Alex Rosenfield of Urban Jürgensen on Reviving a Historic Brand for a New Generation

  In this episode of Superlative, Ariel Adams sits down with Alex Rosenfield, CEO of Urban Jürgensen, to explore the revival of one of watchmaking’s most historic yet often overlooked brands. Alex shares the story behind his family’s acquisition of Urban Jürgensen and the philosophy guiding its modern relaunch, from preserving centuries of design and engineering legacy to working alongside master watchmaker Kari Voutilainen to shape a new generation of timepieces.

  Alex dives into what it really means to run a high end watch brand today, including long term thinking, resisting industry pressure for constant releases, and focusing on emotional connection through design and craftsmanship. He also outlines a refreshingly transparent approach to collectors, emphasizing fairness, accessibility, and respect over traditional luxury sales tactics. Along the way, Alex reflects on what makes a watch truly meaningful, from the human story behind its creation to the importance of making something that feels beautiful and lasting on the wrist. Alex and Ariel’s conversation is truly a thoughtful look at how heritage, artistry, and modern leadership can come together to redefine what independent watchmaking looks like going forward.

Check out Urban Jürgensen:

- Instagram - https://www.instagram.com/urbanjurgensen/

- Website - https://urbanjurgensen.com/

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