Urban Jürgensen relaunched its collection in June 2025 with three models and nine references. In an October 2026 interview with Revolution Watch, Alex Rosenfield, a member of the family that acquired the company, explains how he sees the brand’s next stage: he is responsible for coherence and continuity, technical watchmaking sits with Kari Voutilainen, and the three launch watches are meant to be read as one statement rather than three separate products.
What the interview covers, and whose claims they are
Tracey Llewellyn’s interview, “The Long View with Alex Rosenfield, Urban Jürgensen,” was published by Revolution Watch on October 8, 2026, roughly a year after the revived collection went on sale. It is a leadership and brand-direction conversation. It is not a technical review, a market survey, or an independent price check, so every price, plan and view on customers or operations below belongs to the interview or to Rosenfield himself. The full piece is at Revolution Watch’s interview page.
The company’s history, as Rosenfield tells it, begins with a process that started in 2020 and ended with the acquisition by the Rosenfield family in 2021. Those dates are his account and have not been checked against a corporate filing for this article.
The June 2025 relaunch in three watches
The relaunch introduced three models and nine references. Each watch is built around a different mechanical idea, and the interview gives the most detail on the UJ-2. The table below lists only what the interview states; cells marked “not stated” are details the interview does not provide.
#1 Best Overall
- [Luxurious Mechanical Watch] High quality hollow mechanical watch appearance retro gorgeous, exquisite carving and design of the golden appearance of the European nobility more highlight your noble identity extraordinary taste, to bring you a pleasant luxury experience
- [Mechanical Movement] This watch has manual self-winding. Please consider that mechanical watches that require manual winding can only keep time for a short time after winding. To prevent running or inaccurate time, it is advised that you verify the time periodically and wind up the chain 15–20 times.
- [Waterproof] Water resistant to 50m (165ft) -suitable for short periods of recreational swimming and showering, but not diving or snorkeling
- [Ideal as a Gift] This beautiful retro-style watch can be worn on any occasion or given as a gift to your father, brother, partner, or boyfriend. At weddings and any holiday gatherings, it can be a really appreciated and elegant gift.
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| Model | Mechanical focus | Design or development credit | Case size | Price |
|---|---|---|---|---|
| UJ-1 | Tourbillon, remontoir d’égalité, deadbeat seconds | Related by the interview to Derek Pratt’s Oval pocket watch | Not stated | Not stated |
| UJ-2 | Time-only watch with a double-wheel natural escapement | Voutilainen’s interpretation of the escapement | 39 mm | Approximately USD 140,000 starting price, per the interview |
| UJ-3 | Perpetual calendar and instantaneous moonphase | Developed in collaboration with Andreas Strehler | Not stated | Not stated |
For readers comparing the three, the useful split is between mechanism and character. The UJ-2 is the only one for which the interview gives a case size or a starting price, so any wearability or value comparison across all three would go beyond what the source establishes.
Why launch three watches at once
Rosenfield’s explanation for the multi-watch launch rests on first impressions. He argues that a single watch gives a buyer too little to judge the brand’s direction:
“You have one chance to make a first impression, and you have the most attention in one moment. With one watch, it is very hard to understand your ambitions, your goals and your aesthetic.”
This is a strategic argument, not a sales figure. The interview does not report launch volumes or sell-through, so the claim that three watches communicated the brand better than one is his view.
Rank #2
- [Luxurious Mechanical Watch] High quality hollow mechanical watch appearance retro gorgeous, exquisite carving and design of the golden appearance of the European nobility more highlight your noble identity extraordinary taste, to bring you a pleasant luxury experience
- [Mechanical Movement] There's no need to worry if the battery is dead because this watch has manual self-winding. Please consider that mechanical watches that require manual winding can only keep time for a short time after winding. To prevent running or inaccurate time, it is advised that you verify the time periodically and wind up the chain 15–20 times.
- [Waterproof] Water resistant to 30m (98FT) -suitable for daily water resistance, withstands splashes and light rain. Not for swimming, showering or diving
- [Ideal as a Gift] This beautiful retro-style watch can be worn on any occasion or given as a gift to your father, brother, partner, or boyfriend. At weddings and any holiday gatherings, it can be a really appreciated and elegant gift.
- [Professional After-Sale Service] Please contact us if you need any additional details about our watches. We will be happy to answer and help you anytime.
Who does what: Rosenfield and Voutilainen
The interview draws a clear line between the Rosenfield family’s role and the technical one. Rosenfield is direct about the division of labour:
“My father and I don’t cosplay as watchmakers. We don’t have technical edits. We really relied on Kari completely to do that.”
He describes his own job as keeping the brand consistent over time: “being the guardian of what the Urban Jürgensen legacy is and what the future of it will be.” Read together, the two statements explain why the UJ-2 is discussed in terms of Voutilainen’s interpretation of a mechanism, while Rosenfield speaks about direction and continuity.
The UJ-2 and the 2025 GPHG prize
The UJ-2 won the 2025 GPHG Men’s Watch Prize, according to the interview, five months after the relaunch. Rosenfield’s description of the model is the strongest statement of intent in the piece:
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- [Luxury Design] High quality hollow out mechanical wristwatch with a retro and gorgeous appearance. With a double sided hollow out design and a special movement, the extremely complex carved totem style demonstrates your noble identity and extraordinary taste
- [No Battery Required] No need to install batteries, automatic winding. (Note: Correct manual winding is essential to effectively reduce time deviation. Insufficient mechanical kinetic energy can cause the watch to stop, so please wind it up in a timely manner.)
- [High Quality Movement] Adopts high-quality imported movement, which is quiet enough to not generate too much noise even in the middle of the night. The powerful movement makes it run smoothly and has a service life of over 10 years.
- [Intimate Function] The luminous pointer allows you to wake up at night and know the current time in a timely manner, which is very convenient. Waterproof 50 meters (165 feet): Suitable for short periods of leisure swimming and showering, but not suitable for diving or snorkeling
- [Perfect Gift] Our luxurious carved mechanical watch is the perfect watch for various business, leisure, indoor activities, or daily use. It is the perfect gift for your lover, friends, and family
“If you asked which watch represents the direction Urban Jürgensen is moving in, it is the UJ-2. It is really the heart of what we are doing.”
The award is reported by Rosenfield and has not been verified against the GPHG’s own published results for this article. Readers who need the official listing should check the award body’s records directly.
Pricing and a possible model under USD 100,000
The interview places the UJ-2’s starting price at approximately USD 140,000. It is not a complete price list, and no reference-by-reference pricing for the UJ-1 or UJ-3 is given. Rosenfield also says he is considering a future watch below USD 100,000, along with smaller watches aimed at women and at vintage-oriented collectors. These are exploratory ideas. None is a launched product or a confirmed roadmap, and the interview gives no timeline for any of them.
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Rosenfield estimates that 70 to 80 percent of customers are serious collectors. This is his personal estimate of the company’s own clientele. It is not a published market-wide statistic and should not be read as one.
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- SMALL BUDY, BUT VERSATILE:Quality brand original automatic tourbillon style relojes de hombre(watch); without a battery; calendar,waterproof, moon phase function
- LUMINOUS WATCH,EASY TO READ TIME,EVEN IN THE DARK:Fashion design men's mechanical watch, black case with clear golden lines and golden hands, let you read the time easy; The hands will be grow when in the dark, which let you can read the time even in dark
- WATER RESISTANT TO 30M:Waterproof:In general, withstands splashes or brief immersion in water ,but not suitable for hot water bathing or diving. Please do not press any buttons in the water
- NO BATTERY NEEDED:Automatic mechanical movement, Powers with the mechanical movement, without a battery. Operate the watch, to wind-up please whirl the button on the clockwise (Don't need to pull out, just in normal condition.) for 15 to 20 complete revolutions
- NICE PRESENTS:Stylish mechanical germen watch, it fits good and looks fantastic, elegant holiday present sure to be given some compliments by business colleagues and clients, friend. Also, it is nice present for your friends and family as a Father's Day present
On marketing, he rejects audience size as a measure of success:
“Having a higher follower count doesn’t mean anything to us. Being meaningful and having resonance within a person’s life is more valuable.”
He ties this to product longevity, arguing that a design has to be durable enough to be understood across many years: “if it doesn’t have an enduring quality that allows you to communicate it for many years, somebody is not going to own it for generations.” The interview frames this as a product-cadence principle, not as a measured result.
Production pace and the supply chain
According to the interview, the company is strengthening its supply chain and bringing more decorative work in-house. Rosenfield also accepts that specialist artisanal production cannot simply be sped up. The interview does not give production numbers, lead times or the share of work moved in-house, so readers should treat the direction as stated intent rather than a measured change.
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- Stated by Rosenfield: the 70 to 80 percent collector estimate, the USD 100,000 idea, the brand’s priorities of maker attribution, enduring design, collector community and a product plan that runs for years.
- Reported in the interview: the June 2025 launch, the three models and nine references, the UJ-2’s 39 mm case, its approximate USD 140,000 starting price, and the 2025 GPHG award.
- Not established by the interview: current catalogue status, retailer availability, full pricing, and independent verification of any business performance measure.
Anyone checking current availability or pricing should use the manufacturer’s own channels, since the interview is dated October 8, 2026 and details can change after publication.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
