Anthony Dzamefe, Chief Executive Officer of Caveman Watches, has revealed the deeply personal story behind his brand’s unconventional name, linking it to years of intense self-taught craftsmanship and a bold ambition to position Africa within the global luxury watch industry.
In a Facebook post addressing a frequently asked question, Dzamefe explained that “Caveman” reflects a period of isolation and relentless experimentation that shaped both his identity and the company.
“This is one question I get in every interview — why the name Caveman?” he wrote. “I could pretty much do whatever I was curious about and put my energy into learning.”
Dzamefe traced his journey back to 2015, when he began selling watches under the name TimepieceGh after resigning from a job at the airport. Driven by a desire to understand the craft beyond retail, he apprenticed with roadside watch repairers before moving to Accra’s Kantamanto Market to learn leatherwork for watch straps.
“I approached roadside watch repairers to apprentice and learn their craft… After a year, I wanted more,” he said. “I went to Kantamanto market to apprentice for a cobbler… and learn leather craft.”
The process soon evolved into what he described as an “obsession,” involving long hours dismantling and rebuilding watches while refining his own components.
“It became more than passion. It became an obsession,” Dzamefe noted. “I could turn any watch inside out… I knew what every watch was made of.”
His intense focus led to prolonged periods of isolation, earning him a nickname among friends that would later define his brand.
“Some will say… ‘don’t mind that guy, he won’t come out of his cave,’” he recalled. “That guy. In his cave. Literally doing what cavemen do — creating.”
Dzamefe said the phrase ultimately inspired the name Caveman Watches, symbolising raw creativity, independence, and craftsmanship.
Beyond the name, he positioned the company as part of a broader effort to challenge Africa’s absence in the global watchmaking space. After struggling to find African-owned watch brands, he saw a gap worth pursuing.
“When I started searching for African watch brands and couldn’t find any… for me that was an invitation,” he said. “I chose to challenge the status quo of watches not coming out of this side of the world.”
He added that Caveman Watches aims to produce durable, heritage-quality timepieces that can be passed down through generations.
“To build a watch brand that would have products quality enough to be passed down generations — like the cavemen built relics that are still with us today,” Dzamefe said.
The company’s tagline, “Be Remembered,” reflects that long-term vision, which he says goes beyond commerce to building a legacy.
“One day, we will be remembered as the mad men and women who believed it was possible… who created the blueprint for African horology,” he stated.
Dzamefe also acknowledged customer support as critical to the brand’s growth, pledging continuous improvement.
“My promise… is that we will keep improving on our products and services,” he said.
Source: www.kumasimail.com
