Fragrance house

SW19

SW19 was launched on September 28, 2020, by WAGTI, a Korean sports-and-culture company, as a fragrance brand built around the story and scents of Wimbledon, London. Named for Wimbledon’s postal district, the brand treats fragrance as a record of time and emotionally meaningful moments, expressed through changes in the day. Founder Kang Jung-hoon arrived at perfume after developing distinctive scents for the spaces of his earlier apparel business; the response led him to see fragrance as a medium for emotion and storytelling. Its original concept translated Wimbledon’s changing atmosphere into time-based scents, beginning with 6AM and 3PM at launch and later broadening into a wider time-of-day collection. Independent coverage identifies Midnight as SW19’s signature fragrance, portraying Wimbledon park at midnight with a powdery white-musk character. In November 2025, the Seoul Series extended the time-based philosophy to Seoul’s urban identity and contrasts, shifting the setting from the founder’s Wimbledon memories to the city.