Time To Watches: Elka

Summary

Podcast Summary: The Real Time Show – "Time To Watches: Elka"

Release Date: June 3, 2025

Hosts: Rob Nudds & Alon Ben Joseph
Guest: Hakeem El Kadiri, Elka Watches

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Introduction

In this engaging episode of The Real Time Show, hosts Rob Nudds and Alon Ben Joseph welcome their longtime friend and esteemed watchmaker, Hakeem El Kadiri of Elka Watches. Filmed outside the picturesque Villa Sarasan, the discussion delves into Hakeem's dual passions: high-end watchmaking and his burgeoning whiskey venture, Lock LaT.

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Hakeem’s Whiskey: Lock LaT

Hakeem shares the inspiring story behind his venture into whiskey production. Initially skeptical, he was encouraged to experiment after tasting a friend's Belgian whiskey. This led to the creation of Lock LaT, a Swiss single malt whiskey with a unique flavor profile developed over three years.

Hakeem El Kadiri [00:35]: "After three years, it has a kind of interesting taste."

Rob enthusiastically praises the whiskey, noting its complexity and widespread approval among listeners.

Rob Nudds [01:43]: "This whisky is absolutely superb. It really does stand toe to toe with some of the finest whiskies I've ever drunk in terms of its interest and complexity."

The hosts humorously speculate on Hakeem potentially shifting focus entirely to his whiskey business in the future.

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Elka Watches: Design and Innovations

The Timepiece Model

Hakeem introduces his latest creation, The Timepiece, a watch that encapsulates his vision of peace and harmony through intricate design elements. Featuring Elvish script and a poetic message, the watch serves as both a timekeeping device and a symbol of hope.

Hakeem El Kadiri [03:05]: "It's a rephrase of the human rights that I wanted to have in a more poetical way."

Rob is visibly impressed by the aesthetic and craftsmanship, highlighting the watch's sapphire crystal, rose gold PVD finish, and teal-colored dial.

Rob Nudds [05:09]: "And you've got a greenish bluish style. ... it's a gorgeous, gorgeous touch."

Design Inspirations and Features

The Timepiece draws inspiration from Tolkien's Middle Earth, blending elegance with a message of peace. The dial's Elvish font and the thoughtful placement of the poetic inscription make it a standout piece.

Alon Ben Joseph [00:26]: "It does look just like a prop from Middle Earth."

Rob commends the watch's unique features, such as the domed dial with a sunray finish and the precise curved hands, which add depth and intrigue.

Rob Nudds [10:20]: "It's a beautiful piece... The whole watch feels like a fully realized concept piece."

Customer Reception

Hakeem reports a positive reception at watch stands, with customers appreciating the unique design and craftsmanship. The limited edition Lock LaT collaboration, consisting of 25 pieces, has been particularly well-received.

Hakeem El Kadiri [08:04]: "It was really well accepted by the people coming here... something you like or you, you dislike."

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Business Challenges: Tariffs and Market Perspectives

The conversation shifts to current global trade tensions and their impact on the Swiss watch industry. Rob discusses the fears among independent brands regarding potential tariffs that could significantly increase their costs in international markets, especially the U.S.

Rob Nudds [06:05]: "The possibility of having 30% or 20% outside of Switzerland are mostly slapped on their wares instantly."

Hakeem responds candidly, acknowledging the uncertainty and expressing uncertainty about potential mitigation strategies.

Hakeem El Kadiri [07:27]: "For the time being, I have no idea."

Rob humorously suggests unlikely measures, emphasizing the gravity of the situation for independent watchmakers.

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Future Plans and Upcoming Releases

Looking ahead, Hakeem hints at new products inspired by market feedback. He emphasizes the importance of listening to customers and adapting designs accordingly, promising new releases in the coming months.

Hakeem El Kadiri [13:01]: "I will launch it in two, three months. ... our auditors are going to see it in two, three months."

He also confirms his participation in upcoming events like Geneva Watch Days, where enthusiasts can expect to see his latest creations.

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Additional Feedback and Collaborations

Towards the episode's conclusion, an unnamed guest provides further praise for Hakeem's work, particularly commending the aesthetic appeal and the collaborative spirit in designing new models.

Unnamed Guest [16:01]: "I like what he's doing and his next chapter is a good one. ... I adore it."

Alon and Rob add their own reflections, drawing whimsical parallels between Hakeem's designs and elements from Lord of the Rings, while also appreciating the functional and philosophical depth of his creations.

Alon Ben Joseph [17:56]: "The word mark in Comic Sans because that's what writing looks like when you've had a few too many glasses of lock lyre."

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Conclusion

Rob closes the episode with warm wishes for Hakeem's continued success in both his watchmaking and whiskey endeavors, expressing anticipation for future collaborations and product launches.

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Notable Quotes with Timestamps:

• Hakeem El Kadiri [00:35]: "After three years, it has a kind of interesting taste."
• Rob Nudds [01:43]: "This whisky is absolutely superb. It really does stand toe to toe with some of the finest whiskies I've ever drunk in terms of its interest and complexity."
• Hakeem El Kadiri [03:05]: "It's a rephrase of the human rights that I wanted to have in a more poetical way."
• Rob Nudds [05:09]: "And you've got a greenish bluish style. ... it's a gorgeous, gorgeous touch."
• Rob Nudds [10:20]: "It's a beautiful piece... The whole watch feels like a fully realized concept piece."
• Hakeem El Kadiri [08:04]: "It was really well accepted by the people coming here... something you like or you, you dislike."
• Rob Nudds [06:05]: "The possibility of having 30% or 20% outside of Switzerland are mostly slapped on their wares instantly."
• Hakeem El Kadiri [13:01]: "I will launch it in two, three months. ... our auditors are going to see it in two, three months."
• Unnamed Guest [16:01]: "I like what he's doing and his next chapter is a good one. ... I adore it."
• Alon Ben Joseph [17:56]: "The word mark in Comic Sans because that's what writing looks like when you've had a few too many glasses of lock lyre."

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This episode of The Real Time Show offers a deep dive into the artistry and challenges of independent watchmaking, complemented by the unique intersection of fine whiskey craftsmanship. Hakeem El Kadiri emerges as a visionary blending tradition with innovation, inspiring both watch enthusiasts and connoisseurs of fine spirits.

Transcript

[Alon Ben Joseph]

Foreign.

[Rob Nudds]

Hello, watch fans, and welcome to another edition of the Real Time show with me, your friendly neighborhood watchmaker, Rob Nudds. I am joined outside the Villa Sarasan by our good friend Hakeem El Kadiri of Elka Watches, a friend of the Real Time show for years now and a great friend of our dearly departed, Alon Ben Joseph. He's not dead, he's just back in Amsterdam. Thank God. How are you again?

[Hakeem El Kadiri]

I'm doing fine, thank you.

[Rob Nudds]

It's been busy, right? 8:30 till 8 every day.

[Hakeem El Kadiri]

It was exhausting. So, I mean, from the first day to today. So yeah, I'm on my knees.

[Rob Nudds]

You are one of the people that's been sustaining us all through this troubling. Troubling. Troubling is not the word. Trying week by providing the Real Time show guests with whiskey, your very own whiskey Lock Lat, which is a Swiss single malt whiskey from just down the road. Tell us all about it.

[Hakeem El Kadiri]

So in fact, I had one one night, a friend coming from Belgium and he brews me a bottle of. Of wh. Belgium whiskey that had something like three years old. And I was laughing, looking at the bottle because I was not expecting drinking a Belgium whiskey on the end. So I drank it and I find it really, really interesting. Really good. And I said, okay. And the next morning I woke up and I said, okay, so if they can do a whiskey, I will try doing my own whiskey. And what I did. So I had no idea about what was in the. The whiskey and how manufacturing a whiskey and then just trying to find the way. And so I think at the end, after three years, I mean, it has a kind of interesting taste.

[Rob Nudds]

I love it. I didn't have any until last night and I enjoyed a nip while editing the podcast that we'd recorded that day. And I like Scottish whiskey, I like single malts and mostly like west island stuff. But I'm not too much of a snob to be fair. I mean, I've drunk out of a child's shoe, so I'm not exactly the classiest person in the world. Don't ask how that came about, but this whisky is absolutely superb. It really does stand toe to toe with some of the finest whiskies I've ever drunk in terms of its interest and complexity. And everybody has commented very favourably on it. And I believe that you've actually had requests at your watch stand for your whiskey from people who have been sopping it in the glass igloo. So who knows, maybe in five years Time you'll have abandoned the watches and gone full time in the booth.

[Hakeem El Kadiri]

Never know. Or something else. Something, I mean, different.

[Rob Nudds]

So you wouldn't be the first colleague we've lost to booze, but you would be the first that we've lost in this way, which is much better than the other way. So how were the watches received themselves? Because of course, you make Elko watches. They are beautiful watches, known for their edge to edge sapphire crystals and gorgeous dial designs. Tell me what's been going on.

[Hakeem El Kadiri]

So, in fact, I think the collection plays really well. And I came this year with a new model which is the one that. Showing you now. Okay. It's called the timepiece.

[Rob Nudds]

Wow.

[Hakeem El Kadiri]

The time for piece. And I have on it. It's a rephrase of the human rights that I wanted to have in a more poetical way. And so I printed it on the dial in gold color in Elvish font.

[Rob Nudds]

Oh, it is in Elvish. It looks like Lord of the Rings.

[Hakeem El Kadiri]

Yeah, Yeah. I mean, that could be something because, I mean, I. I liked the Tolkien environment. And also what I found on it is really. I mean, it was kind of war between all the different ethnic in the book and they were fighting to get the peace. And today, I think we are living in a period which is really crazy and becoming really crazy. And so, I mean, that's my small. How do you say that? My small testimonial about. About peace. So you just want to have something on the dial, something delicate, something that you wear on you, that we call you. I mean, that we have to protect the earth, protect ourselves, protect everything.

[Rob Nudds]

So I can almost hear Annie Lennox emanating from this watch.

[Alon Ben Joseph]

It does look just like a prop from Middle Earth.

[Rob Nudds]

And it's gorgeous. I mean, the color choices are superb. And around the outside it says, from the mountains to the oceans, may the language of peace echo through every soul. It's touching, Hakeem. It's very nice. I mean, one of the greatest things about your watches is the execution, the finishing, the lovely little sharp, polished angle on the inside of the lugs. It's. It's like an angular liar lug almost. It's. It's a gorgeous, gorgeous touch. And then the flaring of the lugs when you look at the watch in profile, down towards the wrist. Stunningly done. And this choice of is this. I've got sunglasses on. Sorry. Rose gold pvd.

[Hakeem El Kadiri]

It's a rose gold pvd.

[Rob Nudds]

And you've got a greenish bluish style.

[Hakeem El Kadiri]

Yeah, it's kind of teal color.

[Rob Nudds]

Yeah. And Then the, the lovely gold print, it's, it's a gilt printing almost and then gold hands to go along with it. This is a gorgeous, gorgeous watch. And then you screw down case back with the classic Elker script logo in the middle of it. What's the retail price on something like that?

[Hakeem El Kadiri]

So this one is 1790 Swiss franc.

[Rob Nudds]

How's business going?

[Hakeem El Kadiri]

So you know, I mean, okay, so it was really interesting. I mean so the brand is brand new and then so I'm just increasing the numbers of pieces so it's not, I mean tremendous today. The problem will be, I mean the few next days or months because so the last period that was really well selling in, in usa. Carol. No, I mean how that will be going to end.

[Rob Nudds]

But yeah, we've, we've touched on the tariffs with one or two brands that have been through the glass Igloo obviously, because it is on everyone's mind at the moment. It's, it's a huge moment in global trade history and we don't know how it's going to shake out. And given the fact that the is for every brand I've spoken to, unsurprisingly, perhaps that the biggest and the most important, and that's never more true than it is for independent brands because the, the Americans seem very willing to take a chance on something new. They seem to have a culture that covets having something that others don't yet know about. Which is quite the opposite of many watch buying cultures that like to have exactly something someone will have seen before and recognize. I mean it's the power of Rolex. Right? You know, it's a mark of success. Everybody, well, not everybody, but the vast majority of people know what a Rolex is and what it stands for. Even more so than something extremely high end and complicated like a Grunefeld or an FP Jaune. You know, these things fly under the radar in comparison. So the independents are really, you know, quaking in their boots. The possibility of having 30% or 20% outside of Switzerland are mostly slapped on their wares instantly. Have you thought about what you might do to mitigate that if it does stick?

[Hakeem El Kadiri]

For the time being, I have no idea.

[Rob Nudds]

Okay. Yeah, it's gonna be, gonna be some interesting discussions. What we might see is the industry banding together and maybe creating a small Swiss haven in US territory. We'll send over the massive Swiss army, you know, the Swiss army thing, you know, with all their nukes and tanks and manpower and just carve out a small piece of Georgia for Our own.

[Alon Ben Joseph]

Call it Little Europe.

[Rob Nudds]

That might work. I'm kidding, of course. We are not going to invade the United States as a watch industry. That would be a terrible, terrible idea. So what's the reception been like to this piece when you're showing it to people on the stand? Because I imagine they haven't seen anything quite like it.

[Hakeem El Kadiri]

No, it's, it's true. I mean they were all surprised by the, the font, the calligraphy that I used. So they had in mind something else, something like. I mean they were thinking about the movie and they were not expecting something like this and that's the first time they. Something like this. So it was really well accepted by the people coming here and I think it was the first watch they took on my booth even. I mean after that. So they. I have a new collection also of really puristic dials. So green one a red one that. Okay. I try to, to work the. Really the colors to have a mix of different colors. Not colors but gradient of green or gradient of red or the, the, the, the watch in collaboration with my whiskey the Lockla, as we said before. So I had a series of 25 pieces. So it was a limited edition of the Loa for Ela Cross Elka collaboration. And so it is something that's really pleased, something that's really pop ups also on my booth. And it's also an offer that no one has also, I mean around. So I think. So the collection, please, not to everyone of course. And this is really nice for me. It is something that I really like that either you like or you dislike. And that is I think also something that is, is a kind of a strength. So you don't have everyone liking or average liking the pieces but it's really you like or you, you dislike. And that's something which is positive for me.

[Rob Nudds]

I think what you've done very well is create a very eye catching piece and I suppose many brands would like to think that they could say the same, but it isn't really true in a lot of cases. There's a lot of great products out there, especially from smaller independents, you know, well made watches, thoughtfully designed, but often inspired by a lot of what's around, currently around. And what you've done is take some forms and ideas that aren't that common, certainly not these days.

[Alon Ben Joseph]

But.

[Rob Nudds]

And I think you've put these elements together in a way that's never really been done especially with your bare dials that are, you know, numeral less and have this fume. It's A domed dial with a sunray finish and a fume edge to it. So it has a great deal of depth and intrigue when you look at it, it shifts color and it can catch your eye from across the room because a flash of red or a flash of orange, like the lock LA one that you did is a rich shade of amber, really, to echo the whiskey. It's a beautiful piece. And in addition to that, you have curved hands, which is something that we saw in the 60s, maybe a little bit more often, maybe the 70s as well, but less so now. And it's not easy to have curved hands. You know, the tolerances of the hand fitting are unforgiving to say the least. And you also have this curved crystal, so you have all of these curves sitting in a case that itself, while round, does have these beautiful angular lugs almost with a curve on the side to pull it all together. The exterior echoes the interior very well. And the whole watch feels like a fully realized concept piece, which, as you say, is obviously not going to be a vanilla piece, is either going to be something someone falls for or something somebody just can't get on board with. But that's the point, really. You create that discussion. And I think opinions are extremely valuable in the industry. I was actually having a discussion with another journalist last night about the importance of informed people sharing their opinions with justification. So sometimes you find on major blogs, commenters will say, oh, we don't want to hear what you think, we just want to hear the specs. And I think that's pointless. Go to the website, you know, sign up for the press releases if you want the specs. You want your industry insiders to tell you what they think, either because you'll find yourself in agreement with them and you'll feel emboldened by that. Oh, I see what this expert sees. Or perhaps even more importantly, you'll disagree with them, and then you will justify your disagreements and further establish what it is that you look for in a watch. And if you're lucky enough to have those opinions communicated to you directly, an event like this, you can take them on board as well and say, okay, well, okay, that's an interesting perspective that is completely outside of my frame of thinking. Maybe I can implement some things from that in the future. You never going to make a watch that everybody is going to like. But I suppose it is possible to make some watches that more than more people like than not, shall we say? Have you heard any feedback that has really stuck with you and made you think, okay, yeah, maybe oh, maybe the crown could be a bit bigger.

[Hakeem El Kadiri]

So you know, I mean you have every day someone saying, okay, oh, if you have done, I mean the hand maybe with the, the pointer in red, I would buy it. So fantastic. Okay, so. But I have one collection, a small collection. So I don't want none now to listen to everything. But sometimes, I mean, of course, I mean I'm listening, I'm hearing so not, I mean you can't change everything on one Kudo baguette magic, as we said.

[Rob Nudds]

In France, a wave of a magic wand.

[Hakeem El Kadiri]

Yeah, exactly. So you can't do that. But after that, I mean, so you have really to listen to people and then probably, I mean, if you hear it again and it again, so frankly, I mean, you have probably to think about doing that change or to that move. So as, I mean you saw, I mean my next one and next product that I will launch in two, three months, something like this, that is something that is coming from the market because I mean I heard a lot of people talking about that and telling me that what you have to do. And so then I really listen to the market and I will launch it in two, three months. So you saw the product and I guess, I mean our auditors are going to see it in two, three months.

[Rob Nudds]

Exciting times. Will you be present at Geneva watch days or.

[Hakeem El Kadiri]

Probably, yes. Yeah.

[Rob Nudds]

And I guess we'll be able to see it in person then.

[Hakeem El Kadiri]

Yes, certainly.

[Rob Nudds]

Excellent stuff. So we look forward to that. And in the meantime, we wish you the greatest of success with Elka and with your whiskey endeavor. And I hope that you have a lovely end. Thanks, Akeem.

[Hakeem El Kadiri]

Thank you very much.

[Alon Ben Joseph]

Now let's discuss the watches released by our good friend Hakeem El Kadiri, who was showing in Villa Sarasan downstairs in one of the more exciting areas, I.

[Rob Nudds]

Would say across the way from a.

[Alon Ben Joseph]

Wake, just next to Dennison and Dehaika in the corner. What do you have to say about Hakim's latest endeavors?

[Unnamed Guest]

I am not a fan of PVD and dlc. If you listen to the show, you know this, but I have to admit Hakim's newest watch was a gold plated watch with a beautiful script on the dial. I didn't want to love it, but I have to admit it looks stunning. So I said, Hakim, when you have the ability, make a real gold watch. I think he's doing a tremendous job. He's taking a nice and slow. I obviously love his watches very much because I co designed Sebel with him. He showed me the prototype of our next chapter. So I am very bullish on both Hakim and the brand. I like what he's doing and his next chapter is a good one. I can't say more. Rob, what did you think?

[Alon Ben Joseph]

We know that Frodo likes his jewelry, right? Big fan of the the One ring. Yeah. Doesn't wear a watch. Have you ever noticed that in Lord of the Rings they don't wear watches? None of them. That would be a fun article, actually, trying to pair a watch with each character from Lord of the Rings. And I guess this would end up on Legolas wrist more than it would on Frodo's because this elvish script in English written around the outside of the dial in every way. This should not work in every way. This should be like absolutely crap. But somehow it just looks stunningly beautiful. It really does look elegant. It fits the canvas so perfectly. Even I'm charmed by the PVD gold case because just like you, I'm not a fan of coatings. I don't mind a bit of DLC with a military style watch, maybe that's okay. But yeah, PVD gold. No, not for me. Solid gold. Yeah. Love it. And this would be even better in solid gold, of course. But we have this message which says, from the mountains to the oceans, may the language of peace echo through every soul. Which is a very nice message. Of course, I don't think anybody would object to that message, and it's not a bad thing to carry around on your wrist. But Hakim's got an even better way of instilling peace within someone's soul than this watch. And that's his Locklat whiskey, which he kindly supplied us with so we could loosen the tongues of our guests whenever they were feeling a little bit nervous or on edge or put upon because of our incisive line of questioning. And he's got a watch that goes with the whisky as well, which has a beautiful. How would I describe it? Umber dial, I guess. Like a beautiful, beautiful orange brown degrade effects on a otherwise undecorated dial. No numbers. It does have the word mark in the middle of the display, but otherwise it is just pure and simple and I adore it. I love Hakeem, of course. He's a great dude. And these watches are really, I think, finding their feet. And he's really getting the most out of what is a simple but extremely refined canvas.

[Unnamed Guest]

Of course. How can I forget the generosity of this delicious whiskey that the majority of our guests drank in the igloo? Thank you, Hakim. For the gifts because he put our logo on there as well. So generous. And how can I not love the dial? Because I designed the first initial Essence dial, the blue version, the collab we did. And he continued that project by resonating as if you're looking through your whiskey glass. And that's the watch he paired with the whiskey. Also. Indeed. Stunning.

[Alon Ben Joseph]

Maybe the next edition is going to have the word mark in Comic Sans because that's what writing looks like when you've had a few too many glasses of lock lyre.

[Hakeem El Kadiri]

Yeah, good one.

[Rob Nudds]

All right, great.

[Alon Ben Joseph]

Well, you know what? We need to get Hakeem back on the show because it's been, it must have been a year or so now since we spoke to him at length on air. So we'll do that and maybe we'll get him to bring another one of those bottles along with him for the fun.