Podcast Summary: The Real Time Show

Episode: Urban Jurgensen's Alex Rosenfield Is Spearheading The Revival Of A Legendary Brand
Air Date: March 14, 2026
Hosts: Rob Nudds & Alon Ben Joseph
Guest: Alex Rosenfield (Urban Jurgensen)

Overview

This episode dives deep into the remarkable legacy and thrilling revival of Urban Jurgensen—a legendary name in watchmaking, recently relaunched under the guidance of Alex Rosenfield and his family. The conversation traces the brand's rich 250-year heritage, its prestigious historical roots, Kari Voutilainen’s crucial involvement, and the philosophical and business choices defining its new era. With personal anecdotes, brand strategy insights, and honest reflections on luxury watchmaking, Alex provides listeners with an inspiring vision of Urban Jurgensen’s future.

Key Discussion Points & Insights

The Legacy of Urban Jurgensen

• Founding & Early History:

  • Founded in 1773 in Copenhagen by Jurgen Jurgensen, expanded by Urban Jurgensen (his son), famed for both scientific inventions and beautiful timepieces (01:51–05:30).
  • Urban's journey included studying with watchmaking legends like Breguet and John Arnold. Merged Danish heritage, scientific innovation, and aesthetics.

• Periods of Transformation:

  • Company stayed in the family for ~100 years.
  • Rescued and revived in 1979 by Peter Baumberger, joined by watchmaker Derek Pratt—ushering a second golden age despite the Quartz Crisis (06:45–07:55).
  • Later moved into private equity hands before being acquired by the Rosenfield family in 2020/21.

• Enduring Spirit:

  • “We like to think that it's Danish spirit with Swiss precision and Swiss making and an American philosophy.” — Alex Rosenfield (17:44)

Alex Rosenfield’s Path & Family Ties

• From a family of passionate collectors (father Andy deeply involved in independent watchmaking; 01:51–03:00).
• Alex’s background is rooted in aesthetics, fashion, and branding rather than technical engineering—he views this as both a source of creativity and a differentiator for the brand’s message (03:00–04:30).

Brand Revival: Vision, Strategy & Execution

Working with Kari Voutilainen

• Brought on as a key creative force immediately after acquisition.
• Designed the first three watches post-relaunch (UJ1, UJ2, UJ3), in close collaboration with the Rosenfield family (10:05–12:30).
• Ongoing role: Strategic advisor and head of watchmaking direction (21:09–21:45).

“Watchmaking is [Kari's] joy and emails are his obligation. Anything that gets more watchmaking and fewer emails is a good improvement for everybody.” — Alex Rosenfield (21:45)

Model Lineup & Design Choices

• UJ1: Conversion of the legendary oval pocket watch into a wristwatch (13:00–14:10).

• UJ2: Time-only, double balance, natural escapement wristwatch (13:45).

• UJ3: Perpetual calendar with Strehler’s precise moon phase, co-designed with Andreas Strehler (13:55–14:30).

• Each watch: Hand-made by a single watchmaker and decorator team; finishing inspired by Voutilainen standards.

• On the signature ‘zero at 12’ dial:

  • Rooted in Danish culture and historic Jurgensen instruments.
  • Philosophy: “He who saves it for the night, saves it for the cat. If you don’t use your time, you’re going to lose it.” — Alex Rosenfield (15:50)
  • Emphasis on appreciating and spending time meaningfully (15:35–17:30).

Brand Culture & Method

Team & Production

• ~30–40 staff, with rapid but carefully managed growth (19:46–20:48).
• Swiss manufacturing, American HQ/management, Danish inspiration.
• Most watchmaking in-house, dials and cases supplied (20:55).
• Goal: Growth is contingent on maintaining craftsmanship quality.
• Direct-to-client sales to avoid excessive markups while ensuring fair craftsperson wages (33:43–35:17).

Philosophy & Communication

• Desire to democratize appreciation for independent watchmaking (“aesthetic or emotional entry points are as valid as technical ones”; 23:46–26:49).
• Communication style: Emphasizes emotion, art, and openness—leverages Alex’s fashion and marketing background.

“The watch industry has felt to me a bit insular and a bit conservative. … Fashion is always largely focused on building a broader audience and communicating more.” — Alex Rosenfield (23:46)

Celebrity, Partnerships & Community

Organic Outreach

• Created the “Time Well Spent” series, highlighting creative figures (e.g., James Turrell, principal American Ballet Theater dancer, a 19-year-old singer) reflecting the brand’s inclusive philosophy (29:57–32:30).
• Not traditional ambassador deals; more about values and community.

“How do we find people who represent the values of what we're doing and speak to different communities?” — Alex Rosenfield (30:47)

On Trying & Buying the Watches

• Showroom-offices in New York & Geneva (appointment only; 27:05–29:35).
• Traveling schedule to major art and watch events; special effort to let as many people handle the watches as possible—even if they’re not buyers.

No Custom/Bespoke Pieces

• Focus is on series models, not custom orders, to maintain consistency and manage scale effectively (51:50–53:13).

Open, Purposeful Strategy

• Deliberate slow-growth model: Long-term perspective, no rush to saturate markets or flood press cycles—future watches will only be released when they feel truly ready and special (49:29–51:37).
• Brand exists for the long haul — “not about what happens in the next quarter, but the next quarter-century.” (49:36)

Notable Quotes & Moments

• On Heritage and Philosophy:
  • “Art is time kept and spent beautifully, because time kept well matters.” (16:17)
  • “The goal is not new, new, new constantly. It's things that are exceptional and that stand the test of time.” (50:00)
• On Collaboration & Watchmaker Roles:
  • “Why would any company want Kari Voutilainen to spend his time on infrastructure and making sure payroll goes out?” (21:45)
• On Being Stateside:
  • “It feels like a tremendous advantage to be in the United States… the watchmaking world is so central in Switzerland that I think sometimes people forget how big the universe is of people who don't know what we're doing.” (44:00)
• On Direct Client Relationships:
  • “We want that direct one on one relationship with our collectors… But our goal for this year… is getting out into the wild and making sure people can touch and feel and see the watches in person.” (27:15)
• On Company Decision-Making:
  • “We're a small family company. So if we love an idea… decisions get made between two or three people in 30 minutes instead of a hundred people in divisions over the course of weeks and months.” (46:09)

Timestamps for Key Segments

| Topic | Timestamp | |--------------------------------------------------|---------------| | Alex’s background & Urban Jurgensen history | 01:22–09:42 | | Relaunch: Bringing in Kari, new models | 09:42–14:49 | | Design philosophy: Teardrop lugs, "zero at 12" | 14:49–17:34 | | Team, production, and Swiss/American/Danish mix | 19:20–21:09 | | Kari Voutilainen’s current role | 21:09–22:38 | | Differences between fashion & watchmaking | 23:32–26:49 | | Touching/trying watches, expansion plans | 27:05–29:36 | | Celebrity & partnerships (Time Well Spent) | 29:57–33:07 | | Direct-to-client strategy, reasons for it | 33:43–35:17 | | New models/future plans | 35:17–36:57 | | Events: Watches & Wonders approach | 36:57–38:56 | | Admiration for other watchmakers | 38:56–40:42 | | Personal daily wristwatch (“wrist check”) | 41:04–42:49 | | Being an “outsider”—advantages of US base | 43:55–48:33 | | Slow-growth, passion-first approach | 48:33–51:37 | | Bespoke/unique pieces policy | 51:37–53:13 |

Tone and Style

Alex is personable, reflective, and clear. The conversation is honest, passionate, and layered with care and commitment to both legacy and innovation. The hosts are enthusiastic, knowledgeable, and let Alex’s voice and philosophy shine.

Conclusion

This episode offers a rare, open window into the stewardship of a legendary watchmaking name as it enters a vibrant new era. Meticulously balancing reverence for history, technical excellence, and an inclusive, modern approach—Alex Rosenfield and his team aim to both preserve and evolve Urban Jurgensen for generations to come.

Recommended for:

• Watch enthusiasts and collectors
• Those interested in luxury brand revitalization
• Listeners curious about the intersection of tradition and contemporary brand-building