The watch world is full of interesting and exciting people. Mike from DeMarco Watches is one of them.
And sometimes the path is short to go from watch enthusiast to founder of a new watch brand.
That’s what happened to him and he explains everything in this interview.
Let’s go and enjoy guys!
Could you tell us a bit about you and your story with watches?
I started to get interested in watches and jewelry when I began high school at 13. I noticed kids wearing gold and silver chains. One girl had a really cool Nike pendant on her chain, and that sort of sparked my fascination. I then got some chains and pendants. My mother had a jeweler custom-make a Nike charm out of gold for me. Then my parents got me a 34mm Movado Museum dial watch when I was 16, and I was hooked on watches from there. In my early 20s, I started collecting Movados, and I still have the original three I ever got/purchased.
As time went on, money became tight in my late 20s to mid-30s, so collecting was put on hold, and my watch box stayed the same for many years. However, I was able to start buying and collecting again about 6-7 years ago when I started two other companies in the freight business. I got heavily into Swiss divers and chronographs, accumulating over 60 watches in a 3-year span.
Today, I have cut the collection way down and try to only buy pieces I want to keep forever. I currently have 3 Rolex watches (Day-Date, Submariner, and a Wimbledon DJ). I also just acquired a Patek Aquanaut. Among my other favorites are my early 2000s electric blue Seamaster, Jacob and Co. 5-time zones, and CW 12.
When did the idea to create a new brand come to you, and when did you start working on the creation and launch of it?
Approximately 3 years ago, I got some DIY kits to assemble and put together watches on my own. I realized how intricate, meticulous, and difficult watchmaking was at that point. I am still amazed today at how hard it is. I assembled about 5 watches and then started buying my own cases, bracelets, movements, and dials off eBay to put other watches together as a hobby. I gave a diver away to a family member who made me a guitar, and as a thank you, I made him a custom watch.
He fell in love with it and said I had an eye for design and should think about doing this as a third business. At the time, I was so consumed with my other companies that I didn’t really think about starting my own microbrand. About a year and a half ago, I got in touch with a factory in Hong Kong that I knew made incredibly high-quality timepieces. That’s when I said to myself, “It’s time to think about designing a watch and building a brand around it.” I already had all the business connections around the world; I just needed to be pointed in the right direction.
Could you tell us where the name of your brand comes from?
Yes, it’s my last name. I was searching for a good brand name, and I had some clients visiting from Germany. I ran a few ideas past them, as they were watch guys. One of them said, and I quote, « The name is right in front of your face… DeMarco. » Such a strong Italian last name is a perfect brand name. That’s how it came to light. I agreed with him. The bull and shield logo is something that’s close to me. My favorite animal is a bull, which portrays strength and prosperity.
What’s the most important thing in the process of creating your timepieces?
The number one most important thing to me when we were designing the watch was, « Is this something I would be proud to wear? » Because I have high standards for watches. I wanted this to feel like a true luxury watch but have it to be accessible to everyone. I really wanted a watch that was hefty, solid, reliable, and aesthetically pleasing. I think we nailed it with the DeMarco chronograph.
What steps do you go through to develop and produce them?
This was a pretty tedious process. There was much going back and forth with the factory. I went through 3 total prototype designs and fixes, really. The original prototype had no bracelet, no sapphire crystal, no polish, and the pushers felt a little cheap. I made them redo the design using sapphire crystal, and I demanded they fix the polish and add a solid stainless steel adjustable and quick-change bracelet by the third rendering of prototypes. I finally got the final version of the production run about a year into the process.
Every time the factory has to change something or go back to the mold, it’s a 3-month turnaround. Then I had to make sure there was a market for the watches, which is a whole other conversation we can have. Ultimately, it took about 1.5 years to get to market from the birth of the idea to actually having products in hand. Part of this is because I am a stickler for details. The watch needed to be finished perfectly, feel hefty, have lots of features, and other things that needed to be okayed by my own inner wants. Cost-wise, we added a lot to this watch we aren’t necessarily getting back on our sale price, but that’s okay.
Where does your inspiration for the design of your pieces come from?
I took inspiration from several brands on this chrono. I like the curved lugs Omega uses, so we implemented slightly curved lugs. I love the symmetry of a 2-subdial chrono similar to the Tudor chrono dial or Breitling Top Time. I really love older vintage chronos, like a Junghans J88 (the bezel looks similar). But overall, I love symmetry on a dial, and that’s what we were going for. I wanted a date window more than a running seconds hand, so that’s why we chose the VK64 movement, among other factors.
Do you have an anecdote about the design and creation phase of your timepieces?
I think the most interesting story about how the design process came about was my idea for the dial layout and for the bezel layout. As the chrono looks like a few other pieces out there, really is not one watch it truly looks like. That is something I am proud of as it is very hard to not copy other watches as so many things have been designed.
From your perspective, what makes your watches so special?
I just think the value for money is there. At $300-$350, I’m not sure you will get as robust, nicely designed, or finished a watch as ours. I don’t think it exists. Everything about the watch is quality. You also get a leather and rubber quick-change strap in the box as well. It’s pretty much a great everyday watch to be worn for all occasions.
Could you tell us how your collection is composed and the price of your watches?
Right now, we only have the chronograph out, but in Q3, we will have a diver and a square dressier piece that are both in prototype phase. The cost of our chrono is currently $329, all in, shipped within the USA. We also ship internationally and can be reached via email for shipping quotes.
Do you have an idea of how many watches you’ve already delivered?
We have delivered around 100 pieces—87 in the USA and 13 pieces to different countries around the world. I did not think we would have watches in Cyprus, Ghana, and several other places like this! It’s wonderful to know people like your product all over the world.
Social networks are really important for microbrands like DeMarco Watches. Could you let us know how and why you use them, and what’s your strategy to stand out from other brands in your price range?
Facebook and Instagram are primarily how we use them. I am in about 5 different microbrand groups on Facebook that I regularly post in. I comment on other people’s watches as well, a lot, and I try to be as active as possible. Instagram is mainly used to advertise the watches, showing how they look in different settings, etc. I also advertise paid posts on both platforms, depending on what we’re trying to do; our budget fluctuates. I find the best advertising is doing it yourself, being authentic, and answering all of the questions, whether good or bad. I think people appreciate when you get back to them right away and answer honestly.
Let’s talk about distribution. Obviously, you use the direct sales strategy, which is better for a young brand like yours. Could you explain your distribution strategy?
Yes, we ship the watches fully assembled from overseas. When they are ready to be delivered to the customer, I am the one inspecting, checking, packaging, and writing the warranty card. For now, we are a one-man show! But I love handling people’s watches personally and also sending them personal emails when they order. I make a habit of staying in touch with all of my clients.
What is your first market? Will you try to develop other markets in the future?
For now, it’s just USA-based, but as we travel to different shows and countries, we will begin to develop other markets as time goes on.
Do you plan to participate in watchmaking events in the coming months?
Yes, I plan to be at Worn and Wound in Chicago and NY this year, as well as going to several local Redbar meetups.
Now, more generally, what are your plans for the future?
I definitely intend to keep growing the brand, coming out with more lines such as the diver and dress watch. I also plan to come up with an out-of-the-box innovative creative watch within the next year. I own several companies in other sectors, as mentioned, but within 5 years, I would love to be doing DeMarco as my full-time gig. It would be a dream come true!
What aspects of your brand do you think people should know more about?
I think people should know that there is a lot of work, money, blood, sweat, and tears that go into building a watch company. It is truly the hardest, most expensive business I’ve built. I am really proud to have been able to launch one watch. I put everything I love in a luxury watch into this watch at a wonderful price point. People should know a lot of pride was put into that watch on their wrist!
OK, now something more personal. For you, what’s the most important thing to find in a watch?
The most important thing I look for in a watch is the design, fit, finish, and build quality. I think all of those trump what movement is in the watch. If you select a good, robust, easy-to-service movement, that’s a wise choice in this business. But for me, it’s design, fit, finish, and build quality, in that order.
To finish, are you also a watch collector? If yes, what kind of watches do you collect?
I would say I am more of a watch enthusiast than a collector. Right now, I have about 35 pieces, but I’ve been collecting pieces I intend to keep only, so I have become much more selective over the last two years in what I buy. I have several Rolexes, a Patek, a couple of Omegas, a Breitling, and several others that I covet. I think my most coveted watch is my 34mm Movado my parents bought for me, as that is what got me started in this crazy world.
Do you have a favorite piece in your collection?
My favorite piece in my personal collection is, without a doubt, my 36mm Day-Date 18238 from 1989. I find myself wearing that watch more than any other. It’s just a fantastic piece.
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Jonathan Kopp
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