Shifting gears – How Ferrari F1 driver Stefan Johansson launched his own watch brand from California

As part of our investigation into the watch business in Formula 1, WATCHPRO wanted to tell the story of how former Ferrari F1 driver Stefan Johansson (pictured above) started his own watch business from California. Interview by Caroline Reid Formula money.

WATCHPRO: How and when did your watch partnership begin?

Stefan Johansson: I have been making my own line of watches since the beginning of the 90s. It started when I was asked by one of the Swiss brands to endorse one of their existing watches, which wasn’t a particularly nice design.

Steffan Johansson on the podium in 1987.

Since I was already very interested in art and design, instead of just taking the money I suggested, let’s work together to come up with a unique design together. It didn’t work out with this company in the end for a variety of reasons, but it taught me the process and how the business works.

After a while I decided to make my own line which was designed and produced by me. I felt it was more authentic that way.

Stefan Johansson.

WATCHPRO: What input do you have for the creation of the watches?

Stefan Johansson: I literally do everything from design to sourcing all of my suppliers to assembly and testing. I mainly sell through word of mouth and my specialty is making bespoke pieces for my clients. I’ve made several one-off pieces where the customer wanted something completely unique and special for them.

WATCHPRO: What is special about the watches?

Stefan Johansson: A big part of what makes my watches unique is the customization I make, but I’ve also registered a number of designs.

Some of my designs are unique in that they have small details that subtly link them to racing, which is what makes the owners talk about it.

WATCHPRO: Where are the watches sold?

Stefan Johansson: I mainly sell them directly to my customers [on stefanjohansson.art].

Although I have a few retail stores running them, I prefer the direct method as it becomes a much more personal experience.

Almost all of my customers have also become good friends.

WATCHPRO: Who are the watches aimed at and what is the typical price?

Stefan Johansson: I have an incredibly diverse customer base. I’ve sold numerous pieces to people who literally came up to me asking what watch I wear, lots of watch collectors and everything in between.

Since customization has become a specialty for me, I make a lot of limited edition series for companies or people who want something from five pieces to 100 pieces or more.

The starting retail price is $ 7,500 and up, depending on how much customization and what materials the customer wants.