Now that’s one way to treat your competitors
Three Filipino watch brands, Argos Philippines (Argos), De Guzman & Co. (DGCo), and Ibarra Watches (Ibarra), have initiated a collective effort to uplift and promote the Philippine watchmaking industry through their respective brands.
“Our shared vision is to shape the Philippine watchmaking industry into something Filipinos can be proud of,” said Nico Moreno, founder of Ibarra. “It’s not about competing with one another but about winning the hearts of Filipino watch enthusiasts, encouraging them to choose local brands, and showing the world what Filipino craftsmanship can achieve.”
He adds, “As the African proverb goes, ‘If you want to go fast, go alone. If you want to go far, go together.’ This collaboration is about going far and building a lasting legacy for the Philippine watch industry.”
READ: How Argos is an enthusiast’s love letter to the local watchmaking industry
How the collaboration began
This inter-brand collaboration started with the partnership between Ibarra and Argos. In 2021, Ivan Jeff Soberano, co-founder and managing director of Argos, approached Moreno to help establish his brand, particularly focusing on the technical aspects of their debut model, The Odyssey. As their partnership evolved, they eventually crossed paths with Gio De Guzman of DGCo during a community meetup. While initially competitors, over coffee and conversations, they realized they shared a common vision: making Philippine watchmaking significant on the global map.
“The dream is to make Manila attractive to the global watch community as a must-visit place to acquire fine watches with great value propositions,” said Soberano.
Strengthening the local industry
Ibarra, known for its vintage-inspired classics, and Argos have remained committed to creating a watch industry in the Philippines that can rival internationally renowned watchmaking nations. DGCo further solidified this vision when they started collaborating earlier this year.
The three brands now team up by sharing best practices, market research, insights on global watch trends, and research and development produced from each company’s limited resources. They are also helping each other spread the word about their brands and Filipino craftsmanship.
Impact of the partnership
“Ever since the partnership began, we felt stronger,” said De Guzman. “This journey we’ve ventured on is a road less traveled, and struggles are always around the corner. But suddenly, talking to a group of people with the same feelings toward making a name for the Philippines feels reassuring. The goal that once seemed too daunting now feels reachable.”
“By banding together, we’re making a stronger presence in the market and building a community that supports our vision. We want people to understand that by choosing local, they’re not just buying a watch—they’re becoming part of a movement to advance Filipino craftsmanship,” said Soberano.
Moreno Watch Studio: A new frontier
In 2024, Moreno introduced his first project timepiece, Kaminari, under his personal venture, Moreno Watch Studio. Drawing from his experience in Japan, Moreno’s work incorporates traditional and artisanal handmade techniques.
“As my first project, I believe it is still raw. But being able to finish my first project is a testament to my progress in this journey. I hope that I can continue making beautiful watches which I, and other Filipinos, can be proud of,” said Moreno, reflecting on his evolution from launching Ibarra in 2014 to embarking on independent watchmaking under Moreno Watch Studio.
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A call for collaboration
Argos, Ibarra, and DGCo invite other local brands and watch communities who share their commitment to elevating Philippine watchmaking to join them in laying the foundation of an industry dedicated to creating quality products and championing Filipino craftsmanship and artistry.
