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Andrew McUtchen
Properly, the cat is out of the bag. The idea we trialled within the coronary heart of my hometown, Melbourne, then took to London’s Oxford Circus six months in the past, is graduating to the massive leagues, each when it comes to watch cities, and simply iconic locations basically – our Watch Discovery Studio is coming to New York.
It’s a type of issues that’s so laborious to grasp, you simply maintain saying it out loud to make it extra actual. Extra tangible. Extra plausible. “Time+Tide in America.” Okay. “Time+Tide in New York.” That sounds good. “Time+Tide in Soho.” Even higher. Soho, my favorite ‘hood. “Time+Tide in Broome Road.” This should be the place. “Time+Tide proper reverse one of many nice guitar outlets on the planet, Rudy’s Music.” Rattling, son…. (In case you don’t know this about me, I’m a whole guitar nerd. I even wrote a e book about them, and received to interview Keith Richards for it. Midway by way of my life, my bucket record has some crosses on it.)
As you’ll be able to inform, I’m doing a Google Earth with this growth: I’m beginning vast, and zeroing in on this sense actual. However I’m not there but. And as for this being on the bucket record, subsequent to “write a e book about guitars and quote Keith Richards”, I can’t lie. It wasn’t there. A store in New York Metropolis didn’t make the lower. However right here we’re.
In autumn – or fall, if I’m embracing the native tradition – we are going to open our third Watch Discovery Studio. And it’s our largest wager but. A 2,000 sq. foot former ironworks constructing in Soho’s Broome Road with all of the New York issues. Uncovered brick partitions. Painted white beam 16ft ceilings. A mezzanine that may set the stage for a capsule idea we’ll reveal nearer to opening. A restaurant-like grasp house beneath it that we are going to provide to native golf equipment for his or her varied makes use of – Esquire described our London studio as a “city sq. for watch lovers within the UK”. We plan to supply the identical house for New York.
Again to that time above. About there being no outlets on my bucket record. Retail is one thing that has crept up on our enterprise like a noiseless ninja. I blame a tagline we began touting a number of years again: “Time+Tide: the house of watch tradition.” We even made t-shirts and tote luggage that I didn’t really feel have been fairly proper on the time. They have been too cartoony. I desire the graphic execution Alex, our Australian Studio Supervisor, designed final 12 months – THAT seems proper. The tagline will not be meant to be literal. It’s a house in a figurative sense. A house in your telephone, on Instagram, a house in your TV while you flick to YouTube’s Dwelling Display screen and see we’ve executed one other video. Not a bricks and mortar place.
The factor is, as quickly as we constructed a “house of watch tradition” on Collins Road in Melbourne, folks confirmed up in numbers that slowly, stealthily, modified our hearts and minds about what this enterprise is in the end right here to do. The distinctive, unmatchable provide that may make us completely different. And that’s to construct extra properties. And extra. As a result of every time we do, we’re studying that – similar to the adage guarantees – we construct it, and folks come. Plenty of them.
You, studying. You arrive on the door with a smile, a curious look, and a dream of a brand new watch. You meet our staff. You meet Amer, or George, or Barney, or Ash, or Tzar, or James, or Alex. You fairly presumably make a brand new good friend, as a result of they meet you in your degree. They get you. They ARE you. Watch addicts. Good folks. Not pretentious. Not trying you up and down. Just about all of them have been vetted by me, as a result of I do know what good service talks like. Seems to be like. Appears like. I do know the form of dialog now we have day by day on the web site, on socials in tales by Zach, Russell, Jamie, Borna and Tom. And it needs to be similar to that, however “within the metallic”.
So, the aim of this letter is threefold. Firstly, to let you know a bit of extra concerning the backstory of this breaking information, personally. I needed you to listen to it from me. I invite any responses, ideas, concepts, something to [email protected] with a topic line, “Open letter response”.
Secondly, as a name to motion, to let you know that we’re hiring AND that we’re searching for American manufacturers for the house. We’re searching for an entire new record of roles, together with: EA to me (my present EA is being promoted to UK Occasion Supervisor, congratulations Sonya!), a US Basic Supervisor, a NYC-based Studio Supervisor, Assistant Studio Supervisor and flooring employees, a UK-based Manufacturing Supervisor maestro and a UK-based World Partnerships Director. In case you’re , please e mail [email protected]
Lastly, to inform all of the individuals who have rated and reviewed us, or purchased a watch, that it’s on you. This entire factor is on you. Melbourne, London, New York. It’s your doing. It is best to really feel some possession of this second as a result of with out you, this letter wouldn’t should be written. Thanks. Let’s get these excessive vibes up, we’ve received a temple to construct!
Yours sincerely,
Andrew
