# Custom Steel Watches GoS Blends Damascus Steel With Swedish Craftsmanship By Love Blomquist | Published 2009-10-11 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/gos-watches References: [blog.jameslist](http://blog.jameslist.com/2009/jameslist-exclusive-gos-hoping-to-cut-deep-into-custom-watch-market/) & [jameslist](http://www.jameslist.com/brands/gustafssonandsjogren) GoS watches is a small-scale Swedish luxury watch brand that uses world-famous [Damascus steel](https://www.trendhunter.com/trends/gshock-mrg). The joint effort by bladesmith Gustafsson and watchmaker Sjögren, GoS offers completely [unique watches](https://www.trendhunter.com/trends/boris-nmitz) entirely from the customer’s wishes. Luxury watches aren’t exactly common in Sweden (I know of exactly one brand personally, and I’m a watch dork) so this is refreshing. The rather [outlandish decoration of the dials](https://www.trendhunter.com/trends/mrgb2000kt3a) is pretty interesting, but I think it’s a pretty brave effort to be so bold in your debut, as most small-time watchmakers make pretty dull watches. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 61% | Activity: 73% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### Key Themes Behind This Trend - **Small-scale Luxury Watches:** The trend of small-scale luxury watches presents an opportunity for innovative craftsmanship and personalized designs. - **Unique Customization:** The trend of unique customization provides an opportunity for brands to cater to individual customer preferences and create personalized products. - **Innovative Materials:** The trend of using innovative materials like Damascus steel opens up opportunities for creating distinctive and high-quality timepieces. ### Where This Applies - **Luxury Watchmaking:** The luxury watchmaking industry can benefit from offering small-scale production and personalized designs for discerning customers. - **Customizable Products:** The customizable products industry can leverage the trend of unique customization to offer personalized watches that cater to individual preferences. - **Metalworking and Materials:** The metalworking and materials industry can explore the use of innovative materials like Damascus steel in the creation of unique and premium timepieces. ## Related on Trend Hunter - [Handcrafted Mechanical Timepieces](https://www.trendhunter.com/trends/handcrafted-mechanical-timepieces.md) - [Collaborative Sophisticated Timepieces](https://www.trendhunter.com/trends/titanium-moss-agate.md) - [Durable Luxury Watches](https://www.trendhunter.com/trends/durable-luxury-watches-the-new-full-metal-gshock-models-are-rugged-but-eleg.md) - [Rugged Swordsmith-Designed Timepieces](https://www.trendhunter.com/trends/gshock-mrgb2000js.md) - [Rugged Fashion-Forward Watches](https://www.trendhunter.com/trends/gshock-gsteel-gbm2100-series.md) - [Stealthy Durable Elegant Watches](https://www.trendhunter.com/trends/gmcb2100z.md) - [Artful Patterned Watches](https://www.trendhunter.com/trends/mrgb2000kt3a.md) - [Stealthy Japanese Woodcraft Watches](https://www.trendhunter.com/trends/mrgb2100b1a.md) - [Structural Metal-Made Timepieces](https://www.trendhunter.com/trends/casio-gsteel-modern-industrial-series.md)