MIDEC Brands LLC

Nobody really needs a clock. That's why our clocks tell interesting stores, not just the time. We are not artists, but spend our lives in the pursuit of functional beauty. In the tradition of dutch design, we believe that concept is king. In everything we do, we strive to meet the highest possible standards. If that means changing the way things are done, so be it. We respect tradition, but challenge convention. We are LEFF amsterdam, clock masters since 2011. Our Story The fact that the Dutch word "lef" is derived from the Hebrew word for heart and their studio is located in the heart of amsterdam was not the only reason why brother Arno and Dennis Ruijzenaars and designer Erwin Termaat named their brand LEFF amsterdam. More important to them was that the Dutch meaning of this word stands for doing something that others don't dare to do, like pushing boundaries and going against the grain. Because who in the world would start making clocks these days, while time is all around us? Arno: "Well, we would. Because we think clocks are amazing products; they are technical instruments and can be art pieces at the same time. But most of all, because nobody really needs a clock. This challenges us even more to create something beautiful that everyone wants to have."