This summer in Los Angeles, renowned independent watchmaker Urban Jürgensen celebrated the relaunch of its 250-year-old brand with a gala titled “Skål and Fejre – Urban Jürgensen: The Next Generation.” The evening gathered an array of horology enthusiasts, cultural tastemakers, collectors, and creatives, all toasting the brand’s next chapter under the leadership of Board Member and Senior Strategic Advisor Kari Voutilainen and CEO Alex Rosenfield.
The event marked a major milestone for Urban Jürgensen, one of the oldest brands in all of watchmaking, respected for its noble Danish heritage and unparalleled craftsmanship. With the unveiling of its first new timepiece collection in more than ten years, Urban Jürgensen has begun an evolution, marrying traditional haute horlogerie with a contemporary mindset.
Whitewall sat down with the profound visionaries Voutilainen and Rosenfield to learn more about capturing love, spirit, and humanity in each and every Urban Jürgensen treasure.
Honoring a 250-Year Legacy While Shaping a New Future
Courtesy of Urban Jürgensen. Photography by Ellen von Unwerth.
WHITEWALL: Urban Jürgensen is celebrating a remarkable 250-year legacy—how did that history influence the direction of the new collection?
KARI VOUTILAINEN: There was definitely pressure—but also a sense of duty—to honor such a storied legacy. Above all, I wanted to respect the brand’s glorious past and restore it to the place it held in the 19th century. The goal was to create a collection that captures the spirit of its history while feeling modern and timeless.
WW: What does it mean to you personally to be the steward of such a historic brand at this pivotal moment?
ALEX ROSENFIELD: It feels like a big responsibility, but it also feels like an opportunity because Urban Jürgensen has the reputation, and Kari has the reputation. I think that has given me, in the creative direction of the brand, the freedom to take risks and do things differently.
KV: It’s a major milestone in my career as both a watchmaker and Co-CEO. It’s a rare and meaningful opportunity to shape the future of such a historic name.
Reinventing Design: Movement, Aesthetics, and Spirit
Courtesy of Urban Jürgensen. Photography by Casey Zhang.
Courtesy of Urban Jürgensen. Photography by Casey Zhang.
WW: What makes the new collection different from anything Urban Jürgensen has done before?
KV: The movements are completely new. They reflect a classical spirit but introduce a modern approach to fine watchmaking—both technically and aesthetically.
AR: Kari spent quite a long time creating a new case design that felt completely fresh. The watches have these very signature teardrop lugs, and he didn’t want to remake the teardrop-lug case that had been made before. He labored on it and came up with this idea of turning the lug on its side so it’s still the teardrop lug but it’s rotated. It’s the spirit of Urban Jürgensen.
The dial designs that Urban made in the early 1800s were so asymmetrical and quirky but so elegant. They were never over-designed or over-crafted, but done in a way that was really beautiful. I think those are the design elements of Urban Jürgensen that Kari has tried to bring into the next iteration.
“They were never over-designed or over-crafted, but done in a way that was really beautiful,”
-Alex Rosenfield
WW: That is reflected in the black-and-white photographs. They are incredibly cinematic.
AR: They are all by Ellen von Unwerth. We brought her for four days to Switzerland and went to all of our manufacturers. She photographed the people and the machines, and she was very inspired by the movie Metropolis from 1927. That was her jumping-off point. I think she shot almost entirely on film and wanted to really capture love, spirit, and humanity.
Craft, Humanity, and the Future of Urban Jürgensen
Courtesy of Urban Jürgensen. Photography by Ellen von Unwerth.
WW: How do the designs in this new release reflect the fusion of Danish heritage and modern innovation?
KV: The design language is strong and distinctive. It’s clean and pure but highly refined—rooted in Danish design traditions while pushing forward with a fresh point of view.
WW: Has the process of designing this new collection challenged any of your own long-held philosophies about watchmaking?
KV: Absolutely. Creating something truly original—without copying or borrowing—was a tremendous challenge. We kept the designs entirely under wraps during development, which made it even harder. There was no external feedback, so we had to fully trust our vision.
“Creating something truly original—without copying or borrowing—was a tremendous challenge,”
-Kari Voutilainen
WW: How does the new Urban Jürgensen reflect the needs and desires of a modern global audience?
KV: This new design meets the moment. It speaks to an audience that’s hungry for innovation, authenticity, and craftsmanship.
AR: I think that, in a way, we have become so estranged from the human element. In such a digitized world, thinking about spending time beautifully is something we don’t spend enough time on. By focusing on that, we hope to make what we’re doing very relevant to people.
The greatest luxury is spending time on the things you love. One of the things we love—and Kari loves—is making watches. I think you feel that when you put it on—the human spirit. There is a lot of love that goes into every watch.
WW: This is an evolution for the brand. Where do you hope Urban Jürgensen will be by its 300th anniversary?
AR: I hope it will really be a part of people’s lives, a part of their hearts, and something that inspires them and gives them joy.
Urban Jürgensen UJ3 RG Soldier. Courtesy of brand.
Urban Jürgensen UJ2 RG B Three Quarter. Courtesy of brand.
