Los Angeles-based J.N. Shapiro has appointed Ace Jewelers in Amsterdam, Netherlands, as its first and only authorized retailer in Europe.
Josh Shapiro’s eponymous business makes its own exquisitely-finished watch components, cases and complete movements for its Infinity Series, which debuted in 2018, and The Resurgence, which launched in 2021 and represents the culmination of a dream to make complete watches again the United States.
But its greatest unique selling point its its dials.
J.N. Shapiro first started making dials after acquiring vintage machinery capable of producing the intricate guilloché patterns so prized by Swiss watchmakers with centuries of history.
It has since added more modern CNC machines for precision milling of cases and other components.
The business makes around 50 watches per year, typically to order from clients who come to Mr Shapiro and his team directly.
Ace Jewelers has forged a reputation for supporting independent and lesser-known watchmakers including Fears, Ming, Awake and Vulcain thanks to its founder and owner’s passion for traveling the world to feed his lifelong watch collecting habit.
Alon Ben Joseph, CEO of Ace Jewelers, says he approached Mr Shapiro while lusting after one of his watches.
“Having lived in the United States and developed a deep appreciation for American watchmaking history, I have followed Joshua Shapiro and the team at J.N. Shapiro Watches closely in their pursuit to create a truly ‘Made in USA’ timepiece once again and I am personally saving up for a customized J.N. Shapiro Resurgence watch,” Mr Ben Joseph reveals.
That connection led to a meeting in Geneva last year, which developed into a friendship and ultimately a business proposition.
“When he invited me to consider becoming a brand ambassador and Ace Jewelers an authorized retailer for J.N. Shapiro Watches, I didn’t need to think twice. We immediately said ‘Mazal’!,” Mr Ben Joseph describes.
Ace Jewelers clients will be able to design and order their own customized Resurgence watch through the Amsterdam boutique, and extension of the personal service offered directly by the watchmaker.
Mr Shapiro is charting a new path by working with a third party retailer in Europe, but sees it as a natural evolution for the seven-year-old business.
“Partnering with Ace Jewelers is a meaningful step for J.N. Shapiro Watches. Their dedication to independent watchmaking and their passion for craftsmanship make them an ideal home for our timepieces. We are excited to share our vision of American watchmaking excellence with a new audience,” he says.
Mr Shapiro is a passionate advocate for a return of watchmaking to the United States, but is realistic about how far there is to go.
“The American watchmaking scene is tiny but growing,” Mr Shapiro says.
“We are working very very hard to grow the watch infrastructure. That is done by us forging a path and also being very open with our knowledge and suppliers. It is headed in a very strong direction. However, American watch sales are still a fraction of a percent of the watches sold in the global or domestic market. We want to change that,” he adds.