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

Fully moved in, the big watch boss’s operation will take the products and personalities that are so obsessed over in Europe and do the necessary task of actually selling them. The thing that no one liked to mention often is that the luxury watch industry relies on people continually buying new, highly expensive watches. Collector’s get their “watch fix” and everyone is happy. The industry needs that stream of interest that keeps clients coming back for more. John’s role is perhaps not as appreciated as it should be. He plays the ongoing games of *** the buyers happy. This involves not only learning about new products, but resolving their issues during and post sale – something that the brand themselves are notoriously bad at. While Simonian is a big boss, he is also an army. Fighting the good fight that keeps the watch industry gears lubricated.One of the things I admire about John is his innate desire to take risks. You have lots of people in the watch industry that act only on numbers – *** decisions based almost purely on facts and figures (which ironically are sometimes not very factual). Taking chances is really the best way of becoming something in any industry. Of course, you need intelligence to accompany bravery.Westime for example is filled with a number of brands. Sure you have the Richemont Group major players, but you will also find a number of smaller and independent brands with solid products and great images. John is known for helping to make such brands as Greubel Forsey and MB&F popular. Inside the shop I find others I am glad to see such as Nubeo and MCT. Like John, I see a lot to be impressed with in these brands. I am glad that we have some of the same taste, but happier to see brands like this on home soil. Too often promising smaller brands aren’t given a chance in America. I am glad to see a big name like Simonian taking interest in them.John isn’t the fanatical watch lover I am, but that is a tall order. He loves the watch industry though. His father was in the watch industry, and now John’s son, Greg Simonian, is also involved. Soon to take over the retail side of the business, John will passed over an important part of the operation to his son, and leave him to be the big boss he enjoys being. Richard Mille will continue to be grown and nurtured by Simonian. When it matures other fresh projects will headline his distribution business, but he is never a one brand man.I know that the next time I visit John his office will be different.