When passion meets purpose, the result is a career that feels less like work and more like a calling. For Justine Martine-Frost, Director of Digital Content at SHARP Magazine, that calling has evolved from a love of machines; both mechanical and automotive, to a life spent telling stories that connect design, craftsmanship, and human experience.
I’ve had the pleasure of knowing Justin for over a decade. Our paths first crossed in Los Angeles at the Hamilton Behind the Camera Awards, back when I had more hair, and Justin had fewer tattoos. Since then, his journey has been nothing short of inspiring: from contributing to Robb Report and Watchuseek to leading digital strategy for one of Canada’s top men’s lifestyle magazines.
From Cars to Chronometers, Where Engineering Meets Emotion
Justin’s early background includes stints working with BMW and other automotive brands, giving him a unique lens through which he views the world of horology.
“There’s a lot of overlap between the car and watch industries,” Justin explained. “Both attract people fascinated by engineering and design. But the biggest misconception is assuming that passion and spending scale the same way. A guy with a garage full of Ferraris might just be wearing a vintage TAG Heuer or a Rolex Submariner. It’s not always about price—it’s about taste.”
That nuanced understanding of passion versus prestige is what makes Justin’s voice so valuable in today’s watch landscape, where authenticity is often the rarest luxury.
Matching Watches and Cars: A Reflection of Personality
When I asked if collectors tend to match their cars with their watches, Justin laughed.
“That really depends on the person. Some guys say, ‘I’m driving my black 911 today, so I’ll wear this or that watch.’ Others don’t think that way at all. It’s all personality. But one thing’s for sure; when you start noticing wrists the way we do, you see stories everywhere.”
He’s right. For watch lovers, wrists are like fingerprints; each tells a story. And in Justin’s case, his tattoos have become so iconic that his followers can identify him just by spotting an arm in a photo. As he puts it:
“I’ve had people say, ‘Wait, I know that arm!’ Even on an escalator at Baselworld.”
A Collector with a Story and Friends in the Craft
During our chat, Justin revealed the watch on his wrist: an Arcanaut Fordite, a piece born from friendship and artistry.
“I’ve been leaning toward collecting watches from friends, people whose work I respect. This one came from Anders at Arcanaut in Copenhagen. The dial is made from Fordite, literally layers of automotive paint. I saw it in person, and it was an instant ‘this has to happen’ moment.”
That sentiment captures the essence of collecting: it’s not always about specs—it’s about stories and connections.
The Joy of Handwriting in a Digital World
Despite being at the forefront of digital media, Justin’s side project, The Cursive Perspective, is refreshingly analog.
“I’ve always loved handwriting—pen and paper notes, especially when I travel. It’s like winding a mechanical watch: slowing down, being present, letting thoughts flow. I don’t plan the posts. Whatever I feel at that moment, that’s what comes out.”
In an age of screens and swipes, his dedication to writing by hand feels revolutionary. It reminds us that craftsmanship and creativity share the same foundation, time and intention.
Advice for the Next Generation
As our conversation wrapped up, I asked Justin what advice he’d give to newcomers who dream of writing about watches or entering the industry.
“First, be sure you really want it,” he said with a grin. “It’s not easy. I spent my first decade doing automotive journalism as a side hustle. But don’t be afraid to ask questions, and don’t hesitate to knock on doors. Whether it’s pitching a story or reaching out to a brand, just do it. You’ll learn by doing.”
That grounded humility, mixed with relentless curiosity, explains why Justin remains one of the most respected voices in watch journalism.
On AI, Creativity, and Staying Human
We couldn’t resist touching on the big topic of the moment: AI. As someone deeply involved in digital media, Justin takes a balanced view.
“I’ve seen what AI can do, but the soul still isn’t there. It can’t replace genuine creativity. It’s a tool, not a threat. For now, the best thing we can do is learn how to use it without losing the human touch.”
That’s wisdom worth remembering—not just for journalists, but for anyone navigating a fast-changing creative world.
Looking Ahead
Justin and his team at SHARP Magazine have a big winter issue in the works, packed with fresh stories and another exciting cover star. But what resonated most from our conversation wasn’t the projects, it was the perspective.
In a world that’s constantly rushing forward, Justin reminds us to pause, to wind our watches, and to write our thoughts—one line, one tick at a time.
Follow Justin Mastine-Frost on Instagram @justinmfrost
Explore SHARP Magazine: sharpmagazine.com
Discover more interviews like this on: WatchDNA.com/Experts_Story
