A Matter of Time

Jonathan Ferrer sits in a cushy armchair inside the bustling coffee shop on the NJIT campus. The 25-year-old watch designer is in his element, casually scrolling through his phone while sipping a cup of joe amid the harmony of coffee beans grinding and milk gurgling.

“I lived on campus when I was a student here, and it’s a good thing I did,” says the Woodbridge native, who graduated in 2014 from NJIT’s School of Art + Design with a B.S. in industrial design. “If you come to NJIT and leave right after class, you’re just getting your feet wet. Class time is great, but being around other students after hours taught me things that I couldn’t learn in a classroom, and it allowed me to really connect with other students.”

Ferrer’s idea to meet up at Tech Café to chat about his new enterprise is no coincidence. The Brew Collection, a luxe line of contemporary watches with a vintage feel, warm hand-brushed effects and distinct geometric detailing, draws inspiration from industrial espresso machines and was born out of his love of coffee and the intimacy and comfort that comes with drinking it.

“I wanted a watch that would play into the ritual of something that we do every single day,” shares Ferrer. “And for me, and many others, it’s coffee. It can be your escape or a simple pick-me-up. There’s some way that you can relate to that experience. If I can allow the audience to project their own kind of vision into this piece, then I’ve succeeded.”

The water-resistant watches—encased in 316L grade stainless steel with an anti-reflective sapphire crystal cover—use a Swiss-made quartz chronograph movement and come in black (Dark Special Blend), steel (Steel Special Blend) and rose gold (Rose Gold Special Blend) with black leather straps. Translating the design of the espresso machine into a watch was a meticulous process that conjured up a surprisingly understated design.

“I didn’t want it to be too literal,” he says of the nimble cutouts and unique vented aesthetics found on the crown, side and caseback, which are a play on the industrial style of the steam vents found on the brewing machines. “It’s minimal enough so that it’s not overbearing, but at the same time you’ll recognize its origin. If the design was too literal, I don’t think the watch would be as timeless.”

Even the branding is subtle. Unlike most timepieces, you won’t find a thick or heavily engraved logo on the dial. “I kept it almost invisible but still there,” he adds. “I’m against brands that blatantly throw their branding in my face. That’s not why you’re buying it. You’re buying these pieces because you enjoy the way they look and the story they tell. I’m respecting the audience’s boundaries in that way.”

It took seven months to complete the technical drawings, create the 3-D design and prepare the prototype for manufacturing and another five months of photography and marketing research to ready the watches for launch. Ferrer cut his teeth in the industry, working for premier watchmakers like Movado, designing licensed brand watches and as a freelancer helping smaller firms establish their brand and tighten up their marketing and business plans. When he wasn’t on the clock, Ferrer would use his downtime to sketch, network at biweekly watch events and pick the brains of experienced professionals in the industry to learn the ins and outs of the market.

“After a few years, you start to feel a little arrogant,” he admits. “I was like, ‘Why can’t I do this for myself?’ So I quit my job and started my own business. I had the connections with manufacturers and people all around the world to help me. So I took my idea and ran with it—and it’s already taken off.”

Ferrer stops talking just long enough to take a quick glance at his cellphone.

“Yes! I just got another backer on Kickstarter!” He looks up and smiles. “This interview is bringing me good luck.”

Ferrer turned to the über-popular, global crowdfunding platform to source money from backers to raise cash for the production and shipment of the watches because, he says, it’s the best way to get exposed to the world as a microbrand.

“As one person trying to channel out through every way I know, I’d be cutting myself short to do it all on my own,” he explains. “And I didn’t want to involve investors and split up the company. Kickstarter was the best way to get a large audience in such a short period of time. It shoots across the world. It creates a huge buzz on its own. It quickly communicates who I am and what I’m doing.”

On April 22, with 37 hours left in the campaign, Ferrer met his $35,000 goal. To date, 142 backers from around the world have pledged just under $40,000 to help bring the Brew Collection to life. The watches are currently on sale for $275, but normally retail for $375.

“I now have the opportunity to take this brand to new levels and introduce new designs, so it’s a nice feeling that I’m able to put more time into something I really enjoy and that others have shown great interest in as well,” said Ferrer in an email a few days after the end of the campaign, which was anointed as a “Staff Pick,” Kickstarter’s highly sought-after seal of approval.

By surpassing his goal (he won’t see a penny of the $35,000—it all goes toward the assembly and delivery of the watches), Ferrer will use the additional $5,000 to reinvest in his company by producing stainless steel watchbands, giving patrons the option to personalize their purchase—and there’s even talk of a flagship store in New York City.

“Down the road, I’d love to open up a coffee shop as a retail store,” he says. “The audience will be able to take in the full experience: coffee time, the watches, the brand and be fully immersed in the lifestyle. It’s important that your design touch all the senses. That’s something I learned at NJIT. [Industrial design lecturer] Jose Alcala taught me that design is about telling a story, and you can’t be afraid of going too far to share it.”

For now, the impassioned entrepreneur has his hands full with around-the-clock marketing while working with the manufacturer to ensure all his backers receive their watches by the end of the summer. He even flew to Switzerland earlier this spring to visit the facility where the mechanical marvels found inside the Brew Collection will be produced and assembled.

“There are always some risks and challenges involved when creating and delivering a new product being made across the world,” he admits. “You never know what’s going on over there. I chose to use factories that have a great reputation working with clients to mass-produce high-quality watches.”

The timepieces will be delivered to customers in a hand-stamped, kraft box with a personalized handwritten note from Ferrer tucked inside; he even sent handwritten thank you cards to his supporters.

“It’s all about the little details,” he insists, “and going the extra mile to add a personal touch. I think it will be appreciated.”

It’s hard to imagine a confident, go-getter like Ferrer without another project already in the works. So what’s next?

“I really want to do some crazy things after this,” he says with a gutsy cheekiness.

Like what?

“Well…” he tilts his head to the side and offers up a slight smile. This may be the first time Ferrer has spoken out loud about his next venture, and it seems like he doesn’t want to jinx it.

“Let’s just say the new line may be made out of ceramics.”

Don’t believe him? Just watch.

By Shydale James