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editorial: Interview with Alon Ben Joseph

interview alon ben joseph nomos ace jewelers limited edition club amsterdam

Interview with the CEO of Ace Jewelers about the new limited edition: Nomos Club Campus Amsterdam

Alon Ben Joseph took time to share a cup of coffee and answer some questions about the new released limited edition: Ace x Nomos Club Campus Amsterdam.

He has been active in the family company since 1998. After obtaining his Bachelor degree in New York, Alon continued his Master degree in Business Economics at the University of Amsterdam. Very proud that Ace Jewelers was the first Dutch luxury jeweler in The Netherlands to open an eBoutique, Alon is also passionate about watches, gem stones, IT & E-commerce, Tennis and Cinema.

How did NOMOS come on your radar?

A: As a watch collector and jeweler as well I always try to keep track of the various watch brands out there. The year NOMOS was founded, they caught my eye immediately. I am a huge fan of both the Bauhaus movement as well as German engineering & pünktlichheit.

What do you like about NOMOS?

A: That is a great question and for me very easy to answer. It is these three things:

First of all it is their general philosophy and business ethos. Then there’s the superbly clean designs, which are executed to perfection. Finally there’s the fact that their such a well-rounded company. From design and marketing to manufacturing of cases, movements, dials and hands – most of it is done in-house in either Berlin or Glashütte. That’s cool!

You already unveiled a first limited edition with NOMOS in 2017, celebrating the 100 Years of de Stijl. How has it been received?

A: We made a dial design that has never done before, it was out of the ordinary, but very much in-line with NOMOS’ philosophy and style code. We knew it was not an easy sell, but we were blown away by the love and positive responses we received. Both from watch collectors as well as art aficionado’s! We are proud to say we have only a few left in-stock.

What made you interested in working on a second Limited Edition and what is special about it?

A: This is almost a rhetorical question, but actually a very good one. There are many reasons, buy maybe the most important: it is very exciting to take part in the design of a watch. A dream for many watch collectors. We got elevated from retailer & friend of the brand to co-designer. I consider this to be one of the highest honors a retailer can get!

And, what makes it even more special, we have had the privilege to apply the colors of our beloved Amsterdam to one of our favorite NOMOS watches. A perfect match!

interview alon ben joseph nomos ace jewelers limited edition club amsterdam

Why a Club Campus?

A: Again a lot of reasons… Where should I start? A few things that come to mind;

I love dial with the mixed Arabic and Roman numerals. I was so happy NOMOS launched the Campus two years ago. It makes for such a fun dial!

The club really is an all-round watch. It is classic and timeless, yet also sporty, casual, fun, and not afraid of a bit of water. Basically like our hometown Amsterdam!

We think this watch was the best match for the colors of the coat of arms of Amsterdam.

We did an Orion as first Watch, we wish to do a collab for every single model in the NOMOS collection. This might be ambitious, but we hope to make it happen!

Should I keep on going?

What was the inspiration during the designing process?

A: We went back to the basics, the logo of Amsterdam, which it is believed dates back to 1280-ish AD. We think that black, red & white are timeless colors, but also a bit sporty. This is why we choose the Club model of NOMOS. We had many and intense discussion if we should choose a ‘regular’ Club or a Campus… But for me personally I love the inverted California dial. It makes it even more fun and makes it stand out more. When we (re)design a watch, we want it to add value… It should compliment the current collection. And, for the record, we never ever would dare to say improve the original watch. That is a mission impossible. We just want to add a fun aspect… We believe that most buyers of this watch will either already have a Club or at least one NOMOS already.

What should I wear with this watch?

Whatever you like! I think it works well with both casual as well as more formal wear. Though for a really elegant occasion I’d probably wear my Orion de Stijl!

How many pieces will be available and where can I buy it?

We’ve had just 75 pieces made, which are all individually numbered on their case backs! There will not be more. It’s available in our boutiques and via

Can you describe Amsterdam in three words?

It is the smallest metropolitan city in the world. It is stunningly beautiful, and the people are laid back, open & fun. Okay, that was more than three words.

What is your favorite spot in Amsterdam?

A. Ooooh, good one. So many… If I had to choose one: Ace Photo Studio/Ace Online on the first floor of Koningsplein 1. Literally in the heart of Amsterdam, on the canal and the corner of the Flower Market. It does not get better than this. I can sit here all day and look out of the window! Stunning. We are so fortunate to have obtained this office space, after hunting it down since 1998!

Many thanks Alon for your time and answers!

More info about the watch: click here 😉

interview alon ben joseph nomos ace jewelers limited edition club amsterdam