At MAGANA, we believe time is the ultimate luxury and the most democratic resource. Every one of us receives twenty-four hours, yet what we choose to give those hours defines our lives. Our watches exist to remind you to make time for who and what matters. We believe that every day, every single one of us can find the time to do at least one positive thing for their communities, their loved ones, or just for themselves. Your MAGANA timepiece is meant to remind you to visit with your family, seek advice from your elders, check on that friend you have lost touch with, play with your nephew, or simply go for a walk and breathe some fresh air. Every minute that passes will never come back, so please, honor this resource and make time for who and what matters in your life.

Beyond objects, MAGANA took inspiration from its birth city of Dubai, UAE to identify its core value. MAGANA meant to be a community grounded in Culture, Togetherness, and Mindfulness. Culture invites us to discover the beauty in human stories, craft, and place. No matter where one is from, their culture is worthy of discovery and celebration. Togetherness reminds us that progress is collective: when people connect—across professions, cities, and backgrounds—possibility expands and truly, the sky is the limit. Mindfulness centres our decisions: to pause, choose with intention, and act with care. These values shape everything—from design language and material choices to our partnerships and client experience. A MAGANA timepiece should feel considered: balanced proportions, enduring forms, and details that reward a second look. It should also feel human: respectful service, transparent communication, and pride in what we make and how we make it.

We want time to serve the world we share. That’s why every MAGANA watch finances the planting of trees through the NGO Trees for the Future, advancing a one-billion-tree green belt across sub-Saharan Africa. The teams behind trees.org work on projects that restore lands, strengthen livelihoods, and reduce hunger. As a brand, we prioritize recycled and recyclable materials wherever feasible, choose suppliers with proven eco practices even when they cost more and push for energy-efficient processes. Our goal is not perfection but progress, guided by a clear roadmap to sustainability and a willingness to improve. When you wear MAGANA, you wear a promise: to treat time as precious, to live your values openly, and to help leave the planet better than you found it.