Maybe it’s a cliché, but there’s something timeless about The Fifth’s watches: sleek, minimalist design through carefully crafted analog timepieces in a frenetic digital era. Founded by Alex McBride, the brand takes inspiration from Melbourne’s contemporary city culture, but injected it with a dose of New York’s fashion scene – "The Fifth" being from the latter’s famous Fifth Avenue. Aiming to support and involve designers locally and abroad, The Fifth’s range currently consists of five pieces varying on tan, white, black, gold and peach.

Timepieces are only sold online in limited stock through The Fifth’s website on the 5th of each month for five days whilst stocks last. To avoid missing out, aspiring customers should sign up to The Fifth’s waiting list to be granted exclusive access to their VIP only pre-sale from 12 a.m.-9 a.m. (AEST) on the 5th of each month before the remaining styles are open to the public.

The sales model is unusual, but helps The Fifth in strengthening its hand in offering contemporary luxurious design matched with affordable pricing but still with an element of exclusivity.

For more information and to sign up for your VIP membership, visit The Fifth.