REYKJAVIK, Iceland — When it comes to print advertising, most high-end watch manufacturers go for the traditional: a product close-up and maybe a posed scene of gift-giving or sporting skill.
Not JS Watch Company.
One of its ’40s-style photo ads has its 69-year-old master watchmaker and charismatic frontman, Gilbert O. Gudjonsson, peering through a watchmaker’s eyepiece while his three business colleagues, clad in matching rubber swim caps, gawk at a statuesque bathing beauty beside a swimming pool.
In another, the colleagues are aviation mechanics, stunned by an attractive flight attendant. Mr. Gudjonsson? He’s too busy inspecting a map to notice.
Why would an atelier that has earned critical acclaim for its mechanical timepieces, made of Swiss movements and German parts, have an ad campaign that is the equivalent of an exaggerated stage wink?
It’s because Mr. Gudjonsson and his colleagues — Grimkell Sigurthorsson, Sigurdur Gilbertsson and Julius Heidarsson — believe in watchmaking with a sense of humor.
“Yes, we are watchmakers, but we are always having fun here,” said Mr. Gudjonsson, who once danced through Reykjavik dressed as an astronaut to promote Arc-Tic Iceland, a line of waterproof quartz watches created by the atelier.
The business occupies a space on Laugavegur, a popular Reykjavik shopping street where tourists browse fisherman’s sweaters and sample grilled puffin. Visitors will often find Mr. Gudjonsson behind a door labeled “Probably the world’s smallest watch manufacturer,” in a narrow showroom decorated with vintage wall clocks.
He has been fixing, selling or assembling watches since he was 16. “I never have to be in an office or use a computer — and I never want to,” he said.
Occupying just 25 square meters, or 270 square feet, the showroom has a tiny work area tucked at the rear, so it could well be among the world’s smallest ateliers. In any case, some big names — including Tom Cruise, Ben Stiller and Yoko Ono — own its mechanical timepieces.
Even the Dalai Lama has one. “He loves watches; he collects them,” Mr. Gudjonsson said. The local chapter of Friends of Tibet presented the watch during the Buddhist leader’s 2009 visit to Iceland. “When they gave it to him, he said watches are his only weakness.”
“But not everyone is a collector,” Jason Swire, author of “Timely Advice” and a writer for Ablogtowatch.com, wrote in an email. (Mr. Swire said he used news releases to critique the watch.) “A lot of consumers prefer to own a single ‘nice’ watch and wear it for all occasions, and for that demographic a half-sporty, half-dressy watch makes a lot of sense.”
Other JS models include a pilot-themed piece dedicated to Reykjavik Airport; a sleek dress watch celebrating the city’s historic “101” neighborhood; and a diver’s timepiece, water-resistant to 1,000 meters, designed for Iceland’s Coast Guard.
Regardless of the theme, a simple and stylish watch that exudes a classic, vintage feel is the primary goal, said Mr. Sigurthorsson, the business’s designer and marketing director. “It’s always the first thing,” he added. “It has to be a classic watch. We design everything from that point.”
Mr. Sigurthorsson says the watches are popular with collectors and tourists, more than two million of whom visited Iceland in 2017.
One repeat visitor has been Ian Anderson, lead singer and flutist of the band Jethro Tull, who first visited the atelier in 2013 while performing in Iceland. He and Mr. Gudjonsson became fast friends, and the two still meet when he’s in town.
“I was greeted by a warm and welcoming gnome-like individual who turned out to be a bit of a fan,” Mr. Anderson, who is a watch collector, wrote in an email. “I was given a generous gift of a ‘101’ dress watch at the show the next night, and since then have purchased several watches for myself, wife and friends.”
Price-wise, the watches primarily fall into the €1,500-to-€2,500 range, while special editions can be €10,000 or more. (Watches purchased at the atelier include a 24 percent tax that tourists can have refunded at the airport.)
The business’s most expensive model is the Frisland God Special Edition, a custom-order watch starting at €12,000, which also is arguably its most exotic: The watch’s dial is composed of ash from the Eyjafjallajokull volcano, whose eruption in 2010 disrupted international air traffic for nearly a month.
Mr. Sigurthorsson’s brother harvested the ash, which was pressed into dials in Germany. “It was everywhere, layered on rooftops and on houses. He collected it in bags,” Mr. Sigurthorsson said. “So when we came up with this idea for the dial, he had lots of it in stock.”
The company has its roots in a watch repair and retail business that Mr. Gudjonsson opened in 1977, nearly a decade after he graduated in the last watchmaking class at the Technical School of Reykjavik. (Aspiring watchmakers from Iceland now typically learn the trade in Denmark or Switzerland.)
Mr. Gilbertsson grew up in an era of quartz watches but developed a passion for vintage mechanical timepieces while working at the family business. There he met Mr. Heidarsson, an avid watch collector.
“I was repairing his watches,” said Mr. Gilbertsson, who also serves as the business’s technical director. “One day I came to him and said, ‘Since we both appreciate classic watches, should we try to design our own?’”
After persuading Mr. Gudjonsson and Mr. Sigurthorsson to join them, the four men used their own money to establish the atelier in 2005.
“When we sold the first watches, we used the money to buy parts for the next ones,” Mr. Sigurthorsson said. “This is how we built up our company.”
It was a slow process, but it saw them through the company’s least humorous period: the 2008 financial crisis that devastated the country’s banking system. “When the banks collapsed,” Mr. Sigurthorsson said, “we were O.K. because we didn’t owe anything.”B:
【虽】【然】【早】【就】【有】【了】【心】【理】【准】【备】，【但】【是】，【说】【实】【话】，【听】【到】【江】【涞】【这】【么】【率】【直】【的】【承】【认】【的】【时】【候】，【许】【妍】【夕】【的】【心】【里】【是】【很】【受】【打】【击】【的】，【现】【在】【算】【起】【来】，【就】【自】【己】【修】【为】【境】【界】【什】【么】【的】【最】【低】【了】。 【不】【过】【这】【也】【只】【是】【许】【妍】【夕】【自】【己】【的】【想】【法】【罢】【了】，【因】【为】【没】【什】【么】【自】【觉】【吧】，【其】【实】【许】【妍】【夕】【的】【实】【力】【还】【是】【很】【强】【悍】【的】，【只】【是】【他】【自】【己】【本】【人】【不】【知】【道】【而】【已】。 【毕】【竟】，【实】【力】【修】【为】【这】【东】【西】，【在】【一】
“【这】【怎】【么】【可】【能】！”【黑】【魔】【狐】【道】。 “【有】【什】【么】【不】【可】【能】【的】！【呵】【呵】！”【斑】【斓】【豹】【道】。 “【你】【不】【是】【已】【经】【受】【伤】【了】【吗】？”【黑】【魔】【狐】【质】【问】【道】。 “【不】【错】，【不】【过】【那】【是】【假】【的】！”【斑】【斓】【豹】【道】。 “【不】【可】【能】，【我】【亲】【自】【试】【探】【了】，【你】【那】【脉】【象】【不】【像】【是】【假】【的】。”【灰】【衣】【男】【妖】【道】。 【说】【完】【吐】【出】【一】【口】【血】，【这】【个】【偷】【袭】【斑】【斓】【豹】【的】【黑】【影】【就】【是】【这】【灰】【衣】【男】【妖】，【他】【看】【到】【黑】【魔】
“【随】【便】【吧】”。 【温】【亦】【欢】【也】【是】【不】【怎】【么】【饿】【的】【了】，【这】【倒】【是】【真】【的】【了】，【毕】【竟】【呢】，【她】【现】【在】【的】【话】，【这】【是】【真】【的】【就】【不】【是】【那】【么】【的】【饿】【的】【了】。 【确】【实】【呢】，【这】【是】【想】【不】【到】【那】【么】【的】【多】【的】【了】。 “【行】【吧】”。 【他】【们】【这】【些】【人】【呢】，【这】【是】【真】【的】【就】【是】【没】【有】【什】【么】【好】【说】【的】【了】。 **【也】【是】【干】【脆】【的】【了】，【这】【是】【给】【温】【亦】【欢】【呢】，【这】【是】【点】【了】【一】【个】【随】【便】【了】。 【温】【亦】【欢】【倒】【是】【没】