In a world that often celebrates the superficial, there are individuals whose pursuits go beyond the ordinary, driven by a relentless curiosity and a commitment to excellence. Such individuals find joy in the details, whether it’s the craftsmanship of a well-made watch, the history behind a brand, or the deeper meaning of art. Their journey is not just about acquiring objects but about understanding the stories, processes, and innovations that make these objects remarkable. In this candid conversation with Charlie Guild, father, husband, patent carrying inventor, strategist, and Lean operational excellence specialist, originally featured in No Chaser magazine Issue 6, we delve into the mind of one such individual, exploring his thoughts on collecting, the brands he admires, and the philosophy that guides his life.
No Chaser (N.C.). Watches, shoes, art, even coffee. All deep dives that you’ve copped to that you’re prone to take-care to explain yourself?
Charlie Guild (C.G.) It’s actually pretty straightforward. Winston Churchill said it best when he said, “My tastes are simple: I am easily satisfied with the best.”If asked to describe myself, I’d tell you I’m a hard working, middle class guy that has never really known privilege. Like most, I’ve spent most of my adult life striving to make a better life for my family. As I’ve had success, I’ve always aspired to improve my station. As a young man, just out of the US Army, I bought my first two pairs of Allen Edmonds shoes. They were a pair of black and a pair of brown “MacNeil’s”-a very traditional wing tip model that had been unchanged since the 1940’s. I still have those two pair, and along with maybe 40 other pair, to say I’m an AE loyalist would be accurate(an perhaps an understatement).For watches, my path wasn’t as straightforward. In the mid 90’s I made my first major watch purchase.It was a beautiful Rado Diastar. As cool as I thought that watch was, little did I know the hornets nest that I was about to trip over.In 1997 I bought my first mechanical watch-and my first Breitling. It’s been love (at times admittedly the obsessive, unhealthy kind) ever since.Let me backup a little. Professionally I’m educated in Organizational Development and have spent the last 30 years concerning myself in all matters related to Process Engineering and Lean Efficiency, so diving headlong into how mechanical watches work and how manufacturers are bringing innovation to a craft that’s been being improved upon since the 1600’s fits very well within my personal ethos. It doesn’t hurt that 6 or 7 watches take up far less space than the same number of classic cars or motorcycles.
N.C.: What is it that you find special about the Breitling brand?
C.G.: Back in 1997 when I made my initial purchase, I remember after doing my research that Breitling struck me then, as it still very much does today, as accessible yet aspirational. It’s an honest brand with a wonderful vintage and history, and in the last 5 or 6 years, since Georges Kern has taken over as CEO, they’ve become an exciting brand to watch and be affiliated with.
N.C.: Yet as Liam headed off to Sri Lanka, it was a Seiko you put on his wrist. How do you reconcile that?
C.G.: One on of things I enjoy most about the world of horology is that it goes in so many different directions. Great mechanical watches are accessible for as little as $200, while ones with sophisticated complications and in precious metals show up at watch meet-ups regularly. Practically speaking, it makes no sense for an 18 year old to venture half way across the globe to an unknown environment with a luxury watch on his wrist making him a potential target. I understand that for some, a $500 Seiko could still be considered luxury. But if it comes to it, a Seiko is easy to replace, and far less likely to draw unwanted attention. Yet at the same time, 30 years from now when I’m long gone, my hope is this same Seiko will still be in Liam’s collection in an honored place reminding him how proud of him his mother and I are and have always been for the caring person he is and the leader he is becoming. And as a reminder of this wonderful adventure he’s embarked upon.
N.C.: Collector, enthusiast, connoisseur….. how would you explain yourself?
C.G.: I saw a reel on instagram the other day that I could really identify with. The voiceover basically said, and I’m paraphrasing here, instead of being a noun, we should strive instead to be a verb. I’d like to believe that those that know me would describe me as curious and ever learning. Professionally, the Toyota Production System is kind of at the center of my work, and because of that, I’ve been paying attention to the Japanese culture for a long time. One principle in particular that resonates with me is that of “Shosh in”, it’s the notion of maintaining a beginner’s mindset. So to answer more directly, I would describe myself as a student of the things I gather, ever learning and evolving.
N.C.: Given the opportunity to sum it up for Liam, or anyone that may be interested, what advice would you offer other collectors?
C.G.: Surround yourself with people and things that support you being your best, most authentic self-as you see it. AND listen and keep an open mind, the world is full of wonderful surprises. For example, I love art. And I definitely have my favorites. But I really enjoy going to museums with others and seeing their favorites through their eyes. It’s amazing how much I learn each time. Not only about the art, but about the person too. Similarly, I seem to enjoy books just that much more when they come with a ringing endorsement from someone I know and like.
Photography By: Nicola Muro @nicolamuro
