WOLF, the watch/jewelry box and watch winder company, just released a very cool new video called “The Road Less Traveled.” Featuring Guitarist David Saw and his music, the video captures the casual elegance of life, while also underscoring the “revolution” needed to keep watches wound.

The video was shot in Los Angeles, where Wolf has one of its corporate headquarters. Locations included Zuma Beach in Malibu and in Malibu Canyon along Kanan Dume Road (in a vintage Porsche, no less). Wolf’s winders are captured beautifully in the well-produced video.

“Inside the case of an automatic watch is a beating heart that thirsts for motion, that must have rotations and revolutions,” explains Simon Wolf, the president of WOLF, in an exclusive interview with Revolution.Watch. “Every day those turns and twists are around us whether we notice or not, the video melds these motions and the need to keep your watch perfectly in rhythm. Our journey is to bring an awareness to the necessity of keeping your timepiece in motion, keeping her heart beating… a WOLF does that and we would like every watch lover to know that.”

Take a look at the video below, and be prepared to take the road less traveled.