Scan Magazine
Design |
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Mockberg
Elvira Eriksson, founder of Mockberg.
The perfect women’s watch to complete your outfit Mockberg’s beautiful handmade watches for women perfectly suit the female wrist. On her journey from emerging designer to social media hit and international success, award-winning founder Elvira Eriksson has kept the focus on creating watches and jewellery in precisely that perfect fit. By Malin Norman |
Photos: Natacha Uljanic
Swedish brand Mockberg was established in 2014 by Elvira Eriksson. She wanted to expand the Scandinavian fashion aesthetic to classic and timeless watches – in particular watches for women. Since then, Eriksson’s collections have been named in Vogue, Elle and Kinfolk, and the company has grown steadily every year.
the market. She decided to take matters into her own hands and design a watch herself. “At that time, watches were boring and old-fashioned, especially watches for women, which were just a version of a male watch but with a different face. The whole industry felt outdated, actually; nobody had made an effort to design great women’s watches.”
Only 20 years old at the time, Eriksson was looking for a classic, feminine watch for herself – but couldn’t find anything on
With a keen interest in US fashion, Eriksson had an eye for design and the watch that she intended just for herself
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Issue 145
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August 2022
created a bit of a stir. The watch was designed like a bracelet to fit comfortably on the wrist, and ultimately to complete an outfit. “People literally stopped me on the street and asked me where I got the watch from. So, I decided to set up a brand, contacted potential suppliers and started selling my watches to others.” The first watch becomes a viral success Eriksson’s vision was to create the first watch brand for women and to challenge an otherwise traditionally male-dominated industry. The first collection of 100 watches sold out instantly, and people were enthusiastically sharing images on social media. “It’s really fascinating how Mockberg’s first watch became viral on social media, without any PR or marketing from our side,” says Eriks-
