The Challenge

Most people will purchase a watch at a department store based on the aesthetic, branding, etc.. While satisfying at first, these watches tend to degrade quickly over time. Low quality materials will often break, tarnish, or rust. Batteries expire and when the time comes for a replacement, the cost of service outweighs the value of the watch. At this point, most customers will end up replacing the watch and the cycle continues. We seek to break this cycle.

Our Mission

Attra was founded with a simple goal in mind: to offer high quality, Swiss Made timepieces at accessible prices to the masses. Our focus is not only on the purchasing experience, but also on the ownership experience. We want your Attra watch to last a lifetime, and so it shows in our selection of materials, movements, assembly process, and more. We don't use coatings/platings that will flake off, our high-grade steel will not corrode or tarnish, and our ingenious mechanical movements are not battery-reliant. Simply put, your Attra is engineered to last and we hope it will become an heirloom to pass on to future generations.

At Attra, we embrace this mentality in our wreath logo. Without an end on any side, the circular wreath stands for timelessness and longevity. We feel that our timepieces embody this spirit and will captivate you while providing a lifetime of enjoyable use.

Our Founder

Our founder, Lucas Bernstein, is a project management specialist, advisor, coach, and passionate watch enthusiast. His diverse career in project management spans a multitude of industries including automotive technology, hospitality, healthcare, IT, telecommunications, media, entertainment, and more.

Lucas holds multiple degrees and certifications, including Conteneo© Solutions Architect, Certified Scrum Master (CSM), Certified Scrum Product Owner (CSPO), and Project Management Professional (PMP), all of which lend themselves to the well-structured organization and execution of our business.