The story behind J&M Denmark
Jonas Janjooa and Peter Mørup, the founding partners behind the upcoming Danish watch company J&M Denmark, are childhood buddies and have dreamt about watches since their teens. Now, the dream is finally coming true, and J&M Denmark already won their first award for innovative and timeless design.
It’s a shared passion for exclusive elegance that drives Peter Mørup and Jonas Janjooa, the young founders behind J&M Denmark.
They seek to create stylish Danish design at a good price. This ambition burns all the way through to the passionately red sweep hand that all J&M Denmark styles have in common.
The two founders met as kids at the soccer fields in the outskirts of Copenhagen. Watches have been a mutual interest since the two brought back cheap watches from package holidays in Turkey in their teens, disassembling them and examining their insides.
A beautiful watch, left as a gift to Jonas by his late grandfather, ignites the dream of building a watch company, and tentatively the boys start drawing their very first designs. Six years and numerous sketches later, the young men finally find the courage to contact a local watchmaker. The drawings get the rubber-stamp at first sight, but Peter Mørup and Jonas Janjooa still need to find a manufacturer.
This turns out to be a lot harder than anticipated. The two newcomers are lost in the crowds at the huge German watch fairs, and even though their sketches get positive feedback, no one truly believes that “two young newbies” are able to get the idea off the ground. However, instead of giving up and simply selling the drawings – there’s a ton of interested buyers – the hardship merely whets the boys’ appetite further. Thus, they borrow a van and drive all the way to the world’s largest watch fair in Basel, Switzerland. A couple of mattresses in the back of the car act as a hotel room, and limited funds – and parking – result in a daily 10K hike to the fair – in suits, that is. Luckily, all their troubles pay off and the two friends can return to Denmark with not only the mattresses in the back but a manufacturing deal as well. In September 2013, Jonas Janjooa and Peter Mørup’s first collection is finally ready: The hard work of two extremely proud childhood friends manifests itself in quality clockworks behind six streamlined J&M Denmark designs - complete with the easily recognizable tall case and red signature sweep hand. And the tastemakers have noticed J&M Denmark as well: Just one year after the first collection is ready, the brand is awarded the “Brand New Copenhagen” innovation prize at the Copenhagen Jewellery and Watch Show. With a demo sent in at the very last minute, mind!
When creating the design, the founders loved the Scandinavian look. And they loved the mix between old and new. So they took what they saw on the streets of Copenhagen and designed a collection of watches. A design that combines the retro look with the modern lines of Scandinavia. A clean and classy look with their own twists - like the red sweep hand and the flow-like look with the strap underneath the case.
The design is refreshing and appeals to everyone who is looking for a minimalistic and timeless design with a bit of edge to it.
A watch for every occasion
All J&M watches is suitable for every occasion. Whether you are doing sports, enjoying a relaxing day or wearing suit and tie or a beautiful dress. A J&M watch is the perfect companion.