Interview: John Simonian, Wrist Watch Entrepreneur, Owner of Westime Los Angeles

With few watches that retail under $80,000 you’d think the market for such timepieces is small. The success of the brand is soaring and John likely picked up the rights from the start. Sometimes referred to as “the nose,” John has the legendary reputation for picking out viable newcomers and *** them big. Of course I asked what the takes into consideration when gambling with new brands. His answer is *** – the watchmaker means more than the product. He explains that you can reform a bad product into something great, but even a good design won’t last if the watchmaker is lacking in the qualities necessary for success.He describes a world where new watchmakers have a series of role models that they wish to emulate or reach. There are in fact a series of “celebrity” watch makers in the industry. This is why so many brands are named for the people behind them. The reality, is that like aspiring actors in Los Angeles, only a few really make it. John helps find the best ones, and trust me that he has them knocking on his door - which is good for him, because he loves promising new comers. What advice can I give to new watch makers based on what I learned from Mr. Simonian? Well, I would say that at the least, you need to be charismatic and be able to sell yourself. Understand what consumers want, as well as have the ability to be flexible. Most important? Don’t be stupid. I ask John what annoys him with the watch industry and the response is applicable to any industry. Humorous, it is sadly predictable how often the biggest annoyance is stupid people. They really ruin the party for everyone.Richard Mille is taking a lot of John’s time these days – but that is a good thing. While no one is spared the problems of the recession. Simonian’s business feels solid. At least that is the reputation I get from him.His abrupt but friendly conversations with colleagues sound as though they are a mixture of phrases, languages, and personal innuendos. The sharp reputation John has must be in the ends to his means. Otherwise his presence is almost sage-like.In addition to selling watches to the public via Westime, John is a distributor. The idea is ***, but John proves this end of the business to be the most complex – though likely his favorite. Distribution involves investing in a brand and representing them in a particular market. By becoming a distributor, John will control the brand in the US, as well as other markets depending on the deal. Anyone who wants to sell the brand must go through John. It is a fantastic way to slash and burn the competition when it comes to hot brands. You could say that John got lucky with Richard Mille – a hot new ultra-luxury sport watch brand.