Our Story


What is your dream? What are you passionate about? At some point, most of us reach a crossroads in life and wonder where we’re headed. A moment of enlightenment might change us forever, and that’s how it was for our founder.


For many years, James had dreamt of becoming a watch designer. Somehow, though, he’d never quite summoned the courage to risk the stability of his everyday life and step into the unknown. However, in 2017, something happened to set him on a new path. Our founder decided to escape his life in Sweden for a while and set off for Iceland, a country he’d long wanted to explore. As a keen photographer, he hoped to capture some of the beautiful scenery and forget about the greyness of life back home.


One morning, feeling energized by the landscape and his new sense of freedom, James set off into the fresh Icelandic countryside. With a drone camera in hand, he walked through a lush green mountain range towards the famous waterfall Seljalandsfoss.

On the path toward the waterfall James crossed paths with a stranger, a traveler from France, and it soon became clear the two had a lot in common. Driven by a thirst for adventure this lady had boldly quit her job to travel the world. Perceptive and wise, she gave some inspiring advice.


“James, our time is limited. You should do what you love, do what you are passionate about. Chase your dreams and don’t be afraid to fail. In the end, we only regret the chances we didn’t take”


These words stuck in the mind of our founder. He resolved to break the mundanity of his everyday existence and chase his dreams. He’s still following those dreams and sharing his zest for life with others. Now a watch designer, our founder also shares his time – and time, as you know, is precious.



More than just a brand, the James Noble name symbolizes a passion for creativity and design. Made with meticulous attention to detail, our timepieces are always functional—always beautiful. True to our Scandinavian roots, our watches are minimalistic and easy on the eye, while still remaining smart enough for formal wear. James Noble timepieces have a clean, elegant look with a hint of modernity.


Our inspiration comes from the clean and modern lines of Scandinavian architecture. A visit to Danish architectural mecca Orestad cast its spell on our designs from the very beginning. The streets of West Amager, with its eclectic mix of Nordic nature and urban innovation, continues to spark our imagination and inspire our designs. The glass and steel, pure lines and down- to earth Nordic colours of these buildings are reflected in all our watches.


We use only the highest quality materials, whether it’s the sapphire crystal through which you view the time, the genuine leather strap on your wrist, or the stainless-steel casing that gives durability and exudes class. Amid life’s transience, our watches provide permanence. We hope your watch inspires you to make time for the things you love.

The Leather Strap


When you own a James Noble timepiece you’re never tied to a single idea. Just as you might change your wardrobe, you can alter the look of your watch. With a simple mechanism you can easily switch straps on any of our watches, letting you make each one unique.


The separately available straps are made from genuine leather. They come in black or varying shades of brown and include a complementary silver or rose gold-plated brace. With a James Noble watch, you’ll be whoever you want to be.

Why James Noble?

Our aim is to make watches that transcend functionality and style. They should say something about you, your philosophy and what you stand for. We want to encourage you to appreciate time and spend it wisely. To do that, you must first be aware of it.


What about the name on the watch? Well, James is just a guy chasing his dreams. The word “noble” is an adjective as well as a noun. One meaning of the word is moral, generous and virtuous. Another definition refers to an item of superior quality, which is an apt portrayal of a James Noble watch.

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