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About this policy
This Privacy Policy describes how personal information is handled in connection with the AT.10 website, waitlist, email communications, and enquiries.
For the purposes of applicable data-protection law, the organisation or person responsible for deciding how and why personal information is used is the data controller.
Brand and trading name: AT.10
Data controller: AT.10, operated by AT.10 Limited
Privacy email: behzad@at10watches.com
References in this policy to “AT.10”, “we”, “us”, or “our” refer to the data controller identified above.
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Information we collect
Waitlist information
When you join the AT.10 waitlist, we may collect:
- Your first name or other name you provide.
- Your email address.
- The date and time of your subscription.
- Your subscription and consent status.
- Email delivery, opening, clicking, bounce, and unsubscribe information, depending on the email settings used.
- Technical information associated with the signup, such as an IP address or browser information, where recorded by our email-service provider.
Contact and enquiry information
When you contact AT.10, we may collect:
- Your name.
- Your email address.
- The type and subject of your enquiry.
- The contents of your message.
- Any additional information you voluntarily include in your correspondence.
The current website contact form prepares an email in your own email application. AT.10 receives the information only when you choose to send that email.
Website and technical information
When you visit the website, hosting and security providers may process technical information including:
- Your IP address.
- Browser and device information.
- Date and time of access.
- Pages or files requested.
- Referral information.
- Network, performance, and security information.
Information we do not intentionally request
Please do not send sensitive personal information through the website unless it is genuinely necessary. We do not intentionally request information about health, ethnicity, religion, political beliefs, sexual orientation, biometric data, or criminal convictions.
The AT.10 website does not currently collect payment-card information or process purchases directly.
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How we collect personal information
We collect personal information in the following ways:
- Directly from you when you join the waitlist, contact us, send an email, or communicate with AT.10.
- Automatically through website infrastructure when hosting, network, or security systems process technical information associated with a website request.
- Through service providers that help operate the website, manage the waitlist, and send email updates.
- Through public or professional communications if you contact AT.10 through social media, press channels, or a business account.
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How and why we use personal information
| Purpose | Information used | Lawful basis |
|---|---|---|
| Managing the AT.10 waitlist and sending product, development, and Kickstarter updates. | Name, email address, subscription status, and email engagement information. | Consent. |
| Responding to questions, requests, complaints, partnership discussions, or other enquiries. | Contact details, enquiry type, message content, and correspondence. | Legitimate interests in communicating with people who contact us; and, where applicable, taking steps at your request before entering into a contract. |
| Operating, protecting, diagnosing, and improving the website. | IP address, device, browser, access, performance, and security information. | Legitimate interests in maintaining a secure, reliable, and functional website. |
| Maintaining records of consent, unsubscribe requests, and privacy preferences. | Email address, consent records, and suppression information. | Legal obligations and legitimate interests in demonstrating compliance and respecting your choices. |
| Meeting legal, regulatory, accounting, or law-enforcement obligations and establishing or defending legal claims. | Information relevant to the particular obligation, request, dispute, or claim. | Legal obligation or legitimate interests in protecting AT.10 and its legal rights. |
We do not use personal information to make solely automated decisions that produce legal or similarly significant effects about you.
We do not sell personal information.
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Marketing and the AT.10 waitlist
If you join the waitlist, AT.10 may send you emails about:
- Pulse development progress.
- Product and design updates.
- Kickstarter launch information.
- First availability and related AT.10 announcements.
We rely on your consent to send these communications. You may withdraw that consent at any time by:
- Using the unsubscribe link included in an AT.10 marketing email.
- Emailing behzad@at10watches.com .
Withdrawing consent does not affect the lawfulness of processing that took place before consent was withdrawn.
After you unsubscribe, we may retain limited suppression information, such as your email address and unsubscribe status, so that your preference can continue to be respected.
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Who we share information with
AT.10 may share or make personal information available to carefully selected service providers where this is necessary to operate the website and communicate with you.
EmailOctopus
EmailOctopus provides the embedded waitlist form, subscriber-list management, email delivery, unsubscribe handling, and related email services.
Cloudflare
Cloudflare provides website hosting, content delivery, network performance, availability, and security services.
Email providers
Email and communication providers process information when you send or receive correspondence with AT.10.
Professional advisers
Information may be shared with legal, accounting, compliance, insurance, or technical advisers where reasonably necessary.
Information may also be disclosed where required by law, regulation, court order, or a valid request from a competent authority.
If ownership or operation of AT.10 changes, relevant information may be disclosed to advisers, prospective purchasers, investors, or successors as part of that process, subject to appropriate confidentiality and data-protection safeguards.
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International data transfers
Some website, hosting, email, infrastructure, or support providers may process information in countries outside the United Kingdom.
Where an international transfer requires safeguards under applicable UK data-protection law, we rely on the safeguards maintained by the relevant provider. These may include:
- UK adequacy regulations.
- Approved international data-transfer agreements or addenda.
- Standard contractual clauses and supplementary safeguards.
- Other legally recognised transfer mechanisms.
You may contact us for more information about the safeguards relevant to your personal information.
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How long we retain information
Personal information is retained only for as long as reasonably necessary for the purpose for which it was collected, including legal, regulatory, security, and record-keeping requirements.
Waitlist records
Kept while you remain subscribed or while the waitlist and related launch communications remain relevant. Limited suppression information may be retained after unsubscribing to prevent further marketing.
Contact enquiries
Normally retained for up to 24 months after the final meaningful correspondence, unless a longer period is required for an ongoing relationship, complaint, dispute, legal obligation, or claim.
Privacy requests and complaints
Retained for as long as reasonably necessary to manage the request, demonstrate compliance, and meet applicable legal or regulatory requirements.
Technical and security information
Retained in accordance with the relevant hosting and security provider’s operational retention periods and only for as long as necessary for security, reliability, and technical purposes.
Information may be anonymised or aggregated so that it no longer identifies an individual. Anonymised information may be retained for longer.
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How we protect information
AT.10 takes reasonable organisational and technical measures intended to protect personal information against unauthorised access, loss, misuse, alteration, or disclosure.
Measures may include:
- Using reputable hosting and email-service providers.
- Restricting access to accounts and subscriber records.
- Using passwords and available account-security features.
- Using encrypted website connections where supported.
- Reviewing and limiting the information collected.
No method of electronic transmission or storage is completely secure. We therefore cannot guarantee absolute security.
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Your data-protection rights
Depending on the circumstances and applicable law, you may have the right to:
- Request access to personal information held about you.
- Ask for inaccurate or incomplete information to be corrected.
- Ask for personal information to be erased in certain circumstances.
- Ask for processing to be restricted in certain circumstances.
- Object to certain processing based on legitimate interests.
- Object at any time to the use of personal information for direct marketing.
- Request the transfer of certain information in a portable format where the right applies.
- Withdraw consent at any time where consent is the lawful basis.
- Complain about how your personal information is being used.
To exercise a right, email behzad@at10watches.com with the subject “Data protection request”.
We may need to request information to confirm your identity before responding. We will only request what is reasonably necessary for that purpose.
Data-protection rights are not absolute and may be subject to legal limitations or exemptions.
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Data-protection complaints
If you are unhappy with how AT.10 has used your personal information, please contact us so that the concern can be investigated.
Email: behzad@at10watches.com
Suggested subject: Data protection complaint
We will acknowledge a data-protection complaint within 30 days and aim to provide a response without undue delay.
Please include enough information for us to understand the concern, what outcome you are seeking, and how best to contact you.
You also have the right to complain to the UK Information Commissioner if you remain dissatisfied.
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Cookies and similar technologies
The AT.10 website may use essential storage or similar technologies where necessary for security, network delivery, embedded forms, or basic website operation.
Service providers such as Cloudflare and EmailOctopus may process technical information or use storage technologies when providing their services.
AT.10 does not currently use advertising cookies or build advertising profiles through this website.
Further information will be provided in the Cookie Policy .
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External links and social-media services
The website includes links to third-party platforms including TikTok, Instagram, YouTube, and Facebook.
When you follow an external link, the relevant third party may collect and use information under its own privacy policy. AT.10 does not control the privacy practices of independent external websites or social-media platforms.
You should review the privacy information provided by the relevant third party before submitting personal information or using its services.
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Children’s information
The AT.10 website and waitlist are not intended to knowingly collect personal information from children.
If you believe a child has provided personal information without appropriate permission, contact us so that the matter can be reviewed and the information deleted where appropriate.
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Changes to this policy
This Privacy Policy may be updated as AT.10 develops, new services are introduced, providers change, or legal and regulatory requirements are updated.
The latest version will be published on this page and the “Last updated” date will be revised.
Where a change is significant and we have an appropriate way to contact you, we may also provide a separate notice.
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Contact AT.10 about privacy
For questions, rights requests, complaints, or concerns about this Privacy Policy or the use of personal information, contact: