By 
A Man and His Watch tells the stories of coveted watches from around the world. Author Matt Hranek conducts interviews about historic and never-before-told watch stories from Paul Newman’s Rolex Daytona to Omega Moon watches, Sylvester Stallone’s Rolex Submariner, and Franklin Roosevelt’s gold Tiffany watch. It’s a passion project that the author describes as a storybook more so than a watch book. On top of writing, Matt is also a photographer, editor, food and drink enthusiast, husband, father, and, of course, an avid watch collector.
“I have my father’s watch,” the book begins. Matt’s father passed away when he was just eighteen years old. “It’s a Rolex Oyster Perpetual Datejust, stainless steel with a black dial. I remember the day my father came home with it on his wrist. He was so proud, and I was so happy for him, because I knew the watch was more than just a new timepiece; that Rolex marked his first successful year in business for himself.”
As someone who spent a lot of time on 47th Street (where Avi & Co. is located) because of his obsession with watches, it’s almost serendipitous that our paths crossed. As I sat down to chat with Matt (me in New York and him in Greece sipping a glass of white wine) he recounts his father’s influence on fashion, watches, and the finer things in life. “I remember if there was somebody that my dad really admired or their style he would say, ‘Look at that! That suit is made by such and such, and he’s wearing those shoes, and that watch is an X.’ It was always part of the style aesthetic breakdown, like what kind of watch someone was wearing, so I always just paid attention to that.” Being a kid of the 80s, he grew up with a fascination of Rolex and Pulsar watches because of his father; that interest in observing all of life’s intricacies remained until this day.
Before Mr. Hranek wrote his heartfelt book filled with beautifully photographed timepieces, he started out in the photography world as a photographer’s assistant in New York City. A lot of men who hit that successful life event aspire to invest in their first watch as a symbol of status and accomplishment. That moment for Matt was in 1997 when he started on his photo career. He didn’t know what to look out for in the vintage market, only that he really wanted to celebrate with a Rolex Submariner like James Bond. “I was a big James Bond fan, so I had to own a Submariner.” He finally decided on a 5513 Rolex Submariner for only $1,700 on eBay. “This watch has gone super brown and tropical since I’ve owned it,” he laughs. “Out of the dozen watches that I have, I’m never getting rid of my dad’s Datejust, and I’m never getting rid of that Submariner.”
“Cheers to all the people working on their dream,
and not working ‘for’ the weekend.” -James Bond
While many men enjoy watches to mark specific occasions, show status or style, and most importantly to tell the time, Matt enjoys watches for the stories they tell, the conversations they start, and simply because he likes them. “I was always buying things that I thought were cool or had a reference point that I liked. Unfortunately, I should have been buying for investment back then. I should have just bought 100 Submariners. But, I always wanted to have things in my life that I really loved, not just that I was holding onto.” Someone who collects watches for the love of it is a very refreshing take on watch collecting.
Matt has never bought watches or anything luxurious of that nature as an investment, but for its romantic story and love for it. I asked if this was the mentality that brought him into his career. “Yeah, I mean it sounds really cliché, if not completely sappy,” he says reluctantly. “I do think that if you really follow these goals that are about what you deeply care about, chances are you finding the thing you want to run into – the people that help catapult you through that part of your career. And hopefully you find success, or at least you’re happy.”
Matt recalls being frustrated as a young photographer and not getting the constructive criticism that one should when starting out in the artistic world. “I would show my work to mentors, and they would say, ‘We need more. You need to reinforce this point of view. Your vision must be more direct and consolidated, and you need more volume to reinforce that.’ I mean, that’s frustrating because basically what people are saying is: You need to work more. You need to work harder. That part gets frustrating, but you must persevere through the process.” It most definitely proved to be a great learning curve for the young photographer and watch enthusiast.
After being involved in the photography world, the magazine world came knocking on the soon-to-be author’s door. He got a job working as an editor at Condé Nast, a global media company home to iconic brands to entertain and empower, covering the watch market. “It was kind of accidental. My wife was the creative director at Condé Nast Traveler, and my friend was the Editor in Chief. They needed somebody to handle the watch market, and they knew I was reasonably obsessed.” Some of his articles were a nice conglomeration of watches in relation to traveling, including the watch of the week and where he was wearing said watch. Even in his short pieces, his writing is clear and concise, and his passion radiates off the screen.
“As I started covering the watch market editorially, I was coming back with all of these great stories of people that I had met, brands that I engaged with, and my wife was like, ‘This is the book that Artisan [Books Publishing Company] has been asking you to write!’” And she was correct – it was the perfect idea for a Men’s lifestyle book. Although, Artisan didn’t feel that way…at first.
“Watches tell the world a bit about who you are,
and they can, if you’re lucky, connect you to the
people in your life who matter most.”
– Matt Hranek, A Man and His Watch
When Matt approached them about doing a watch book, the publishing company immediately said no. However, when Matt made it clear that it would be more of a storybook than a watch book, then their ears perked up. He wanted the story to be about men and the watches in their life. It would be an array of watches from million-dollar Richard Milles all the way to a $23 Casio. As someone with an extensive background in photography, he even knew exactly how he wanted the watches photographed.
Eventually, the publishing company said yes. The timing was right, and the watch world was exploding. Nobody was telling stories about watches the way Matt envisioned. “I was super lucky that they were interested and attentive, and they didn’t really have to think about how this was going to look because I was going to use all my experience as a photographer. Having a wife as a creative director and fine tuning how this thing as an object was going to look was helpful. There was no mystery in the potential outcome.” Pitching your idea and having full creative control over the project is every writer’s dream!
The book opens with Paul Newman’s Rolex Daytona, which is considered one of the most iconic watches of all time. Loaned to him by Paul’s daughter to photograph, this was probably one of the most magical experiences for the watch buff. You’ll have to read the book yourself to find out more about his captivating encounter with the memorable timepiece. However, what I will tease about the book is how generous everyone was in lending a story or two to Mr. Hranek’s book. “From Cartier, getting into their archive was so insane, to meeting people like Mario Andretti who I admired so much with car racing. I think that Sylvester Stallone put his gold Submariner in a FedEx box and sent it to the studio through a casual introduction, and when that watch showed up, I was like – wait, he just put it in a box?” I’ve heard nice things about the actor, but that’s next level legendary! “I was so anxious about that so… just the complete generosity and openness that so many people had was incredible.”
The writing process is different for every author. Some outline the entire narrative first, and others may write as the ideas come to them. A Man and His Watch is filled with interviews and astonishing photographs, so the process was even more distinct than your usual storybook. “I would sit down with people like Mario Andretti and record [the interview], and I would have these conversations and ask these questions, and then that was transcribed and shaped into words. I would write the introductions, and that was very easy for me because it came from a very heartfelt place.” As a writer, it’s much more genuine when you get the opportunity to write about things you really love as opposed to something that you don’t have a personal connection to. “I’ve been asked to write introductions to other watch brands’ books and stuff like that, but if I’m a little wishy washy about the brand, I can never find my voice.” At Avi & Co, we admire Matt’s enthusiasm to not only buy watches for the love of it, but for only writing stories for the love of it as well.
While the storytelling came easy for the author, the structure did not. Despite the obstacle of putting everything together as a whole, that didn’t stop him from putting together this collection. “I was well attended to at the publishing house where I was working with incredibly talented people that were helping to kind of structure the format of the writing. That’s the kind of big machine that happens in publishing.” It’s a lot of work, but that’s why the collaborative process is so valuable!
“Keep writing it,” he said on what advice he would give to an aspiring writer. Simple, yet something writers tend to forget about when they’re stuck in a rut of writer’s block. “You get it to a point where you think it’s finished. And in the process, you give it to people to read that you trust, who are going to be critical thinkers, and who are going to give you advice. Hopefully those people are going to elevate you and not try to squash your ideas. It’s important to have people around you that elevate your ideas in a critical way.”
“I’m not an expert. I’m just someone who
cares deeply about the topic.” – Matt Hranek
Not only has Matt written a fan favorite book about watches, but he also published A Man and His Car in the same vein as A Man and His Watch, and two cocktail books titled The Martini and The Negroni, which include everything we need to know about the iconic cocktails. Watches, cars, and cocktails – it sounds like every man’s dream! “I think they’re all passion points,” he says insightfully when I ask how his published works represent him. “They all come from a very personal place. And I think that is often very helpful in the eye of the critique. I’m not an expert. I’m just someone who cares deeply about the topic.” I’m about half-way through talking with Matt, and I’m already convinced that I want a watch!
Mr. Hranek’s next quest drove him back to the magazine world after wanting that umbrella magazine filled with all the subject he cared about: style, cars, food, watches, and travel. It was a dream he had as far back as he could remember. And thus, WM Brown Magazine, a boutique menswear and lifestyle magazine, was born. From his website, this is how Matt describes his vision: “WM Brown has always been an unpredictable collection of many types of men. Its ideology finds its inspiration from the men in my life – my father, my grandfathers, the men I admired growing up, and friends – confident, thoughtful men who devour life and all its subtleties. Men who have learned to be comfortable in their skin, found their uniform and purpose, and set that example for other generations.”
Some of you are probably thinking: Do people even read magazine anymore? The truth is gloomy, but most people prefer to read their books, magazines, and newspaper articles via their smart phone or kindle. Life has just grown to be more technologically heavy, and everyone is trying to keep up with those fun changes. However, people like Matt and myself (and I swear, a lot of us still exist out there!), will forever have that special connection to a tangible book or magazine: the feel of the paper, the portability, and its lack of having to be charged. So, let me be the first to end the stigma: print is not dead.
While a lot of writers would use their outlet to create as much of their own personal content, Matt saw this new print as an opportunity to give other people a chance to create as well. “It was great to work with photographers and writers that I had this long relationship with,” he continues about his new magazine. “Giving them a format in a place to exhibit and have their work, that to me was such an honor.” And the best part? The magazine world is a much quicker process; it takes about 2-3 months to create a finished product, compared to the book publishing world, which could take at minimum 1 year.
Alright, let’s shift gears here. (Yes, I do enjoy a good watch pun.) Not only does Matt enjoy the writing and editorial process, but he is also an ardent traveler. “It’s very inspiring to be in a place where you see your daily life with fresh eyes. Really living in a place is more important to me than just being this kind of hotel transient vacation.” And one of the things Matt always makes sure to pack on his travels: a watch… or two. “I think when I travel, I don’t like to have a lot of watches with me. I mean, I lose bathing suits all the time. I’ve left camera equipment behind. I don’t want to risk forgetting stuff. I travel pretty lean and just kind of choose the watch that suits the environment.” Will he be on a sandy beach enjoying the waves? Will he be somewhere where he needs to dress for a nice dinner? Currently, he is traveling with a Rolex GMT-Master II Pepsi Bezel with black dial, which I admired from afar. When traveling, Matt likes to go on runs and swim with his Casio Digital watch.
When it comes to fashion, Matt describes himself as a kid who grew up east coast preppy, a sort of smart-casual style. He styles his watches with lacrosse and polo shirts, kakis, boat shoes, and Italian Bespoke suits. “The classics for me have more longevity,” he says positively. Spoken like a true watch collector! “I mean, [watches] are part of my dressing for sure. Ralph Lauren talks about that in the book as well like how you choose a watch and the way you choose what you want to wear, and I normally would do that.”
At the end of the day, whether Matt is writing a catchy introduction or sipping a Negroni, he looks back on his career thus far with 3 rewarding highlights. Firstly, working with big photographers as a young photo assistant allowed him to travel and be surrounded by incredible creatives. Secondly, with his career expanding in the photography world, he met his wife and best friends. And thirdly, “I think now with the books and the magazine is this next elevated level where I am in my life, and I’m really happy. I’m doing stuff that I love, and I’m working with people that I care about who are super talented.” All in all, it’s about the people Matt has met along the way.
“It's sort of like when you fall in love with somebody.
Your heart beats faster. Your eyes dilate.” – Matt Hranek
And if you still have any doubt in your mind about Matt’s fascination with watches, this is the advice he gives to any new watch collectors looking to shop at Avi & Co. for this first time. “Well, I think it’s two things,” he says passionately, taking a quick sip of his wine. “First of all, let’s be realistic. You should come in with a budget. It’s really like buying a car. I would love to be able to go spend way more money than I do, but you have to be realistic about what’s going to be in your wheelhouse of money, what’s not going to put you in debt, what are you not going to feel guilty about, what is not going to take away from your children’s education.” (Luxury watches do not trump children’s education. Got it!) “And then, it’s sort of like when you fall in love with somebody. Your heart beats faster. Your eyes dilate. You should think about what that passion point for you is in terms of brand.”
While Matt is off enjoying life the way it should be enjoyed, he is still always keeping busy. When he’s not collaborating on his magazine, he is gearing up for the release of his newest project. “I am actually writing a book right now – a cookbook!” Described as an immersion into the food world that was inspired by the author’s travels and family, the storybook will include recipes, food memories, philosophies, and souvenirs that he found from his adventures. “I live in this men’s world and giving guys the kind of confidence and the tools to be confident about what they do, whether that’s choosing a watch, making a cocktail, or making a meal, I think it’s been nice to be a part of that voice. Because I’ve been in that position. You’re not alone. It’s basically the philosophy that I’ve been going through.”
Matt’s calm personality and passionate sense of style makes speaking with him an absolute pleasure. Be sure to check out A Man and His Watch and follow him on Instagram @wmbrownproject to keep up to date on his latest cookbook, being released in 2023!
