The founders of the brand began talking about watches way back in April, 2010 and finally launched 3 months later after an incredibly difficult and daring journey. We were The Swap Watch. Now a big team expansion and 1,000 watch names later, we're known as Modify Industries, Inc. But you can call us Modify Watches. Or Modify. Or Shirley!

They have two core principles that impact everything they do:
They do not want your purchase to be another transaction, they want it to be the start of a relationship. They expect you to tell us what to do better, and you should expect an awesome product with even better service.

They are pretty good at watch design; but they are even better at listening. Fans told them to make the watch water-resistant and to add a second size - so we did. If you check out our Facebook page you’ll quickly learn that they’ve told them every design to create as well.

They have a thriving Facebook community. Their ModiFamily does not just "like" us; they engage and tell us what designs to produce next. They won't stop creating Modify Watches until you complete your collection. Even if that means you really want a green/purple/orange watch. Which might be the only objectively ugly color combination.