Our Story

New Zealand Designed Watches & Accessories with Environmental & Social Impact.

Dawson Velma is ours. Cherie, Adam, Belen, Marco, Lucia & Valentino. Six simple people with a passion for living.

Our family was decimated by the children's mother having Breast Cancer, diagnosed at 31 in 2016. For three years, we struggled to punch through the trauma and uncertainty this caused. We had so much community support, but the most critical anchor through this time was our grandmother Velma Hope (1924). Velma showered our three children and us with love and kindness, passing in 2018. The Mental Health challenges to overcome our adversity are deep routed. There is no easy way to explain how you get through this time, other than having hope that better days are ahead.

In early 2020, we started our watchmaking & accessory project as a family, adopting daily creative time with our kids. Time is the one thing we cannot take back, so we used our imaginations and ideas, which aligned with our social and environmental impacts to bring our timepieces to life. Designing, then manufacturing every component, using only the best materials which would usually be out of reach for the everyday man, women, and family.

So, Dawson Velma was created in our living room. In Papamoa, New Zealand.The message to our community using our wearable works of art was 'take care of the moments, and the years will take care of themselves.’ Our designs reminding you to spend time on those you love. Our brand represents Hope - Strength - Courage. It is never too late to make a difference in the world.

This is a journey, not a destination.

"We don't compromise quality and comfort. From concept, design to delivery, our team is there every step of the way."

The inspiration for our products

We are you

The inspiration behind Dawson Velma is our Grandmother, Velma Hope. For nearly a century, Velma lived a life of significance. Her fundamental belief in continuous improvement, unlimited human potential, and family has now been passed through three generations. Time is a gift, and we know it! So, we wanted to carry on this legacy through Dawson Velma. It is a philosophy to strive for excellence while having a positive impact on our planet and community.

"We don't compromise quality and comfort. From concept, design to delivery, our team is there every step of the way."

Our Mission Statement

Dawson Velma is not just a brand; it is a message of Hope, Strength & Courage. There is only one thing more precious than our time, and that is who we spend it on. Our collections are designed by family – Combining craftsmanship, sophistication, fashion, and function. Wearable works of art, reminding you that if we take care of the moments, the years will take care of themselves.

Our Vision

To create unique timepieces and accessories that have positive outcomes for our community and planet.