Tonas Wood México was born with the purpose of transforming Mexican cultural heritage into unique pieces: hand-painted wooden watches and straps. Each creation combines tradition and design, becoming a symbol of identity and belonging for those who carry the spirit of our culture within them.
We don't make accessories, we create symbols of identity. At Tonas Wood®, each piece is designed to transcend. Our hand-painted watches and straps don't just mark time: they tell stories, transmit roots, and transform tradition into a living legacy.
What distinguishes us is not the material, but the soul that each artisan imbues into their work. Therefore, each creation is unique and becomes a symbol of pride and belonging that connects Mexico to the world.
The name reflects the union of two worlds: "Tonas," inspired by the Mesoamerican worldview of the Tonas and Nahuales, symbols of identity, guidance, and protection; and "Wood," the wood that allows us to transform that essence into tangible pieces.
“Tonas” is the spirit that connects with our roots; “Wood” is living matter crafted with respect and precision. Together, they give life to creations that not only mark time, but also tell your story and honor where you come from.
In 2017, Tonas Wood® took its first steps with a prototype campaign on Kickstarter, the world's leading fundraising platform. It took weeks of intense preparation and sleepless nights. The campaign failed, and we realized the world wasn't yet ready for our proposal. But that first attempt made one essential point clear to us: we weren't selling an object, but a story with an identity. This prompted us to begin selling directly at trade shows and to our first customers.
In 2019, with a consolidated product and strong sales momentum, Tonas Wood® was selected to participate in QVC & HSN's "The Big Find" in the United States, an opportunity that could put our brand in more than 80 million homes. Preparing each sample, racing against time, and defending our offering on an international stage was a daunting challenge. The result wasn't what we expected, but the experience taught us how to compete on global stages and reinforced our conviction that our vision could transcend borders.
In 2020, Tonas Wood® arrived on the stage of Shark Tank Mexico. The experience was a turning point: not only did we present our vision in front of millions of people, we also convinced three of the country's most influential investors. Bringing on 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® wasn't born of immediate success, but rather of perseverance, resilience, and a passion for turning a vision into reality.
In 2025, Tonas Wood® took a decisive step toward its 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 promotes high-potential projects through mentorship, strategic resources, and global connections. This partnership boosts our growth in innovation and leadership and paves the way for projecting Mexico's cultural essence on a global scale.
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 clock, inspired by alebrijes and enriched with Mexican cultural motifs.
Every detail is a tribute to our roots: vibrant colors that evoke life, Zapotec patterns that hold stories, Mayan numerals that connect with ancestral time, and craftsmanship that honors authenticity.
This Alebrije® Watch not only met the need to carry an object with meaning, but also became the foundation of Tonas Wood®: uniting tradition, design, and legacy in a single piece that transcends generations.
Each creation reflects our roots and remains true to who we are, honoring our culture in every detail.
We see opportunities where others don't, and we pave the way for connecting tradition with the future.
We dare to challenge the established order, taking risks that turn ideas into realities.
We don't give up: we learn from every attempt, we grow with every fall, and we move forward stronger.
We act with integrity, honesty, and responsibility, because trust is the true value of our brand.
At Tonas Wood®, a watch isn't just an accessory: it's a symbol that unites those seeking 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 part of Mexico with them.
General Directorate
He leads the strategy and comprehensive operations of Tonas Wood®: product and design, finance, manufacturing and supply chain, e-commerce and retail, customer experience, talent, and partnerships. His vision has guided the brand's growth from a handcrafted prototype to a project with global reach.
Marketing, Sales and Design Department
She leads Tonas Wood®'s omnichannel growth, defining and executing brand strategy, product and design, content, performance ads, CRM and loyalty, marketplaces, and wholesale. Her leadership connects Tonas Wood's cultural essence with new audiences and international markets.
Leaders who believe in our vision and drive us to grow
Investor · Media & Partnerships
Director of Strategic Alliances and Content at América Móvil; he heads the TELMEX-Telcel Foundation and platforms such as Uno TV and Claro Sports. His vision in media and strategic alliances strengthens Tonas Wood's reach and growth.
Investor · Health & Consumer Goods
Founder and Chairman of the Board of Genomma Lab International, a leading healthcare and consumer goods company in Latin America. His experience in operations, marketing, and standardization drives Tonas Wood's international expansion.
Investor · Startups & VC
Founder and President of Startup Mexico and Managing Partner at Dux Capital, he has extensive experience in innovation and venture capital. His network in the entrepreneurial ecosystem is accelerating Tonas Wood's expansion into new markets.
Our journey is just beginning. We will continue to innovate in hand-painted watches and straps to bring the essence of Mexico to new generations and international markets.
Tonas Wood®'s vision is to become a global benchmark for design with a cultural identity: a brand that brings the soul of Mexico to every corner of the planet.
And the best is yet to come: new collections, collaborations and unique projects that will expand our legacy.
Do you have questions, comments, or would like to collaborate with us? Send us a message and we'll get in touch.
