Switzerland: The Holy Land?


Is Switzerland the holy land for watches and WatchFreaks? Many will agree with me, that this is the case. Especially for Haute Horlogerie. But, what about watches from The Holy Land?

Many will also agree with me that The Holy Land is the region that is now Israel, but this blog is absolutely not reserved for political views, for this reason we will name the region between the Red Sea, Libanon, Jordan and Egypt, The Holy Land, with Jerusalem as the capital.

My roots lie back to The Holy Land and therefore since my childhood I always wondered if watches have been produced or designed in The Holy Land. As far as I knew, the answer to this question was “no”! I write, was, because last month I learned the answer is YES! On a business trip to Tel Aviv I read an article in the In-Flight Magazine “Atmosphere” of El Al that since couple of year Israel has it’s own watch designer and creator! Itay Noy (1972), Israeli born (www.itay-noy.com), designs watches since the year 2000.

Tali Meron writes in the article “Philosopher of Time”: “Itay Noy’s watch designs open up a world of philosophical musings on the significance of time and its place in our lives.” She continues: “Itay Noy uses the philosophical concepts of time to design his watches. Itay was first exposed to the world of timepieces working at a watch shop in Tel Aviv after finishing the army. From there he decided to study jewelry making at Bezalel Academy, planning to specialize in watch making. … He later earned his Masters in Industrial Design in Holland, and his highly successful final project there was purchased by the famous Droog Design Company.”

Itay Noy

Itay Noy

As a WatchFreak you can imagine how I excited I was after reading this article twice! Not only was I bummed out that I did not have an internet connection available to view the collection of watches Itay Noy created, but more importantly, I wanted to find an address where I could see them in real life. But what annoyed me even more, is that I was 8 years ‘late’ with finding out that there was an Israeli watch creator… A watch creator that has studied in my home country… AND has sold a design to a revolutionary group of designer that have an amazing store/showroom in the heart of Amsterdam, that I often visit!

Unfortunately I did not see his watches. I went for a short trip and was busy with work. On top of that I got ‘distracted’ by the amazing things the city Tel Aviv has to offer. Of course, I ripped out the interview and stored it in my notebook. I knew that I would see it when I got back home and I wold set out my journey to find out more about Itay Noy. Unfortunately it took me until today to sit down and start my quest and in my excitement I decided to share this discovery with all of you on this blog.

While writing this post, I decided I will contact Itay Noy to ask him if we, WatchFreaks Blog, can interview him. I will be in Tel Aviv again next month and will see if it is possible to meet.

Itay Noy Watch

Itay Noy Watch

In the mean time, please visit his official website: www.itay-noy.com.

He also had a very interesting exhibition last year, named “A Second Second”. The official website is available at: www.asecondsecond.com

Please share you opinion about Itay Noy’s designs in the mean time and I will follow up as soon as I had contact with Itay Noy.


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4 Responses to “Switzerland: The Holy Land?”

  1. alonbj Says:

    Unfortunately, Itay and I did not have time to meet in Tel Aviv last month, but we spoke on the phone and we are going to interview him and post the Q&A-interview here soon. Keep posted.

  2. BaselWorld 2010 Preview: Itay Noy Watches « WatchFreaks Says:

    […] when I read an article about him in the in-flight magazine flying from Amsterdam to Tel Aviv Click here to read the article I wrote back in […]

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