Recapping the European Watch Company X ASSOULINE Book Launch Party

This week, European Watch Company and Assouline announced the launch of The Connoisseur’s Guide to Fine Timepieces, a 304 page coffee table book tribute to the best of watchmaking, from Rolex and Patek Philippe to F.P. Journe, Breguet, Longines and much more. The book is the result of almost two years of hard work, and all the watches featured were once part of European Watch Company’s inventory (an inventory that is second to none in the industry). 

In celebration of the monumental launch, Joshua Ganjei, CEO of European Watch Company, and Alex Assouline, ASSOULINE’s Chief of Operations, Brand and Strategy, hosted a book launch press review at ASSOULINE’s New York boutique in the Meatpacking District. Members of the EWC and ASSOULINE teams, prominent watch media platforms, industry executives, and more, all gathered to celebrate the launch of an incredibly special book. 

Between hors d’oeuvres, champagne, and conversation, Geoff Hess, Sotheby’s Head of Watches for the Americas, moderated a panel with Joshua Ganjei and Alex Assouline. Both Joshua and Alex spoke to the experience of working with each other’s brands, the record speed in which the book was put together, the creative process that underpinned the book’s creation, and more. 

Perhaps most importantly, Joshua and Alex reflected on how for both European Watch Company and Assouline, The Connoisseur’s Guide to Fine Timepieces coincides with two 30-year anniversaries. As much as the press review was a celebration of the exceptional book, it was also a tribute to 30 years for both EWC and ASSOULINE. Joshua spoke about the future for European Watch Company, the experience of working alongside his father Albert, and the passion for watches that led them to the completion of the capstone of 30 years— The Connoisseur’s Guide to Fine Timepieces. Similarly, Alex spoke about how EWC’s team complemented ASSOULINE’s values, and made the creation of this book so meaningful for him and his family.

Following the panel, guests returned to marveling over the incredible watches featured in the book, comparing watches, discussing the true achievement this is for both brands, and much conversation among many industry friends and colleagues. 

Be sure to check out The Connoisseur’s Guide to Fine Timepieces for yourself, to look at some of the most important, collectable watches in the industry, and to learn the stories behind each of them. Every watch selected had a unique aspect to add to the continuum of watch collecting. Together, this book is truly a toast to the best of collecting, to European Watch Company, and to ASSOULINE, all bound in a single slip case masterpiece. 

Get a copy for yourself here.