by DELPHINE DE MALHERBE & MARTINA PLANTY
As he says with some amusement: « Talking about time is already a waste of time ». The ultimate statement for this son and grandson of a watchmaker, who has just recently set the time to suit himself. Because on the one hand, this blue-eyed young man maintains an unusually detached attitude towards the raging, rushing world that he has chosen to tame. And on the other hand, because he makes time an ally for everyone. To say that the chronometer doesn’t scare him would be something of an understatement: he recently created a brand of watches bearing his name, but about which he has as yet said nothing. «In our business, you can choose either to be on an ego trip or make the product you’re offering important. I chose the second option ». He took time to design the label, so that people would say, quite rightly : « All you had to do was think of it ». Which is exactly what happened. It was really quite simple: from a just single model, he offers magical creations. «To start with,» he says, « I was the first to customise old watches, then I had the idea of launching the personalised watch ». And, rare in watchmaking, of aiming solely at an entirely feminine clientele. For John Isaac this is logical, since for him a watch is something very intimate. Though the basic model may be the same for everyone, the variations are infinite. In real terms, and at a stroke, you can make your own watch, with the help of a master. Choose whatever colour you want for the strap from a huge range of shades, with whatever symbol you want engraved on the dial, and your wish will be fulfilled. The result will grace your wrist.
This is inventiveness at its best. All his models are made in Switzerland by small independent watchmakers who are among the best in their professions. Being born into the profession, Isaac knows what he is talking about. Besides, he has a wealth of early memories, one of which is particularly endearing: «It was in an auction room. Everyone was after a magnificent Rolex. I was small, but I had a go, I raised my hand to offer a price. People were suddenly so surprised, intimidated, charmed or embarrassed, that no one dared to bid any higher». He was with his father, who thus bought him his first watch. « I still have it and treasure it ».
Beyond that, the hands that circle the dial are for him just a way of keeping time. But with an infinitely precious mechanic, symbolism and design.