When America entrepreneur Alex Rosenfield relaunched the storied 253-year-old watchmaking brand Urban Jürgensen last year, it was a headlining event for independent horology. Kari Voutilainen, one of the greatest living watchmakers, was responsible for spearheading development, solidifying its serious technical and artisanal intentions. But another major component of its visibility can be attributed to Rosenfield’s keen sense of taste. He infused the centuries-old house with a level of whimsy and style rarely seen at Swiss houses. Enlisting lauded fashion photographer Ellen von Unwerth and hiring creative agencies like Chandelier and Winkreative—known for sophisticated lifestyle branding—on the overall identity, it felt like a breath of fresh air.
The ante was upped even further when the right tastemakers were tapped for partnerships that were far from conventional. Timothée Chalamet, known to be a burgeoning watch collector, became a minority investor. Actress Rashida Jones and soul musician Leon Bridges were brought into the fold as cultural collaborators on the company’s broader storytelling in its “Time Well Spent” series. Here, we discover how Rosenfield spends his time when he’s not at HQ within New York City’s Pace Gallery or jetting off to Geneva.
What have you done recently for the first time? Delegating—I’m not very good at it.
Which apps do you use the most? Instagram, Pocket Casts, Apple Books, Uber Eats.
What’s the first thing you do in the morning? Let my dog, Poppy, out, and then get back in bed with her and catch up on email.
Do you have any personal rituals? I go to the farmers’ market every Saturday morning to get fresh-cut flowers—nothing makes me happier than being surrounded by flowers.
What advice do you wish you had listened to? Work on things you love and trust your gut—I wish I had started doing that earlier.
What do you do that’s still analog? Handwritten thank-you notes on heavy, engraved stationery from Wren Press.
A vase of fresh peonies adds a powerful pop to the room.
Mark Schäfer
What in your wardrobe do you wear most often? This summer, it has been jeans from the Row and a white oxford-cloth button-down from Husbands Paris or Brooks Brothers or a white pajama shirt with dark-blue piping.
What do you crave most at the end of the day? Candy, mainly Haribo.
How do you find calm? I play fetch every evening with my dog, and it calms me down.
Who is your guru? I speak to my father at least once a day. He’s a great sounding board.
What’s your favorite cocktail, and how do you make it? A spicy margarita: Two parts La Gritona reposado tequila, one part fresh-squeezed lime juice, one part Cointreau, and a ton of chopped up jalapeño.
What’s the most recent thing you’ve added to your collection? A pair of ceramic vessels by Jacques Monneraud.
What’s the most recent thing you regret not buying? A painting by Salman Toor that I didn’t have a wall big enough to fit.
What’s the most impressive dish you cook? I mostly make simple things—grilled steak, buttermilk-brined roast chicken—but around the holidays, I always have friends over and make a seafood gumbo that’s somewhere between bouillabaisse and actual gumbo.
What is your exercise routine, and how often do you do it? Barry’s [Bootcamp] or weight lifting with cardio. I try to go three to four times a week.
From left: A rack of hanging clothing items in Rosenfield’s regular rotation; Rosenfield leans against a credenza topped with works by Saul Steinberg.
Mark Schäfer
Who is your dealer, and what do they source for you? Dobrinka Salzman, who has a gallery on 25th Street, and John Birch, who owns Wyeth—they discover amazing design and can find any Modernist furniture. They are responsible for most of my favorite things in my home and at my office.
What does success look like to you? Being surrounded by people I love.
If you could learn a new skill, what would it be? I’m useless in Excel, and I would love to be able to draw.
How much do you trust your gut instinct? I operate largely on instinct, but I always try to sleep on big decisions to avoid being impulsive.
Where do you get your clothes? I like to shop in person—Ven Space, Husbands Paris, Chanel, the Row.
Drive or be driven? Drive.
Are you wearing a watch? How many do you own? Always. There are a few, but I only wear U.J. now—either new or vintage. I’m wearing my prototype U.J.-2 today—it’s made with a stainless-steel case and has an unfinished movement, and I love that it reminds me of that moment before we relaunched when everything felt so personal and private.
A wooden monkey stands guard over Rosenfield’s U.J. watches.
Mark Schäfer
When was the last time you completely unplugged? That’s a great idea—I should try it.
How would you describe your look? Classic, tailored, a little preppy.
How would others describe your look? Favorably, I hope.
What’s your favorite hotel? The Greenwich.
Whom do you admire most? My grandmother is often on my mind still. She was unconditionally loving to me and my siblings, had flawless taste and a cutting sense of humor. She was truly herself with real personal style and individuality.
Last piece of advice you gave? Slow down. I’d rather do things well than fast.
And the last advice you were given? Work with great people and trust them.
What is your email etiquette? I reply fast and treat email like text messages.
What’s always in your hand luggage? Chargers and AirPods.
A midcentury Italian chair serves as a perch for a readymade “Monster Bag” by Dr. Woo.
Mark Schäfer
What car are you most attached to? I’m not much of a car guy but do have a fantasy of a 1960s Mercedes Pagoda.
What’s worth paying for? Quality.
Last film you paid to see? The Odyssey.
Do you still write letters? Constantly.
Last streaming binge? I fell behind on Industry, and I recently started bingeing a few seasons on a long flight.
What kind of music makes you happy? Anything nostalgic—my parents listened to the Rolling Stones and the Beach Boys, and the minute I hear them, it takes me immediately back to my childhood.
