Anders Peter Juel Sauerberg, Founder & CEO of August Berg

Our Founder

The Gift of Time.

August Berg was founded on a single conviction: time is the greatest gift we have. How we spend it — and who we share it with — defines everything.

Anders Peter Juel Sauerberg Founder & CEO

Copenhagen & Singapore · Est. 2019

A Danish Vision, Born in Asia.

In 2004, Anders Peter and his partner Anne co-founded Norbreeze Group in Singapore — introducing Scandinavian watch design to Asian markets. Over fifteen years, they built deep fluency in European craftsmanship and intimate knowledge of the communities they served across the region.

In August 2019, that experience crystallised into August Berg — a brand with a clear identity rooted in Danish minimalism, and a clear mission rooted in something more human: using business as a force for education.

2004Norbreeze Group

2019August Berg

2023First School Built

Brand Philosophy

Timefulness.

This appreciation for the time we have and what we choose to do with it is essential. We call it 'Timefulness'.

Our identity takes the form of the initials of August Berg — a perfect time loop to reinforce the importance of time and our relationship with it.

The brand mission has a dual purpose

01 · Internal Values

Timefulness means to live a conscious life with passion, purpose & confidence.

It starts with you. A watch on your wrist is a choice to be intentional — about your hours, your priorities, your life.

– internal values

02 · External Values

Providing a better future through education for children in Asia and Africa.

Every watch sold gives a child 6 months of quality education. Every 20,000 watches builds a school.

– external values

Making a Difference with Every Watch

We Believe Time Is a Gift.

It is an opportunity to do more of what matters to you, each and every single day. We want to share this gift around the world.

Changing the world, one wrist at a time.

August Berg has partnered with the Human Practice Foundation. For every watch sold, a child in Asia or Africa receives 6 months of quality education. For every 20,000 watches sold, we build a school.

Human Practice Foundation

94,806 Months of Education Provided

988 Students Graduated

1 School Built — Kenya

Craftsmanship & Design

Built to Last. Made to Matter.

Quality is not a luxury — it is a responsibility. Each August Berg timepiece is the result of thoughtful material selection and meticulous assembly, built to be worn for decades and passed on with meaning.

The design language is rooted in Danish functionalism: clean dials, considered proportions, and the discipline of removing everything that isn't necessary. Less is more — always.

Movement Japanese Miyota Quartz

Crystal Scratch-Resistant Sapphire Glass

Strap Italian Genuine Leather

Case 316L Stainless Steel, PVD Finished

Water Resistance 3 ATM

Warranty 2 Years International

Magnus Joergensen Creative Director Design philosophy & vision

Sapphire Crystal · Stainless Steel · Japanese Miyota Movement

Woman & Home

"The iconic brand has been running since 1861 and were one of the most outstanding figures for the British Arts and Crafts Movement, motivated to provide affordable 'art for all'."

October 2020 Read Article

Jeweller

"August Berg, serves as a tapestry woven from the finest threads of heritage."

October 2023 Read Article

JCK

"The watches are designed in Denmark and have a Scandi-chic vibe—the clean-lined concepts perfectly balance those that get the ornate and fanciful Morris & Co. treatment."

March 2021 Read Article

Who founded August Berg?

August Berg was founded in August 2019 by Danish entrepreneur Anders Peter Juel Sauerberg. Prior to August Berg, he co-founded Norbreeze Group in Singapore in 2004 — a company that introduced Scandinavian watch design to Asian markets.

What is Timefulness?

Timefulness is the core philosophy of August Berg — a conscious appreciation of the time you have and what you choose to do with it. Internally, it means living with passion, purpose, and confidence. Externally, it means sharing the gift of time: for every watch sold, a child receives 6 months of quality education.

How does August Berg support education?

August Berg partners with the Human Practice Foundation. Every watch sold provides 6 months of quality education for a child in Asia or Africa. For every 20,000 watches sold, August Berg builds a school. To date, the brand has funded over 94,806 months of education and built 1 school in Kenya.

Where are August Berg watches designed and made?

August Berg watches are designed in Copenhagen under Creative Director Magnus Joergensen, rooted in Danish functionalism. Each watch uses Japanese Miyota quartz movements, scratch-resistant sapphire crystal glass, Italian genuine leather straps, and 316L stainless steel cases.

What is the connection between August Berg and Norbreeze Group?

August Berg grew directly out of Norbreeze Group, co-founded by Anders Peter Juel Sauerberg in Singapore in 2004. Over 15 years distributing Scandinavian watch brands across Asian markets, the team gained deep expertise that became the foundation for August Berg in 2019.