Third generation jewelry pro, Alex Johnson with his wife and son.
DO YOU KNOW...WATCHES Written by Amelia Jeffers
A classic watch can lend sophisticated style to any outfit, but an investment-grade timepiece transcends fashion. We recently called on aficionado Alex Johnson to enlighten us on the world of watches. Johnson, 27, is a King’s College alum who also holds a graduate gemologist degree from the Gemological Institute of America. He started at the Diamond Cellar as a watch buyer and is now the President and Partner of Diamond Cellar Holdings. He has a passion for music, watches and family—and along with his brother, Jesse, marks the third generation to enter the family jewelry business. Q: What should you look for in a timepiece? A: First and foremost, you have to love what you are wearing. Oftentimes, people buy a watch because of a social expectation or a convincing ad campaign. However, I always tell an individual—get what you love. Watches are a lot like any other fashion item; it doesn’t matter how many times someone tells you, “you look great.” If you don’t feel confident wearing it, you never will. 12 slmag.net
Q: What was your first timepiece? A: A Victorinox Chronograph. I still have it to this day and, though I don’t wear it often, I hold onto it knowing it will be a great keepsake to pass down to my son someday. Q: What watch are you wearing now? A: Great question. Lately, I have been wearing my Rolex m126710blro-0001 ‘Pepsi’ everyday. The watch is a GMT, which makes it ideal for wearing between two different time zones (I go between eastern and central time regularly, so it is very useful). Additionally, I purchased the watch to commemorate the birth of my first son, Levi, and so it’s a great reminder every time I look at it on a tough day! Q: What non-traditional watch options are there? A: I would say that the major leader of non-traditional watches purchased would be the smart watch. Collectors—myself included—tend to wear a smart watch for physical activities. I wear an apple