The Couch Sessions

The Couch Sessions – Discovering GoS Watches

I spend a lot of my days online searching for new and exciting topics for our Couch Sessions; and I’m always astonished when I stumble upon great brands which I haven’t seen before. GoS Watches was one of them.

I was immediately drawn to the aesthetics of these timepieces and the detailed work of the case and dial, which is so recognizable and sets this brand apart.

GoS Watches was born from a partnership between master blade smith Johan Gustafsson and master watchmaker Patrik Sjögren. They first met in 2007 and blended the two crafts together with their rich Scandinavian heritage. 

The process of hand forging Damascus steel creates unique patterns which give the iconic personality and character to the watches, and thanks to this technique each piece is a one-of-a-kind work of art. What impressed me the most is that Johan creates these patterns blindly since the steel needs to be blazing hot, so he only sees the final design at the end of the process. I was also fascinated by Johan’s mastery to go from working on knives to small surfaces such as a watch dial, let alone creating watch hands out of Damascus steel, which he also does!

The watchmaking finishings are mind-blowing as well. Patrik was kind enough to show us a prototype he’s been working on, where he’s been testing a northern lights effect on a dial mixing in all the emerald green tones to get that ethereal impression. Even though Patrik still considers this dial a work in progress, it was stunning, you could definitely see the aurora borealis effect!


The Scandinavian heritage is part of this brand’s dna and serves as inspiration to every design, from the rich nature of the land, to the Nordic seasons or the Nordic lights. GoS Watches also digs deep into the Viking history reviving some ancient decoration patterns from the Viking ages.

The end result is a strong watch worthy of shows like Game of Thrones or Vikings. 

GoS watches also offers uniquely customized handcrafted watches, customers can request specific colors and patterns to make their watch their own.

Thanks again so much to Patrik for sharing his passion and a little bit of his secrets with us.

Are you a brand, a journalist, a collector, or simply a watch lover?  
We’d love to feature you on one of our next sessions. So tell us your story below.

The Couch Sessions

The Couch Sessions – Beauregard Watches

For this episode of the Couch Sessions, I welcomed Alexandre from Beauregard Watches.

I met Alexandre last year at the Geneva show Barton 7, where I instantly fell in love with his collection, Dahlia. Plus, Alexandre is as warm and friendly as you expect every Canadian to be. His honesty and authenticity is inspiring and his nonchalant approach to watchmaking refreshing.

Dahlia, his first collection took the watch world by surprise. The unique combination of a central flying tourbillon framed in uniquely petal-shaped natural stones earned Alexandre one of the highest honors for any debuting watch brand; a nomination in the ladies category at the Grand Prix de l’Horlogerie de Genève.

Pursuing the tradition of capturing and reinterpreting the elegance of the world’s flowers, Beauregard unveiled Lili in June 2020. The brand’s latest creation in their portfolio, incorporating miniature gardens carved out of precious stones.

The delicate Lili cocktail watch is a feast to the eyes with its 33 natural stone petals in Turquoise, Opal and a myriad of fine stones. They are then carefully sculpted and polished by hand before being adjusted by a master jeweller. This collection comes in its gold and diamonds combination, or in the sleek steel configuration. So, for those who believe watches should tell more than time, Lili is a work of art bound to resonate with the soul. 


Thank you again to Alex for being a guest and sharing his passion and his new collection.

Are you a brand, a journalist, a collector, or simply a watch lover?  
We’d love to feature you on one of our next sessions. So tell us your story below.

The Couch Sessions

The Couch Sessions – Horlogerie Française

Sylvain Hubert joined us for this Couch Session for a show and tell on French watch brands.

He has a watch distribution company in Sweden, representing a few independent brands. He has also opened a showroom space called Showroom W. It’s an industrial-inspired loft where he can show off the brands he represents and loves. It’s a by appointment only space where you can have coffee, stay for hours and discuss watches.

So for this Couch Session, we decided to tackle French watchmaking and go over three French brands that Sylvain represents; Pequignet, Utinam and FOB Paris.

These brands have distinctive design ranging from classic, to ingenious, to outright eccentric. But all have one thing in common, they are based in Besançon, the cradle of French watchmaking.

Pequignet, you probably have guessed it, is the most classic of the three. Founded over 40 years ago, it really cultivates the independence spirit. It is also one of the few brands owning a manufacture movement. The Calibre Royal which design, prototype and assembly is based in France.

Since 1993, Utinam’s designer Philippe Lebru has been wowing his followers with ingenious and futuristic pieces. Passionate by design, he created new ways of telling time with the Utinam clocks. The skeleton construction shows the intricate mechanical workings and inner heartbeat of each piece. The clocks can either be self-standing or mounted on a wall. Combining mechanical ingenuity and design, Utinam is definitely more than a practical timepiece, it’s a work of art.

From pocket to wrist, FOB Paris watches are a complete representation of what modern timepieces should be, technical and stylish. For inspiration, the three founders rely on their engineering education and their love for design. It then results in ambitious timepieces.


Thanks again to Sylvain for sharing these beauties with us. And we’ll have him back soon for another show and tell.

Are you a brand, a journalist, a collector, or simply a watch lover?  
We’d love to feature you on one of our next sessions. So tell us your story below.

The Couch Sessions

The Couch Sessions – Seven Friday

Seven Friday is one of those brands that live and breath their DNA. From the founders, the team, to their ambassadors, everyone is Seven Friday.

I have to say I have a bit of crush for Seven Friday. Because not only is the design completely out there, which I love; but the thing that tickles my fancy the most is the way they are. Authentic, unapologetic with a “take or leave it” kind of attitude.

After a long career in the luxury industry; Dan Niederer decided to ditch the corporate world to embrace a more personal project; and that’s how Seven Friday began.


Having worked in the watch industry and with the network to help lift his idea off the ground, Dan, along with co-founder and designer Arnaud Duval, started work on creating Seven Friday – industrial inspired designs with craftsmanship and intricate detailing at its heart, starting with watches.

From a communication standpoint, Seven Friday has, in my opinion, ticked all the boxes. So for this Couch Session, I took the time to pick Dan’s brain. We went over some of the communication activities that make Seven Friday standout from the crowd.

  • True to their DNA: They have established but also kept true to their mission. So everything they do is governed by those guidelines.
  • Embracing digital: They’ve also been one of the first luxury brands to completely embrace digital. Building a successful community online that overflew offline.
  • Modernizing concepts: Seven Friday has “spaces” – it’s a boutique/bar/hangout; with this modern concept, they’ve reinvented the way consumers approach watch brands and redefined the traditional luxury experience.
  • Out of the box” collabs: whether it’s with a motorcycle customization shop in Biarritz, or with street artists from Zurich; the brand keeps on offering cool ways to show off their products with authentic partnerships “that make sense”.

Thanks so much to Dan for sharing his passion and for an incredible insight into the inner workings of the Seven Friday Communication department.

Are you a brand, a journalist, a collector, or simply a watch lover?  
We’d love to feature you on one of our next sessions. So tell us your story below.

The Couch Sessions

The Couch Sessions – Jonathan Kopp

Jonathan Kopp is an avid watch aficionado, from vintage pieces to modern luxury haute horology. His preference leans towards small and independent high-end watchmakers. He loves the difference rather than classicism, although he admits being in love with several ultra-classic pieces. Jonathan caught the watchmaking bug when he was 14 years old and shortly after, he took his first professional steps into the industry. 

He first started his career working alongside many brands on financial and strategical development. Then, he decided to share his passion with the world using social media and writing articles for many publications. Five years ago he created Watchisthis?! Magazine – A Magazine about watches priced under €2500, while continuing to contribute for many trade and lifestyle magazines today.

He also works with young brands (mostly micro and indies) as a Communication/Marketing/PR Consultant. His well-rounded know-how allows him to work every angle of a watch brand, whether it is from a online of offline perspective.

During this session, we talked about different topics from the thundering news about Baselworld and the current state of the industry. It was also an insightful conversation about the future of watchmaking through a PR and communications point of view.

Are you a brand, a journalist, a collector, or simply a watch aficionado?  
We’d love to feature you on one of our next sessions. Tell us your story below.