The clock is ticking this summer

Beaufort’s inception can be traced back to 2018, when a then-20-year-old Robert Kwok quit his job, put his studies on hold, and embarked on a six-month journey to Hong Kong to learn the intricacies of watchmaking. 

With the help of a series of kickstarter campaigns, the watch startup has since gained global recognition with market interest in the US (40 percent) and Europe (30 percent), and a growing customer-base in Asia and Australia. 

In November 2023, Beaufort announced the launch of an Auckland showroom and the beginning of the business’s shift from being solely online. Kwok intends for the new space to double as an educational hub, offering those interested an opportunity to see watchmaking behind the scenes. 

With a big year ahead, Kwok shares his plans for taking a break from business as usual. 

How long are you taking off over the Xmas New Year break? 

I will be taking time off from the showroom for about one week starting after December 28.  I'll be using this time to catch up on wristwatch designs and also to take a little break. For my first year in the showroom, I'd like to be present for as much as I can to learn more about foot traffic patterns.

Where are you planning to go?

I'll just be staying in Auckland. Nice and easy, basically just relaxing at home.

How do you plan to keep the business going while you do?‍

For the past four years, the business has been solely online, so my work process is already laid out and I have a solid plan of tasks that I need to accomplish.

I will still handle shipping as per usual. The only factor that changes is that the showroom will be closed.

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In previous years have your holidays been disrupted?

Not really, I always factor in for work emergencies wherever I go (basically, I just need my laptop and an internet connection). This way, if any urgent issues pop up, I'm ready to handle them a.s.a.p.

Since my work has always been online in the past few years, I've been able to travel while working without any issues. I'd send my watches over to a distribution warehouse and they would handle the shipping on my behalf.

How often will you take work calls or check emails?

My comms for work are almost all email-based. I check my emails every morning to prioritise the urgent. However, recently with the opening of the showroom, I've taken many more work calls. I somewhat prefer this as it allows me to respond quicker.

What was your biggest headache (problem) at work in 2023?

The change in the economic climate has been a challenge for many non-Swiss watch brands (both small and large). From speaking with many manufacturers, it's quite common for me to hear that their revenues have dropped 20-30 percent, a few even 50 percent, which is unsurprising if they work mainly with large brands. These large brands have a lot of leftover stock since they manufacture in very large quantities, so they've cut down on their production.

For Beaufort, as a nimble boutique brand, I see this as an opportunity to capitalise on by improving my product lineup, introducing new unique designs, and keeping them at fair prices. My biggest leap this year has been to open a showroom in Ponsonby, in Auckland.  My goal with this showroom is to build on the wristwatch enthusiast community in Auckland, thus giving them a bit of a home base to gather and share in our passion for watches.

One thing you want to achieve in 2024?

My main goal is to release three to four new watches in 2024. In the past, it usually took me around a year to produce a design that I was proud to launch. I've since streamlined my design process and figured out my design language.

Also related to new designs, I will be introducing custom bespoke watchmaking in 2024. This gives people the opportunity to see their own design ideas come to life – a wristwatch with their own unique style that they can pass down to the next generation. 

‍Robert Kwok’s answers are part of a two-week series Break from Business as Usual Caffeine is running leading up to and during the Xmas break, featuring startup founders and ecosystem players.

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As told to Mary Hurley