Alpha Way was founded by Carlos and Ryan. It started the way most good ideas do — with an obsession Carlos couldn't ignore. Ryan has always been fascinated by watches: the mechanics, the design, the way a single piece on your wrist can say something about who you are.

What began as a shared interest between the two of them turned into something bigger — a store built around watches they'd actually want to wear themselves, sold at prices that don't rely on the usual boutique markup.