My Story

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My Story

Our Roots

Jordan Duran, Co-Founder

This journey started in my back yard in South East Idaho as Ethan and I talked. This wasn't the first time we had talked about our dreams and goals. We often would talk about how we would make an impact on the world and our own families lives. We knew that we were destined for bigger and better. We knew we could make an impact. 


When I was younger I grew up in a small town, 536 is what the population sign used to say. I'm not sure what it says today but I'm guessing it hasn't grown much. I spent nearly everyday outside with friends. I had a little motor bike Z50. All the kids on my block would line up and we would ride it round and round in an empty lot next to my house. As I grew my dad bought me an XR80, I spent almost everyday in the summer riding around the gravel pits a few miles down the old rail line.

Me and my friends would camp down by the river during the summer. I had to be only 8 or 9 years old. Nowadays parents would go to jail for giving their kids that kind of freedom. I loved it. I love being outside. I love the fresh air. I love freedom. 

In high school I spent hours in the mountains or on the sandy shores of Bear Lake with friends. We set our to create the best wooden watches money could buy. Every product that I create comes from what I have drawn from my past experiences.The wood of each watch is so unique, I wish everyone had a chance to see every wooden watch that we send out. Each watch is completely different even though it is made with the same material and in the same process. They are each one of a kind. The grain of the wood is beautiful, truly each wooden watch is a work of art. I can't explain the feeling that I get when I look deeply into the wood grain. It feels alive and constantly in living motion.

My Goal:

Creating the best men's or women's wooden watches is not easy. It takes hard work every day and planning. With strict and deliberate missions we are able to create cheap wooden wrist watches that have amazing quality. Our goal is to bring our friends a truly unique and high quality watch at a great price. We work hard and we know you do too, you deserve Apache Pine. 


If I could I would spend everyday out in the forest and in the mountains. I want to explore every inch. I have a family now, a wife and a son, I have to provide for them and give my son what my parents gave me. Today I still find joy in my work. All of our wooden watches are created from the love I have for nature. I look at my watch and I think of the forest or I think of the mountains. That is my outlet, it reminds me when I'm staring at the computer that there is more to life. 

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