There’s not a second of hesitation when Jonathan Ferrer, founder and designer of Brew Watch Co., is requested to recall his favourite second of 2023. “Unquestionably, it received WatchPro’s American Watch Model of the 12 months award,” he responds.
“It was an awesome, constructive feeling. I used to be introduced again in essentially the most unimaginable manner,” he grins.
It was additionally a giant second for WatchPro to host the first-ever awards exhibits in New York Metropolis at Broadway’s iconic Cipriani monetary district, however for Mr. Ferrer it was an event that highlighted all the trouble he and his workforce put into constructing the model Brew Watch was acknowledged.
“Constructing, sustaining and rising this enterprise entails an incredible quantity of labor that most individuals by no means understand or respect.
“Receiving a recognition like a WatchPro Award gave me a second of pleasure in every part we’ve finished to this point and a reminder that there’s nonetheless a whole lot of work to do,” he says.
In the case of watch manufacturers, the WatchPro Awards are voted on by retailers, which makes Brew Watch’s win all of the extra spectacular because the firm sells on to shoppers via its e-commerce website and occasions like WindUp Watch Festivals.
Retail partnerships could also be a part of Brew Watch’s future, however for now the corporate is concentrated on connecting instantly with its prospects. “I at the moment choose taking a hands-on method to reaching prospects instantly somewhat than retailers, though I’ve sure companions in thoughts that I feel is likely to be appropriate for representing the model,” Herr mentioned Ferrer teases.
2024 will seemingly be a 12 months when retailers are hesitant to tackle fringe manufacturers, however Brew Watch Co., now a significant awards winner, may discover traction.
Worldwide growth is a key aim this 12 months and Mr. Ferrer intends to realize it [his own] Floor forces in export markets. “I intend to go to my high nations which have proven curiosity, in addition to a few of my private favourite areas that I want to go to and change into part of. A few of them are the UK, Dubai, Singapore and Hong Kong,” he reveals.
Already one of many main microbrands in america, Brew Watch Co. has a rising fan base around the globe due to its signature fashion that mixes a retro Seventies contact with timepieces tied to the artwork of espresso brewing.
The perfect-selling assortment this 12 months was the Metric Retro Dial, which options particular highlighted markings to assist baristas determine the right time to brew espresso.
Future collections might be constructed on these two pillars. “Though I’m additionally inquisitive about consistently attempting new concepts, I’m a robust advocate of consistency,” emphasizes Mr. Ferrer. “I plan to keep up a way of nostalgia in all my designs,” he provides. He believes the connection to espresso making “supplies a whole lot of room for additional improvement and exploration of future watch designs,” he shares.
Issues may get extra radical, particularly if Mr. Ferrer follows the trail of MB&F and its founder Max Busser, whom he cites as an inspiration. “I have been an admirer for a very long time. His method to observe design and the way we interpret time show basically is fascinating. I feel it has shaken up the trade in an thrilling manner and would not appear to be slowing down one bit,” he says.
Retro metric dial watches could also be extra mainstream than a few of MB&F’s Horological Machines, however they’ve an immediately recognizable design signature primarily based on the ritual of having fun with correctly brewed espresso.
“I imagine within the every day ritual of espresso breaks and sit up for the time of peace the place I can calm down and unwind from the hustle and bustle of on a regular basis life,” shares Mr. Ferrer in his on-line introduction to Brew Watch Co. “Our model philosophy is easy: the break is much less about consuming espresso and extra about having fun with this second,” he provides.
This “second” is distilled into watches that use contrasting colours, finishes and particulars related to the preparation and delight of an ideal espresso.
Metric Retro Dial watches are the embodiment of this mission. The concept got here to Mr. Ferrer when he found a class of chronographs within the Nineteen Thirties that allowed individuals to make telephone calls from a payphone. That they had particular markers that highlighted three-minute intervals so individuals knew to insert one other coin into the meter to proceed their name.
Brew Watch Co. has taken the idea and utilized it to creating espresso, besides that three seconds is stretched to 25 or 35 seconds – simply the correct amount of time for an ideal espresso.
Each the tiny 36mm x 41.5mm dimension of the watch circumstances and the distinctive retro TV form convey a Seventies aesthetic.
Costs for the steel-on-steel assortment are saved below $400 by specializing in dial facet design somewhat than costly mechanical actions. Utilizing a VK68 Meca-Quartz chronograph motion, the watches keep precision, accuracy and years of life between battery modifications. There are a number of kinds within the Metric assortment, together with the colourful Retro Dial and different seventies-inspired seems together with black and gold, all black and a predominantly silver reference.
