Alato

Founded in 2023 near Gothenburg in Sweden, ALATO is a microbrand with a story rooted not in marketing strategy, but in something more personal. The name Alato comes from a childhood moment when founder Pierre Strömbäck tried to say “I love you” and instead pronounced it as alato. Years later, that innocent mispronunciation became the perfect expression of the brand’s ethos - a sincere love for watches and the craft behind them.

Pierre’s path to watchmaking is shaped by a lifetime of fascination with mechanical objects. His appreciation for watches traces back to when he inherited the watch collection from his deseased grandfather who was also a watch enthusiast. It was through this personal connection that Pirre's interest in watches first began, later developing into a deeper passion for horology.

Before founding ALATO, Pierre spent years immersed in the world of watches - studying, collecting, and tradingthem. He began designing his first watch in 2022, and after six months of development, completed a piece he truly believed in. That project went on to form the basis for ALATO’s official launch the following year, introducing the Arvet as its first model.

With a background in architecture and civil engineering, Pierre brings a structured, design-driven approach to his watches. This influence is evident in ALATO’s collections - from the use of the geometric Reuleaux triangle in the Arvet, to the Timescope, whose form and function draw inspiration from telescopes.

ALATO watches are designed in Sweden and produced in a well-regarded manufacturing facility in Asia, known for its high level of finishing and solid construction. The same facility is used by a number of microbrands and established watch companies alike, with its output consistently praised for its build quality. This partnership allows ALATO to deliver solid, well‑constructed watches at an accessible price, without compromising on craftsmanship.

Quality control is taken seriously. A third‑party inspector reviews the production and apart from the manufactoring facility's own quality checks, Pierre himself performs an additional round of inspection of their watches. It’s a meticulous process that reflects the brand’s commitment to reliability and quality.

As of now (14-April-2026), ALATO’s collection includes three thoughtfully designed models:

• Arvet - A dressy sports watch designed for everyday use.
• Timescope - A futuristic everyday piece inspired by telescopic instruments.
• Ögonsten - Their latest addition to the collection - an elegant, everyday dress watch.

Each model carries the brand’s signature blend of engineering influence and Scandinavian design sensibility. Despite its young age, ALATO is beginning to shape a clear identity, defined by authenticity, a sincere passion for watchmaking, and a commitment to offering strong value for money.