Wolf took over Time+Tide’s Melbourne Studio for an intimate chat with CEO Simon Wolf V
Jamie WeissIs it right to describe a company that’s been around for 190 years as being on a tear? That’s certainly the vibe Wolf gives off. The multi-generational family business, which is celebrating its 190th anniversary this year, has been on a worldwide tour celebrating this milestone. The Wolf team arrived in Australia for the first time this week, and did so in style, with an extravagant society event overlooking Sydney’s famous harbour on Tuesday night, and following that up by taking over the Time+Tide Melbourne Discovery Studio last night.
I sat down with Simon Phillip Wolf V – the CEO, owner and the fifth generation of the Wolf family (among other titles, as we joked about on the night) – for an intimate conversation about his family’s history, the Wolf brand and where it’s headed next. Simon’s easily one of the most charismatic CEOs I’ve ever had the chance to interview. Unbelievably chappish, forthcoming and friendly, it was a joy to chat with him, and our guests loved it too.
We also had Ernie Tang, Chapter Officer for Redbar Melbourne, join Simon and me for a word on the watch collecting journey, as well as what watches he’d take to be stranded on a desert island with. Simon’s take was particularly entertaining: “I’d take something really expensive that I can sell off to pirates so I can get on a boat home!”
Of course, we decked out the studio with all of Wolf’s latest and greatest products, including the brand’s new Earth Collection, in what was easily the biggest display of Wolf products in the Southern Hemisphere to date. Of course, the Melbourne Discovery Studio is one of the only places in Australia where you can see, try and purchase Wolf products, so we’ve always got a few Wolf winders and boxes knocking about – but it was cool to see basically the entire range, and especially cool to see some of our limited editions in them too.
Earlier this year, Andrew visited Wolf’s manufacturer, where he met up with Simon to discover some hidden treasures, including very cool watch boxes from the archives and Simon’s personal watch collection. It was great to be able to host Simon in Melbourne in return. If you couldn’t make it on the night, watch Andrew’s video with Simon below (and make sure you register for the next Time+Tide Melbourne event – I can’t believe how long the waitlist was for this one!)
Thanks so much to everyone who joined us last night and a big thanks again to the Wolf team. Hope you all have a wonderful weekend!
Jamie and the Time+Tide Team
Watch meme of the week: sh*tty puns
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I can definitely relate to the pain of smashing a watch on a door handle, but if I reached out for some emotional support and got this sort of sh*t as a response (literally), I’d be even more angry and confused.
Wristshot of the week: Uni-believable lume
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This snap of Unimatic’s latest release, the Modello Cinque U5S-TA ‘Blu Notte’ produced in collaboration with The Armoury, might be the most tasteful lume shot ever. It’s positively glowing.
Time+Tide Shop pick of the week: Wolf 1834 British Racing Travel Watch Stand
One of Wolf’s most representative products, the innovative British Racing watch stand is the perfect accessory for the frequently-flying watch enthusiast. I hate just plonking my watch down on a nightstand when I’m travelling – this travel watch stand solves that problem. Its soft padded top cushion will keep your watch secure and scratch-free, while the secure base features a tray for coins or cufflinks, and its patented mechanism allows you to fold the watch stand flat to fit inside its matching travel pouch.
Discover the Wolf 1834 British Racing Travel Watch Stand in the Time+Tide Shop, either online or in our Melbourne Discovery Studio. Price: A$225/US$155
Our favourite Time+Tide coverage of the week
An inside look at Milano Watch Week
“Imagine Watches & Wonders and Geneva Watch Days having a baby – a beautiful, Italian one.” That’s how Pietro, our resident Italian, describes the inaugural edition of Milano Watch Week 2024, a stylish new watch fair that’s emblematic of the watch hobby’s continued growth. Read Pietro’s full wrap-up from the fair here.
Why you shouldn’t call it a NATO strap, apart from all the legal issues
Did you know that “NATO strap” is actually a trademark – and that it’s not owned by the North Atlantic Treaty Organisation? Despite the fact that the term has been in use for decades, in 2010, a company called International Watchman Inc. managed to trademark the word “NATO” and has been aggressively enforcing the trademark, forcing many small businesses to refrain from describing their products as NATO straps. Legal issues aside, we really shouldn’t be calling them NATO straps anyway, as they were never designed or issued by NATO… Jamie makes the case for renaming the NATO strap here.
Is the Bulova Super Seville one of the best watches under $1,000?
Value. Among all the noise in the luxury watch industry, I know that for many, what cuts through the most is an incredible value proposition. I mean, even if you’re well off, who doesn’t like getting their money’s worth? Powered by the compelling and butter-smooth-sweeping Precisionist quartz movement, cased in a design inspired by a ’70s automatic day-date from the brand’s archives that ups the elegance factor, the Bulova Super Seville is an exceptionally enticing and affordable prospect. Read Zach’s full thoughts on this watch here, or watch the video above.