About Us
Tuning and Rim Watches
"Yes, that fits!" we thought, and after extensive research, we found the perfect product. Our wheel clocks in various color designs combine the love for cars and motorcycles with practical accessories for both men and women.
VISIONS
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COMMUNITY
In our stylish community, everyone brings their unique vibe. It's all about shared fun, creativity, and good vibes. Welcome to our cool gang, where everyone matters!
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STYLE
Rimwatches are more than just timepieces – they are a statement of individual style. With a unique design, they give a personal expression to every wrist. Whether sporty, elegant, or casual, they are the perfect complement for a distinctive look.
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MOTORSPORT
We are not just sponsors; we are passionate racing enthusiasts. Our collection embodies this passion with dynamic design and high-tech materials, telling the story of adrenaline, speed, and the will to win.
Our Journey
From a small idea at the kitchen table to a brand loved by over 140,000 customers worldwide – every milestone is a part of our story.
2020
Mid 2020
The idea is born
Max and Uwe come up with the idea for rim watches – unique timepieces with dials inspired by real automotive wheel rims. Prototyping starts in a kitchen and a kids' room.
Late 2020
First watches go live
The first DriftElement watches are launched online. The response from the car community is overwhelming – the first batch sells out within days.
2021
April 2021
First women's model
DriftElement introduces its first watch specifically designed for women, expanding the collection beyond its original men's line.
September 2021
Your rim as a watch – custom-made
Launch of the custom configurator: customers can now have their own car rim recreated as a unique watch dial.
October 2021
First automatic movement
Introduction of the first automatic watch model with a Japanese Miyota movement – a major step in product quality.
December 2021
20,000+ watches sold
DriftElement closes the year with over 20,000 watches sold – a milestone that exceeds all expectations for a brand barely a year old.
December 2021
Growing team
What started as a two-person project grows into a real team. New hires join for production, shipping, and customer support.
2022
January 2022
First photoshoot in Dubai
Max and Uwe travel to Dubai for the first professional brand photoshoot – capturing the watches against the backdrop of supercars and skyline.
March 2022
Merchandise launch
DriftElement expands beyond watches with hoodies, t-shirts, and polos – building a full automotive lifestyle brand.
May 2022
First trade show at the Nürburgring
DriftElement exhibits at its first automotive trade show at the legendary Nürburgring – meeting fans and customers face to face for the first time.
May 2022
Swiss Sellita movement introduced
Launch of the premium Swiss line featuring the renowned Sellita movement – combining German rim design with Swiss watchmaking precision.
December 2022
45,000+ happy customers
The customer base more than doubles in 2022, reaching 45,000 customers across 20+ countries.
2023
January 2023
In-house painting facility
DriftElement invests in its own painting facility, enabling custom color finishes and higher quality control for every watch produced.
January 2023
Second Dubai photoshoot
Invited back to Dubai for an even bigger production – this time with exclusive supercars and luxury venues.
February 2023
North Cape expedition
An epic road trip to the northernmost point of Europe – Norway's North Cape – documented for social media, pushing the brand's adventurous spirit.
May 2023
500K TikTok & 100K YouTube followers
DriftElement's social media presence explodes, reaching half a million TikTok followers and 100,000 YouTube subscribers.
July 2023
700,000 TikTok followers
The TikTok community continues its rapid growth, with watch-making behind-the-scenes content going viral.
September 2023
Ice Out Drop – 3rd anniversary
To celebrate three years, DriftElement releases the Ice Out collection – a fully iced-out luxury edition. The golden Ice Out watch sells for €14,500.
November 2023
250,000 Instagram followers
Instagram becomes the brand's strongest visual channel, reaching a quarter million followers with daily automotive lifestyle content.
December 2023
100,000+ customers worldwide
DriftElement crosses the six-figure customer mark, now shipping to over 30 countries and establishing itself as a globally recognized brand.
2024
March 2024
Essen Motor Show appearance
DriftElement exhibits at the Essen Motor Show, one of Europe's biggest automotive events, with a dedicated booth and live watch customization.
June 2024
400,000 YouTube subscribers
The YouTube channel, featuring behind-the-scenes manufacturing and car content, hits 400K subscribers – one of the largest watch channels in the German-speaking world.
July 2024
First advent calendar
DriftElement announces its first-ever advent calendar – a 24-day experience packed with watches, accessories, and exclusive surprises.
September 2024
Dodecadon Motorsport Automatic
Release of the Dodecadon – a bold 12-sided motorsport-inspired automatic watch that pushes design boundaries further than ever.
December 2024
140,000+ customers
DriftElement closes the year with a community of over 140,000 happy customers and more than 2 million social media followers combined.
2025
January 2025
New product lines announced
DriftElement announces exciting new product lines for 2025 – including new limited editions and collaborations with motorsport legends.
2025
The journey continues
With a growing team, new designs in the pipeline, and a passionate global community, DriftElement's best chapters are still being written. |
