Caveman Watches, a luxury watch wear brand in Ghana, has become a topic of conversation on social media as a user, Ghana Crimes LTD., accused the company for private labeling their watches from Alibaba, a wholesale private label company. 

Caveman Watches reached popularity when it launched as a luxury watch brand in 2018 with a brand message of, Made in Ghana, but their international recognition was stamped when it was announced Caveman Watches created a watch for Beyonce and her father. On their website, the brand is described to imply each watch is handcrafted using locally sourced materials, including wood and leather, showcasing traditional techniques while integrating modern aesthetics.

The founder, Anthony Dzamfe, took to X.com to showcase videos, pictures and the story of Caveman Watches, which featured the making of the watches, as the rumors started to swirl around social media. However, many customers and supporters defended Anthony Dzamfe’s company as more than worthy to support. A debate eventually erupted as people questioned the meaning of “luxury” and “made in Ghana”.

This debacle also brings up a great questions many Ghanaians should ask: What does ‘Made In Ghana’ truly mean? Considering there are hundreds of companies that use the slogan but it doesn’t necessarily mean, Ghanaian owned, Ghanaian created, Ghanaian Intellectual Property or Made using resources from Ghana. For example, Blue Skies, a fruit juice brand in Ghana, is not Ghanaian owned but the company owner has a factory in Ghana and claims all fruits are from Ghana along with Ghanaian factory workers. So, what exactly does ‘Made in Ghana’ mean and what are the boundaries? 

Despite the allegations against Caveman Watches, in just a short time the company has accumulated a loyal fanbase who defended the brand whether the rumors were true or not, which is the real victory of this debate that ensued. The brand has successfully harnessed the power of digital marketing and e-commerce. With an engaging online presence and a user-friendly website, Caveman Watches has expanded its reach, allowing customers from all over the world to purchase their products. This strategic approach has significantly boosted sales and brand awareness.

Over the years, Caveman Watches has gained international attention, participating in global trade shows and exhibitions. This exposure has allowed the brand to showcase its unique designs to a broader audience, leading to increased demand both locally and internationally. The brand’s commitment to quality and authenticity has earned it a place among premium watchmakers worldwide. The allegations may not have been necessary to direct towards Caveman Watches, but the question what does ‘Made in Ghana’ mean is a relevant question to ask for many brands that are quite popular in Ghana.