Ninov is not a corporation. Behind the name is a personal story. My name is Javor Ninov, and I create watches driven by a deep love for horology. This is a personal journey, expressed in every detail and every line. I’m a watch enthusiast and deeply passionate about the art of time.

A watch is not just an instrument. It’s a companion. It witnesses the moments we remember. It stops being just an object and starts to mean something more. It becomes part of who we are.

Every Second Counts is not a slogan. It’s a message for everyone. Time carries memories, decisions, friendships. Both the good moments and the difficult ones. Everything passes through time, and everything leaves a trace.

Every Second Counts isn't really just about time. It's about the way we live, the things we hold on to, and what we decide to put into the world.

Ninov, the first Bulgarian watch brand, is an expression of that message and of my desire to create not just watches, but time that matters.