About Us

Rouage London Microfinance

London designed, contemporary watches transforming lives through microfinance. Each watch purchased directly supports an entrepreneur in the developing world with an interest free loan.


Rouage is a french term used in Horology for the inner workings of a watch. In Arabic and Persian Rouage (رواج) means vogue and in Urdu and Hindi Rouage ( رواج / रिवाज) carries the meaning of tradition.
In the words of the nobel peace prize winning pioneer of microfinance Muhammad Yunus "For millions of years... we never worked for anybody. We were go-getters, farmers and hunters... this is our tradition"

We at Rouage are committed to donating 100% of profits from each watch to interest free microfinance projects in the developing world, transforming lives and helping the needy go back to the human tradition of entrepreneurship.

We envision a world where all people, through the tradition of entrepreneurship hold the power to create opportunity for themselves and others.

So to us Rouage means - exceptional timepieces for an exceptional cause.


The Sirocco is a warm, tropical, Mediterranean wind coming from the Sahara that moves eastward across the Mediterranean sea, mixing with the milder maritime air resulting in cool wet weather across Europe.
Our Sirocco collection is inspired by the Maghreb and southern Europe and the blending of these two regions and cultures represented by the journey of the Sirocco.

The Sirocco Blanc is our first range, inspired by the famous white apartments of Paris where modern minimalism meets traditional Style and 'less is more' as Coco Chanel famously said.


Rouage London supports the global organisation CARE International ("CARE"), in particular their Lendwithcare initiative. Founded in 1945, CARE is one of the largest and most established humanitarian aid organisations focused on fighting global poverty. Launched in 2010 and operating in more than 12 countries,

Lendwithcare is CARE’s ground breaking programme which supports some of the world’s poorest women, enabling them to lift themselves out of poverty with pride and dignity. Lendwithcare provides micro- entrepreneurs with access to credit, education and financial tools, encouraging them along the way to develop the confidence that comes with building a successful enterprise.

The impact of Lendwithcare’s investment is multiplied by these micro-entrepreneurs as the benefits are extended to the world around them, creating better lives for their families and building stronger communities. For each watch purchased £15 will be donated to this amazing cause.


As the saying goes - give a man a fish and he eats for a day; teach a man to fish and he eats for a lifetime.

Charitable handouts, welfare programs, and emergency relief measures provide short term and instant relief for those in critical need. The key to battling chronic poverty however is to create jobs and economic opportunities in the long term. This is the idea behind microfinance.

Interest free microfinance. an improved and more effective form of microfinance, hailed by many as the panacea of the global poverty crisis provides a hollistic solution to the imbalance of wealth that effects the majority of people today and one of the most powerful tools of social transformation, simultaneously addressing both poverty alleviation and women's empowerment.