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"Yes, that fits!" we thought, and after extensive research, we found the perfect product. Our wheel clocks in various color designs combine the love for cars and motorcycles with practical accessories for both men and women.
Founders of DriftElement
From a small idea at the kitchen table to a brand loved by over 140,000 customers worldwide – every milestone is a part of our story.
Max and Uwe come up with the idea for rim watches – unique timepieces with dials inspired by real automotive wheel rims. Prototyping starts in a kitchen and a kids' room.
The first DriftElement watches are launched online. The response from the car community is overwhelming – the first batch sells out within days.
DriftElement introduces its first watch specifically designed for women, expanding the collection beyond its original men's line.
Launch of the custom configurator: customers can now have their own car rim recreated as a unique watch dial.
Introduction of the first automatic watch model with a Japanese Miyota movement – a major step in product quality.
DriftElement closes the year with over 20,000 watches sold – a milestone that exceeds all expectations for a brand barely a year old.
What started as a two-person project grows into a real team. New hires join for production, shipping, and customer support.
Max and Uwe travel to Dubai for the first professional brand photoshoot – capturing the watches against the backdrop of supercars and skyline.
DriftElement expands beyond watches with hoodies, t-shirts, and polos – building a full automotive lifestyle brand.
DriftElement exhibits at its first automotive trade show at the legendary Nürburgring – meeting fans and customers face to face for the first time.
Launch of the premium Swiss line featuring the renowned Sellita movement – combining German rim design with Swiss watchmaking precision.
The customer base more than doubles in 2022, reaching 45,000 customers across 20+ countries.
DriftElement invests in its own painting facility, enabling custom color finishes and higher quality control for every watch produced.
Invited back to Dubai for an even bigger production – this time with exclusive supercars and luxury venues.
An epic road trip to the northernmost point of Europe – Norway's North Cape – documented for social media, pushing the brand's adventurous spirit.
DriftElement's social media presence explodes, reaching half a million TikTok followers and 100,000 YouTube subscribers.
The TikTok community continues its rapid growth, with watch-making behind-the-scenes content going viral.
To celebrate three years, DriftElement releases the Ice Out collection – a fully iced-out luxury edition. The golden Ice Out watch sells for €14,500.
Instagram becomes the brand's strongest visual channel, reaching a quarter million followers with daily automotive lifestyle content.
DriftElement crosses the six-figure customer mark, now shipping to over 30 countries and establishing itself as a globally recognized brand.
DriftElement exhibits at the Essen Motor Show, one of Europe's biggest automotive events, with a dedicated booth and live watch customization.
The YouTube channel, featuring behind-the-scenes manufacturing and car content, hits 400K subscribers – one of the largest watch channels in the German-speaking world.
DriftElement announces its first-ever advent calendar – a 24-day experience packed with watches, accessories, and exclusive surprises.
Release of the Dodecadon – a bold 12-sided motorsport-inspired automatic watch that pushes design boundaries further than ever.
DriftElement closes the year with a community of over 140,000 happy customers and more than 2 million social media followers combined.
DriftElement announces exciting new product lines for 2025 – including new limited editions and collaborations with motorsport legends.
With a growing team, new designs in the pipeline, and a passionate global community, DriftElement's best chapters are still being written.
