Despite the many companies under his name, Izham’s enduring focus and lasting love is MEM Watches (pronounced as meem, named after the Arabic letter, the first letter in the Jawi spelling of masa which is Malay for time), a company he started 10 years ago. For the niche counter-culture fans in Malaysia, the brand might be a familiar name to you. But for the rest, MEM Watches is a proudly Malaysian watch brand that has been crafting unique timepieces since 2014.
Carving a niche
Their uniqueness lies in their counterclockwise orientation, or as MEM calls it, +clockwise (positive clockwise). “The principal [behind +clockwise] is that everything in the world flows from right to left naturally. Your blood circulation, your cell movement, the earth’s rotation. And even in [Islamic teachings], we were taught to start everything from the right. So we questioned, if everything naturally flows from right to left, then why do we choose to read our watches from left to right?”
The +clockwise label is stamped on every MEM watch dial, reminding wearers that the watch on their wrist isn’t just a normal piece. Combined with the use of Arabic numerals, which are also read from right to left, MEM Watches carved a niche for themselves in the unconventional watch market.
“MEM Watches was born out of a desire to create something innovative and to connect with a new generation of watch enthusiasts,” Izham says. “It all started with a university talk where one of the lecturers discussed the right-hand rule [in physics], which led to an intriguing conversation about time and directionality. This lecture sparked my interest in unconventional thinking, and the lecturer eventually became one of my partners in a brand I co-founded before MEM Watches. This experience laid the foundation for my passion for creating timepieces that challenge traditional norms, ultimately leading to the birth of MEM Watches.”
Building MEM Watches
Before MEM, Izham founded two other watch brands, which were DUCT (standing for Do Unclockwise Timing) and Hijra Timepiece. DUCT didn’t take off as planned, and while Hijra Timepiece did see success, Izham had to make the difficult decision to part ways with the brand. But what came after was MEM, which received commercial success both locally and globally. “After leaving Hijra Timepiece, I founded MEM Watches with a focus on exporting and targeting a younger audience, specifically young working adults.”
Izham took a chance on the younger audience being more receptive to designs that were distinctly different – and this approach paid off. In just a couple of years of operation, MEM Watches outgrew Izham’s home-based office into the rest of the world, cinching partnerships and distributers in several countries, including Japan, UAE, Vietnam and Nigeria.
The MEM Kazu – Kanji model is Izham’s favourite, a model that uses Japanese kanji numerals instead of Arabic. Together with the normal watch face, MEM has released models with three unique numbering systems across its history.
“We are the pioneer [for counterclockwise watches]. Now there are a few other brands doing it, but we are the pioneer. The proudest moment for me was in 2019, when Hublot released a counterclockwise watch using Arabic numerals. We thought ‘wow, they must have been inspired by what we were doing!’” Izham laughs.
Navigating the highs and lows
That same year, 2019, saw some of MEM’s highest highs and lowest lows. That was the year Izham chose to grow the brand aggressively, opening several physical retail stores across the country, from their HQ in Cyberjaya to presences up north in Penang and down south in Johor.
But not even a year later, the COVID-19 pandemic struck and the first MCO was enforced, bringing with it uncertainty and huge business planning challenges. “[The MCO period] was especially challenging, as it led to the closure of 13-14 physical stores and significant losses. Over the past four years, we have been working hard to recover, focusing more on online sales and maintaining just one physical store in Bangi. This shift has been crucial in getting back on track and adapting to the evolving market,” Izham explains.
In their early days, MEM was producing watches almost entirely in Malaysia, aside from their movement which was created in partnership with Citizen Miyota. But the economic climate wrought by the world shutting down required them to pivot away from that. “Even our suppliers in China could not meet our demand as most of them switched to supplying pandemic necessities like masks,” he says.
And though Izham also switched business strategies at the time, starting the on-demand grocery delivery service RUN-cit, he never gave up on MEM Watches. “MEM is my passion, that’s why it’s survived this long and despite the challenges,” Izham admits.
10 years on: the MEM Deca
“We used to release at least one model a year, but since 2019 we haven’t been able to launch anything new – until now. 2024 is the right time to take a gamble once again.” And the significance is in the fact that MEM Watches celebrates its tenth anniversary in 2024.
To commemorate this, Izham is launching the brand’s first new model in five years, the MEM Deca watch. The MEM Deca features a 40-mm case, a first for the brand, and an octagonal silhouette, also a first for MEM whose round cases have become almost synonymous with the name. The Deca is a milestone launch and a renewed first step for this Malaysian watchmaker, whose ultimate goal is to regrow its reach across the globe and strengthen its ties with its community of fans.
“Our customers are waiting. We have a customer in Brunei who has collected nine different MEM Watches, and he keeps asking when a new one will be available. I think he’ll be happy to hear about the MEM Deca,” he says. The MEM Deca was launched this past 24 August 2024, and comes in a limited 300-piece run – 100 pieces for each of the three dial colours (Eclipse, Cobalt and Jade) available.
On Malaysian watchmaking and the future
As one of the few Malaysian-born and owned watch brands, I was curious to know what the label ‘Malaysian watchmaking’ could mean to Izham. “To me, [it] signifies a growing and unique segment of the watch industry that combines local craftsmanship, cultural influences, and innovative design. It represents a blend of tradition and modernity, with an emphasis on creating timepieces that reflect Malaysia’s diverse heritage and contemporary aesthetics,” he answers.
And the launch of MEM Deca is just the start in Izham’s plans for his company as he carries on the mantle of a Malaysian watchmaker. “Our vision for MEM Watches has always been to create timepieces that challenge the conventional way of telling time while embodying a unique cultural identity. When we started, our goal was to offer something different – a watch that not only told time but also sparked conversation and resonated with those who appreciate the fusion of tradition and innovation,” Izham continues.
“In the future, you can look forward to MEM Watches continuing to push the boundaries of watch design and technology. We plan to introduce new collections that blend traditional craftsmanship with modernity. Expanding our collaborations with other iconic Malaysian brands and exploring international partnerships will also be on the horizon. Overall, MEM Watches is committed to delivering exceptional products that celebrate Malaysian heritage while embracing contemporary trends,” Izham vows.
“Now, 10 years on, we’re proud of what we’ve accomplished, but we’re not stopping here.”
Learn more about the new MEM Deca watch here and follow MEM Watches on Instagram for more updates on their future.
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Photography: Imran Sulaiman