Telling Time: The Story Behind Montréal’s Lacité Watches

Casios; Swatches; or even grandpa’s well-worn Timex. The story begins similarly for so many of us who find a passion in watches. It might not happen immediately, but as time goes-on, the idea of keeping it on your wrist grows into an obsession. A means of self-expression.

For Fred and Olivier, the dynamic co-founders behind Lacité Watch Company, the story begins much the same. From those humble beginnings, and through decades of creative expertise, a watch brand was born, with a debut piece – the Lacité Urbanite GMT – that blends art, horology, and urban travel in a way that just feels so authentically… Well, Montréal.

I had the opportunity to join Fred and Olivier for a conversation recently, shortly after they had the pleasure of announcing that the pre-sale for their debut Urbanite GMT watch had completely sold-out online. Needless to say, their watchmaker here in Montréal – a seasoned Rolex technician – has been busy as of late. We talked about everything from the thoughtful design language of their new Urbanite GMT to the stories behind the emerging Canadian brand. More importantly, perhaps, we talked about their community partnership with Dans La Rue, a non-profit organization based in Montréal whose work supports the needs of those living in poverty.

The Origins

Like all great brands, Lacité was founded on a clear vision; One that encapsulates the co-founders’ desire to bind together urban art, community, design, and travel. With diverse backgrounds in branding, marketing, and entrepreneurship, and a shared affinity for urban lifestyle, Fred and Olivier first felt inclined to spotlight artists and creators from around the world. The question was: How?

Fred: “We liked the idea of working globally, and the concept of cities came in as a way to achieve that. [Cities are] a way to tell stories, […] and each one has a different vibe and personality. But it’s a challenge to transmit that into an object”

To work in branding is to consistently bring other people’s visions and products to market. For Olivier, it has been a years-long dream to be able to design, create and market a product of his own, and so when Fred approached him with the idea of bringing their artistic vision to the world of microbrand timepieces, that dream began to take shape. 

Olivier: “At first, we thought about collaborations with artists themselves, but then we realized that cities hold architecture, art, craftsmanship and so much more. It became a playground for us… to discover new places, meet people, and tell stories. The first watch being a GMT made sense - it ties directly to travel. We started with Montréal because it was comfortable, but future Lacité models will explore other cities.”

Olivier is referring to their Limited-Edition Urbanite GMT ‘Montréal’ model. A sleek, 40.5mm brushed stainless steel piece using the same Miyota 9075 True GMT Japanese movement as the rest of their Urbanite line up. A subtle nod to the city of its inception, the watch is tastefully designed with red accents on the dial, hands and bezel, and even features ‘YUL’ text in-place of the 31st date script at the 3-o’clock window. The Limited-Edition ‘Montréal’ Urbanite is accompanied by two other non-LE colourways: Emerald Green and Slate Black. Each watch includes two different straps in the box.

The Identity

Setting out to create a themed timepiece, let alone any timepiece at all, is no easy feat. Certainly, you can just stamp a logo on it, label it as a Limited-Edition, and call it a day, but Olivier and Fred saw their Urbanite Montréal as more than just a themed watch; They wanted it to capture the essence of the city that shaped them.

Olivier: “We wanted grit, vivacity, and something refined. There are subtle elements within the design, like typography made by a Montréal studio, and red accents inspired by the city. But overall, it’s more of a feeling. We wanted to avoid making something that feels like a gift shop watch.”

The feeling of Montréal that Olivier mentions is special. It isn’t like other cities in North America. There’s a permeable sense of culture that seamlessly blends into each of the city’s nineteen boroughs; A culture built on its love for having lunch on a terrace in July, or riding a Bixi bike to work each morning, and stopping to get a latte at one of the many local coffee shops. And to be able to capture that feeling in an artistic accessory like a timepiece is special in and of itself.

Olivier: “Montréal is energetic, and rugged. We ride bikes, we move around - we’re physical. We wanted a watch that reflected that. That led to a more rugged case, simple lines, and even an oil-pressed gravel texture on the dial representing the streets.”

The Timepieces

To expand on the watches themselves, the entire Urbanite GMT line up is powered by a Miyota 9075 True GMT Automatic, a premium, high-beat, 24 jewel traveler’s GMT movement introduced by Miyota in 2022. The movement includes an independently adjustable hour hand when the crown is pulled to position 1 (for your local time zone), and features a 42-hour power reserve, making it a natural choice for anyone who frequently works or travels between two time zones. And their highest-priced piece – The Montréal LE – retails for a reasonable $799 CAD.

Fred: “We chose Miyota’s premium line because we wanted the best reliability and quality at that price point. Even our watchmaker, who usually works on Rolex, was amazed by the quality.”

What is most appealing about the Urbanite GMT line-up is the fresh design language it sports. It's a contemporary take on the historic GMT tool-watch that nearly any watch enthusiast can appreciate. A clean, sport-oriented case design, that trades the beefy rotating bezel found on traditional GMTs for a clean 24-hour rehaut. Arabic numerals are featured at the 12-, 6-, and 9-hour indices for legibility, with everything you need being illuminated by Blue BGW9 Swiss Superluminova. Without trying to sound overly cliché, Lacité’s Urbanite truly is the perfect middle-ground between form and function.

When looking at the company’s debut line up, it’s clear that every detail comes from purpose and precision. With the overall design and parts-sourcing process taking a little over two-years, it's hard not to appreciate the craftsmanship behind the Urbanite GMT. It feels almost personal.

Olivier: “[Early on], we had issues with finishes and reflections, so we had to redo samples. Each change takes time - you can’t go back and forth too much. But we chose to be perfectionists. We could have done it in half the time, but we wanted it right. At one point, we scrapped an entire case design and started over.”

The Culture

As with any small business, there’s a certain sense of culture that remains intertwined with the product, and even more deeply intertwined with the brand itself.

When I say that Lacité’s product feels personal, I really mean it. There is intentionality behind it that you can feel just by speaking briefly with Fred and Olivier. That’s partially why I wanted to pursue this piece in the first place. For them, Lacité is not merely a consumer product. Instead, it is a catalyst for culture; And with that comes responsibility.

I asked them about their partnership with Montréal’s Dans la Rue non-profit organization supporting those in the city living in poverty, where for every Limited-Edition Montréal Urbanite sold, Lacité donates $25.

Olivier: “Watches are a luxury piece, and people buying them often have money to spare. At the same time, there’s poverty in the city - it’s visible. It felt honest to give something back. If we can help, even a little, and it aligns with the brand, why not?”

Fred: “I lived near [Dans La Rue] and have supported them for years. It was natural to work with them. We’re lucky to do what we love, so giving back is important.”

The Future

After speaking with Fred and Olivier for this piece, the question on my mind isn’t “will Lacité succeed”. Their vision is clear-cut, the debut piece has sold-out in pre-sale, and a successful future feels like it is taking shape. For me, the better question is “where they will take it from here?”

Fred: “There’s still a lot of space to grow. Many people don’t wear watches. Microbrands feel more like cooperation than competition. If we all make great products at fair prices, more people will get interested.”

“We hope one day we can live from it, but the goal [right now] is to do it right.”

Olivier: “The industry has been democratized - access to movements is more open. We want to give people access to quality watches with personality. We want to stay true and not chase quantity.”

“We’ll see where it goes. It’s a passion project. We’re curious about where we’ll be in a few years.”

When I decided to breathe new life into Uncommon Culture, I found myself thinking long and hard about a slogan that would best represent the blog’s identity. But I quickly realised it wasn’t about slogans; it was about a mission.

I needed a mission statement. I’ve always loved telling stories. Stories about people, stories about my passions and my interests, and stories about culture. Stories that will make people feel something that they might otherwise overlook. At that point, it felt natural:

“Stories worth discovering, are stories worth sharing”

When I had my first meeting with Fred, I knew immediately that Lacité was going to be Uncommon Culture’s first story back since 2018. Because it felt like more than a watch brand. It felt like an embodiment of culture. A company built by great people who want to share art, creativity, and stories through their own outlet. And what better way to do it than through the iconic wristwatch.

My conversation with Fred and Olivier was the first time they’d spoken publicly about their work behind the scenes building Lacité, and I feel honoured that I was able to share their story here on Uncommon Culture.

If you’d like to show Lacité your support, or learn more about the brand, head to any of the above hyperlinks, or click here at www.lacitewatches.com

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