I have worked in the luxury industry for more than 30 years, in London, Paris and New York – starting on the sales floor and then moving into styling and image management, with an emphasis on advertising campaigns for high-profile clients. Companies I have worked with include Hermes, John Lobb, Prada, Revillon/Fendi, Tiffany & Co, Bvlgari, Asprey/Gerrard, Ozwald Boateng Bespoke, and the LVMH and Richemont Groups. My expertise encompasses men’s and women’s wear, leather goods, luggage and footwear, fine jewellery and watches.

My first watch was a Tag Heuer, which I bought with my savings when I was 16. My favourite watch is a Patek Phillip, given to me by my father, for my 21st birthday. Having a passion for watches, over the years I have built up quite a collection, alternating those that I wear to suit the occasion and the way I am dressed. I would like very much to own a Tourbillon Messidor made by Breguet, in platinum.

A watch is a vital part of one’s outfit, from its metal colour and finishes to the colour and texture of the strap – all of which should ideally complement the outfit. Current trends are focused in two directions – larger, sportier styles or jewel-encrusted, in both men’s and women’s styles. The popularity of vintage watches can be explained by the history of the piece and its classic/vintage look, together with the ritual of the hand-wound mechanism which increases the cost of watches manufactured today.

– Patric Persaud




I’m based in London, and my line of business is music and competition cars.
My first watch was a present from my parents in approx 1954 I’m sure it was a Timex… it lasted a surprisingly long time. I have a couple of favourite watches: one is a Rolex Steel Daytona style which I bought at Geneva airport in 1971 when we got paid in real money for a gig (I didn’t see any more money until 1973). The other is a Bremont ALT1-Z/DG model. I love the approach and attitude of the brothers who run the company.

Currently, I’m wearing a Breitling, battery-powered (I still worry about what happens if we are invaded the day the battery goes down). It’s special to me because I got it from a friend who was a pilot in 41 Squadron, who later went on to become a Red Arrow. It has the squadron insignia on the face.

My relationship with time? Try and stay ahead.


Nick Mason



I’m based in Los Angeles, and I’m a writer, stylist and timepiece consultant. I also engage in watch ‘match-making’.

My first watch was a delightful little watch that ticked as a result of a little boy and girl moving back and forth on a see-saw. My “favourite” watch changes too constantly to pin down. Currently I’m wearing a Parmigiani Kalpa Grande. I am absolutely charmed by minute repeaters and clock watches, and I hope to own one some day.

My relationship with time is rather complex, being that I’m human. I suppose I can sum it up by my philosophy: time threatens to make life’s events seem either too far away or ending too soon. I endeavour to relish the moments as they come.

Meehna Goldsmith



I have been working in advertising and branding for ten years so I understand the power of seduction and the creation of desirable objects of luxury. My art revolves a lot around status symbols, Rolex being one. For my screenprint entitled ‘Relax’, just by replacing two letters I achieved the concept at first glance of a Rolex, but at a second look you will see this is a statement. Relax: it’s just a status symbol. If you have one, enjoy it; if not, don’t worry.

I am based between London, Paris and New York – where my work appears on billboards and on bus shelters across the city. My first watch was a Pop Swatch; my favourite watch is the Rolex Daytona Everose Gold; and my dream watch is the Rolex Air King – which is subtle and not overstated.

Through my art, I document the time we live in. It’s a social/political/environmental snapshot of our time.

Max Wiedemann

Max Wiedemann