Our Inspiration: Timeless Design

How many times have you heard someone say, "they're not built like they used to be!" when referring to a product? You might think of houses, cars, shoes, and even watches.

Over the decades, watch styles have come and gone, but amongst collectors, certain models remain in high demand and are continued to be enjoyed by fans all over the globe. These models have stood the test of time because their design is timeless; they're classic.

But amongst enthusiasts, seeing the same designs refactored - and even copied - over and over again is fatiguing. How do we carry the torch forward? How do we create new classics?

Enter Attra and the Classic Sport: by drawing inspiration from watchmaking's most classic design elements and infusing them into modern sizes and form, we've created our first new classic; a versatile, dress sport watch whose design is unique, yet familiar and welcoming all the same.

Our Mission

Simple: We seek to create modern classics in the watch industry with designs that will captivate our audiences and construction that will stand the test of time.

At Attra, we embrace this mentality in our wreath logo. Without an end on any side, the circular wreath stands for timelessness and longevity. We feel that our timepieces embody this spirit and will captivate you while providing a lifetime of enjoyable use.

Our Founder

Our founder, Lucas Bernstein, is a project management specialist, advisor, coach, and passionate watch enthusiast. His diverse career in project management spans a multitude of industries including automotive technology, hospitality, healthcare, IT, telecommunications, media, entertainment, and more.

Lucas holds multiple degrees and certifications, including Conteneo© Solutions Architect, Certified Scrum Master (CSM), Certified Scrum Product Owner (CSPO), and Project Management Professional (PMP), all of which lend themselves to the well-structured organization and execution of our business.