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The Pacific Coast Highway

A new watch inspired by the world's most iconic road.

PROTECT THE PLACES YOU LOVE.

Lōcī builds watches inspired by special places. We’re a mission-driven brand — the only watch company contributing 10% of all sales to non-profits that protect endangered places and fragile environments. Together with our customers and non-profit partners, we’re stepping up for places that matter. Because without purpose, a watch is just steel and glass.

Lōcī is based in Los Angeles, California. All our watches feature Swiss movements and they're designed, assembled, inspected, and individually tested in the USA.

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Lōcī's first watch

THE PACIFIC COAST HIGHWAY

Sand, sea, and a magnificent strip of asphalt at the edge of the continent. The California coastline is a mythical place traced by the world’s most iconic road — the Pacific Coast Highway. To locals it's simply “The PCH”. The Spirit of Place here probably inspires more songs, books, movies, vacations, road trips, and long-distance moves than just about anywhere. The PCH runs the length of Lōcī’s home state and serves as the perfect inspiration for our first line of watches.

We've created a contemporary sports watch with three dial designs representing the coastline's beaches, the Pacific Ocean, and the highway itself. All feature Swiss automatic or quartz movements, sapphire crystals, 100-meter water resistance, and are designed, assembled and individually tested in the USA.

Pacific Coast Highway

BIG SUR

Big Sur. A hundred miles of sheer cliffs, crashing waves, rocky coves, narrow canyons, and towering redwood forests from Carmel to San Simeon. The Santa Lucia Mountains seem to rise straight up out of the deep blue Pacific. There's no mistaking you're on the jagged edge of the continent here.

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Pacific Coast Highway

MONTEREY BAY

Few places in the world can match Monterey Bay for the beauty, diversity, and importance of its marine ecosystem. Sea otters tend to steal the show here, but the Bay’s dense kelp forests and nutrient-rich waters make it a haven for everything from microscopic plankton to 50-ton blue whales. The bay is also a living laboratory, serving as a global hub for advancements in scientific research and deep ocean engineering.

Pacific Coast Highway

SURFRIDER BEACH

Generations of surfers have caught their first waves here, making their first turns alongside some of the sport’s all-time greats. Surfing beaches like this are a big part of what people think about when they picture the Southern California coast. This is also the birthplace and namesake of our non-profit partner, the Surfrider Foundation, a leading-edge conservationist organization.

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Testimonials

See what people are saying

★★★★★

A home run for a new watch company...I absolutely love the way it feels on the wrist.

Carlo T.

Los Angeles, CA

★★★★★

I appreciate the fact that they're designed and assembled in the USA, plus the partnership with the Surfrider Foundation should resonate with all water lovers.

Michael D.

Austin, TX