You Will Know Him When You See Him

I am a Northern Youth.  I have been at first surprised, then understanding, and now knowing when I encounter a fellow member of my tribe.

So it is with particularly relish that I write to you about my time spent with Patrik Sjögren of GoS Watches this past weekend here in Santa Barbara.  

Passion - it sounds a bit over the top doesn't it? Like a word that should only be used in "extreme" situations, as if it is something to be embarrassed by. But passion is what drives everything.  In the watch industry, true passion is often overlooked. But true passion is something that is wonderful to behold.  And it is the difference between a mass produced, over-hyped, highly polished "product", and something that is real, genuine and wonderful.  You will not find a budget line item for it on a balance sheet.

It is safe to say that Patrik, and his partner Johan are doing something different.  They are making truly unique watches.  And they are doing this one at a time.  Dials, hands and crowns made one at a time in Sweden.  Yes, the movements come from outside, but to make hands one at a time?  Dials requiring numerous steps?  No two looking alike?  That is commitment!

It was a great time on Sunday, showing the watches and talking about them with the folks who came by.

So what is a watch - what is it really?  At it's most basic, it was something we depended on to keep, and tell the time.  Today it has been transformed into a bit of a personal artifact, an iconography of sorts - something that says not only who we are, but who we've been, and who we hope to be.

Patrik reminded me.  A watch is more than some metal and gears that tell the time.  It is something that becomes a part of the wearer.  It becomes a part of their life story.

So a big thank you to a fellow Northern Youth for reminding me of the importance of being true to your vision.  And reminding me once again that as with Mike, as with David, you will know a fellow Northern Youth when you see  him.

Enjoy your watches!