Interview with a watchmaker: Ziv Nissimov of PureDial watches

Ziv Nissimov is a 17 year-old starting his first crowdfunded watch, but it’s not his first experience making watches. The PureDial Square Legacy is a square case in a 42mm size, 12.4m high, with a sapphire double-convex crystal, powered by a Miyota 2135 quartz. The square case makes me think of my grandfather’s Bulova, and some of the great history that gets too little attention these days. I asked Ziv a few questions, and he graciously made the time to answer.

WWR: What is your history with wristwatches?

Ziv Nissimov: It all started when my dad offered to take me to his watch manufacture when I was a young child, where I would spend my time with watch designers who mentored me into becoming a qualified designer myself. For the past year and half, I have joined the group of designers that I had once been mentored by, and helped bring more watch designs to the manufacture.


WWR: Why is now the right time to become a watchmaker?

Ziv Nissimov: I would not consider myself a watchmaker, but rather a watch designer. I say this because I have designed many watches that are now a part of the market. Right now would be the time to become part of the industry due to all the original ideas I have to bring to the market, but at the same time give consumers a watch that directly comes to them without the markup of importers, wholesalers, and retailers. Also, the internet has opened a new market to international consumers who love to find new timepiece styles all over the world. puredial-square-legacy-1 puredial-square-legacy-5

WWR: Before you became a watch designer, what was your intended career path in life? How did you come to watch making?

Ziv Nissimov: Before I became a watch designer, my intended career path in life was to always be part of the entrepreneurial industry, because I was always inspired by my hardworking father and the rest of my family. I came into watch design as I have always had the love for designing products that could change people’s lives, but had the right resource of visiting and working with professionals in the watch industry. A combination of those two things lead me straight into the watch industry.


WWR: Why this watch? Where did the square case and double convex crystal come from?

Ziv Nissimov: This watch expresses a new style that has not been seen on the market before that can be worn on any occasion, but with a special dial, case, and crystal that does not exist anywhere else. I wanted this watch to reflect the start of wristwatch development in the 1860’s but also reflect the history that my family has with the wristwatch industry, while modernizing the timepiece to match present day style. The square case is something most watch brands don’t include in the modern day, and my goal is to bring a new trend into the market. Moreover, the double convex crystal was part of the final design I incorporated in order to create a watch that includes parts of antique square timepieces, but with a modern look. In addition, I included a one-of-a-kind curved dial, that would not stand out If I would not have included the double convex crystal.puredial-square-legacy-2


WWR: What’s been the biggest manufacturing or engineering challenge you faced so far?

Ziv Nissimov: The biggest manufacturing challenge I have faced up to this point is bringing the Square Legacy to life. Finding the right factory to produce this watch took me months, as most factories do not choose to manufacture a timepiece of this complexity and shape. First, polishing a square case takes four times longer than a circle case due to the 4 angles a square has and the curve of the case adds multiple angles to the polishing process. Moreover, I needed to find a dial factory that would be able to deal with creating the special curved dial we feature in the Square Legacy. This process also took months because it is again, hard to come by a factory, that could manufacture this dial at the highest quality.

WWR: Where do you think the industry is moving?

Ziv Nissimov: I think the watch industry is moving toward the direction of minimalistic, simple, and clean looking watches that are affordable for most consumers.

WWR: Where do you fit within that future?

Ziv Nissimov: In the future, I hope to be a leading watch brand that brings high quality and originality to the market. I have created a product that lets people have the best of both worlds; At an affordable price and highest possible quality, consumers can purchase a watch that has never been introduced to the watch market before. I am proud to be bringing a brand into the market that is original on every level and plan on continuing this pattern through every timepiece I bring to the market.


puredial-square-legacy-3WWR: How do online communities play a part in that?

Ziv Nissimov: Online communities play a part in my future by the standard they choose to put on my products.

WWR: What are you doing to develop a strong community feedback loop? How does that community feedback change the watch business?

Ziv Nissimov: To create a strong community feedback loop is exactly why I chose to team up with the highest achieving manufactures in the industry to ensure our high reputation online from every consumer that chooses to buy our products.

WWR: How do you define your ideal consumer? Who is it, in your mind, that wears your brand’s watch?

Ziv Nissimov: The ideal, Puredial consumer, is one who looks to be wearing an original product that stands out during any occasion. From work to high-class events Puredial can deliver a product of presence and quality to one’s wrist. With Puredial, anyone looking for a luxury watch fits our consumer demographic. We do not believe that large amounts of money make timepieces beautiful or the highest quality, therefore, our timepieces are for anyone looking buy a comfortable and unique watch regardless of their social class or age.

WWR: What is it that defines your watch? What characteristics are identifiably “YOUR BRAND”?

Ziv Nissimov: Prestige, elegance, and high-quality is our standard. Most importantly, our innovation is what makes Puredial, truly, one-of-a-kind. Along with those characteristics, The Square Legacy is directly inspired by the pure qualities of a simple, yet extraordinary curved dial, that creates life when each watch is manufactured.

WWR: Along that line of questioning, What are your guiding principles when making design choices?

Ziv Nissimov: My guiding principles when making watch design choices are to have unique styled watch features such as cases, bands, crowns, and dials, that have not been seen on the market before as well as a movement that is highly consistent. On the other hand, before we decide to integrate our features into the watch, we make sure we are using the highest quality materials and manufacturing methods to ensure a strong and durable timepiece.

WWR: How do you think about design and its role in your life?

Ziv Nissimov: Design has played a huge role in my life due to my belief that in order to have a complete product, it needs to feel and look attractive to the consumers, so they are completely satisfied with the product they have purchased with no regret. Also, I believe that designing something that has never been seen before can revolutionize an industry as a whole.

WWR: What would the crowning lifetime achievement be for you and your brand as a company?

Ziv Nissimov: The crowning lifetime achievement for me and my brand as a company, is to expand globally and become a brand worn by people that are always looking for a new trend of watches that are original to the market and recognized for outstanding design, like no other brand. PureDial Square Legacy on Kickstarter