The Poetry of Time

At ASEF Watch & Jewellery, we believe time is more than the passing of hours.
Time has shape, color, and emotion - it reflects itself in moments, in memories, in what remains.

Our watches are born from a desire to hold onto the fleeting — with lines that calm, materials that carry meaning, and a design that doesn’t need to shout to leave an impression.

Each ASEF collection is an invitation: to mindfulness, to stillness, to elegance in detail. Whether in gold, leather, or fine mechanics - we don’t just create watches. We create frames for life. Because those who wear time consciously, wear it with style — and with a sense for what truly matters.

About the Founder

In his youth, Asef viewed the watch not as a marvel of craftsmanship, but as a symbol of quiet sorrow. To him, the ticking hands marked not progress, but separation - each second a reminder of how time can draw us away from those we hold dear. He refused to wear one, distancing himself from the measured world.

“Each ticking second seemed less a mark of time, and more a step away from the people we love.”
- Asef

It was not until his thirtieth year that Asef fastened a timepiece to his wrist for the first time. By then, life had shaped him into a poet - one who had come to see that time is not merely a sequence of seconds, but a vessel of emotion, memory, and presence. In his eyes, time could be felt, not just tracked; sustained, not merely spent.

Asef has published three poetry collections, works deeply rooted in this reflective vision of time. Select poems from these volumes have been translated and published in English, extending his voice to a wider audience. His journey transformed what was once rejected into something quietly revered - a personal revolution of meaning, design, and time itself.