The Dream Is Becoming A Reality
You know that feeling when you’re part of something much bigger. It’s like being a tiny cog in a massive watch, small yet vital. Well, that’s exactly how I felt today after walking out of the Time & Tide Discovery Studio. With their launch coming up at the end of October, I reached out to Andrew McUtcheon, hoping to snag an early peek. And guess what? I not only got the scoop but also became the first ‘press’ person to step through those doors. Talk about luck!
Read on and see what all the fuss is about and whether it’s worth checking out.
A Real Sense Of London Needs This
As I entered the Time & Tide Discovery Studio, I was welcomed by a full symphony of power tools—saws buzzing, drills spinning, and nail guns popping—all signs that Andrew’s vision was well underway. The space itself is massive, bathed in natural light from floor-to-ceiling windows running along two sides. You couldn’t ask for a better location. Andrew greeted me with his trademark grin, saying, “You always show up at just the right time.” He reminded me of our last chat in December at the About Effing Time Christmas meet, which, as it turns out, was the final interview he gave before the trio called it quits. And here I was again, right place, right time, getting the first exclusive look at the new studio.
So Much Attention To Detail
Andrew took me on a quick tour, and even though the place was still in the throes of construction, his excitement was infectious. We strolled from one section to the next, and he pointed out every little detail. “See that gold inlay on the shelving unit?” he said, running his hand over the edge. “We had it rounded off—it looks so much cleaner” The enthusiasm in his voice was unmistakable, and it was clear he had left no stone unturned to make this space perfect. The black-panelled walls are shelved and designed to house multiple recessed TVs, each for a different brand to showcase their watches. A 96” TV was still waiting to be mounted, but once it’s up, it’s going to be a showstopper.
The oak flooring beneath our feet, still covered in dust, hinted at how sleek the space would look once it was all cleaned up. I could already imagine it—one of the coolest spots in London to geek out over watches, connect with fellow enthusiasts, and just hang out. Andrew’s passion for creating an inviting, judgment-free environment was evident in every part of the studio.
We’ve Not Had A Place Like This Before
We found a spot on the plastic-covered seating lining the perimeter of the room, mic’d up, and started our interview. I have to admit, I’m still pretty new to this whole interviewing thing, and my nerves were buzzing louder than the drills. But Andrew, being the pro he is, put me right at ease. He gave me his undivided attention, even when some high-profile brands (who I can’t name yet!) popped in for a quick look around.
A New Watch Destination
The noise from the building crew set a lively backdrop to our chat, and it felt like we were really in the thick of it. We started off talking about what watches we were wearing—standard procedure, right?—and within minutes,
I was sporting his Toledano & Chan B/1 with a stunning global lapis lazuli dial. Meanwhile, he had my Straum Jan Mayen Arctic Blue on his wrist, which I’d brought along for a review. Andrew’s eyes lit up as he talked about the Discovery Studio’s mission to introduce new, up-and-coming brands to the community—he was clearly in his element.
Toledano & Chan – B/1
The conversation shifted to how far he and Time & Tide have come over the years, battling through the ups and downs of the watch industry. We talked about the pivotal moment for Time & Tide: the 2020 pandemic lockdown. While the world came to a standstill, Andrew scored a special travel exemption from the Australian government, allowing him to move freely. He contacted as many brands as possible, and with their doors temporarily closed, they had all the time in the world to meet with him one-on-one. It was a golden opportunity that he seized, catapulting Time & Tide into a global sensation.
A Stunning Space
Andrew shared his plans for the studio, and let me tell you, it’s not just another watch showroom. The goal is to create a welcoming space for anyone, no matter where they are on their watch journey—whether you’re a seasoned collector or just getting your first taste of horology, everyone’s welcome. It’s about ditching the judgment and creating a community hub where people can come together.
Straum – Jan Mayen – Arctic Blue
Andrew’s All In With The London Studio
All the staff will be trained in-depth so they can share their passion and knowledge with visitors. It’s an experience he’s determined to make one of a kind.
Then he showed me what he calls the ‘white room.’ This space is reserved for special events, imagine masterclasses led by the likes of Max Büsser of MB&F. Or perhaps a live demo from a master watchmaker. It’s a place where enthusiasts can learn directly from the legends of the industry, and Andrew’s excitement for these upcoming events was palpable. You could see his eyes light up as he described his vision for the space. There’s no doubt he’s creating something special here.
At the Time & Tide Discovery Studio, Andrew has designed his own Office/VIP Area—a personal haven where he can operate daily, staying close to the action while maintaining a relaxed atmosphere. The vibe he’s going for isn’t your typical retail experience; it’s more like a cosy, livable space where people can feel at ease. The aim is to create an environment that feels welcoming, not transactional. By letting customers feel comfortable and not pressured to linger, Andrew is breaking away from the usual retail norms, making the experience all about genuine connection and community.
The Melbourne Studio quickly became a favourite hangout for the watch community, loved for its easygoing vibe and unique selection of timepieces. It’s only a matter of time before the London Studio becomes just as popular—if not more so. Andrew and his team have their work cut out for them, but they’re crafting something truly special, so make sure to drop by next time you’re in London.
As the interview wrapped up, I couldn’t help but feel proud. Luck was on my side again, and I managed to score the first interview at the new studio. Want to catch the full chat? Click the link here, or head over to our YouTube channel for all the behind-the-scenes action.
The Time & Tide Discovery Studio officially opens on October 28, 2024. If you’re into watches, this is a spot you’ll want to check out. Whether you visit during the opening week or swing by anytime you’re in London, you’re sure to be impressed—and warmly welcomed by Andrew and his team.
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