Alex Rosenfield: A Glimpse into the World of Urban Jürgensen's Visionary CEO

Unveiling the Man Behind the Masterpiece: Alex Rosenfield's World Beyond Horology

The Visionary's Touch: Revitalizing a Legacy with Modern Flair

Last year, when American entrepreneur Alex Rosenfield reignited the venerable 253-year-old watchmaking house, Urban Jürgensen, it marked a significant moment in the realm of independent horology. The involvement of Kari Voutilainen, a master watchmaker, guaranteed the brand's commitment to exceptional technical and artistic standards. However, a substantial part of its renewed prominence stems from Rosenfield's distinct sense of refinement. He infused the historic brand with an unexpected playfulness and elegance, a rare sight among Swiss manufacturers. His collaboration with acclaimed fashion photographer Ellen von Unwerth and creative agencies renowned for sophisticated lifestyle branding, such as Chandelier and Winkreative, brought a refreshing perspective to the brand's overall identity.

Strategic Collaborations: Elevating Brand Storytelling Through Cultural Icons

The brand's appeal intensified with thoughtfully chosen partnerships that defied convention. Timothée Chalamet, a rising figure in watch collecting, joined as a minority investor. Actress Rashida Jones and soul musician Leon Bridges were enlisted as cultural contributors to enrich the brand's broader narrative through its "Time Well Spent" series. This exclusive feature delves into how Rosenfield navigates his time away from the Urban Jürgensen headquarters in New York City's Pace Gallery and his travels to Geneva.

First Experiences and Daily Digital Habits: A Glimpse into Rosenfield's Routine

When asked about recent first-time experiences, Rosenfield admitted to a personal challenge: delegating tasks, something he acknowledges needing to improve. His most frequented applications include Instagram, Pocket Casts, Apple Books, and Uber Eats. His mornings typically commence by taking his dog, Poppy, out, followed by a return to bed to catch up on emails with his canine companion.

Personal Rituals and Guiding Principles: The Analog and the Innate

Rosenfield cherishes his Saturday morning ritual of visiting the farmers’ market to select fresh-cut flowers, finding immense joy in their presence. Reflecting on past advice, he wishes he had sooner embraced the philosophy of pursuing passions and trusting his intuition. In an increasingly digital world, he maintains an analog practice: writing handwritten thank-you notes on premium, engraved stationery from Wren Press.

Wardrobe Staples and Evening Indulgences: Comfort and Sweet Cravings

His current wardrobe favorites for the summer include jeans from The Row, paired with a white oxford-cloth button-down shirt from Husbands Paris or Brooks Brothers, or a white pajama shirt accented with dark-blue piping. At the close of his day, his most significant craving is for sweets, particularly Haribo candies.

Finding Serenity and Seeking Counsel: The Power of Play and Paternal Wisdom

To achieve a sense of calm, Rosenfield engages in an evening game of fetch with his dog. He considers his father his primary guru, relying on him as a daily sounding board for advice and perspective.

The Perfect Concoction and Curated Acquisitions: Tastes in Mixology and Art

His preferred cocktail is a spicy margarita, meticulously crafted with two parts La Gritona reposado tequila, one part fresh-squeezed lime juice, one part Cointreau, and a generous amount of chopped jalapeño. His most recent addition to his collection is a pair of ceramic vessels by Jacques Monneraud. He expressed regret over not acquiring a painting by Salman Toor due to space constraints.

Culinary Endeavors and Fitness Regimen: Simple Pleasures and Consistent Effort

While he enjoys preparing straightforward meals like grilled steak and buttermilk-brined roast chicken, his culinary highlight during the holidays is a seafood gumbo, a unique blend of bouillabaisse and traditional gumbo. His fitness routine involves Barry’s Bootcamp or weightlifting combined with cardio, which he aims to do three to four times a week.

Aesthetic Influences and Definitive Success: Curators of Style and True Fulfillment

Rosenfield credits Dobrinka Salzman, who owns a gallery on 25th Street, and John Birch of Wyeth, for sourcing exceptional design pieces and modernist furniture that define the aesthetic of his home and office. For him, success is fundamentally about being surrounded by loved ones.

Aspired Skills and Intuitive Decisions: Growth and Deliberation

If he could acquire new skills, Rosenfield would choose proficiency in Excel and the ability to draw. He largely operates on instinct but ensures he reflects on major decisions overnight to avoid impulsivity.

Shopping Habits and Timepiece Philosophy: In-Person Choices and Personal Connection

He prefers shopping in person at establishments like Ven Space, Husbands Paris, Chanel, and The Row. When it comes to transportation, he prefers to drive himself. He always wears a watch, exclusively choosing new or vintage Urban Jürgensen pieces. Currently, he sports a prototype U.J.-2 with a stainless-steel case and an unfinished movement, which he cherishes as a reminder of the personal and private moments before the brand's relaunch.

Digital Detox and Personal Style: The Unexplored and the Enduring

When asked about his last complete unplugging, he candidly admitted it was an excellent idea he should consider. He describes his personal style as classic, tailored, and slightly preppy, hoping others perceive it favorably. The Greenwich is his favorite hotel.

Admiration, Advice, and Modern Communication: Legacy, Wisdom, and Efficiency

He deeply admires his grandmother, recalling her unconditional love, impeccable taste, sharp wit, and genuine individuality. His most recent advice to others was to "slow down," prioritizing quality over speed. The last advice he received was to collaborate with and trust great people. His email etiquette is characterized by swift replies, treating emails like text messages. His hand luggage invariably contains chargers and AirPods.

Automotive Desires and Valued Investments: Dream Cars and Quality Pursuits

While not a car enthusiast, he harbors a fantasy of owning a 1960s Mercedes Pagoda. He firmly believes that quality is always worth the investment. The last film he paid to see was The Odyssey.

Enduring Habits and Nostalgic Pleasures: The Written Word and Timeless Tunes

He consistently writes letters. His most recent streaming binge involved catching up on several seasons of Industry during a long flight. Music that brings him joy is anything nostalgic, particularly the Rolling Stones and the Beach Boys, which instantly transport him back to his childhood memories of his parents.