Since starting this business, Canada has consistently been one of our best markets. It’s just unfortunate that currency fluctuations and import taxes have kept so many Canucks from being able to enjoy the product of our work. In order to alleviate some of the challenges, I have been looking for a good retail partner in Canada, to help us get our watches to more of our cousins to the north.
I was ecstatic to learn my friend Emilio Mundula had founded the online microbrand watch store, A Time to Watch, in Edmonton, Alberta, Canada.
Emilio has impeccable taste and desires to curate only the best brands for his shop. His passion for affordable watches (primarily microbrands) allows him to enjoy a huge collection of fine timepieces, himself, without having to sell a kidney.
Similar to our other retailers, Emilio understands the amount of craftsmanship and quality work that goes into microbrand watches. He can sell these great pieces with a good conscience because he is not overcharging his clients for a bunch of marketing fluff. Just good watches at good prices.
Here is a chat I had with Emilio getting to know more about him and A Time to Watch™
Q: How do you decide which brands you want to carry?
A: Design and specifications are huge factors in my choice. After those, brand recognition and demand come in a close second. My rule of thumb is: "If I can't wear it myself, there is no way I can sell it" and it has been proven several times". Last but not least, the way business is conducted by the brand owner dictates immensely whether I carry the brand or not.
Q: What’s your “grail” watch? And why?
A: The Million dollar question which can only be answered with: "I have several grail watches, from Officine Panerai to Breitling to Rolex (Yes, Rolex too but really, just 1 or 2 of them), Omega, Favre-Leuba, Doxa, UTS, Jean Richard, Anonimo, IWC and a few more. Of all these, a specific model of Breitling is definitely my number one "Grail" and it's going to be a long chase as it carries a price of over $50,000 CAD.
Q: One interesting fact about your business.
A: It's the one and only true microbrand store of its kind in Canada. And I’m proud to say it is run entirely by me.
Emilio will begin carrying NTH watches very soon!