Revived After 250 Years, Historic Watch Brand Launches $400K Timepieces Today
A legendary 250-year-old brand returns with ultra-luxury watches priced as high as $400,000.
A legendary name in watchmaking is entering a bold new chapter. Urban Jürgensen, a brand rooted in Scandinavian tradition with more than 250 years of horological history, has been quietly preparing for a revival.
UJ-1. Credit: Urban Jürgensen
That moment arrived in Los Angeles with the debut of three new timepieces, the result of a collaboration that bridges continents, generations, and disciplines.
This relaunch brings together the expertise of independent watchmaker Kari Voutilainen and the Rosenfield family, an American father-son duo with deep ties to finance and a passion for design.
The watches unveiled represent over three years of development and craftsmanship, combining classic techniques with modern sensibilities.
UJ-2. Credit: Urban Jürgensen
Each model carries a price tag between $125,000 and over $400,000, positioning them firmly in the world of high-end collectors.
The brand’s new motto, “Time well spent,” suggests a philosophy rooted not just in precision but in the value of dedication and heritage.
Alex Rosenfield, who leads the brand’s creative and strategic vision alongside Voutilainen, brings a background in fashion and beauty branding.
UJ-3. Credit: Urban Jürgensen
His father, Andy Rosenfield, a philanthropist and president of Guggenheim Partners, provides the business backbone behind the project. Together, the trio aims to reintroduce Urban Jürgensen as a brand that honours its origins while embracing the aesthetics and expectations of today’s luxury market.
With its relaunch, Urban Jürgensen is reasserting the relevance of centuries-old craftsmanship in a fast-moving world.
