So who is your customer?

 

As the first NH55 are ready to be shipped to Germany and the US, we are finally able to answer the most asked question: who are the people willing to pay $35,000 for an Australian made watch - and equally importantly - why? The customer profile is surprisingly definite, rigid and unmistakable. All NH55 owners share these three characteristics: 1. They deeply understand and appreciate the mechanical challenge of making complex, small, highly precise watch components. Micro engineering and micro machining is difficult to master. There are only a handful of independent watchmakers in the world capable of making their own watches. There is just one Patek and one Rolex, and one Omega, and one NH Micro. 2. They immensely enjoy the artistic value of NH55 watches. The colour of Timascus, the guilloche created in one of the most challenging non-horological materials. The individuality - there are no two identical NH55 watches. You can take NH55 to any Swiss brand boutique, and watch the reaction. Swiss watch movements and dials don't look like ours. Yes they are perfect, but in this price range they are just plain, monochrome, sterile, uninspiring, mass-produced watches. Our customers want more. 3. Our customers are sophisticated and want to be part of our story. They understand the privilege that comes from knowing your own watchmaker and being known by your own watchmaker. The concept of "our time is yet to come" is as clear in their mind as it is in ours. “This watch was made by a machinist and a watchmaker, in their twenties. But they don’t make just watches - they make the most precise, most complex parts for quantum computers, medical instruments, nuclear instrumentation, and satellites. They make tools and parts for other watchmakers. And their time is yet to come! These are MY watchmakers, who made this watch FOR ME.”  You don’t get a story like this anywhere else – because our story is unique, authentic and real.   Yes, when you look at the NH55 the way they look at it, you realize that an investment in NH55 is an investment in the future that could be enjoyed today, and as such, maybe, your best investment ever.   To order the NH55 catalogue featuring all 16 watches, simply reply to this email.   You are welcome.

Happy Rebelde Day!

 

Tomorrow is ‘Rebelde Day’ – the 12th anniversary since the NH brand was conceived. Like many ‘revolutionary’ projects, it all started with an act of rebellion, loaded with anger: our right to repair was taken away from us - small independent watch repairers. But in the weeks and months that followed, that anger transformed into an outburst of positive energy, with a strong determination to show the Swiss what we were made of. Nearly two years later, the first rebelde Pilots watch was sold on the 22nd of May 2014. The very first Australian "rebelde" ambassador. Thanks to your support, the project took off like wild fire, and over the following years, 947 rebelde watches were assembled and delivered to rebelde ambassadors in Australia, Europe and North America. On the 4th of January 2019, the first NH1 was assembled and sold. It was the first ever watch to contain internal components manufactured in Australia, in our own workshop. The NH1 was a culmination of several significant sacrifices. An investment in a high precision manufacturing facility was a huge risk which made absolutely no sense – except to a small team of young, crazy enthusiastic and ambitious machinists and watchmakers. As I type this ‘Happy Rebelde Day’ message, in front of me lies a collection of 16 unique watches in Timascus, featuring colourful guilloche dials, Titanium hands, internal Timascus parts, fitted in a Titanium case. Known as the first 16 NH55's, they represent not just a truly Australian manufactured watch, but one the likes of which never before seen in Australia. I am proud and grateful for a number of reasons. The fact that these watches bear my name is probably of the least importance. Firstly, I am extremely pleased that Josh and Andrew have played a crucial role in this project: Josh as the leader of the entire in-house manufacturing process, and Andrew, as our very own ‘in house’ trained watchmaker. Both of them achieved what was unthinkable, bordering on the impossible, not just on the Australian, but on an international level. They are a priceless asset to horology, and their time is yet to come. I am immensely proud that we have completed this project in just two years, without a cent borrowed. Above all, it is hard to contain our excitement that the first four of the sixteen watches have been already sold to the most renowned watch collectors, who are now eagerly awaiting delivery. There are still a few more ‘tasks’ before the NH55 project will be officially completed: more photographs, a coffee table book and a catalogue featuring each watch in detail; and an official launch of the NH55 Timascus, in person, to a group of machinists and watch collectors, planned for June. As far as sales are concerned, we are not in a hurry to throw ourselves into a crazy marketing spin in order to sell the few remaining pieces quickly. Instead, we are simply waiting for ‘the right watch collector’ to find us. In their own time, when they are ready. The NH55 was an amazing journey. Difficult, yes. Humbling, yet rewarding in every possible way. Rebellious, for sure. Thank you for your time. Nicholas Hacko Should you wish to receive a link to the NH55 catalogue, please reply to this email. Also, if you wish to be invited to attend the 'NH55 in person' in June, please do let us know.

I need your opinion

 

Over the years, I’ve spent a great deal of time collecting railway pocket watches. The collection contains between 400-500 individual timepieces. Covering mainly Australian and Japanese issued watches, which were in actual use, as official watches by their respective national railways. It all started as some harmless fun, until it become a passion. Eventually, the collection took a life of it’s own, presenting a ‘snapshot of an era’. But as the collection grew, it become obvious that the historical value as a lot exceeded the value of the individual pieces. My original intention was to continue collecting – until the day I would retire, and then write a book with the intention to not just preserve, but to encourage watch collectors to build on it and take the research to the next level. Unfortunately, as the watchmaking and manufacturing sides to the business grow, there is no longer any time for further research and expansion of the existing collection. The question is simple: what should I do? Here are a few options: 1.  To do nothing, put all watches in a container, seal them and let them be discovered one day when I am gone. The collection remains intact, and research / historical data is preserved. 2.  To sell the whole lot, to one person who has a passion to continue the project. 3.  To sell them individually, one by one. Difficult, time consuming, which would require weeks of work. Collection broken up, but proceedings of sale could be invested in advancing NH watchmaking projects. What would you suggest? Is there a fourth option? As with any collection, some pieces are basic, others extremely rare with significant investment potential; some are ready to be worn, others would require a complete overhaul. At this stage, I have absolutely no idea what the total value would be. Not even the final count, so please don’t ask for details. Thank you for your feedback.