One man Knaresborough business's rise to fame amid nostalgia for Casio watches
A resourceful young entrepreneur’s one-man operation in a Knaresborough flat now exports round the world after a TikTok video went viral.
Will Rushton, a 28-year-old based in Knaresborough, only set up his business to create handmade custom watches six months ago.
The inventive Will hand-assembles small-batch Casio Mods, then markets them against scenic Knaresborough backdrops, including the viaduct and the castle.
Earlier this year one of his memorable TikTok videos for the colourful, ultra-cool digital watches hit more than 100,000 views and drove a significant spike in orders - all from a one man operation in a Knaresborough flat.
"The inspiration was pretty straightforward,” Will said.
"I wanted to see if I could build something of my own while I was young enough to take the risk.
"The idea was to be my own boss and give it a proper go.
"The learning curve has been enormous but, so far, I’m loving the journey."
Originally from Bedale, Will went to primary school in Masham, secondary school in Bedale, sixth form college in Darlington and then studied at York St John University.
Nostalgia for Casio Mods is growing, in part, because they offer a highly customisable and affordable entry into watch collecting, allowing users to transform inexpensive, reliable, and cult classic watches into unique, high-end statement pieces.
What started as a hobby, is now Will’s full time business with more than 200 orders shipped across the UK and beyond.
In fact, his watches are now exported to every continent except Antarctica.
Among the most famous Casio Mods are the Casio AE-1200WH, a particularly popular base for "Casio Royale" mods, which often include custom stainless steel cases, leather straps, and modified, darker screens.
The Casio F-91W, which was first released in 1989, is also one of the most common, affordable and frequently modified watches with approximately three 3 million units produced annually.
Despite his handmade custom watches gaining national attention, Will is intent on remaining a one-man operation in Knaresborough.
"We’ve been in Knaresborough about a year and we love it,” he said.
"With any luck Knaresborough will be our forever home."
Information: https://bsotwatches.co.uk/