"Flex Watches’ ethos can be summed up in two words: it’s time. Founder Travis Lubinsky not only sells stylish watches, but he also creates timepieces with sustainability in mind. With the launch of the Ocean Plastic Flex Watch, the company is giving “it’s time” a new meaning: it’s time to meet your goals and watch your actions improve the world.
Lubinsky’s goal with Flex Watches is to remind his customers they have control over their time. He sees Flex Watches as much more than just tools for timekeeping. As a society, we see time as something that controls us; we have deadlines and morning alarms, and we’re always thinking about trying to beat the clock. However, Lubinsky wants wearers of Flex Watches to view time differently. Your time is yours to do what you want with it. Lubinsky wants wearing a Flex Watch to remind customers that they have the time to reach their goals. He took on the task of redefining the relationship between time and fashion when forming the idea for Flex Watches."