WeWood is the baby of an Italian shoe dude who loves watches, and two eco-smart entrepreneurs with a crush on the environment. Their goal is to fashion wooden timepieces from mostly scrap-wood using state-of-the-art Miyota movements for the guts, resulting in a unique watch that's handsome, earth-friendly, and splash-proof. Their first timepiece was designed in 2010 in Florence, Italy catering to the widespread craving for newstalgia and eco-friendly ethos, with an avant-garde approach to sophisticated sustainability. Shortly after, WeWood opened a branch in Los Angeles, CA and teamed up with tree-planting-partner, American Forests. With this happy pact, the goal is to help restore Mother Nature, one watch at a time, by planting a tree for every WeWood purchased.