Matoa, Indonesia's first wooden watch brand, closed after Chinese imports crushed it

Matoa was founded in 2012 by Lucky Danna Arya in Bandung, Indonesia, as the country's first wooden watch brand. The company grew to export to Europe, the United States, Japan, Arab countries, and Malaysia, establishing itself as a pioneer in Indonesia's niche watch market.

The business began to struggle in 2019 when free-trade policies allowed cheap finished wooden watches from China to enter Indonesia at roughly one-tenth of Matoa's price. Matoa's watches sold for Rp1.2–1.5 million (around US$75–95), while comparable Chinese imports retailed for as little as Rp100,000 (US$6). The COVID-19 pandemic in 2020 then killed Matoa's export markets entirely.

Matoa halted sales in 2022 and went into hiatus, hoping conditions would improve. By early 2025, with no recovery in sight, the company officially withdrew from business. The founder shifted to a food-and-beverage venture under the Matoa Group. The case illustrates how a small local manufacturer can be crushed by the combination of free-trade exposure and a global disruption.