SW19

About SW19

SW19 is a fragrance house launched by South Korean company WAGTI in 2020. It takes its name from the postcode of Wimbledon, London, where founder Hoon Kang once lived, and turns memories of particular times and places into perfumes.

History

The collection began with two perfumes developed with Symrise perfumers to suggest early-morning grass and sunlit citrus respectively. Further releases extended the Wimbledon setting to a forest at night and a lake under the midday sun, giving the collection different moments within the same day. In 2025, SW19 introduced a Seoul collection, drawing on the atmosphere of a traditional Korean house at dawn and the city’s nightlife.

Philosophy & Signature Style

The house treats a time of day as an atmosphere, shaped by light, surroundings and the feelings associated with them. Its collaborations with perfumers use layered materials to give those memories a scented form, from the quiet of dawn to the warmth of being close to another person after dark. Clear rectangular bottles, arched labels and names based on times provide a visual introduction to the Wimbledon collection’s different scenes.

Iconic Fragrances

6am brings citrus, aromatic herbs and woods together around a dew-covered forest, while 3pm uses rhubarb, flowers and musk to describe afternoon brightness. Midnight moves toward white flowers, powdery musk and sandalwood, placing the focus on the intimacy of a moonlit night.