Corporate Introduction

Tonas Wood México was founded with the purpose of transforming Mexican cultural heritage into unique creations: hand-painted wooden watches and straps. Each piece brings together 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”?

Our 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. Those were weeks of intense preparation and sleepless nights. The campaign failed, and we realized the world was not yet ready for our concept. But that first attempt taught us something essential: we were not selling an object, but a story rooted in identity. It also motivated us to begin selling directly at fairs and to our first customers.

2. The Second Attempt – QVC United States (2019)

   In 2019, with an established product and growing sales traction, Tonas Wood® was selected to participate in QVC & HSN's “The Big Find” in the United States, an opportunity that could have brought our brand into more than 80 million households. Preparing every sample, racing against time, and defending our concept on an international stage was an enormous challenge. The outcome was not what we had hoped for, but the experience taught us how to compete on a global stage and strengthened our conviction that our vision could transcend borders.

3. Third Time's the Charm – Shark Tank México (2020)

   In 2020, Tonas Wood® stepped onto the Shark Tank México stage. The experience marked a turning point: not only did we present our vision to millions of people, but we also convinced three of the country's most influential investors. Bringing Arturo Elías Ayub, Rodrigo Herrera Aspra, and Marcus Dantus on board was a success that validated our concept and opened new doors for the brand's growth. That moment reaffirmed that Tonas Wood® was not built on immediate success, but on perseverance, resilience, and a passion for turning a vision into reality.

4. From Mexico to a Global Top 25 University — University of Toronto (2025)

   In 2025, Tonas Wood® took a decisive step toward international expansion by being accepted into the University of Toronto's Sam Ibrahim Centre for Inclusive Excellence in Entrepreneurship, Innovation & Leadership (SICIEEIL). As part of one of the world's top 25 universities, this business accelerator supports high-potential ventures through mentorship, strategic resources, and global connections. This partnership strengthens our growth in innovation and leadership, paving the way to share the essence of Mexican culture on a global scale.

5. Official “Hecho en México / Made in Mexico” Authorization (September 2025)

   Tonas Wood México received official authorization from the Government of Mexico to display the “Hecho en México / Made in Mexico” certification mark. This distinction recognizes the origin and quality of our products and reaffirms our commitment to sharing the essence of Mexican culture with the world.

6. Tonas Wood Selected for the Mexico–Canada Trade Mission (May 2026)

   In May 2026, Tonas Wood® was selected to take part in the Mexico–Canada Trade Mission, an opportunity to strengthen our international presence and explore new business connections between the two countries. This milestone represents another step in our journey toward international expansion and reaffirms our vision of bringing Mexican design, craftsmanship, and cultural identity to new markets.

   Learn More About the Mexico–Canada Trade Mission

7. International Expansion — Pacific Alliance, ECLAC and Mexico's Ministry of Economy (August 2026)

   In August 2026, Tonas Wood® was selected to participate in the final intensive support stage of the project Strengthening the Export Capacities of Pacific Alliance MSMEs Through Cross-Border E-Commerce , promoted by the Pacific Alliance in collaboration with the Economic Commission for Latin America and the Caribbean (ECLAC) and the Ministry of Economy of the Government of Mexico.

   This selection represents another milestone in our international expansion strategy, strengthening our capabilities to compete in global markets and bring Mexican design, craftsmanship, and cultural identity beyond our borders.

Our MVP

Tonas Wood® was born from the desire of people seeking 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 pays tribute to our roots: vibrant colors that evoke life, Zapotec patterns that preserve stories, Mayan numerals that connect us to ancestral time, and craftsmanship that honors authenticity.

This Reloj Alebrije® not only fulfilled the desire to wear something meaningful, but also became the foundation of Tonas Wood®: bringing together tradition, design, and heritage in a single creation that transcends generations.

Our Values

• Authenticity

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

• Vision

  We see opportunities where others do not and forge paths that connect tradition with the future.

• Boldness

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

• Perseverance

  We never give up: we learn from every attempt, grow from every setback, and keep moving forward stronger than before.

• Integrity

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

Community

At Tonas Wood®, a watch is more than an accessory: it is a symbol that brings together people seeking belonging and cultural pride. Every 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.

Vision for the Future