In 2017, Brandon and Zachary Höglund founded the popular wristwatch review channel WatchesOnYou. Two years later, they used their experience as biomedical engineering students to create the Mark I Chronograph, which incorporated their favorite features from some of the most exclusive watches on the planet, but at an affordable price. Following a successful Kickstarter campaign in 2019, the Höglund & Sons brand was mobilized to bring high-quality, feature-filled watches to the masses. 

As medical students, they created the Mark II Chronograph with a unique pulsometer scale enabling the wearer to easily calculate heart rates using the column-wheel chronograph movement. They also created the Mark III GMT in 2024 which aims to help frequent travelers track multiple time zones. 

As a neurosurgery resident at the University of Minnesota and medical student at the University of Pennsylvania, respectively, Brandon and Zach continue to design watches as a creative outlet. They will be launching three new models in 2025 and continue to tackle new horological frontiers.