5′ with Cornelius Huber – CEO of Circula
Getting to know a new watch is something we love, but what if you could discover a bit more about the history of that watch’s brand? Today we’ve spent 5 minutes with Cornelius Huber, CEO of Circula Watches.
What triggered the creation of your own brand ?
Circula was founded in 1955 by my grandfather who run the family’s watch wholesale Huber & Co at the time, and also wanted to create his own watches instead of just selling other brands to his clients. My dad did not follow through with the brand, but focused on the wholesale only. I grew up with watches as well and when my dad gave me the first Circula from 1955 as a wedding gift, I decided to relaunch the brand.
What are the most significant difficulties you encountered ?
The most difficult decision is how to spend the limited marketing budget in order to make our watches and brand widely known. As an unknown micro, we have to keep cost down to offer attractive value for money, and marketing budgets do not raise the quality of our watches. There are so many possibilities, so many people reaching out to us. To find the ones that fit to us, to reach watch lovers that are interested in our watches is the challenge.
Where do you find your inspiration ?
I look at past models from my grandfather and update them with what I like in contemporary design. E.g. I like symmetry a lot and thus place the date window at 6 instead of 3. Also I like different colors on the dial and build this in.
How do you see the future of the brand ? Is there any confidential(ish) information you could disclose to us ?
We have had a good start into the mechanical Microbrand watch world and I am now aiming to release every year one new model. Each model should have a special feature to set the watches apart, which needs good ideas. The Heritage models exclusively have the PUW NOS movements, 100% produced in my hometown Pforzheim in the Black Forest. The retro diver I am now working on will get a Bakelite bezel insert, like watches in the past had.
Which advice would you like to give to someone willing to follow your path ?
Look for an USP, as the watch world is packed with wonderful watches, great designs and affordable prices. Just a combination of this is not enough in my eyes.
Thank you for your time Cornelius !
Don’t miss the review of the Circula Heritage Automatic here!