Lucie Loves… Accessories // Introducing Shore Projects – a watch brand inspired by the beauty and fun of the British seaside


I first heard about these guys last summer, I think an email flew into my inbox and the name must have imprinted itself somewhere inside my busy little brain. However, it wasn’t until early 2015 that I spotted the Shore Projects concession on the first-floor of Westfield London, and the stunningly simple designs sparked a little excited memory in me. 

Shore Projects was the brainchild of a group of friends who one day noticed that none of them actually wore a watch, their ambition was to create something timeless (excuse the pun) that would be worn everyday. Hearing that they were inspired by the seaside made me rifle around in the depths of my photo library and pull out a couple of shots who - to me - are the epitome of British seaside. Donkeys, foil union jack windmills, novelty train rides and sand between your toes. 

If you lean towards vintage-inspired fashion or accessories then you too will probably be a big fan of their Italian leather straps and clean-looking watch faces. They are also waterproofed to 100m… for those of you who aren’t precious about getting watermarks on tan suede (ahem!) 

They’ve also partnered with the Marine Conservation Society. For every watch sold Shore Projects donate £1 to MCS to help support the beaches the beaches of our childhood summer holidays that we all love so much.

Take a peek at their online Lookbook and try and decide whether you’re a more Poole or Portland kind of guy… or gal - after all, these watches are unisex and are available with a wide variety of colourful interchangeable straps to customise your wrist wear to match your outfit

Shore Projects watch prices start from around £115 with straps in various colours and materials available to buy separately from £20 for the classic style. They’ve built up a huge Instagram community of #ShoreProjects fans - so if you’re spoilt for choice, take a look at how they’re wearing theirs to get an idea of colour combos that pack a punch.

I hope you like them as much as we do.

Photography © Lucie Kerley