Tiffany Meerovitsch is the 23-year-old founder of NOVE Watch, but don’t let her age fool you. Tiffany has been around watches her entire life. Her father – also a watch company executive – would bring her into his office as a child, and it was there she received an early education on the entire watchmaking process. Tiffany went on to study arts and design at University in England, and it was during that time that the idea for NOVE was born. Here Tiffany discusses her background, NOVE’s origins, and her vision for the brand.
About Tiffany and how she got into watchmaking
I grew up around watches and learned about the craft from my father who was a dedicated timepiece maker and avid collector. He taught me all the aspects of the process: inspiration, design, manufacturing, assembly. NOVE is a direct result of his influence in my life.
How do you pronounce NOVE, and why did you choose that name for the brand?
NOVE, which is pronounced “naw-vay,” means “new” in Latin, and represents our ambitions in creating modern, yet timeless watch designs.
What led Tiffany to start her own watch company?
My father is CEO of a watch company, and I loved coming into his office when I was young. I loved meeting the people who worked with him, seeing everyone’s talent, and the process itself. I interned at his office during my summers in high school before heading off to university. When I returned, I decided that I wanted to work at the company full time but also wanted something that was my own. It was during this time that I began imagining and creating what NOVE would be. I brought my ideas to designers, and we brainstormed ideas for a number of sample watches. It was a long process, and with my father’s help, we launched NOVE in November 2018.
The hardest part in the early stages of the company’s growth
Obviously, starting a company from the ground up is never easy, the design process especially so — from conceiving a logo and a name and then actually creating the first physical samples of each of our watch collections. It’s such a joyous moment but also difficult because, as all product samples go, there are always improvements, difficult judgments to be made to get the watches just right. But taking the time to do so has been such a crucial part of the development of the company and being able to translate my team’s vision into a tangible product — I couldn’t be prouder.
How does NOVE differentiate itself in such a crowded industry?
I don’t want to say that we are “different” or “unique” — everyone and everything is unique. And that is the inspiration. Be who you are. We create timepieces that are an expression of individuality. We want to be a breath of fresh air, a reminder that you don’t have to be reminded of every second of every day. We want you to live your life with the assurance of a timeless quality timepiece by your side living through those moments with you.
Without a seconds hand, which is a signature dial of NOVE Watches, we see the purity of time and forget that life has to be measured.
Materials used in NOVE watches and more about the collections
Having put so much time into the design, we didn’t want to compromise quality with any of our pieces. As a result, we use Swiss-made Ronda quartz movements so that our customers can rest assured of the quality and prestige of our watches. We opted for Swiss Quartz for its accuracy and durability and we wanted a pret-a-porter (ready to wear) concept, as quartz does not need winding and runs constantly, one can wear our watch at any moment without needing to adjust the time. It enables our watches to have a slim profile and doesn’t require expensive servicing in order to function normally. We also guarantee a battery life of six years. We use high-quality stainless steel cases, scratch-resistant sapphire crystals, and treated genuine leather which offers better longevity with exposure to water.
Our Craftsman Collection is unique in that each model is made from a hand-selected piece of ebony wood fused together with a surgical-grade steel body using 60 individual parts, 47 of which are hand polished by our own craftspeople.
The NOVE Trident actually the world’s slimmest diver’s watch. It is only 6.8mm-thick and offers 200m/660ft of water resistance. It’s an extremely versatile and fashionable design but also fully functional. I’m particularly fond of this watch, as it was inspired by my family’s love of the water.
What’s next for NOVE Watch?
We are constantly developing ideas, and we’ve had a lot of demand for automatic watches. Those are in development now, and we hope to release them very soon. We are lucky to live in an age where we can share everything with our audience on social media, and being able to interact with our customers’ questions and comments is such a great advantage for us. We want to be as transparent as we can about every aspect of our brand, and we hope people will follow us on that journey.
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