Time to Focus…

It's time to put things back in focus…

If you asked me a month ago about the peak vision for Homemade, I would have told you to focus strictly on Made-to-Order pieces to avoid the stress of stocking inventory.

How quickly things change.

July was my busiest month to date, dominated by Made-to-Order sales—and I hated it. So much so that I had to take August off just to regroup. For the first time, Homemade felt like work, which is the exact opposite of why I started it.

During a documentary shoot this week (more to come on that!), @zacharyrastelli and @bubbafurtado asked me a simple, thoughtful question: What do you actually want Homemade to become? That moment brought everything into focus.

Homemade is simply a watch enthusiast sharing his love for watches—and the energy they contain—with those who choose to accept it.

Moving forward, I’m shifting my focus back to creating for the pure love of it. I’m going to make watches that scratch my own creative itch while doubling down on making the Homemade Watch Building Experience the ultimate gift for watch enthusiasts.

Thank you all for getting Homemade to this point. I can’t wait to show you what’s next.