And now, a Few Minutes with Thomas Morf, the new CEO of Hanhart Watches –
Jamesn Henderson: What was your first watch, was it a gift? Is there a story behind it?
Thomas Morf: My first watch was a gift from my godmother. It was a 3 hand, hand wound Uranus watch with a purple dial and leather strap.
JH: When you were a boy, what did you want to be “when you grew up”?
TM: I always wanted to be surrounded by cars. Cars had something magic, the designs, the technologies, the performance. So it was clear, that it had to be something with cars.
JH: Where did you go to school?
TM: All of my education has been in Switzerland, from primary to secondary school, the school of commerce and my degree in business administration.
JH: So as your first love was the automobile, what got you into the watch business in the first place?
TM: Switzerland does not really have an automotive industry like other countries, but we have something similar – the watch industry. I always had a great passion for watches too. Especially those watches which were linked to aviation or motor sports. So it became of hobby of mine and I decided to move into the business in 1993. Watches and cars have always had strong ties to each other.
JH: So as a lover of cars, what is your “daily driver”?
TM: My daily driver is a Mercedes E-Class Station Wagon, comfortable yet sporty.
JH: What was your first job in the watch industry?
TM: I was a sales & marketing manager with a very little watch brand.
JH: Of all the watches you have been involved with, what is your “baby”? What is the one that you feel the strongest attachment to? Why?
TM: Those that I like the most are the watches that have something “Thomas Morf” within them. The company I was with before had some models containing that element. For me, it’s often all about the technology. I’m a tech freak. I just can’t deny that.
JH: Who else out there is making watches that interest you?
TM: For me it’s not necessarily a particular brand that interests me, but it is something more that I like from a design and technical point of view. Who the brand is doesn’t really play as important a role for me. I’d rather have something special on my wrist rather than something that every Tom, Dick or Harry is wearing.
JH: If you weren’t doing this, what do you think you might be doing?
TM: This is something I keep on asking myself all the time. What I definitely know is this – it’s got to be something with passion, something that touches my soul. The music and the automotive industry would fit into this category.
JH: What is a typical “day in the life” of Thomas Morf?
TM: A typical Thomas Morf day is not something very spectacular. I get up in the morning, take a shower, eat breakfast, drive to work, work the whole day long, then drive back home, maybe play some sports, get together with friends, talk about god and the whole world!
JH: What do you like to do in your down-time?
TM: I love reading, listening to music, and going to concerts. Talking about cars with my buddies, and playing sports. And of course I like a nice dinner with a fine wine with my crowd of friends.
JH: So from Carl F. Bucherer to Hanhart and now a part owner of Hanhart – that is quite a jump! What are some of the greatest challenges that you see?
TM: Hanhart is a fantastic challenge. There is a need to spend our money wisely, to get the most mileage for the dollar. The development of new products, marketing in a smart way, without wasting money, and overall the qualitative and quantitative growth of our global presence. These are the real challenges in the months and years to come. And all of our efforts are directed with one goal in mind – “Desirability is more important than awareness”.
JH: Obviously these are two very different companies. What is it in Hanhart that attracted you?
TM: Hanhart is a watch brand, that has a fantastic and uninterrupted history. Hanhart has always covered the elements so to speak – air, land, and sea. We’re talking about fantastic Pilot’s watches, Race/Driver’s watches and Marine watches! This is something no other brand can offer. I always liked Hanhart, because of their expertise and know-how. It’s a brand that men seem to like and even adore. Steve McQueen, for instance, was big Hanhart fan.
JH: You had been with Carl F. Bucherer for quite a few years and suddenly not. Any regrets?
TM: You know life moves on, It was a great experience during the last 10 years, but with Hanhart and my partial ownership of the company a new chapter in my life has begun. A guy once told me the reason why a windshield is bigger than the rear view mirrors of a car. Because one needs to look forward and not backward.
JH: Frank Lloyd Wright had a similar saying – he had removed the rear screen / glass from his car and asked why he said – “I never look back”. Hanhart is now sponsoring the Berne ice hockey team. How did that come about?
TM: Hanhart stands for performance, achievement and success and above all, it is made for real men. The Swiss ice hockey champions, Berne, liked Hanhart’s brand values. It’s a perfect match – Hanhart paired with a very strong hockey team.
JH: Where do you see Hanhart expanding? Which countries do you think have the most opportunity for you?
TM: I see Hanhart expanding in various markets around the world, especially where people like these kinds of highly functional instrument watches. Highly functional, yet very sexy. Markets that have an appreciation for the history and origin of a brand like Hanhart.
JH: So what advice do you have for the next generation of watch entrepreneur/CEOs?
TM: Have a vision for the brand, have passion for the industry, be humble and patient, nothing is going to change overnight! Always be a fair partner – to both your employees and your business partners.
Visit Hanhart at: www.hanhart.com
And please visit the Berne Ice Hockey team at www.scb.ch
