How Vitae London made watches about impact, not status

William Adoasi grew up loving watches, but he wanted to build one that meant more than personal success. After leaving a city career that lacked purpose, he created Vitae London, a watch brand supporting vulnerable children through education across Africa.

In this episode of The Jump, William shares how his upbringing in South London shaped his ambition, why his father’s story inspired the mission behind Vitae London, and how a Virgin StartUp loan helped him buy the stock he needed to grow. From selling his first 13 watches to pitching Richard Branson live on stage, this is a story about purpose, product, representation, and building a brand that turns wealth acquisition into wealth distribution.

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This episode is brought to you in partnership with Virgin Money, supporting founders with brighter business banking.

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