Edward Margulies, scion of a prominent British watch distribution family, has launched a new timepiece brand that seeks to challenge traditional luxury watch industry norms while promoting mental health awareness. The company, Split, marked its first anniversary this month after debuting its initial model in June 2025.

Margulies, 54, whose father Marcus Margulies owns Time Products—a leading distributor of high-end Swiss watch brands—spent more than two decades in the industry. He trained in Switzerland at Longines and Vacheron Constantin and eventually served as managing director of Time Products’ luxury watch division. However, ongoing struggles with mental health, including a crisis in 2014 that led to opioid dependency and a subsequent rehabilitation, prompted him to leave the family business and pursue a different vision.

Split integrates Margulies’s dual passions: horology and mental health advocacy. The company’s name reflects both Margulies’s appreciation for split-seconds chronographs, which can time concurrent events, and the perception that modern technology has fragmented people’s experiences and connections. The brand’s tagline, "Time for Change," underscores its mission to raise awareness about mental health issues.

Margulies partnered with Dara Amjadi, founder of the consulting firm Brightwood Young, to co-found Split in late 2023. Their aim was to address the often limited access to therapy for young people facing personal crises. The company donates the cost of an hour of therapy at London’s Anna Freud Centre for every watch sold, with minimum contributions set at £100 ($135). Specific donation totals have not been disclosed.

Split’s inaugural model, the MC, draws inspiration from the 1960s American rock band MC5. It features a 42-millimeter automatic chronograph powered by Seiko’s NE86A movement in a limited edition of 250 pieces per colorway. Deviating from conventional Swiss manufacturing, the watches are produced and assembled in Japan using the brand’s proprietary Ceramood+ material—a durable composite of polymers, nylons, and ceramics—and are equipped with FKM rubber straps.

The brand’s approach aims to depart from the typical luxury watch aesthetic, favoring understated design and modern materials over flashy or gold elements. Split’s watches display hands at 7:23, creating a subtle frown on the dial—a deliberate divergence from the industry-standard 10:10 positioning meant to reflect the concept of “Brave Face” and to destigmatize vulnerability.

The MC series has expanded since launch, introducing collaborations such as the Ozzy, a limited-edition black and purple tribute to Ozzy Osbourne. Sold out at £2,350 per piece, proceeds supported MusiCares, a U.S. charity providing assistance to music industry professionals.

Following the MC, Split prepared to unveil its second collection, a 40-millimeter GMT watch named “GMT,” scheduled for release this week. The collection, also limited to 250 pieces per colorway, is powered by Miyota’s 9075 movement. Each design pays homage to influential musical moments tied to bodies of water, including the beige "Hudson" referencing New York’s punk scene and the blue "Delta," nodding to the Mississippi Delta’s blues legacy.

Consumers such as Los Angeles talent manager Alan Montone have praised Split models for their originality and durability, highlighting the watches’ suitability for active lifestyles.

By combining a modern watchmaking ethos with a commitment to mental health, Split seeks to carve a distinctive niche within the luxury watch sector, blending craftsmanship with a social cause and a rock ‘n’ roll spirit.