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HOT 100 2013: Mustafa Khalifa, Boxer Watches


Mustafa Khalifa is enchanting. It’s not a word to use lightly, but first off, he’s a very nice chap, and, secondly, there is something incredibly intriguing about a man who quits his job and starts his own watch brand, inspired by a philosophy of how we can all make more of our lives.

We all wax on about ‘one day…’ and ‘if only’ but Mustafa truly walks that talk. He left a job where he was unhappy, went travelling and when he came back got on with creating Boxer Watches.

He says: “It was created to provide something in the market which wasn’t already available; stylish skeleton watches that look luxurious, feel luxurious, and yet are still affordable and accessible to all.”


Mustafa has made a lot of progress in a short space of time, but stays polite and charmingly humble. “I’m very proud that in Boxer Watches’ first year, we’ve managed to be recognised by the editors of WatchPro magazine. There are some very distinguished individuals included in this inaugural list and it’s an honour to be featured alongside them.”

But despite the usual hurdles that pepper the launch of any new business, the good moments have flowed thick and fast.

“Seeing the sample for the first time in my hands. Receiving my first sale. Breaking even months after launch. All the positive feedback and critiques, which I’ll take forward with me to make the brand stronger. There’s plenty to be pleased about this last year.”

It all sounds fabulously rewarding. But there is a secret behind it and it’s one that Mustafa is generous enough to share with us: read the 4-Hour Workweek by Tim Ferriss. It’s what inspired him and he hopes it will inspire you too. See, we told you he was nice, despite the fierce figure he cuts with his gloves on.


Boxer Watches founder Mustafa Khalifa was a Bering One to Watch in the WatchPro Hot 100 2013 in association with The Company of Master Jewellers. To read a digital version of the book in full online, click here.


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