Urwerk was started in 1997 by Felix Baumgartner, a master watchmaker, and Martin Frei, an artist and designer. Their idea was to specialize in making luxury timepieces that blend watchmaking tradition with a futuristic vision and design. Fast-forward to today and their Geneva-based company has rewritten the haute horlogerie rulebook by creating unconventional ways to indicate time. Urwerk has had great success with models that include the UR-100, UR-103, and the UR-110.