Time to shine

Alex McBride, founder of the Melbourne-based watch brand The Fifth, transitioned from a career in property development to entrepreneurship by leveraging a design-focused philosophy. The brand’s success stems from a scarcity-driven business model, initially selling products for only five days each month starting on the fifth, which propelled daily revenue from an initial $100,000 to $1 million within a year. McBride emphasizes the importance of using watches as tangible reminders to "make the most of time," a message originally cultivated through his design blog. To manage rapid growth and a global team of designers, McBride utilizes a suite of digital tools including Asana, Trello, and Slack, while maintaining a strict morning routine to balance business strategy with team leadership. This integration of minimalist design and modern technology allows the brand to navigate the complexities of scaling a business without traditional industry experience.