From a sauna spark to a design statement: A decade of wild materials, bold ideas and unforgettable moments.
Ten years ago, Aarni began as a bold idea between three friends and a piece of curly birch. Today, it’s something more – a growing movement of natural materials, Scandinavian design, and meaningful stories.
Here’s a look back at our journey – not just milestones, but memories. The kind that shape who we are.
10 Years, 10 Moments. Told Just As They Happened.
The Aarni Yearbook
2014
Three friends. A sauna. And a wild idea: what if we made watches out of Nordic wood - especially Curly Birch?
Two beers and about an hour later, Aarni was born.
2015
The first watches and sunglasses saw daylight, and our online store launched in the summer of 2015 – in a hurry, naturally.
We picked up the first product batch ourselves. Turns out, a VW cabriolet can hold a surprising amount.
2016
Marketing? We dove in headfirst – and learned fast. We also hit the road, met people at events and heard, for the first time face-to-face, what Aarni truly meant to our customers.
2017
There’s no story without its uphill battles.
“Guys, we’re not getting through this.”
That was the gut feeling after selling a record number of watches in pre-sale—only to find out the entire batch had to be recalled due to a glass manufacturing defect.
Two months, hundreds of emails and countless long days later, we delivered new watches to every single customer. Hard lessons, solid trust – and only one way from there: forward.
2018
Strong relationships with our manufacturing partners have always been key. Visiting them regularly has helped us push the boundaries of using natural materials efficiently and responsibly.
Plus, those trips gave us a rare breather from the daily grind. The happy traveler of 2018 in the picture.
2019
City trees spark real emotion. The iconic linden trees of Mechelininkatu in Helsinki were cut down, and the public debate reached major media.
We rescued the best logs and turned them into our first Limited Edition timepiece – the Mechelininkatu Limited Edition. The response surprised even us.
Turns out, trees and stories carry serious power. The Aarni Limited Edition concept was born.
2020
Growth accelerated. We launched new watches and sunglasses, our online store was buzzing, and more retailers joined the ride.
That summer, Tampere got its own watch – Manse Limited Edition, crafted from the linden trees of Hämeenkatu.
We probably made an unofficial national record. 300 watches sold out in 21 minutes. Thanks, Tampere!
2021
Every serious brand needs a TV commercial, right? So we made one also.
Actually, we made two – the first didn’t quite hit the mark. But the second one did, and our 3-week campaign aired nationwide.
Lesson learned: always shoot twice.
2022
“So, Aarni... could you make bags with a shoulder strap?”
Our customers asked, we answered. The first elk leather shoulder bags launched at the end of 2022 – and became an instant hit.
Unique leather, compact size, elegant design. What’s not to love?
2023
Big moment. We joined forces with Finnish design icons: the Alvar & Aino Aalto heritages and award-winning designer Harri Koskinen.
The Aarni X Alvar & Aino Aalto watch collection was something totally new – and a heartfelt tribute to Scandinavian design heritage.
If you haven’t checked them out yet, now’s a good time by clicking here.
2024
More bags, more space. Capercaillies fight again.
As demand grew, so did our need for storage. Thankfully, the move was just two floors up – and twice the space.
In autumn, we reimagined one of Finland’s most iconic paintings as a watch: Von Wright Limited Edition.
2025
Ten years.
Aarni is no longer just a small startup with a wooden dream. We’ve found our voice and paved our path – sometimes uphill, but always forward.
We’ve been pioneers in bringing natural materials into everyday accessories.
Has it been easy? Absolutely not. But every step has been worth it.
To everyone who’s been part of this journey – thank you. We couldn’t have done it without you.
Aarni is a Finnish word for wild, untamed forest untouched by the hands of man.
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