In 2025, the Jack Mason brand, founded by Peter Cho, will be 10 years old. Peter was and still is a watch designer by trade. He was a designer at Fossil in the US and Movado in Switzerland. Jack Mason started as a fashion brand carried in department stores across the United States. However, after a few years, the owners began to focus on better watchmaking rather than just an attractive appearance.
jack mason story
Jack Mason is proudly located in Dallas, Texas, USA. Its logo is based on the Texas Lone Star, and the color details of Jack Mason watches often reference the standard colors of Texas. A relative of the founder named the brand because his name sounded American. As a brand, Jack Mason has always wanted to lean towards the American side of its origins in design and imagery. Due to the changing landscape of the fashion watch industry, the owner felt that he was losing control of his brand. To regain full control over sales and branding, he decided to exit all retail operations and go all-in on the Jack Mason website. Fratello didn’t notice the brand until 2022, when the lineup changed to a more technologically sophisticated model.
A brand for watch lovers
As a result, Jack Mason watches entered the world of watch enthusiasts. In October 2022, one of our guest writers, Vincent Deschamps, mentioned Fratello for the first time in his article about the 2022 New York Windup Watch Fair. The model of watch he described was the Jack Mason Stratotimer. This is one of the first watches on the market to use the Miyota 9075 caliber, offering Flyer GMT functionality at an affordable price. We discussed the Strat-o-timer in a second, more detailed article here.
Based on the Stratotimer, Jack Mason introduced the Hydrotimer diver’s watch in 2023 with a 120-click unidirectional bezel. Continually refining the brand’s identity to make it more Texas and unique, Peter Cho introduced the classic style Elm Manual Wind. At the beginning of this year. More recently, the bar has been raised even further, with Jack Mason introducing its first Swiss-labeled watch in Canton.
Return to Jack Mason brand story
So far, this quick summary has focused on recently released Jack Mason models. Now, let’s move on to brand intent and values, and who better to explain them than Peter Cho? So I agreed to an online interview with him. This is what we talked about.
Why did you change direction?
Gerald Nigenbrinks (GN): Hello, Jack — I’m sorry… Peter. how are you? I understand that the change in direction of the Jack Mason brand has something to do with changes in the fashion watch industry. What specific changes in the industry prompted the brand to change direction?
Peter Cho (PC): Hello, Gerald. Thank you for the opportunity to speak with you. We already wanted to adjust our philosophy. However, we were forced to do so by the changing retail landscape, where online sales replaced brick-and-mortar sales and the massive rise of smartwatches hit the fashion watch industry relentlessly.
What is “customer-centric”?
GN: And today, Jack Mason is a customer-centric watch brand that focuses on watchmaking and targets watch enthusiasts. What does that mean, what are the benefits for customers, and how is Jack Mason different from other brands?
PC: For us, “customer-centric” means that our customers give us feedback about our products, tell us what they want from our brand, and we listen. We want to be very close to our customers and will continue to do so. There is always an opportunity to talk to us and discuss your concerns and needs regarding our watches and brands. We intend to get closer to (potential) customers by participating in road shows and national watch events. Together with them, we hope to grow into a true American luxury watch brand.
What can you expect from a Jack Mason design?
GN: What about Jack Mason’s watch designs? Do you think it will be essential to invent new and unique designs in the future, or do you think existing watches can provide inspiration for designs? We know that the easiest way to kill a good product or idea is to compare it to existing products.
PC: I know what you mean. We also saw comments that some of the latest model’s details were reminiscent of existing models. But that was completely intentional. We looked and listened carefully, and that’s what people want. The models we release with truly unique designs are the least successful. People want their watches to have a certain recognition, regardless of color or shape. Once our brand is more established and we have a strong identity, we plan to evolve and offer more distinctive models. And essential recognition comes from brand image.
A brand for watch lovers
GN: Jack Mason watches are targeted at watch enthusiasts. Describe the watch enthusiast you see in your eyes. Why do people who buy watches become watch enthusiasts? And is the current direction of the brand targeting new and veteran watch collectors as well?
PC: Watch enthusiasts are more than just watch buyers. They are passionate about their products and appreciate craftsmanship. And we want to reach both novice and veteran collectors. We hope that seasoned collectors will love our story and be drawn to our Texas roots. And we want to show collectors who are new to this party how a high-quality watch can feel and bring joy.
technical questions
GN: For your last Canton model, you decided to use a Swiss-made La Joux Perret automatic movement. In what areas do you think the soigner-grade LJP G100 caliber is better than, say, the Sellita caliber?Of course, it doesn’t have to be just about technical performance.
PC: The 68-hour power reserve of the La Joux Perret G100 caliber makes an important difference for us. While movements with a 38- or 40-hour power reserve have been around forever, this feature marks it as a next-generation caliber. It’s also a less common caliber, giving it a more special feel. Last but not least, we are used to working with the Citizen Group, of which both Miyota and La Joux Perret are members.
Future goals
GN: What are Jack Mason’s future goals?
PC: Improve the most popular styles. These will be rolled out with better design, movement and value. We are committed to contributing to and increasing awareness of American watchmaking. Establishing US processes is of paramount importance to improve quality control and service. Since we became an online brand, we no longer have face-to-face interaction with our community. We plan to hit the road again, organize more events and meetups, and participate in more watch-related events like the Windup Watch Fair. Furthermore, 2025, which marks the 10th anniversary of our founding, will be the year of tool watches. You can also expect field watches and pilot watches.
conclusion
Jack Mason is one of the many microbrands that have sprung up over the past decade. I don’t think you should choose a watch by looking at a spreadsheet comparing specs. It is essential to learn the background of the companies that manufacture these small watches. What are their mottos, driving forces, and goals? This knowledge will help you choose a watch based more on emotion than just comparing specifications. Emotional reasons last much longer than rational reasons defined by numbers. If you don’t have an emotional connection to your watch, you won’t be able to keep it on your wrist for long. Depth rating, screw-down crown, and sapphire crystal are useless.
Jack Mason’s drive and inspiration comes from the uplifting culture of Texas. Peter Cho is proud of what’s great about Texas and wants to show it to the world. If this interests you, one of Jack Mason’s attractive watch models would be a good choice. To learn more about the brand’s timepieces and current model lineup, visit Jack Mason’s official website. Let us know what you think about the brand and its products in the comments section below.
This post is produced in collaboration with Jack Mason. learn more.
