This investment will fuel the development of UNA Watch’s innovative, repairable modular GPS sports watch, designed to challenge industry giants like Apple and Garmin.

The investment, from London-based SFC Capital, is a rare win for consumer hardware – a notoriously tough sector for early-stage funding – and will fuel the development of UNA Watch’s patent-pending technology ahead of its Kickstarter launch in March.

SFC Capital has backed other well-known UK startups including Fussy, Easy Guide, and Hope and Glory.

UNA Watch, which also won the £100,000 top prize from Scottish EDGE last year, is pioneering a new category of sustainable smartwatches, allowing users to repair, replace, and upgrade components instead of discarding entire devices. The innovation aligns with the growing Right to Repair movement and addresses the mounting e-waste crisis, with 62 million tonnes of consumer electronics discarded annually.

Investment in consumer hardware has been in decline in recent years, falling 50% in 2022 across Europe, and further still in 2023 as investors favour B2B software. However, UNA Watch has turned the tide by demonstrating the power of its modular design in person. 

Founder Lewis Allison, an experienced electronics engineer and former chief technology officer of wearable golf tech brand Shot Scope, explained how getting the tech into the hands of potential investors, where they could “try it like LEGO” was the key moment. 

He said: “We knew getting funding for a consumer hardware start-up was incredibly difficult, but when we placed our modular watch in front of SFC Capital, everything clicked. They assembled the components like LEGO, instantly realising the potential. By the end of the meeting, we had our investment interest.”

UNA Watch had already generated revenue through early industry contracts, including a six-figure deal with IHF Digital Limited for fatigue monitoring, which provided crucial early traction. The pre-seed investment from SFC Capital now accelerates the consumer launch of UNA Watch’s GPS-enabled smartwatch, designed to compete with the biggest names in fitness tech.

Ed Stevenson, of SFC Capital, said: “Consumer tech is an incredibly saturated space, so when somebody puts something in front of you that’s genuinely different, it leaps out.

“We were impressed by the ambition of UNA’s founding team, and see the brand as a bonafide  disruptor in the wearable technology landscape with the potential to make a real mark.

“Were immediately impressed with their mission to reduce e-waste, and also liked the fact that they have both consumer and B2B revenue streams. It’s a brand that’s going places, and we’re excited to be along for the ride.” 

The idea for UNA Watch was born from frustration. After spending nearly a decade designing smartwatches for the golf market, Mr Allison had seen first-hand how wearables across the industry were largely engineered for disposability. The turning point came when his wife scratched her Apple Watch just two days after buying it. The official repair cost was so high that replacing the watch seemed like the only viable option – a dilemma faced by millions of consumers. Working with co-founder Colin Crosland, a mechanical engineer with more than 30-years of design consultancy experience, 15 at the helm of his own company, Mr Allison decided to create a solution to the problem. 

Mr Allison said: “Most smartwatches are designed to be replaced, not repaired. If your screen cracks or the battery wears down, you’re left with an expensive paperweight. UNA Watch is built differently – it’s a watch that lasts, grows with you, and helps reduce e-waste.”

Inspired by similar product models including Fairphone and Framework laptops, UNA Watch enables users to swap out individual components, such as batteries, screens, and sensors, rather than replacing the entire device. Future modular upgrades could include advanced health tracking features, cellular connectivity, and display enhancements.

With a four-person team, UNA Watch is set to launch its first GPS-enabled modular smartwatch via Kickstarter. Already more than 7,000 people have registered interest, with almost 1,000 already putting down deposits. 

The crowdfunding campaign aims to sell 5,000 units in the UK and the US markets – equating to £1m in revenue – as well as building a passionate community of early adopters. The company has already attracted interest from major retailers but is prioritising direct-to-consumer sales through its website.

Beyond the consumer market, UNA Watch sees significant potential in B2B applications. Industry customers have expressed interest in customisable smartwatches for specialised uses, such as safety monitoring and fatigue tracking. Looking ahead, the company is also working on an UNA for Developers programme, enabling third-party developers to create custom modules for the platform.

UNA Watch is open to further investment but remains strategic in its approach. The company has appointed two non executive directors (NEDs) to its board to help guide that strategy – business operations and marketing expert Robin Knox, founder of Intelligent Point of Sale that was acquired by iZettle, now part of the PayPal group; and investment banker Andrew Coull, an experienced investor in sports technology and adviser to early stage companies and VC funds.

Mr Allison added: “We want to scale smartly. If the right opportunity comes along, a £1m+ investment would allow us to accelerate production and expand our market reach, and we’re open to that, but with contracts in place for our B2B offering, the SFC Capital investment, and potential from Kickstarter, we have what we need to move forward.” 

A key focus is the US market, where UNA Watch is investing heavily in digital marketing, influencer partnerships, and celebrity endorsements. The company has also been in talks with world-class athletes about potential endorsement deals – a clear sign of the founders ambitions.

“Athletes – whether professional or amateur – demand reliability and performance, but they also want choice,” said Mr Allison. “We’re working with top-tier runners to ensure UNA Watch meets the highest standards.”

With the global running watch market valued at $2 billion (c. £1.55bn) and growing at 5.6% annually, UNA Watch’s research-based projections suggest it could capture around 5% of the market within five years – a target that would translate into $50m (c. £38.7m) in revenue. The long-term vision extends beyond watches, with plans to develop modular bike computers and adventure wearables.