level finishing and reliability at a more democratic price point.
The Hong Kong Advantage
Both collaborators are proud to represent Hong Kong's emerging position in the global watch landscape. "We're both from Hong Kong and we're both trying to show the best of Hong Kong within the watch community and the watch industry," Ho explains. For Selten, this collaboration represents an opportunity to increase their visibility in their home market, as Tsai admits, "Our brand is not that very well known in Hong Kong, even we are a local brand, because we mainly focus on overseas market." The partnership also highlights Hong Kong's unique position in Asia's watch collecting scene. Ho observes that Hong Kong collectors are particularly active, with an appetite for events and gatherings that surpasses other major Asian markets. "If you work that out, that's at least minimum one event per week, right? Sometimes, if not two or three times per week. So there is a real appetite there to learn, to participate, to meet other like-minded people."
Craftsmanship Meets Community Standards
The development of Jui wasn't without its challenges. Both parties brought exacting standards to the project, resulting in a meticulous quality control process. "We are both very with high standards," Tsai explains. "For the dial, we have to go through a certain process in the quality control to inspect the dials under the microscope to clean all the grease during the CNC process and also the dust." This attention to detail took months to perfect, but the result speaks to the collaboration's core philosophy: that excellence in watchmaking requires patience, precision, and an unwavering commitment to quality.
The story behind Jui reflects the modern reality of watch collecting—a global community connected through "late-night calls, bar tables, wrist shots, memes and heartfelt advice exchanged via Instagram DMs across time zones." What started as a few voices has become a worldwide family of collectors and friends, and Jui was created to celebrate that connection and milestone. The biggest circle on the dial—the dial itself—becomes a symbol of the global horological ecosystem, also known as the Watchfam, encompassing collector chats, Discord and WhatsApp groups, and the countless digital and physical spaces where watch enthusiasts gather. The Jui is a limited edition piece, and once the pre-order period concludes and production is complete, no further pieces will be made in this black mother-of-pearl configuration. This scarcity isn't artificial but meaningful—each watch represents a moment in time when a community came together to create something special.
The Future of Asian Watchmaking
The collaboration comes at a pivotal time for Asian watchmaking, particularly Chinese brands gaining international recognition. Ho notes the growing acceptance: "There's a growing acceptance that Asian watchmaking, especially Chinese watchmaking has a very big role to play and will have a bigger role to play in the next coming years."
As the watch world increasingly embraces micro-brands and independent makers, partnerships like this one between Watch Ho & Co and Selten represent more than just product collaborations—they're cultural statements about community, craftsmanship, and the evolving landscape of horology. As Ho puts it in the press materials: "This is Jui, a timepiece created to honor connection, camaraderie and the people who make this hobby so special. A watch for that moment when eyes meet wrists in a crowd, a smile and approving nod follows because us Watch Nerds, get it. At the end of the day, it's not about the watch, it's about the people it gathers and brings together."
The launch of Jui marks not just the unveiling of a new timepiece, but the continuation of a story that began with friends gathering during a pandemic, evolved into a thriving community, and now manifests as a tangible symbol of Hong Kong's contribution to the global watch conversation. In true Watch Ho & Co fashion, it's all about bringing people together—one watch at a time, one pattern at a time, one meaningful connection at a time.
Priced at USD 1099 or INR 96219, approximately.
