On June 5 in Los Angeles, renowned independent watchmaker Urban Jürgensen celebrated the relaunch of its 250-year-old brand with a visionary gala titled “Skål and Fejre – Urban Jürgensen: The Next Generation.” Unfolding at The Barker Hangar in Santa Monica, the momentous evening gathered a shimmering array of horology enthusiasts, cultural tastemakers, collectors, and creatives. All toasted to the brand’s thrilling next chapter under the leadership of Co-CEOs Kari Voutilainen and Alex Rosenfield.
The singular 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 much-anticipated unveiling of its first new timepiece collection in more than ten years, Urban Jürgensen prompts not only a return, but a stunning evolution—marrying traditional haute horlogerie with a vivacious, contemporary mindset.
Urban Jürgensen Watches: A Legacy Reimagined
Urban Jürgensen Campaign, © Casey Zhang, Courtesy of Urban Jürgensen.
Urban Jürgensen Campaign, © Casey Zhang, Courtesy of Urban Jürgensen.
For this dynamic relaunch, Urban Jürgensen raises the curtain on three expressive models which beautifully echo its horological proficiency and pioneering design. The UJ-1 Anniversary Watch pays homage to the Danish brand’s fairytale past with a spotlight on artisanal expertise. Meanwhile, UJ-2 offers an avant-garde double-wheel natural escapement for boundary-breaking mechanical precision. Finally, the UJ-3, with its perpetual calendar and instantaneous moon phase indication, is an enchanting and intricate tour de force.
“Since the 18th century when Urban himself helmed the company, Urban Jürgensen has stood for the pursuit of horological excellence in its engineering and aesthetic fields,” said Voutilainen. “To return now, and to shape its next era with the same care that defined its past, is both a joy and a duty. We are creating watches that honor time and that through handmaking and finishing have a soul.”
“We are creating watches that honor time and that through handmaking and finishing have a soul,”
Kari Voutilainen
Each inspiring timepiece radiates with time-honored craftsmanship and forward momentum as purse vessels of the Urban Jürgensen mantra: “time kept and spent beautifully.”
An Immersive Celebration of Craft and Culture
Skål and Fejre – Urban Jürgensen: The Next Generation; Photo by BFA, Courtesy of Urban Jürgensen.
An iconic setting at The Barker Hangar—a sweeping venue at the Santa Monica Airport—became a whimsical, experiential installation which evoked the heartfelt philosophy of Urban Jürgensen. Conjuring the complexities of a timepiece at every turn, bespoke, surreal décor mirrored the inner mechanics of a watch, deftly blending Nordic warmth and minimalism. The beguiling entrance façade was inspired by an Urban Jürgensen dial, setting the tone for an evening of culinary and musical delights that rejoiced in horological wonder and multicultural exchange.
A High-Profile Guest List
LOS ANGELES, CALIFORNIA – JUNE 05: Leighton Meester attends Skäl and Fejre – Urban Jürgensen: The Next Generation on June 05, 2025 in Los Angeles, California. (Photo by Phillip Faraone/Getty Images for Urban Jürgensen); Courtesy of Urban Jürgensen.
LOS ANGELES, CALIFORNIA – JUNE 05: Rashida Jones attends Skäl and Fejre – Urban Jürgensen: The Next Generation on June 05, 2025 in Los Angeles, California. (Photo by Phillip Faraone/Getty Images for Urban Jürgensen). Courtesy of Urban Jürgensen.
Reflecting the cultural relevance of the relaunch in glittering Los Angeles, the event drew a noteworthy guest list from across fashion, film, music, and art. VIP attendees included Rashida Jones, Leighton Meester, Ego Nwodim, Nicholas Duvernay, Dylan Efron, Scout Willis, Kyle Kuzma, and Benjamin St-Juste, along with industry leaders like Jimmy Iovine, David Katzenberg, and designers Nick Fouquet and Greg Chait. Artists James Turrell and Delfin Finley, fashion figures Rocky Barnes, Jasmine Daniels, Jordun Love, and stylist Brad Goreski also joined the unforgettable celebration.
Ellen von Unwerth; Skål and Fejre – Urban Jürgensen: The Next Generation; Courtesy of Urban Jürgensen.
Chaise Dennis, Jordun Love; Skål and Fejre – Urban Jürgensen: The Next Generation; Courtesy of Urban Jürgensen.
Lauded photographer and Urban Jürgensen’s Director of Photography, Ellen von Unwerth, brought an even greater sense of jubilation and significance as she documented the evening. For the relaunch, Von Unwerth debuts her new portrait campaign for the brand, titled “Time Well Spent,” which cinematically captures the art of timeless watchmaking by Urban Jürgensen.
Music and Moments That Mattered
LOS ANGELES, CALIFORNIA – JUNE 05: Sienna Spiro performs during Skäl and Fejre – Urban Jürgensen: The Next Generation on June 05, 2025 in Los Angeles, California. (Photo by Phillip Faraone/Getty Images for Urban Jürgensen); Courtesy of Urban Jürgensen.
The evening’s otherworldly ambiance was further amplified by musical performances from British singer-songwriter Sienna Spiro, whose passionate vocals set the night aglow, followed by a spirited DJ set by producer Jason Stewart (Them Jeans), keeping the energy soaring well into the night.
LOS ANGELES, CALIFORNIA – JUNE 05: (L-R) Kari Voutilainen, Co-CEO, Urban Jürgensen and Alex Rosenfield, Co-CEO, Urban Jürgensen speak during Skäl and Fejre – Urban Jürgensen: The Next Generation on June 05, 2025 in Los Angeles, California. (Photo by Phillip Faraone/Getty Images for Urban Jürgensen); Courtesy of Urban Jürgensen.
LOS ANGELES, CALIFORNIA – JUNE 05: (L-R) Alex Rosenfield, Co-CEO, Urban Jürgensen and Andrew M. Rosenfield, Executive Chairman, Urban Jürgensen attend Skäl and Fejre – Urban Jürgensen: The Next Generation on June 05, 2025 in Los Angeles, California. (Photo by Phillip Faraone/Getty Images for Urban Jürgensen); Courtesy of Urban Jürgensen.
“Reviving Urban Jürgensen as a family-led, independent house is a rare privilege,” said Rosenfield. “Founded by a pioneer and upheld by generations of mastery, Urban Jürgensen is one of the great names in watchmaking history, and we are honored to steward it. This means making sure every detail, every story, and every watch lives up to what this name deserves. We believe that the way we keep time inspires how we spend it.”
“We believe that the way we keep time inspires how we spend it,”
Alex Rosenfield
As Urban Jürgensen reemerges on the global stage for its third golden age, “Skål and Fejre” transpired as a profound moment harnessing the concept of time as our very own freeform treasure to be kept and spent beautifully.
LOS ANGELES, CALIFORNIA – JUNE 05: Guests attend Skäl and Fejre – Urban Jürgensen: The Next Generation on June 05, 2025 in Los Angeles, California. (Photo by Phillip Faraone/Getty Images for Urban Jürgensen); Courtesy of Urban Jürgensen.
