Justin Hast is quite possibly the most optimistic man in the British watch industry. It’s borderline frustrating. It’s not just his innate charm either; as a photographer, consultant, writer (among these august pages, at that) and publisher of The Watch Annual, he wears more hats than a self-obsessed milliner. He’s a true renaissance man of the watch world. It’s a level of investment into horology that one simply wouldn’t be able to do unless fired by a serious passion for timepieces.
“It all started, honestly, when I was 21 with the Omega Constellation I got from my dad. No-one in the family came from a watch background of design for that matter – or anything creative, both my parents are lawyers. That watch captured me. I didn’t know what it was but as soon as I put it on, I thought it was one of the most beautiful things I’d ever seen.”
“I don’t really have any other material interests. I’m not into cars or any of the other things that align – or people think align – with watches, but it’s the one thing that’s really hooked me. I didn’t know how, but I needed to learn more about them, which led to me starting a blog.”
The blog in question was Kangkono.com, which in Zulu means ‘to be better’, a nod to Justin Hast’s South African heritage. The blog’s now defunct, unfortunately, but it served as a testing ground for both Justin’s writing and photography. At this point though it was still very much a side project, so much so that it really wasn’t his day job.
In fact, between door-to-door cigarette sales, construction and anything else he could give a good go, there was nothing that panned out. Given Justin doesn’t drink or smoke, that first makes sense, but it was clear nothing quite clicked.
“I even worked at McDonald’s for a while. I turned up in a suit and they all thought I was there from head office to streamline them or something, until I put a hairnet on. I wasn’t allowed on the Big Macs though, they stuck me on Quarter Pounders.”
Fortunately for him (and probably his local Maccy D’s) things kicked off when he collided with IWC.
The IWC Big Pilot’s Top Gun Edition Mojave Desert and Vacheron Constantin Overseas Everest Edition both feature in Justin Hast’s latest edition of The Watch Annual
“A mentor of mine wore an IWC Portugieser chronograph and I remember at dinner one time, saying how elegant it was. From that moment, I fell for the brand and wanted to learn more about them. I went into their boutique and asked what I could do to work with them, no money or anything, just the opportunity get my hands on the watches. So, we started taking a few Instagram shots together. They let me in from the cold.”
The localised IWC account took off and grew very, very quickly and it wasn’t long before Justin Hast’s shots were getting a lot of attention, the beginning of what is still a very important relationship for both parties. From there, he ended up doing some work with our friends over at Monochrome before taking a permanent position at Revolution – “the only interview was Wei Koh grilling me on the movements of his watch collection over WhatsApp” – and from there, the freelance polymath he is today.
“I didn’t choose watches, watches chose me. Yes, I know that’s corny, but it’s true! You can have the best will in the world to create anything in life, but if you don’t have a genuine passion of the soul, you’ll be distracted, and it won’t work. For the past 15 years, watches have been a permanent part of my thought process, a mad obsession and I love it.”
You can see that obsession first-hand with the publication of this year’s Watch Annual, the second edition of the photography-led tome for watch lovers, by watch lovers. Indeed, you may even spot a familiar photo courtesy of Oracle Time in there. I won’t spoil which one, though. It’s a book that’s open to anyone with an eye for a decently composed photo, though if you’re unsure whether yours are up to snuff, Justin Hast himself has a few tips.
IWC Big Pilot’s Perpetual Calendar
“First, take more photos, that’s the big one. It’s the only way you develop your own DNA and even failing is good to help you understand what doesn’t work. Second, shoot watches you love. Whether it’s writing or images, that love of the watch – or lack of it – comes through. Finally, shoot in natural light as much as possible. We go to boutiques and trade shows and it’s bloody tough to get anything approaching a decent shot. No matter how good your gear, your eye, it’s never going to be great. The best stuff is always off the cuff.”
Of course, it probably helps to have a good watch to shoot, and this year has definitely been an interesting one for fine timepieces. So, what’s caught Justin’s eye?
“It’s not new but I’m in a bidding war for an obscure AP annual calendar table clock in brass. It has a pusher on top to change the day but it doesn’t actually tell the time. My most recent purchase was a Ressence that I love, it really shows why independent watchmakers are on the up and I have a personal relationship with the brand that makes it mean that much more. They bridge the gap between the philosophical and the mechanical. Again, cheesy, I know. Otherwise, I have my eye on a Patek Philippe Ellipse. That might be a pipedream, though.”
As for Justin’s watch of the year… well, to avoid spoiling the big reveal in The Watch Annual, you’ll just have to wait and see. For my part, I can see why he’s gone for that particular model. It’s a fantastic timepiece.
The 2021 Edition of The Watch Annual is out now. Find out more and purchase your own copy at The Watch Annual.
