The company is located in the heart of the capital’s trendy downtown Reykjavik 101 district. So 101 was the logical name for the first line of JS Watch co. wristwatches.

The name Reykjavik 101 also represents the first step in a growing business. We started out by assembling 100 watches at our workshop and store called “frumgerð” or prototype in English.

Word quickly spread that the JS Watch co. was the place to come to for personal service and classic wristwatches. Before long we had sold out the fist 100.

The 101 line marked our 101st sale and the company location, the rest is history as they say.