After years of working in Haute Horlogerie, Alexander Wijt's entrepreneurial fire was ignited. Timepieces are not just watches, time can be read in different ways. This is how Hourlux, the company in niche watch products and design objects that he set up with his wife. With eyes set on growth, inspired by a quote from his grandmother: "Those who cannot share will never be able to multiply."
Text: Karine Bloem
I grew up partly in Amsterdam, Bologna (Italy) and Arnhem. Ever since I was young, I have been mesmerised by watches, timepieces and lifestyle. It started when an uncle of mine -at full moon, maybe that also had an influence? -, told the story about Neil Amstrong and his Omega Speedmaster Moonwatch. I was immediately sold. Later in my career, the passion for timepieces gave me the opportunity to manage major brands for Northern Europe: Seiko, Omega, Piaget, Montblanc and eventually IWC.
From age 6 to 9, we lived in Italy. My father 'was into chocolate' and took over a factory there. I still speak fluent Italian and that comes in handy now for our Italian customers.
My wife is Swiss and worked for watch brands Girard-Perregaux and Ulysse Nardin. Together, five years ago, we took the most daring step of our lives: quit our secure jobs and started our own company HourLux. Our own big adventure, our future. Designed by us together and with our partners!
With HourLux, we are specialists in 'representing and experiencing time in a different way'. Among others with Qlocktwo - Time in Words - and SwissKubiK watchwinders, the highest standard for winding mechanical timepieces. We also carry products with a real 'wow!' factor, such as DAQI-Concept, a portable porcelain BlueTooth speaker, and EMspec 'Time in light'.
Flavours
These turbulent times, like many, we spent in some imbalance. Consumers tackled their interiors and/or gardens and as a result, despite the circumstances, our lifestyle products ran quite well. To support our other partners as well, we developed programmes where, for instance, part of Qlocktwo sales go to an old people's home to organise a big family reunion as soon as it is possible again.
We have certainly felt the complete closure of retail in Belgium, Denmark, Finland and Norway. But with Hourlux, we look to the future positively and we want to continue to build the business based on the principle 'he who cannot share will never be able to multiply'. That's a quote my grandmother used to often throw into the mix when I had to share my food with my little brother. But it is applicable as a principle in many areas, including business.
I admire anyone who has a mission in life, who wants to achieve something, mean something to others, has a goal or a dream. In business, I admire the self-made man and managers who run their businesses by inspiring and motivating rather than choosing to intimidate and indoctrinate. I am also very grateful to anyone who has a personal, business or philosophical viewpoint and has shared it with me. These insights have enabled me to develop myself, making me a more complete person. And in turn, I am happy to pass on these insights.
Unusual conversation with God
I draw inspiration from young new designers, with whom we make early contacts to do distribution and marketing for them. FLYTE (the floating light bulb), Slow-Dance (a frame which makes real objects appear to move in slow motion) and DAQI-Concept (a decorative Bluetooth speaker and lamp in one) are great examples of this. Furthermore, I also draw inspiration from pushing personal boundaries: being able to play tennis better, sailing faster...
I get my peace from cooking, boating, good conversations and beautiful people. And by that I certainly don't just mean looks! The best book I have ever read is 'Unusual Conversation with God ' by Neale Donald Walsch. You don't have to be religious to appreciate this book, it's more philosophical. It is about a man who gains insights by having a questioning conversation with what later turns out to be God. In a nutshell, it is about the life questions we all have but seen through different eyes.
One design object I would still love is an Eames chair. It is absolutely iconic and timeless.
Clothes make the man
I would describe my clothing style as business-casual. I like to shop at Town and Country in Arnhem, Oger and Society Shop. My shoes are always Italian, by Santoni. Shirts I wear from various brands and a preference for Italian there too, such as Canali and Corneliani.
Trousers are from Jacob Cohen, PT01. Jackets I buy from Vincent Degenaar/Zano.
Arm candy
I myself wear a Qlocktwo watch alternating with an IWC Big Pilot, in addition Panerai, and Rolex. You must have at least one of the latter in your collection 😉
Whether I still have a dream watch? Yes indeed! A IWC Perpetual Calendar.
Home port
We live in Lathum, a village next to Arnhem in beautiful Gelderland. Lathum is quiet and is located by the water which is very nice for water sports enthusiasts! I would describe our living style as quiet, relaxing. This is my dream house. It was when I saw it 15 years ago and said "Later when I grow up...". And it did!
Wheels
I myself drive BMW. I value comfort as it is after all your daily office while visiting clients. Moreover, for business trips to Qlocktwo in Stuttgart and SwissKubiK in Switzerland, it is nice to be able to 'drive through' 😉
I think the most beautiful car ever made is the Jaguar E-Type. Never too much, always stylish. And preferably in grey. With wire wheels!
Leisure Time
As for sporting hobbies, there are a number of them: sailing, boating, tennis, spinning & fitness and, of course, F1. It is highest level in motorsport and I think Max Verstappen has put F1 back on the map.
I prefer cooking to eating out. Cooking creates peace in my mind, for closing the business day. For my wife, every day is a gift. She loves travelling immensely which of course couldn't happen during the lockdown. So we visited a different country each day through dishes; from Mexico to Thailand. A little trip around the world in the kitchen so to speak. A very nice restaurant abroad is Mata Hari in Calvi (Corsica -red.) It is located against a rock, on the beach. Truly an idyllic spot because you literally eat there with your feet in the sand under the stars.
TRAVEL
The most beautiful/ finest place in the world I ever stayed in was the Como Hotel in Thailand. If you have the chance an absolute must! You have two -one in Bangkok and one in Phuket- but both are equally fantastic. It is minimalist, there are few distractions and the service and food are top-notch. This year we are holidaying in the Netherlands and going to Corsica for a fortnight. I am also looking forward to visiting our partners in Sweden and Denmark again. That always feels like a nice trip despite working. And we would still like to go to Japan, on safari and around Greece sailing.
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