The Story Behind AJAL – When Time Becomes a Journey

AJAL is not just a watch brand. It is an idea born from two minds, two hearts, united by the same values. One couple , one vision : to give meaning to every passing moment .

It all started with a simple thought: Why do we wear watches? To tell the time? Sure. But today, our phones fulfill that function. So why choose to wear something on our wrist every day?

The answer came from our history, our culture, our faith: because time is a responsibility . A precious resource that can never be regained. In the Arab-Muslim tradition, time was not simply measured. It was felt . The sun, the shadows, the stars: each natural element was a landmark. And in this majestic environment that is the desert, the camel was the very symbol of the mastery of time . Step by step, calmly, it advances. Without ever rushing its course.

We wanted AJAL to be a tribute to this vision: time respected, mastered, honored . Each AJAL watch is thus designed to recall this spiritual and cultural dimension of time: the Arabic numerals are present as a nod to our heritage, the sobriety of the design as an echo of the nobility of the desert, and the diversity of the models to reflect the stages of a personal journey.

But AJAL is also a human adventure. Creating a brand as a couple means deciding to build together, to share the same direction, the same pace. Like life's journey, AJAL is a journey together, guided by faith and the desire to share.

AJAL , in Arabic, means "the appointed time, the end of life." This name is anything but trivial. It reminds us that our time is limited, that every second has an end. But far from making us anxious, it pushes us to live each moment with lucidity and gratitude .

So if you wear an AJAL watch, know that you're not just wearing a watch. You're wearing a vision, a tribute, a landmark. You're moving with time. Not against it.

AJAL – Every second has meaning.