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.
ACE COLLAB LIMITED & SPECIAL EDITION
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
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)