Written by: Matt Black
In a country better known for volcanoes than watchmaking, JS Watch Company has carved out something entirely its own.
Tucked into the streets of Reykjavík, the brand operates far from the traditional centres of horology.
Here, there are no Swiss valleys. How about German engineering hubs? Nope.
Just lava fields, North Atlantic winds and a workshop where three generations of watchmakers quietly go about their craft.
And yet, what began as a side project – long nights, weekends and a lot of uncertainty – has become one of the more distinctive voices in independent watchmaking today.
The long road from hobby to commitment
Like many great ventures, JS Watch Company didn’t begin with a grand plan – it began with persistence.
“It took seven years before we could pay ourselves a salary,” Grimkell Sigurthorsson, Design & Marketing Director reflects. “That’s basically working two jobs… evenings and weekends, and then we would have our day jobs.”
Those early years were defined by necessity and ingenuity. The team leveraged their existing watch repair business, where Sigurdur Gilbertsson, Watchmaker & Technical Director worked alongside his father – who had already spent more than five decades in the trade. Sitting down with this dynamic duo, it’s clear their camaraderie extends well beyond the workshop.
“The main business was just selling different brands and doing repair and restoration work,” Grimkell explains. “So, we had that… Sigurdur could be working on our projects during that time."
Everything else – the designs, marketing campaigns, photography and the website – was all built after hours.
When their first 100 watches launched, they sold out quickly. But success came with a caveat. “We sold them way too cheap,” the team admits. “They did not make us… we were struggling.”
Still, those watches proved something critical: there was demand. The question was whether to remain strictly a passion project – or take the leap.
Flashback to 2012.
“We had a conversation… either we keep going like this or we go full swing. So, I quit my day job and we opened a design studio,” Grimkell recalls. “That made the difference.”
The results were immediate. “We doubled our sales straight away.”
Stranger than (pulp) fiction
Every independent brand has a turning point. For JS Watch Company, it came in the form of an unexpected visitor.
“There’s one special person who made a huge difference for us,” they recall. “That’s the famous director Quentin Tarantino.”
Yes – that Quentin Tarantino
At the time, the company was struggling to establish relationships with key suppliers, particularly movement manufacturers. “We were constantly trying to get in… sending emails, even handwritten letters. No answer,” Sigurdur remembers with a grin.
Then Tarantino walked into their Reykjavík shop and purchased one of their early prototype watches.
“The day after, we sent another email… now with a photo of us and Quentin Tarantino.” The response changed overnight. Both guys were floored.
“They asked, ‘How many movements do you need?’”
It was a defining moment – not just for access, but for credibility.
“We thought, we can maybe afford 100… but we said 200. It was way over what we could afford – but we doubled it up,” recalls Grimkell.
Sometimes, belief requires a little overcommitment – and sometimes, that belief pays off.
Side note: the celebrity Hall of Fame at JS Watch's workshop has grown over the years: Ed Sheeran, Gordon Ramsay, Tom Cruise, Jude Law... an impressive "who's who" have stopped by to visit the team and purchase a timepiece. Take a look at the familiar faces here.
Serious craft, not-so-serious attitude
In an industry often defined by heritage, prestige and carefully constructed narratives, JS Watch Company has taken a different path.
“We never wanted to express ourselves too seriously,” Grimkell explains. “It started as a hobby. We love what we do. We’ve had fun.” That philosophy extends beyond tone, too – it’s embedded in how they position the brand.
“Many brands put themselves very high up there. We wanted a more friendly approach.”
Part of that thinking traces back to an early lesson in marketing: "when everybody is zigging, you should be zagging,” remarks Grimkell.
For JS, that meant embracing humor, accessibility and authenticity – but never compromising on craftsmanship.
Interestingly enough, that playfulness rarely shows up directly in the watches themselves.
“I wouldn’t necessarily say it shows up in the designs,” Grimkell notes. “But it certainly shows in how we talk about the brand.”
The result is a rare balance: timepieces that are refined and serious in execution, paired with a brand voice that feels human, open and unpretentious. I mean, just look at their marketing materials. A perfect blend of humour and authenticity, just like the watchmakers themselves.
Watches shaped by Iceland
You can’t separate JS Watch Company from Iceland itself. The geography, the culture, even the tourism boom – all of it has played a role in shaping the brand.
“We would probably still be in the hobby business if it wasn’t for tourism,” the team admits. “It’s a very small population.”
Visitors from around the world now make their way to the workshop, drawn by the idea of discovering something unexpected – an Icelandic watch.
And what they find is unlike a typical retail experience.
“There are no secrets,” Grimkell says with a smile. “We tell people – take your photos, do whatever. Our home is your home.”
Customers venturing into the shop often meet the watchmakers themselves, including three generations of the same family.
“For many collectors, they’ve never met a watchmaker before – just a salesperson,” Grimkell continues.
That personal connection is central to the experience.
“It’s just us. We don’t have sales staff. So, it’s very personal.”
Some visitors even leave with more than a watch.
“They ask for the designs… and we send them. They hang them in their homes.”
That openness – quite rare in an industry known for discretion – has become a defining trait for the team and brand as a whole.
Purpose-built: the Icelandic Coast Guard watch
While many of JS Watch Company’s pieces are rooted in storytelling and design, some are born from real-world function.
Their collaboration with the Icelandic Coast Guard is one such example. The idea came through a partner with aviation connections, leading to discussions with Coast Guard leadership and eventually, a shared vision.
“We wanted to make a watch that everybody could use,” the guys explain. “It needed to look good in a uniform… on pilots… but also function as a diver’s watch.”
The result was a piece that balanced utility and aesthetics – something equally at home in the cockpit or at sea. Its appeal quickly spread beyond Iceland.
“Pilots from different armies come and pick up this watch,” Sigurdur says. “They’re working closely with the Icelandic Coast Guard, they see it, and they want one.”
It’s a reminder that authenticity – when done well – often prevails.
Standing on its own
For all the storytelling, the heritage and the wild uniqueness of its origins, JS Watch Company remains grounded in a simple principle:
“The watch has to stand on its own,” Grimkell says during one of the more firm moments of our time together.
Storytelling adds layers. It can deepen meaning. But it cannot replace substance.
“The storytelling is very Icelandic,” Sigurdur explains. “We have a deep culture of storytelling… the sagas, the poems.”
“But the design – that’s always our focus. Absolutely.”
It’s a philosophy that reflects both restraint and confidence.
Because in the end, long after the story is told, what remains is the object itself - on the wrist, keeping time and serving as a reminder of the untamed spirit of Iceland’s friendly watchmakers.
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