Today I’m going to introduce you to Kneijnsberg Watches. The brand was founded by Brendan Horneman, a Dutch watchmaker whom I’ve known for a very long time.
I first met Brendan in 2017 during the first AuroChronos Festival in Lodz, Poland.
At that time, he was already developing his brand, but with an added twist (Kneijnsberg & Van Eijk). Today, he’s moving forward and presenting his latest creation, called Hugenius.
This one is a tribute to the Dutch scientist and inventor Christiaan Huygens.
Before talking more specifically about the watch in a future article, I invite you to learn more about Brendan through this interview.
Here we go… Enjoy reading 😉
Could you tell us a bit about you and your story with watches?
I have started my career in the luxury industry when I decided that I wanted to become a goldsmid because of my love for gemstones. I started my education at the academy for gold smiths jewellers and watchmakers in Schoonhoven the Netherland. During my first year a professor watchmaking compelled me to switch over to watchmaking. I made the switch and ever since that move my professional life and large parts of my personal live revolved around watches and time keeping.
I started out as a service watchmaker for Breitling NL, a few years later left the company as a technical trainer and assistance workshop manager. Then I started my own company for After Sales and technical consultation. I had been designing time piece already at school but my first piece was made after the birth of my second child, the tree of life. A growing family demands dedication and I decided to take on a job at well known whole shale supplier for the luxury industry. Did some great work and I decided to look for other opportunities and became operational manager for a Dutch watch brand. During that time, I made my second watch Artio as my kids were growing up I started having more time to work on watches again.
Then I had an opportunity to work for Richemont as atelier manager for BAUME watches. That was the best experience I had working for an industry leader but a call from my former teacher to apply for a job as teacher in watchmaking did not make me think twice. I am now in my 6th year as a teacher at the same school where my journey in the world of watches begun. Due to a change in my personal live I had to make some adaptations. This compelled me to make watches again and I wanted to go back to my core inspiration: commitment. When one commits himself to spend his time wise and meaningful true wealth will follow and so Hugenius was conceived.
When the idea to create a new brand came to you? and when do you start working on the creation and on the launch of it?
Ever since I was at watchmaking school I wanted to make and create watches and specially complications. The path to starting a brand has been a bumpy one. When I first launched Kneijnsberg & van Eijk almost 10 years a go it was because the Tree of Life watch acceded my expectations and it felt like the right thing to do. Knowing my pieces are not mainstream products I knew it would not be easy to get up to production levels. But for me watchmaking has never been about volumes. It has always been about dedication to the material, the functionality the addition outside the normal construct of time that drives me as a watchmaker.
Could you tell us from where comes the name of your brand?
The newly branded Kneijnsberg comes for Kneijnsberg en van Eijk. The later was founded in dedication of the great grand mothers of my daughters. As a watchmaker I take inspiration for nature, science and family. Kneijnsberg is the maidens name of my grand mother and it reminds me to honour your upbring and respect the elderly for I will one day be to and old man in need of care. And as a teacher it’s my firm believe to lead by example.
What’s the most important thing in the process of creating your timepieces?
The idea, always the idea. A design process will reduce your idea to something feasible but for me the Idea should always be visible in the end product. Staying close to the idea makes for a good connection with the design. And we should not need to over explain a good or nice idea, it will speak to you. Being creative is good but as a watchmaker functionality is key. Combining these two is at the core of my creative process.
What steps do you go through to develop and produce them?
First step after design or conception is engineering. I do all the calculation and mechanical engineering. Make 3D models, have a case printed do some adjustments if needed. Then start prototyping and do a proof of concept. Then make first production models to have a proof of product. During these steps adjustments can be made and I do a lot of sourcing in my network.
From where comes your inspiration concerning the design of your pieces?
Inspiration comes from nature, science and family. Inspiration for Hugenius came during a lunch with a friend who did a master class at the Academy. We share a passion for Huygens work and the lunch was great. Other moments my mind just solves a small puzzle as I am always looking for extra ordinary cycles to use in watches and that’s a difficult task so I also focus and new ways to display existing complications.
Do you have an anecdote about the design and creation phase of your timepieces?
‘Make it functional’ … Something a mentor of mine pointed out to me. ‘It has a function, it needs to work’.
From your perception, what makes your watches so special?
I try to commit myself to make time pieces that have you wondering about time and how you perceive time. In my watches you can always find a connection between daily life and more illusive moments.
Could you tell us how your collection is composed and what is the price of your watches?
Hugenius is the first model as newly branded Kneijnsberg. Next model in line is a re edition of the tree of life (or actually a first production of an improved version after customers feedbacks). First, I will commit to Hugenius.
Social networks are really important for microbrands like Kneijnsberg. Could you let us know how and why do you use them? and what’s your strategy to stand out from other brands in your price range?
I prefer my professional network on LinkedIn a lot. Instagram is next on the list to get an update. As independent watchmaker my strategy to stand out is to make exceptional time pieces!
Let’s talk about distribution. You will start with a Kickstarter and then obviously you will use the direct sales strategy which is better for a young brand like yours. Could you explain us your distribution strategy?
So, in light of the refusal by KS on not being inline with their regulations on using renders I decided to start direct sales on my own website as an independent watchmaker. I feel like to right step at the right time. I know my capabilities and feel confident about the watches. Its always a difficult choice. I feel that direct sales is the way to go for young brands. Have a few points of sales is always good but being in direct contact with your customers is very important in maintaining your service level up to the required standard.
Do you plan to participate in watchmaking events in the coming months?
I am always looking for new spots but it’s just me… It would be great to visit more events and I am currently looking into other options to participate in events.
Now and more generally, what are your plans for the future?
First focus is on Hugenius and daily life. Getting production started and ship the first watches. I would really like to extend the website some more in preparation for the Tree of Life. Have a small summer vacation with the girls. On the watchmaking side I am working on a side project which I am really excited about.
What aspects of your brand you think people should know more about?
I think it would be nice if people would know a bit more about the technical side of my brand. I only do mechanical complication (either as a module or as a modification). Looking at a tree doesn’t tell you it will change the color of its leaves today you will need a full year to see the full scope. A day pointer that jumps around midnight asks for a bit more knowledge on mechanics so I like to explain the technical challenges I face as a watchmaker to be able to make these special time pieces.
OK, now something more personal. For you, what’s the most important thing to find in a watch?
The idea first (on complications) the execution first (on design). I could fall in love with a lady’s model Piaget and the next second ditch her for a rose gold navitimer.
To finish, are you also a watch collector? If yes, what kind of watches do you collect?
No sorry to say I do not collect watch although I have a large collection of ideas on watches! I do have some special watches (former employer brands or client brands). But I do have a small collection of pocket watch movements with high end complication (repeaters and chronographs), amazing stuff.
Hope you guys have enjoyed this interview. You can follow Kneijnsberg Watches on the social networks :
If you want more info about the Hugenius watch and you’re interested to buy one of them, jump right here on this LINK.
Jonathan Kopp
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