I’m going to let you all in on a little secret, one that may destroy what little credibility I have as a 'serious' watch writer - I very rarely have anything to do with the brands that I write about.
In most cases, I have as much information as the rest of you. It's not without trying, however. I’m constantly sending emails to press contacts and watch brands just to be treated like a walk-in at a Rolex boutique. That is to say, completely ignored.
It’s worked out pretty well for me so far, having some success getting a brand's attention after I’ve written about them. Still, it's nice to occasionally write about a brand that I have some personal experience with and offer some insight that you can't get anywhere else.
So in the spirit of original journalism, this is a story of meeting someone who would change my life forever. I know that sounds dramatic (what do you expect from me?) but it’s true.
Let’s talk about Aventi and the man that built it.
Bonding Over Leather Goods And Watches.
Before I had kids, I thought I would spend the rest of my life making leather goods. No joke.
I would sit in my workshop (bedroom) and hand-stitch wallets until my fingers bled. My brand was called Jac Barber and I loved it. I'm not sure exactly how or why I started it but for a few years, my life was consumed by handmade leather goods. I was going to be the Australian Hermes... Crikey!
Apart from my iPad cover and lactation tea business (it turns out women don't want to buy breastfeeding tea from a teenage boy), making wallets was my first serious venture. I sold online but frequented the local handmade markets in Melbourne and never sold anything in person, I was convinced the market didn't understand my genius. Humility was my strong suit back then.
It was at the Rose Street Market in Melbourne where I met Hannu. He was walking past my stall in what was probably a tight muscle tee, swole from a morning at the gym. Something on my table caught his eye, I initially thought (hoped) he would buy a wallet, but in hindsight, he just saw a young kid trying to build a business and wanted to help.
We kept in touch for years after that first meeting. Chatting weekly about business, philosophy and watches. He would call when he was considering a purchase or to talk about the latest Baselword releases (RIP). As I got to know him more I learnt about the many businesses he was involved with. The drive and determination he had were impressive and inspired me to push myself further in my own business. He helped me a lot but even with his mentorship my wallet business never took off. I eventually had to wind it down. Kids will do that to you!
Working For Aventi
Hannu eventually told me about a business that he had wanted to start. After a few different watch companies, it was time for him to up his game.
I was standing in my backyard, pacing on the grass when he told me what his idea was. The brand was to break stereotypes and bring ultra-high-end watchmaking to a more approachable price point. He wanted to change the way people perceive luxury.
The brand he was talking about was Aventi, and to this day, I’ve never seen a person bring something into existence with as much ferocity as him.
In one of our hour-long chats, Hannu explained to me that his concept for the brand was that the buying experience should be personal, face-to-face and exclusive. The usual e-commerce model wasn't going to work, it was too one-sided.
The process was this - To buy a watch you had to book an appointment on the website, sometimes weeks in advance. Once on the call, you start to build a relationship with your Aventi specialist and eventually make an order. It was a watch-buying concierge service, no hard sell, just complete control and a feeling of connection. The main objective was to make friends, sales numbers weren't the metric worth tracking.
I had some experience as a concierge and was keen to help implement this vision so I joined the team. It was an exciting time, we built the foundations of a pretty revolutionary business model. No one else was doing it at the time and when covid came around, all the other brands scrambled to move their business online. Aventi was already there and the timing couldn’t have been better
Personal growth in a professional setting.
It wasn’t all wins though, the watches were made to order and there was a constant stream of emails coming in asking for updates on delivery. With issues caused by the whole world shutting down, I was scrambling to manage all of my clients. Some were ok, some were pissed, it was a bit of a mess.
When you think about it, everything comes back to personal growth. At home and at work, there’s no separation when it comes to who you are and how you perform. I struggled to communicate with frustrated clients and I didn’t feel like I was in control of myself or the situation. During calls to tell people their order would be delayed, I didn’t know how to stick up for myself, or the brand. The reason the watches were late was that they weren’t perfect yet. We didn’t want to ship a sub-par product so we pushed the delivery dates back, it was the right thing to do.
There was a call I had with Hannu where we worked through some roll-plays to try and help me. He played the disgruntled client and I had to convince him not to cancel his order. I was flustered at any sign of pushback. “Why is my watch delayed” he would say before I stumbled through a half-baked excuse. Every time I wavered he would break character, give me some advice, then we would go again. Over and over until I got it right. The call felt like it went on for hours and by the end of it, I was exhausted. Hannu knew it was hard for me and I still remember him acknowledging that before he hung up.
Learning isn’t always easy, but it's always necessary.
What Hannu taught me is that people often don’t know what they want. Our clients just needed to be reminded that the delay would benefit them. No one wants to sacrifice a good product just to get it a month earlier, especially when it's something as unessential as a watch. As soon as I understood this, the power dynamic changed and I could more easily de-escalate upset customers.
I’ve continued to use this in my personal life. Being in control of the interactions I have with people has been a game-changer. It’s in my tone, body language and my attitude.
See, I told you he changed my life.
The Aventi Pink Champagne
Alright, before I forget that this is a watch website and not an Eat Pray Love style autobiography, we better talk about one.
If there was one product that represents what Aventi (and Hannu) is all about, it would have to be their recently released Pink Champagne A17. It’s opulent, excessive and unrelenting in its identity. It couldn’t be from anyone elses brain.
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Let me just say that this watch isn’t for everyone, me included. Having a Sapphire case and a dial with 374 diamonds should make that obvious, but you can appreciate something without having to imagine yourself owning it. I love the new Lamborghini Temerario but I can’t see myself ever owning one. How am I supposed to fit a pram in the front of one of those?
The Aventi Pink Champagne is a big, bold, fuck you to the established brands that charge an arm and a leg for sapphire cases and exotic dials. I’m looking at you RM.
It’s this attitude that I like about it. Yes, it’s a pink watch with diamonds on the dial but fuck you, I’ll be whatever I want to be.
Under the hood is the Gt-01S, a Swiss-Made, manually wound Tourbillon movement assembled in La Chaux-de-Fonds. Being a bespoke movement that fits the unusual case shape is a big step up from their previous round movement in the A10 and A11.
One of the criticisms Aventi had in the early days was that their movements were made in Asia. Personally, I think this is mostly rooted in racial prejudice, some of the best quality products are coming from the East these days, but the perception is still there. This new movement does a lot to remove any doubt in the minds of traditionalists on the legitimacy of Aventi and their watchmaking.
What Is Chroma Sapphire™?
I remember years ago when chatting about different materials he wanted to develop, Hannu mentioned that he was going to make a watch case in colour-changing sapphire.
I thought he was delusional but it turns out it was me who was the crazy one. If there’s one thing about Hannu you should take away from this article, it’s this - if he decides to do something, he will walk through walls to make it happen.
In what Aventi is calling Chroma Sapphire™, the case of the Pink Champagne is a solid piece of sapphire crystal that changes from a bright pink to a subtle Champagne depending on the light. It’s pretty nuts, and not something my eyes were used to seeing. When I watched the promo for the first time I thought the editor had stuffed up and put two different watches in the same video. There I go again doubting everybody!
The effect is caused by chromium and vanadium minerals inside the sapphire that absorb different wavelengths of light. Under sunlight the case is pink, and under artificial light, it’s champagne. This occurs naturally in some stones but to have it in engineered sapphire at this scale is a first.
Aventi is a controversial brand. They do things differently and that’s always going to piss some people off. Purists didn’t like them because of where they were made and the traditionalists hated them because of the way they looked. The Aventi Pink Champagne with its colour-changing case and a diamond spider web dial isn’t a watch for everyone, it may not even be for anyone. But the fact that it exists is a testament to the will of a guy who when presented with a wall, will leave a Hannu-shaped hole as he smashes through it with pure will and determination. Even if you don’t like the watches he’s creating, you have to respect him for the hustle.
While I struggle to make myself go to the gym in the morning, Hannu has built a global brand out of nothing. From an Idea, some phone calls and with the determination of a Rhino. It’s been a hell of a thing to experience.
At the end of the day, watches are about connection - To time, to art and most importantly, to people. Hannu taught me a lot about how to be confident in myself and pushed me to rebuild who I was as a person. For that, I owe him a lot. From one interaction at a market stall in Melbourne, we’ve built a friendship that stretches across business, personal growth and watches. That's what it’s all about.
Learn more about the Aventi Pink Champagne on the Aventi website
See you in the next one x
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