Nick Karnel Williams

New week, same grind. Lately, I’ve been thinking about all the work around us. But is it really chaos, or just the natural flow of life?

Today, I’m heading to Penrith City Council to discuss a potential collab. Over the weekend, I worked on some content—something I’ve admitted isn’t my strong suit. But I’m pushing through, learning to put myself out there more, and so far, the feedback has been great. The question is, how long will that last? Let’s be real—people love something until they don’t.

Since launching, we’ve had an overwhelming amount of love, but of course, there’s always that handful of watch industry critics who seem set on tearing us down. Why? Is it because our movement doesn’t meet their so-called standards? Or do they just see us as another “Chinese rip-off”?

Here’s the truth: we never claimed to be watch experts. We just created something we loved—our own watch, our way.

Most people buy watches because they look good, not because they’re obsessing over the movement inside. It’s like cars—if you’re in a car club, specs matter. But for the everyday person? Style comes first.

For us Pacific Islanders, finding a watch that fits has always been a bigger issue than what’s inside. Let’s be real—if you’ve got bigger wrists, shopping for watches can feel like stepping into an athletic store as a bigger guy. It’s uncomfortable. Jewellery stores aren’t exactly welcoming when you’re just looking, especially when there’s an expectation that you should already have money to spend.

That’s why G-Shocks were always the go-to—affordable, stylish, and most importantly, they fit. Once we knew they worked for us, we all jumped on board. And that’s the same energy behind MATAI. We made watches that fit us, and our people backed it because it was made for us, by us.

At first, I focused on fit, cultural meaning, and what the brand represented. The technical side of movements came later. I’ve seen brands like Daniel Wellington get roasted, yet they still performed well because the story was a good one. The difference? Our story isn’t just marketing—it’s real.

We started this journey in security—long nights, unpredictable situations, and dealing with all sorts of people. Some of us got hurt, some faced real problems, but through it all, we had each other’s backs. For $30 an hour, we were responsible for millions in cash, but what mattered most was making sure we all got home safely.

That brotherhood, that sense of looking out for each other—that’s where MATAI comes from. It’s built on trust, community, and culture. This isn’t just some branding exercise; it’s real life.

Faith played a big role in Andrew’s journey, and it’s led us here, to a watch brand that’s more about people than it is about specs. MATAI isn’t for everyone—it’s for us, by us, honoring our culture and our experiences.

We’re not pretending to be Swiss watchmakers. Did we create a revolutionary movement? No. Did we understand industry specs from day one? Not really. But we built something that worked for us, and we’ve grown from there.

We didn’t come into this trying to impress watch snobs. We came in with purpose. We’re here to learn, improve, and build something meaningful. And if the industry doesn’t want to accept that, that’s on them.