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Telling time in different languages

The diversity edition by Elka watch & co.

Window shopping or just shopping in general is not cut out for everyone, especially when you just promised to tag along with your wife/companion on that lovely Sunday when all the stores are open.
So when that moment occurs when your told, wait here honey, Ill just be a minute while pointing at a pair of shoes in a window, you just know that you have time to answer all your mails, make some phone calls and maybe even quickly grab an ice cream. But then as you start walking you glance into a window that’s more your speed. Like puppies in a kennel jumping up at any visitor they see, these watches just poke you in the eye and you cant stop staring.
We all have that watch that we really want to own but don’t own it YET, because of various reasons often too expensive or so says the wife that just bought shoes that can feed a country. Very often, like in my case this time while simply window shopping, I noticed a watch brand that I remember reading about vaguely but it really stood out. Elka watches.

Its founder Hakim El Kadir stood out to me in one of his interviews when Jonathan Kopp asked him about his own watch collection, he basically pointed out that he has a few but is not a real collector. Hakim answered that he had a few watches like Swatch, Hamilton etc… I was intrigued. At the time that interview was taken, I am not even sure he meant the moonswatch form Swatch. If he did, I hope he has the Neptune. Either way, it was not the answer I expected from a watcheneer (that should be a word!)
So Hakim is this real family man that has a passion and doesn’t want to copy the watch that everyone wants or needs to have, he is a creator and wants to offer something unique.
So what caught my eye this time? He along with Alon Ben Joseph brought something unique to the world of watches. Being both in Amsterdam, there is probably no better place to share their collection called DIVERSITY. A unique limited collection of 4 watches each with different numerals.

Not your classic numbers but a choice of Arabic, Chinese, Hindi and Hebrew. Today, many of us do not just wear a watch to tell time, lets be honest, how many times have you looked at your phone for time when you just had to flip your wrist. Your watch is not just for time, it defines you and maybe even makes you feel who you want to be.

In a world where conformity often vies for attention, these limited edition watches offer a refreshing departure from the ordinary. They’re not just accessories; they’re anchors of uniqueness in a sea of similarity. That is exactly their goal and they succeeded.

Under the hood a La joux Perret with a 68 hour reserve also proves that its not only what the eye sees but there is much more to this collectors item.

There are many facets that draw my attention. The look, the feel, for some even the weight. Personally i rarely wear a watch without a date, but that’s my own Mishigaas (stems from the word meshuga which is the word most wives use when you come home with a new watch).
Besides my IWC Portuguese I am not sure I have another watch without date. I know its personal and maybe even silly, but i rarely will make an exception for that. These are one of the times an exception is in order.

Another part of my personal belief which i like sharing is being part of someone’s success is such a beautiful thing. How often do you get that chance. Hakim carefully chose a local jeweller to promote this collection. I love the fact that a well known jeweller collaborates with a watchmaker

and combine what the watchmaker (watcheneer) knows alongside the knowledge of jeweler who has taste and knows what customers like.

Last but not least, its a limited edition. Of each watch there are 25 pieces, which is really unique. It is a rare opportunity to be part of a something unique, own something special and know that there are only 25 like you in the world. Well 24, because I

needed one in my collection as well.

The collaboration between Hakim/ ELKA and Alon from Ace Jewelers is amazing. Their shop has amazing customer service. They don’t know but I had already once purchased an Omega globemaster annual calendar from them and was extremely satisfied (I love the watch too!).


I equally love being able to WhatsApp with a seller, its so much more personal for me then just buying online or over the phone. They answered me really quickly and in no time my Hebrew version options were given to me I was able to choose which number I preferred and it was delivered the next day nicely wrapped in a giftbox with this Hermes style ribbon around the box.

In conclusion, Hakim el Kadiri and Alon ben Joseph’s limited edition watches are more than just timekeepers. They’re a tapestry of cultural influences woven with the threads of diversity and tolerance. Beyond the mechanics lies a deeper narrative, one that speaks of quality, endurance, and individuality. So, when you fasten one of these exquisite timepieces to your wrist, you’re not merely wearing a watch; you’re showcasing a harmonious blend of artistry, values, and a touch of humor that sets you apart in a world that’s always racing against time.
And you? Well if she bought the shoes, why not buy a matching watch?
Peace, love, cars, watches and wines.



Brand Ace Jewelers x Elka Watch Company
Model Diversity Series
Case Dimensions 40.8mm (D) x 46.5mm (L2L) x 10.8mm (H)
Case Material Stainless steel
Water Resistance 30m
Crystal(s) Sapphire
Dial Blue
Strap Leather
Movement La Joux Perret G100
Power Reserve 68 hours
Availability Limited to 25 pieces each, with 7 collector box sets
Price CHF1,625 (One watch) / CHF6,500 (Set of 4)

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Brussels Expo 2018: Saving the best for last!

Brussels Expo 2018: Saving the best for last!

Its movements are from the most remarkable ones used in the industry.
Its collection fits into everyone’s wardrobe.
Welcome to Zenith. A brand that has been around since 1865 and probably won more awards than anyone else in the industry. Zenith has over 2300 awards , over 300 patents designed movements for about 600 different versions with innovative designs like the gravity control gyroscopic module.
But the future of tradition has arrived. The new Defy collection. This timepiece which is currently only available or actually not available anymore in limited edition is probably the worlds most accurate mechanical watch. It takes the El Primero and the Zenith Gracity control to a new challenge and to a whole new level.
Though the new design for the El Primero classic will be a hit, especially since this year Zenith will be celebrating 50 years for this iconic contribution to the watch industry, I believe that the Defy zero G and the like will be a huge hit at the Basel 2019 show. This Zenith Defy was the last watch I expected to see today and was worth the trip and the day just to get a this on my wrist.

Next year I assume with some (hopefully minute) changes, the Defy will be more available at larger but still limited quantities and the price will also be a drastic change (for the better!). So I would definitely not hesitate and get that ticket on their waitinglist before Basel 2019.

Just my two kopeks.

Oh and yes, for those that know me…there is no date on this baby, I will just call it pain for beauty but indeed…against my principles. Thanks for noticing 😊

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Seiko Recraft


I stumbled upon this guy and knew that this belonged on my wrist.
The vintage, the green, the open back, well the movement is not my favorite, but still a nice workhorse.
Even the price is amazing, so I will not mention that it’s a shame it’s not sapphire crystal and that I wish I can read time in the dark.
There is a lot to say about Seiko. Yes, some people look at me and seem surprised I am wearing a Seiko. First of all, you obviously know very little about this brand. Secondly…WTF? You don’t need a Patek to look good. Okay, maybe it helps a little, but I would gladly keep this guy in my collection.
So, where was I? Ah yes, so here is the thing, the vintage DNA is awesome and most people that go for this, seem to have chosen the vintage square case or as some call it the tv case look.
I preferred the round face. I think because it had the vintage look and the round face brought back more of the styles that I was used to and not what my parents remembered.The green has many names like electric green, Hulk, vintage green or even racing green. I actually choose for English green, because of the old Rolls Royce’s and Land Rovers.
Another feature I only discovered after I owned it, is the dual date. Not just the obvious day and date, but the fact that you can choose the English day (Sunday, Monday, Tuesday) or on the same watch simply choose for the French days (Dimanche, lundi, mardi). Would have been cooler if the first 12 hours of the day are in one language and the next 12 hours in the other language, but still a cool option.
It’s a great conversation piece, it matches pretty much anything in your wardrobe and it’s fun to wear.
The dial is very readable and I like the raised inner dial which adds a nice touch. The bracelet is really nice with a mix of brushed steel and a durable buckle and not some cheap butterfly buckle which I have already encountered on more expensive watches.
I am wearing this lovely timepiece almost a week now and am really enjoying it. Don’t hesitate, real watch for your buck!

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Azimuth Mr Roboto

Whether you remember Rosy from the Jetsons or the golden robot C-3PO from Starwars, when thinking of robots, we don’t look to the future but remember our youth. Actually quite strange if you think about it. Robots are supposed to be part of the future, yet instead of thinking of the year 2100 we think back to the 1950’s or 80’s.
I definitely smiled when I got my hands on Mr Roboto. At first I was like, seriously…your kidding. But as a Mona Lisa that just sees you from any angle, Roboto or R2 for friends, just kept looking at me, and I smiled.
This one-eared funny faced time-machine was gonna had me wrapped around my wrist within minutes. And I didn’t care about the 47.5mm wide, 55mm long, and about 19mm thickness.
My wife was like, “your not serious?” but she didn’t even expect an answer as I put on my dinner jacket for the gala event we were about to attend.
We became very close that evening, yes, we bonded. Due to its weight I needed to have him a little tighter than I usually tend to wear my watch, but I could almost feel that heart pumping. That pumping at 28,800 VPH was just the talk of the evening at my table and beyond. Oh and everyone likes a partner at the gala with an open back, don’t you agree?
Yep, there aren’t many like these around. Like the one I walked in with, all men wanted to get close to me and especially once they found out that what I have is limited edition.
I even met Nick who brought his big eyed Azimuth to the gala, but more about him later.
Getting the time is not as complicated as it may seem, you do just have to look him right in the face. Much easier than expected and quickly get the hang of it. Roboto just needs and loves when you stare.
No one looked at this timepiece as a toy or gadget, everyone (okay, the men around me) were quite intrigued and enjoyed the concept and the memories it brought along.
I guess you can’t expect anything less from an Italian designer based in Switzerland. Giuseppe is a brilliant mind and no, he did not create Pinocchio looking watches, but he did take his designs to a different level. The unique design (which you should appreciate the fact that all is done in-house) the complications and innovativeness are the reason why Switzerland and Italy share borders. Italian design and Swiss timekeeping. What else can you ask for?
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