Brooklands Watch Company was born from a deep-rooted passion for British motoring heritage and mechanical craftsmanship. Founded by Simon Jeffs, the brand draws its name and spirit from the legendary Brooklands circuit in Surrey, widely regarded as the birthplace of British motorsport. Jeffs set out with a clear vision - to create watches that capture the romance of classic racing while remaining accessible to modern enthusiasts.
From the outset, Brooklands established a distinctive identity, blending vintage-inspired design with contemporary watchmaking standards. Early collections quickly gained attention for their clean dials, automotive detailing, and thoughtful proportions, appealing to collectors who value both storytelling and everyday wearability. The brand’s journey has been marked by a commitment to authenticity, often referencing historic dashboards, instruments, and racing aesthetics without slipping into pastiche.
At the heart of Brooklands is Simon Jeffs himself, whose background in aviation and appreciation for classic engineering shapes every release. His approach is measured and intentional, focusing on creating cohesive collections rather than chasing trends. The result is a British watch brand that feels personal and considered, one that continues to honour its origins while evolving with each new chapter.
To discover more about this high-octane, vintage inspired brand, I sent Simon my set of fifteen questions for this instalment of Founders' Friday. Enjoy!
Founders' Friday - A Conversation with Simon Jeffs of Brooklands Watch Co.
Q1. What was the first watch you ever loved, and did it influence your taste or design philosophy?
My friend’s dad was a 747 Captain and asked if I wanted a watch brought back from Japan as they were much cheaper there. My first watch was a Citizen 41-8056. I still think it’s a great looking watch. Perhaps the influence is to always start with a great looking watch.
Q2. How did you begin you career in the watch industry?
It was 1 st June 2017 when I visited Brooklands to see my uncle's Brooklands Racing Car being run. I couldn’t believe that they were timing racing cars to 1000 th of a second in 1907.
On the 10 th June 2017, I registered Brooklands Watch Company.
Q3. Do you remember the exact moment you decided to turn your idea into a real brand? What tipped you over the edge?
I think it was the meeting with Sir Terence Conran in his London flat. It was next to the river Thames and had a panoramic view over London. He was genuinely excited about working on the first watch design for Brooklands Watches. He told me that his father regularly watched the motor racing at Brooklands and his mother got fed up with that, so went to Brooklands to learn to fly.
Q4. Which other founders or designers have inspired you most in your career?
I think it was Sebastian Conran. I had bought a Concorde Nose and Visor Assembly and Sebastian turned it into the most stunning sculpture called “Icon”.
Q5. What’s something unexpected that you learned about the manufacturing of watches?
The appreciation of how the slightest change makes a watch look completely different.
Q6. What makes a watch feel “right” the moment you put it on?
Beauty and quality. Without that, don’t bother putting it on your wrist.
Q7. Where does a new watch design usually begin for you?
It begins with a historical key to success in the search for speed or performance – The Napier Lion Engine in the Napier Railton Car, Concorde's ability to Supercruise for hours, The radial supercharger, the timekeepers at Brooklands chalking up the average lap speed of cars for the spectators, the elliptical wing of a Spitfire...
Q8. What’s a design detail on your watches that people might miss but you’re most proud of?
I think I am most proud of the complications I have patented – The Racing Tachymeter and The High Speed Tachymeter.
Q9. What has been the biggest challenge you have faced as you grow your brand?
Visibility, without question. You can obsess over every detail of a watch (and we do!) but getting discovered in a crowded space is a long game and you need to trust that the work speaks for itself when people do find us.
Q10. What excites you most about the future of the watch industry?
Launching our P1 Veloce Chronograph later this year.
Rapid Fire!
Q11. One watch brand (past or present) you deeply respect?
Parmigiani Fleurier
Q12. One non-watch brand that inspires you?
Porsche. Ever since my dad came home in his boss’s Porsche Targa in metallic purple with Fuchs alloy wheels in the 1970s.
Q13. Mechanical, quartz, or both — and why?
Mechanical – because a mechanical watch only works if you add the energy. It’s a timekeeping partnership. I do have to say that I have great respect for the technology, accuracy, longevity and low maintenance of a quartz watch.
Q14. Favourite complication (even if you rarely use it)?
The Racing Tachymeter
Q15. Best piece of advice you ever received in the watch industry?
If you want to make a small fortune in this business, start with a big one – Mike France, Christopher Ward
