Veteran of the watchmaking industry Ed Margulies was fed up with the gaudy world of today's mainstream watchmaking, a showcase of wealth that didn't represent the love and craft of design. Following on from a period of poor mental health Ed wanted to flip the narrative within the industry, creating a brand that represented an openness to speak about mens mental health. A play on both the functionality of the chronograph and of the personality changes, Split was born.

Stemming from the concept of going in and out of focus within life, and understanding that an individuals mental health journey is in a constant flux which requires attention our brand world all aligned to this concept. From our typeface – Exposure by 205tf– to our photography and product renders all of our assets brought to life the idea of focusing through different visual techniques.