Time for Business campaign – Meet the Beaucroft team
Time to lead, time for business. Our new ad campaign is in full swing! You might have seen it on buses, on your commute or on a billboard at the corner of your favourite local shop. Just like everything we do here at Tide, our members are once again front and centre of this campaign. We’re thrilled to introduce the six brilliant businesses involved through our Member Spotlight series!
First up in the inspiring group is Cambridge-based, British watch company: Beaucroft. Founders Karim and Matt started the business in 2020 – it’s based on their wonderful friendship, a shared passion for great design, a love for Cambridge and, last but not least, the power of a beautiful watch.
Karim, tell us about Beaucroft, where did the idea come from and what is the link to Cambridge?
Beaucroft was founded on family and legacy. Both Matt, my co-founder, and I have a deep connection to watches as meaningful objects.
My story began during the 1979 Islamic Revolution in Iran, when my father’s family had to flee overnight with only one bag. In the chaos, my father chose to grab a watch for me. Growing up, that watch and the story behind it became a cherished symbol and when my father passed it on to me, it sparked my passion for watches.
Then in 2017, after the birth of my son, I wanted to do more than just pass down a watch. I wanted to build something my children could be proud of. With the help of Matt, a friend and mechanical design engineer, we started the Cambridge Watch Company t/a Beaucroft.
We feel lucky to live in beautiful Cambridge where we’ve studied, worked, and lived for over 15 years. We draw inspiration from the city’s architecture, for example with our Seeker watch, which is designed based on the River Cam. We sketched its unique side profile to mirror the angle of one of the bridges we passed under while punting.
When did your love for mechanical watches start?
My love for watches started at a young age. As I began collecting, I realised that a watch has the ability to express your unique personality and carry deep personal meaning, depending on when, where, and why you acquired it. I also appreciate that mechanical watches represent not only engineering excellence but also the ability to be offline.
In a world filled with digital connectivity and wearable tech, wearing something that serves a single purpose – telling time – without any added connectivity feels refreshing. There’s true beauty in that simplicity.
You co-founded the business with Matt – can you tell us more about starting and running a business with a friend?
Starting and running the business with Matt has been fantastic. We’ve been friends for over a decade, and our wives have been best friends for even longer. Now, our children love spending time together, which means we get to enjoy the journey and our successes as a family. That support adds extra motivation to succeed – I’m not just trying to succeed for my family but also for his!
In day-to-day work, our friendship has given us a strong foundation of trust and understanding. We know each other’s strengths and weaknesses, allowing us to have open and honest conversations. Honesty, especially in a small business, is crucial for success.
Before launching our company, we visited Baselworld, a global watch show in Switzerland. We challenged ourselves to secretly each list our five favourite watches. Remarkably, four out of our five picks were the same, confirming that our vision for the types of watches we wanted to create was perfectly aligned.
Your watches are fully hand-assembled in the UK, why is it important to work with local craftsmanship?
The UK has a long, distinguished history in the study of time and making of clocks. It was important for us to incorporate as much of the build process in the UK as possible. Every element of our watches is designed in-house, and having control over assembly and quality was crucial.
We’re fortunate to partner with UK-based watchmaker Horologium, who not only handles all our assembly but also serves as our after-sales service centre for future servicing and repairs. This partnership is key to our commitment to quality and aligns with our goal of reducing our environmental footprint.
Speaking about footprint, at Tide we’ve committed to be fully Net Zero by 2030. We’re thrilled to see you’re a member of 1% for the Planet! Can you tell us more?
Joining 1% for the Planet was one of our first decisions, even before selling our first watch! Both of us are passionate about sustainability, and as parents, we want to do everything we can to help create a safer world for our children.
You have customers from all over the world, how do you build relationships with them?
We take pride in the community we’re building and are committed to delivering exceptional customer service. Every customer receives a handwritten note from either Matt or I, and when you call the business, you directly reach my mobile.
Recently, we launched a bespoke service, allowing customers to design their own watches. Hearing the stories behind these designs has been both humbling and inspiring. It has been very special to be part of their journeys.
What’s your number one tip for people looking to start a business?
Be positive. Be relentless. Build a process. Running a business is tough and it pushes you out of your comfort zone and presents daily challenges. But if you approach these challenges with positivity, determination, and a clear plan, they can turn into opportunities.
To grow a business, you need to establish processes in every aspect, especially in the early stages. Before you even start, be clear on what success means to you. For example, is it financial growth, or a lifestyle business that allows you more time with family? Your strategy will differ based on this. There’s no right or wrong, but being honest with yourself is key to achieving your goals.
What’s next for Beaucroft / Cambridge Watch Company?
We currently have three ranges, with a fourth launching in Q4. Our focus is on establishing ourselves as a strong British watch company that never compromises on design or build quality.
We want to launch a new watch every year, continue growing our community, and push the boundaries of design. Ultimately, we’re driven by building a company with lasting impact, founded on the principles of family, quality and design integrity.
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