Reimagining objects for their modern purpose

As soon as work became laptop-centric and office-agnostic, it was clear to us that the backpack needed to evolve. It needed to stand up and it needed to feel professional. Grounded in 10,000 hours of first hand user research, we've rebuilt the backpack from first principles to address the persistent pain points of modern work. A bit like our Pack, WATSON as a company is unique, inventive, and unafraid to challenge conventional wisdom.

Design is all around us

Billions of dollars are spent every year to optimize your ride to work and your inbox, but what about the cumulative days you waste each year rummaging through your bag? What about the first impression you make before you even have a chance to speak? We make it possible to arrive at work energized and show up at your best - no matter where in the world that might be. 

The first Pack was the product of a simple dream: a modern backpack that stands up on its own and carries you from breakfast to boardroom. Founded in 2016 by a SUITS stylist and engineered by NASCAR crew members, WATSON is a product of the incredible startup ecosystems of San Francisco and Toronto. 

Nail it then scale it

The Pack 1.0 was 1,275% funded on Kickstarter in 2017. Since then, the company has evolved from a vertically integrated startup to an international DTC brand with key manufacturing partnerships with the same factories as industry leaders Rimowa, Pelican, and Away. We've focused on getting our supply chain right before expanding to additional products. This shift to a distributed workforce also allowed us to re-evaluate the best location for our design headquarters. WATSON is now based in London, UK.

The Automatic Pack is carried by leaders from tech's highest growth companies (Airbnb, Facebook, Google, Autodesk, Uber, Linkedin, Dolby, Disney, and more.)