Over the past few weeks, we’ve spent a lot of time reflecting on our logo — how well it represents our brand and what Kapten & Son stands for today. And yes, that also meant asking ourselves the question: anchor or no anchor? 

But first, let’s go back to the beginning. 
How did the anchor become part of our logo in the first place? 

The story behind the anchor: 
When Kapten & Son was founded in 2014, there was still something missing — a symbol to accompany the name. Just like many brands have today. 
And Fabi, one of our founders, thought to himself during a university lecture: 
“For me, a captain goes hand in hand with an anchor – a symbol of stability and reliability.” 
No sooner said than done. 

That’s how our word-image logo came to be — a symbol of safety, consistency, and the feeling of being in good hands. 
And in many ways, it reflected what our first products — our watches — stood for. 

Since then, a lot has changed. We have found our identity and are now firmly rooted. 
From a brand for globetrotters, we've become a brand that creates products for everyday life, for travel, and for truly unique experiences. 
And this stands for much more than just a symbol. 

That’s why we’ve decided to launch more and more products without the anchor in the future. 
This is not a break — it’s a natural next step: clearer, more mature, and even more true to who we are. 

Because Kapten & Son has always been more than just a logo: WE ARE AN EXPERIENCE. 
For us, it’s about shared experiences, real people, inspiration, empathy, and authenticity. 
And that won’t change. 

Only the anchor will. 

P.S.: Good things take time. 
The anchor has a rich history with us and will continue to exist in the Kapten universe. 
It just won’t appear on every product going forward. 
It’s also possible that you will still see product images featuring the anchor, even if you’re already holding a product without it — or the other way around. 
Thank you for your understanding as we go through this transition.

Annika from Kapten & Son