Corporate Introduction

Tonas Wood Mexico was born with the purpose of transforming Mexican cultural heritage into unique pieces: hand-painted wooden watches and straps. Each creation joins tradition and design, becoming a symbol of identity and belonging for those who carry the spirit of our culture with them.

What makes us unique

Why “Tonas Wood”?

History

1. The first attempt – Kickstarter (2017)

   In 2017, Tonas Wood® took its first steps with a prototype campaign on Kickstarter, the world’s leading crowdfunding platform. It meant weeks of intense preparation and sleepless nights. The campaign failed, and we understood that the world wasn’t ready yet for our proposal. But that first attempt made one thing clear: we weren’t selling an object, but a story with identity, and it pushed us to start selling directly at fairs and to our first customers.

2. The second attempt – QVC United States (2019)

   In 2019, with a consolidated product and sales traction, Tonas Wood® was selected to participate in “The Big Find” by QVC & HSN in the United States, an opportunity that could place our brand in more than 80 million homes. Preparing each sample, racing against time and defending our proposal on an international stage was a titanic challenge. The result was not what we expected, but the experience taught us to compete in global arenas and strengthened our conviction that our vision could transcend borders.

3. Third time’s the charm – Shark Tank Mexico (2020)

   In 2020, Tonas Wood® reached the Shark Tank Mexico stage. The experience was a turning point: we not only shared our vision with millions of people, we also convinced three of the country’s most influential investors. Bringing on board Arturo Elías Ayub, Rodrigo Herrera Aspra and Marcus Dantus was a success that validated our proposal and opened new doors for the brand’s growth. That moment reaffirmed that Tonas Wood® was not born from immediate success, but from perseverance, resilience and a passion for turning a vision into reality.

4. From Mexico to the World Top 25 — University of Toronto (2025)

   In 2025, Tonas Wood® took a decisive step towards internationalization by being accepted into the Sam Ibrahim Centre for Inclusive Excellence in Entrepreneurship, Innovation & Leadership (SICIEEIL) at the University of Toronto —one of the top 25 universities in the world—, a business accelerator that supports high-potential ventures through mentoring, strategic resources and global connections. This alliance drives our growth in innovation and leadership, and opens the path to sharing the cultural essence of Mexico on a global scale.

5. Official authorization “Hecho en México / Made in Mexico” (Sep 2025)

   Tonas Wood Mexico received official authorization from the Government of Mexico to carry the “Hecho en México / Made in Mexico” seal. This distinction certifies the origin and quality of our products and reaffirms our commitment to projecting the cultural essence of Mexico to the world.

Our MVP

The origin of Tonas Wood® lies in those who seek more than an accessory: a symbol of identity and belonging. Our first step was a hand-painted wooden watch, inspired by alebrijes and enriched with cultural motifs from Mexico.

Every detail is a tribute to our roots: vibrant colors that evoke life, Zapotec patterns that preserve stories, Mayan numerals that connect with ancestral time, and craftsmanship that honors authenticity.

This Reloj Alebrije® not only met the need to wear an object with meaning, it became the foundation of Tonas Wood®: uniting tradition, design and legacy in a single piece that transcends generations.

Values

• Authenticity

  Each creation reflects our roots and stays true to who we are, honoring our culture in every detail.

• Vision

  We see opportunities where others don’t and open paths that connect tradition with the future.

• Boldness

  We dare to challenge the status quo, taking risks that turn ideas into realities.

• Perseverance

  We don’t give up: we learn from every attempt, grow from every fall and keep moving forward stronger.

• Integrity

  We act with fairness, honesty and responsibility, because trust is the true value of our brand.

Community

At Tonas Wood®, a watch is not just an accessory: it is a symbol that unites those who seek belonging and cultural pride. Each piece connects people around the world who share the desire to honor their roots, celebrate their identity and carry a living piece of Mexico with them.

Future Vision

Contact

Do you have questions, comments or want to collaborate with us? Send us a message and we’ll get in touch with you.