About
The Time Production is an independent editorial platform dedicated to the people, ideas, craftsmanship and culture shaping contemporary independent watchmaking.
Founded in 2021, the project was created with a simple conviction: some of the most compelling stories in watchmaking are found beyond the mainstream, in the work of independent watchmakers, founders, artisans and the wider network of specialists who make their creations possible.
The Time Production exists to explore those stories with depth, curiosity and an independent point of view.
Why The Time Production Exists
The Time Production began in 2021 through Instagram, before developing into a dedicated editorial website in 2024.
The project grew from a long-standing interest in watches and from the observation that independent watchmaking was rarely explored on its own terms. Much of traditional watch media is necessarily built around a constant flow of launches, industry news and coverage across every segment of the market. The Time Production follows a deliberately different path.
Rather than attempting to cover everything, we curate.
Our attention is focused primarily on independent watchmakers and carefully selected independent projects that we believe offer genuine creative, technical or cultural relevance to collectors.
A watch alone is rarely enough to tell the full story.
We want to understand the person behind it: their background, training, influences, ambitions, technical approach, creative language, collaborators and the circumstances that led them to pursue an independent path.
We are equally interested in the ecosystem surrounding a project, from specialist suppliers and movement developers to craftspeople, manufacturers and watchmaking schools.
The objective is not simply to document what has been created, but to understand why it exists, who made it possible and where it may be heading next.
A Curated Approach to Independent Watchmaking
The Time Production does not aim to follow the rhythm of the traditional news cycle.
We would rather publish fewer stories and spend more time understanding each subject properly.
Whenever reasonably possible, editorial work begins with direct interaction. This may involve conversations with founders and watchmakers, meetings, manufacture visits, presentations, industry events or spending time with a watch in person.
First-hand experience matters.
Handling and wearing a watch reveals things that specifications alone cannot communicate: proportions, ergonomics, finishing, tactile qualities, winding feel, legibility, reflections, presence on the wrist and the emotional response created by the object.
These observations form an important part of our editorial perspective.
For the same reason, The Time Production does not seek to reproduce press releases or simply repackage information already available elsewhere. Official documentation and information supplied by brands remain valuable factual resources, but our purpose is to add context, experience, research and an independent point of view.
The result is intended for readers who already possess an interest in watchmaking and want to explore independent horology in greater depth.
More Than a Publication
Over time, The Time Production has developed beyond the boundaries of a traditional watch publication.
The website remains the central home for long-form editorial work, profiles, interviews, watch presentations and educational content.
The newsletter complements the website by providing another perspective on independent watchmaking, including selected projects, industry initiatives, specialist suppliers, events, new editorial work and subjects that may not require a full-length article.
Instagram provides a more immediate and visual expression of the project, allowing The Time Production to introduce independent creators and watches to a wider audience while sharing photography, video and moments from the watchmaking community.
The project also extends into the physical world through selected dinners, gatherings and collaborative events bringing together collectors, watchmakers, founders and other members of the independent watchmaking ecosystem.
As The Time Production continues to develop, education will also become increasingly important. Understanding watchmaking means understanding not only the finished watch, but also the schools, crafts, suppliers, techniques and people that enable independent creators to bring their ideas to life.
Together, these different formats form an evolving ecosystem built around one shared objective: to deepen the connection between independent watchmaking and the collectors who care about its future.
About Antoine Gerboud
The Time Production was founded by Antoine Gerboud, who remains responsible for its editorial direction and the majority of its published work.
Antoine’s approach to independent watchmaking is centred on long-term relationships, direct experience and curiosity about the people behind the watches.
Rather than approaching a subject solely through a product, his work seeks to understand the broader journey: where a watchmaker or founder comes from, how an idea developed, who contributes to its realisation and what ambitions lie behind the project.
This perspective has evolved alongside The Time Production itself. Increasing attention is now given to emerging independent watchmakers, specialist craftsmanship, watchmaking education and the network of suppliers whose expertise often makes small-scale independent production possible.
Antoine is also an Academy Member of the Grand Prix d’Horlogerie de Genève (GPHG), contributing his perspective on contemporary watchmaking as part of the Academy.
Before developing his activities within the watch industry, his professional background included experience in finance and banking.
Independent by Design
Editorial independence is fundamental to The Time Production.
Subjects are selected because we believe they are relevant to our readership and to the wider conversation around independent watchmaking. Coverage is not sold, and financial support does not purchase favourable opinions, guaranteed publication or editorial control.
The Time Production is independently operated and developed without the backing of a large media group.
Readers, collectors, watchmakers, brands and other members of the community who value the project may choose to support its continued development through voluntary contributions.
Such support helps The Time Production continue investing time and resources in research, travel, photography, editorial production, events and the wider development of the platform.
Supporting the project is entirely voluntary and never influences editorial judgement.
Editorial and Professional Work
Alongside the independent publication, Antoine Gerboud also undertakes selected professional assignments within the watch industry.
These activities are separate from the editorial decision-making of The Time Production and may include editorial consulting, writing, brand positioning, communications, press relations, content strategy and the development of specialised editorial or presentation materials.
Projects may range from long-form editorial commissions and watch presentations to press materials, website copy, books, collaborative publications and broader communication initiatives.
Where appropriate, projects may also involve coordination with photographers, videographers, designers, developers or other specialist partners.
Professional assignments are considered selectively, with particular attention to projects that are consistent with Antoine’s expertise and understanding of independent watchmaking.
A commercial relationship does not guarantee, require or influence editorial coverage on The Time Production.
For professional enquiries:
antoine@thetimeproduction.com
Looking Ahead
The ambition for The Time Production is not to become the largest watch publication.
It is to become one of the most trusted independent references for collectors seeking to understand the people, projects and ideas shaping independent watchmaking.
That means continuing to build slowly, selectively and with purpose.
It means discovering emerging watchmakers before they become widely known, following their development over time, exploring the institutions and specialists behind them and creating stronger connections between creators and collectors.
The Time Production will continue to evolve, but its direction remains unchanged: independent watchmaking, explored with depth, curiosity and a human perspective.
Stay Connected
The Time Production newsletter brings together new editorial work, independent watchmaking projects, industry perspectives, events and selected developments from across the ecosystem.
Subscribe to continue the conversation beyond the website.
