ELEVATING TECH INTO LUXURY: THE WORLD OF GOLDEN CONCEPT

In a world where technology evolves faster than fashion, Golden Concept stands at the intersection of innovation and timeless luxury. The brand was founded in 2015 by Puia Shamsossadati, a Swedish designer and entrepreneur with a passion for transforming everyday tech into expressions of personal style. What began as a bold idea in a studio in Malmö has grown into a global design house, one trusted by celebrities, athletes, collectors, and tastemakers around the world.

This is the story of Golden Concept. A story about craftsmanship, daring design, and a relentless pursuit of quality.

THE VISION: REDEFINING EVERYDAY LUXURY

Puia started Golden Concept with a simple but powerful vision: What if your tech accessories could reflect your personality, your taste, your lifestyle, just like your watch or your car? Why should your iPhone, your Apple Watch, or your AirPods look like everyone else’s?

The idea wasn’t just to make products look expensive, it was to make them meaningful. To take the mass-produced and elevate it with materials normally reserved for the world of haute horlogerie and luxury fashion: 18K gold, carbon fiber, hand-stitched leather, titanium, and even precious stones.

From day one, craftsmanship was never a buzzword, it was the foundation. Every product would be built not only to look exceptional, but to feel exceptional. And that philosophy continues to drive everything we do.

CRAFTSMANSHIP THAT TRANSCENDS TIME

At Golden Concept, craftsmanship is the foundation, not an afterthought. Every product is designed and executed with precision, driven by a commitment to quality that transcends fleeting trends. This dedication is evident in the choice of materials and manufacturing techniques.

Our Apple Watch cases are crafted using aerospace-grade titanium, prized for its strength and lightness. Carbon fiber, with its bold texture and high-tech appeal, is another signature element, chosen for customers who demand distinction and resilience. For straps and details, we use a range of leathers, from durable cowhide and premium leathers to exotic skins such as python, crocodile, and alligator. These materials are carefully selected for their texture, durability, and how they age gracefully over time, adding character and individuality to each piece.

Each component is CNC-machined with exacting standards, hand-polished, and assembled in limited batches. This approach ensures every product is a unique work of art, blending tradition with innovation.

WORN BY ATHLETES AND ICONS

Golden Concept’s craftsmanship and design have caught the attention of some of the world’s most celebrated athletes and personalities. Our custom creations have been chosen by figures such as Lionel Messi, Cristiano Ronaldo, the Kardashians and Usain Bolt, to name a few. These individuals select Golden Concept not as endorsements, but because they recognize and demand the same values our brand represents: exclusivity, quality, and personal expression.

PARTNERING WITH SW AND SPORTS ICONS

Our collaboration with SW goes beyond design—it’s about connecting with athletes who embody excellence, ambition, and personal style. Together, we’ve been part of high-profile shoots featuring world-class sports stars like Vini Jr., Rodrygo, Chris Eubank Jr., Gianluigi Donnarumma, and Oleksandr Zinchenko.

Through SW, we reach a sophisticated audience that looks beyond trends to find lasting statements. These shoots feature our products alongside individuals who embody precision, performance, and personal style. Each image reflects Golden Concept’s commitment to quality and design built to stand the test of time.

BEYOND TECH: A NEW ERA OF DESIGN

Golden Concept began with a bold idea to treat everyday devices with the same reverence as luxury timepieces. What started with Apple Watch cases has evolved into a curated world of design-forward accessories, defined by precision, material excellence, and individuality.

Over time, our focus has expanded beyond tech. Each product is now a reflection of a design philosophy rooted in craftsmanship, not function. From carbon and exotic leathers to hand-finished metals, we create pieces that transcend function and become expressions of personal style.

In 2024, we bridged the gap between digital and mechanical with our first automatic movement. Swiss-made, shaped like an Apple Watch, and fully compatible with our existing cases. It marked a pivotal moment.

In 2025, we take the next step: the launch of our first standalone watch collection. These timepieces are born from scratch. No screens, no systems, just pure design and mechanical soul. It’s a natural evolution. And it’s just the beginning.

DEFINING THE FUTURE OF MODERN LUXURY

What began with transforming everyday objects into design statements has evolved into something greater. Golden Concept now stands at the forefront of a new era—where innovation, craftsmanship, and personal expression shape a bold and timeless aesthetic.

As we move into the world of traditional watchmaking, our vision remains unchanged: to create objects of desire that transcend trends and speak to those who lead, not follow.