Isaac Sultan Cohen is not your average collector of watches. He has a passion for horology that one doesn’t see often. However, importantly, his passion isn’t based on an investment strategy or even trying to time market trends. Instead, what makes Isaac Sultan Cohen tick, are the unique stories behind every piece he owns, the distinct craftsmanship of which he appreciates every detail, along with personal connections that he has built with the independent watchmakers who have crafted his favourite pieces in his collection.

“My two passions are art and watch collecting, but I see them as the same. It’s also been my belief that watches are simply small-scale wearable pieces of art”, Isaac Sultan Cohen begins, gesturing towards the watch on his wrist. “If you love watches like I do then you understand that everyone is far more than simply a design. Each has a story to tell, and each, depending on its pedigree, has touched multiple lives in many different ways. I always say I’m a collector of and not an investor in watches, which is why. How can you invest in something so profound? I’m collecting to preserve such stories and create my own”, says Isaac Sultan Cohen.

The journey which Isaac Sultan Cohen has undertaken into the world of watches began in his early twenties when he stumbled upon his first watch that he bought from a small antique shop. “If I’m honest, I didn’t know anything about watches back then, but there was just something about this one, something I can’t put my finger on,” he candidly admits. “From then on, I was hooked. I fell into a rabbit hole if you will.”

Isaac Sultan Cohen has grown to become a prolific watch collector. His collection these days includes a combination of both classics from major brands, but among his favourites, are unique, sometimes, one-off pieces, which he collects from independent watchmakers. Indeed, although the big names—Rolex, Patek Philippe, and Audemars Piguet— command great respect in his eyes, it is the independent watchmakers that he pays the most attention to.

“What gets me about the independent watchmakers is that they take me back to what horology was about before the mass production and marketing that we see today became standard practice,” Isaac Sultan Cohen explains. “If you are involved in this world, you must have heard of someone like Philippe Dufour. His work is exceptional. Each watch is crafted himself, by hand. That’s not just a marketing tactic. His watches sell for millions and that’s why. When you wear it, you can feel the passion radiating in every detail.”

Isaac Sultan Cohen explains his enthusiasm for independent watchmakers further. “I am a person who needs personal connections, in business, as well as in my hobbies. When I purchase an independent watchmaker, I insist on communicating directly with the person who designed and made the watch. You will never get that sort of relationship from the big companies to which you are simply another customer” he says.

In terms of curating his collection, Isaac Sultan Cohen has a simple approach, one that is useful for those looking to begin collecting. “I buy what I love. That’s it. I don’t care what the market projection is for a piece or a particular watchmaker. If the watch does not speak to me, it will never be a part of my collection.”

Following his advice for those looking to start their collections, Isaac Sultan Cohen continues, “Focus on passion, not price tags. Start small. Don’t push yourself to dive into the luxury market. Believe me when I say there are gorgeous watches out there at every price point. What matters is that the watch resonates with you, not one that you think you should have.”

Going back to his passion, independent watchmakers, Isaac Sultan Cohen states, “Don’t overlook the independents. The world beyond big brands is far more interesting. It’s among them that you’ll find the real hidden gems. And these are the watchmakers that will talk to you and share their personal stories, which to me is the most interesting part of this world.”

This approach taken by Isaac Sultan Cohen stands as a refreshing contrast to a world that has become over-marketed and hyped up by the big names. Watches, according to Isaac Sultan Cohen, are much more than status symbols and certainly not investments, even if they do appreciate. Watches are an expression of art, history, and most importantly, personal connection.