Its landscape is rugged with dramatic scenery that will take your breath away. From its lava caves, hot springs and geysers below, to its volcanoes, waterfalls and glaciers above, Iceland is more than the land of fire and ice—it’s where time begins.
Just ask master watchmaker Gilbert O. Gudjonsson (aka Gilbertson). He’s been repairing, designing and crafting watches in his 200 square foot shop in the capital of Reykjavik for more than 50 years.
Photo From JS Watch Company Website
You might miss the small shop on Reykjavik’s Laugavegur Street if you’re not paying attention. While window-shopping with my husband on the main drag, I caught a glimpse of a crimson-faced watch in the window display of the JS Watch Company.
By the way, Crimson is my favorite color and the name of my favorite college football team. I digressed. I tugged on my husband’s arm and pulled him in closer for a look. He knows I love and collect watches. I gasped, “I have to have that.” He replied that we should see how much it cost first. But we were too late. The shop was closed for the day. We planned to return the next day to find out more about this watch that drew me in for a closer look.
The next day, we stepped into this quaint shop. Once inside, I sensed a special place…one where time seems to stand still. The left wall dons photographs of the celebrities who have purchased watches from Gilbertson—from movie stars to rock stars, and political figures…even the Dalai Lama. I knew that we had stumbled upon something amazing.
As we walked in to inquire about the crimson-faced watch, a man with a loupe (a single magnifying glass) over one eye greets us. He was Mr. Gilbertson, the shop owner and watch maker. He brought the watch out and I loved it even more because now I could see in the center of the crimson face was the name of the capital, Reykjavik. I would have the most awesome souvenir from our trip to Iceland.
Before we left Mr. Gilbertson gave us a tour of his shop and told us the story about his business. He was so friendly and entertaining. He took the time to show us the watchmaking process in the back of his shop. He told stories about the photographs and the stars who visited his shop.
He pointed to the photo of the Dalai Lama, whom Gilbertson reveals is a huge fan and collector of watches.
Then he pointed to a photo with actor Tom Cruise. Cruise bought one of Gilbertson’s most expensive watches for his 50th birthday. The cost? $500,000. Gilbertson’s watches sell anywhere from $2,500 to $500,000 (1.8 million króna.)
He says Cruise was so thrilled with his watch that he wrote Gilbertson a handwritten thank you letter.
“He didn’t have to do that, but he did and that just shows me what kind of thoughtful person he is,” Gilbertson says. “For him to take the time to sit down and hand write a letter to a small businessman like me says a lot.”
Gilbertson had created just over 2,500 timepieces in 10 years when we visited. He started out at a young age repairing watches and clocks before he discovered his passion for watchmaking. He touts his business as the “world’s smallest watchmaker.” I couldn’t decide if that was because his shop was very small, about 400 square feet, or because it’s just him and his son creating and testing the timepieces.
“I don’t produce a lot of watches like Rolex does, although the quality of my watches are just as good or better,” says Gilbertson. “I make each one by hand and take my time. A lot of passion and personal care goes into each watch. I love what I’m doing,” he adds with passion.
Gilbertson went on to tell us that he gets the parts for building his time-pieces from Sweden and Germany. “They make the best there is,” according to Gilbertson. For the intricate detail on the bodies and bezels of the watches, he sends them to a custom engraver in New Zealand. When the watch is sent back, he then assembles all the intricate pieces together in his small shop.
“Each watch is designed here, tested, assembled and tested again,” says Gilbertson.
When you see the intricate detail in each timepiece you understand that this watchmaker has a passion for a centuries-old profession. From the intricate hand carvings representing the Viking culture of Iceland to the faces made of volcanic ash from the 2011 eruption, the details are sights to behold.
His watches are worn by some of the most famous people from around the world from the Dalai Lama and Tom Cruise as we mentioned. Then there’s Jude Law, Katie Couric, Quentin Tarantino and Ian Anderson of the Jethro Tull band, who, by-the-way, gave Gilbertson a flute from his personal collection.
“A friend told me I could sell the flute on e-Bay for a million dollars, but I said no way, I’m keeping it in my family.”
Speaking of family, we met his son who is responsible for the marketing and promotion of the business to include writing copy and designing the ads that appear in some high-end publications as well as on their website. He also helps design the watches and always has a new design coming down the pipeline.
“Maybe the next volcano eruption will play into the next watch design,” says Gilbertson with a smile.
Visit the JS Watch Company website.
Everyday Edith 