At WatchDNA, we believe in building a community that welcomes everyone. Our goal is to assist you on your journey to learn about all things watches.
We recently had the opportunity to sit down with Hakim El Kadiri is the founder of the independent Swiss Made watch brand ELKA Watch Co., based in Neuchatel, Switzerland.
Before establishing ELKA, he served as Head of Product Management at Rado Watch Co. Ltd. and Hamilton Watch. His extensive industry experience also includes senior roles at Swatch Ltd., and Endura AG (for brands such as Timberland, Asics and Mango) where he was responsible for product innovation and management.
Hakim's career reflects a deep commitment to the art and science of watchmaking, making him a respected figure in the horology world. Hakim El Kadiri is a prominent figure in the world of horology, known for his innovative contributions and deep passion for watchmaking.
As the founder of the microbrand Elka, Hakim has carved out a unique niche in the industry, blending traditional craftsmanship with modern design elements. His journey in the watchmaking world is marked by a commitment to excellence and a relentless pursuit of quality, making his creations highly sought after by watch enthusiasts and collectors alike.
With a career that reflects both creativity and precision, Hakim El Kadiri continues to inspire and influence the future of contemporary watch design.
So, without further ado, let's dive in!
Background and Experience with Swatch Group:
- Can you share your journey and experiences working with the Swatch Group for over 20 years?
- What were some key roles and responsibilities you held during your tenure?
- What are some of the most valuable lessons you learned while working at the Swatch Group, and how have they shaped your approach to founding and developing Elka?
Working for the Swatch group was the best school for me —not a school where you learn theory, but a school where you learn practice. When I started working for Swatch in 1998, I was a junior product manager. I had to work fast and fast, work with the times. We had two collections to release a year. The products had to be right and on time. We had to work on all the files in parallel to prepare for the launches.
We were a big Marketing/Product team. I loved this period and learned a lot.
In 2022, it was time for me to understand something else. Hamilton had just moved back to Switzerland, there were only five people to run the business, and the brand was at its lowest ebb.
I had to rethink the collections, the L3s ‘Khaki’ army replica watches, and the Classics, which we called the ‘Jazzmaster.’
Five people run the shop; a start-up with a group behind us allowed us to develop and help us financially.
At the same time, we had set up a company called Endura, which developed products for different brands. We had to understand these brands to develop products that suited them.
Then, I joined Rado in 2011 with a mandate to transform the collection and, therefore, the brand's ageing image. We revitalized the products and made them a more urban, younger, and design-oriented brand.
So, to conclude this question
Swatch: creativity, being on time, and having the right products.
Endura: understanding the needs of brands, their product positioning, pricing and distribution
Hamilton, THE Start-Up (my favourite Swatch Group brand)
The brand has a very long history; it has been creative since 1892 with the army watches ‘Khaki,’ the electric watch ‘Ventura,’ the classics, the watches of the American railway... ‘Railroad’ I had fun to be inspired by the past to create the new models
Rado, managing a team and reinventing the brand
"All this was an introduction to what I am doing now!"
Transition to Creating Elka:
- What motivated you to transition from working at the Swatch Group to founding your own brand, Elka?
- How did your experiences at Swatch Group influence Elka's initial vision and mission?
Honestly, I left the Swatch Group by mutual agreement. The company was undergoing a shift in direction that didn't align with my career goals. Unfortunately, this decision coincided with the COVID-19 pandemic in January 2021, making the job market particularly challenging, especially for someone in their mid-50s.
I yearned to return to a hands-on role and explore product development. The opportunity to design a watch without formal training was appealing. The pandemic provided a unique chance to connect with suppliers with extra time. During this time, I stumbled upon the ELKA brand, a discovery that felt almost predestined. I secured the rights to the brand without a clear plan for the future.
On January 2, 2022, faced with the reality of an ongoing job search, I decided to take a leap of faith and launch my own business.
It's disheartening that older workers are often overlooked due to perceived higher costs. However, their experience is an invaluable asset that can significantly benefit companies.
Developing the New Brand:
- Can you describe the process of developing Elka’s first collection? What were some of the challenges and triumphs you encountered during this journey?
- What unique aspects do you believe Elka brings to the watch industry that sets it apart from other brands?
Inspiration and Design Process
My journey began with an ordinary pocket watch from the defunct ELKA brand. Its pebble-like form sparked an idea. Studying its profile, I envisioned a contemporary interpretation with two sleek lugs. A sapphire crystal, reminiscent of the iconic Hezalite glass from the 1960s, completed the design. ELKA’s rich history, including collaborations with Heuer and Ulysse Nardin, inspired my first two models.
Brand Philosophy
My brand ethos is rooted in a return to simplicity, authenticity, and enduring quality. In an era when watches are often disposable, I aim to create timepieces that stand the test of time.
ELKA watches epitomize a bygone era of craftsmanship, where products were built to last a lifetime.
Market Perspective
The watch industry is saturated with new brands and imitators. While some will thrive, others will fade. My strategy is to offer a unique yet timeless design. A watch that is both modern and classic, avoiding trends that might quickly become obsolete. I aim to create pieces as relevant today as they will be in fifty years.
By blending minimalist aesthetics with a nod to the 60s, I believe I've created a design that transcends fleeting fashion and resonates with a desire for enduring elegance.
Inspiration and Design:
- Apart from your professional career, what passions and hobbies inspire you? How do these interests influence the design and philosophy of Elka watches?
- Do you draw inspiration from any specific art forms, cultures, or personal experiences when creating new designs for Elka?
My ideal work-life balance!
Working independently means flexibility. I can walk my dog, bike, or enjoy nature anytime. It's during these moments of movement and solitude that my best ideas emerge. No time wasted in meetings, just direct paths from inspiration to realization.
This solitary approach fosters creativity and decisiveness. When multiple opinions weigh in, compromises often dilute the original vision. I believe in the power of a single, focused mind to create something truly impactful. However, I recognize the importance of administrative tasks. So, I dedicate specific time to handle the essentials like writing, invoicing, and accounting."
Vision for the Future:
- What is your long-term vision for Elka? How do you see the brand evolving in five to ten years?
- Are there any upcoming projects or collaborations that you’re particularly excited about and would like to share with us?
My brand is rooted in the spirit of 1969. That era was a golden age of creativity when design, art, architecture, and music pushed boundaries. The world was hungry for innovation, unconstrained by the complexities of the past. New materials and a collective desire to break free from the shadows of war fuelled an explosion of artistic expression.
Unfortunately, that sense of boundless possibility has faded. Today, homogeneity prevails in everything from cars to architecture and music. My brand counters this trend. I aim to recapture the essence of 1969. In five years, I plan to have solidified my brand's position within this iconic period.
I will reveal one collaboration in October. Let me tell you later!
We are proud to have Hakim be part of ur contributor team.
Discover more about him and read some of his articles.
To learn more about Elka, visit the brand page.
Join us in our chat with Hakim Youtube.com@WatchDNA
