The Ace Jewelers x Elka Watch Co Diversity Series
About a year ago, we brought you the news that the historic name of Elka Watch Co. was brought back from the dead. Successfully launching through Kickstarter, industry veteran Hakim El Kadiri presented the Elka X-Series and D-series collection, a duo of vintage-inspired watches with mechanical movements at a fair price. Now, 12 months on, […]




For people selling watches, “vintage” is the polite word for “old”. It’s easy to understand why this has become such a necessary euphemism when it comes to flogging a timepiece for an often substantial fee. In modern culture, after all, “old” carries rather unhelpful connotations from a marketing perspective. The phrase “old age”, for example, … 

The Longines Spirit lineup has become a go-to collection to recommend when someone asks what a great option would be for an entry-level Swiss luxury watch. The collection, now three years into its current generation, has seen quite rapid growth with a variety of aesthetic and functional configurations. Born initially in 2020 with 40mm and … 
