The latest accessory trend to hit Cairo is the new watch brand WeWood. Officially launched in Amuse, the Zamalek-based concept store that has become a beacon for a lot of trendy happenings this year, the watches are growing into a surprising success with audience and customers alike. Designed and made in Florence, WeWood watches are made from recycled wood, scrap wood that's been previously used in the production of goods elsewhere. The concept is simple, the design even more so. A classic watch with wide links and standard classic face and bezel are all made from wood, and the charming almost toy-like sensibility to the whole thing adds a new meaning to modern cool. The company also states that the wood is produced in the watches is absent of “artificial or toxic material.” If so, critics who blame the global fashion industry for being environmentally destructive should take a backseat, WeWood plants a tree for each watch sold. The watches come in two styles, classic analog and chrono. The classic analog are unisex and the wood, be it maple and beige, ebony black or red wing celtis brown, are subtle variations on the gaudy eye blinding trend watches of late and the brazenly colored plastic watches of last summer. The trendier and perhaps more masculine of the two styles are the chrono which come with an alarm and stopwatch, and dim backlight to facilitate reading the time. The classic analog watches retail for LE 795 whereas the chronos retail for LE 850. Celebrities as hip as Ke$ha have been spotted touting them, as have the suave and elegant Liam Neeson and Kate Winslet. The wood watches are a trend I'm betting will be a summer and fall hit. They're classic, elegant, cool. Seeing as the Florentines started it, I'm having whatever the fashion forward Italians are having. I wood, woodn't you? WeWood watches are available in Amuse concept store; 15 Ismail Mohamed St., Borg Jeddah Zamalek, Cairo,Telephone: 202-27372344 or +202-27372345 and Beymen; Four Seasons Nile Plaza, Garden City, Cairo. You can also email [email protected] to order your watch for same day delivery service, paying cash on delivery.
