There is a new wave of African and diaspora entrepreneurs looking to their roots for inspiration. One such brand is AGO Watch, a quintessentially British watch brand with a distinctly African name.

AGO is taken from the Yoruba language (Nigeria) which means ‘TIME’. Brothers Akin and Niran Laditan, both successful in the corporate world, have realised their long-held desire to create classically designed time pieces, and when it came to naming their brand, there was no other choice for them.

Born in Nigeria and raised in the UK, Akin and Niran’s corporate careers mean they dress formally for work. They have since fallen in love with the timeless simplicity of British style and this influence has inspired the designs of the AGO watch, whilst the name is reflective of their Nigerian roots.

The AGO watch brand is unisex and the collections come in a variety of colours and interchangeable straps.

The brand is already causing a stir on social media and being snapped up by celebrity personalities like singer/songwriter Estelle; Nigerian blogger Noble Igwe; socialite and DJ Cuppy; Andre Ayew West Ham Footballer and son of Ghanian footballing legend Abedi Pele; celebrity stylist Kanayo Ebi and menswear blogger Gabriel Akinosho.

When asked about the concept behind the watch brand, co-founder Akin Laditan said “It was really important to Niran and I to produce a product that was reflective of who we are. It’s affordable, making it accessible but also a classic, quality timepiece which can be worn smart or casual. Whilst the design is reflective of our love for the UK where we were brought up, then name AGO is in line with our passion for our home in Africa, as the business expands we hope that that the brand will create employment opportunities.”

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