With Watches as Unique as the People Who Wear Them, We Have Something for Everyone
For people who love watches, one is never enough. With so many looks, styles, and functions to choose from, finding the perfect timepiece may be the highlight – and goal – of every shopping trip you take or website you browse. If watches are the first place you stop at Nordstrom Rack, Belk, or Hudson’s Bay in Canada, you’re not the only one. We’re the same way. Watch lovers unite!
Unfortunately, shopping doesn’t always go as planned, and your expectations aren’t always met. How many times have you thought you were getting the perfect watch only to have it fall apart or stop working weeks or months later? It happens, and when it does, it can feel like throwing money out the window. Not every watch is created equal. If you have more than one or two watches in your jewelry box or on your dresser, you may have learned this the hard way. It just so happens that we think there’s a better way.
A Legacy of Expertise
At Porsamo Bleu, our commitment to watches and fine jewelry that exceed even the highest expectations goes back over one hundred years. In 1915, when Ata Ashfar opened his first business, he was already a highly regarded master goldsmith, jewelry designer, and retailer in Shiraz, Iran. Ata’s passion quickly merged with his purpose, and he managed the day-to-day operations of his growing company well into the 1980s. During this time in Iran, the Ashfar family name became synonymous with Cartier and Tiffany.
In the decades between, the elder Ashfar taught his son Jalal everything he knew. By the 1970s, not only did Jalal Ashfar understand what creating and maintaining a successful business required, but he had become equally skilled in gold, silver, diamonds, semi-precious stones, and watches. It was on that foundation that Ashfar Jewelers, Inc. was launched in Los Angeles, California in 1979. Built on the expertise, integrity, and wisdom of his own father, Jalal brought his five sons into the family business. His son Moe served as Chief Financial Officer and even established his first watch brand – Moe & Co. – later that same year. By 1987, the company expanded to New York, became the largest importer of Italian gold jewelry in the United States, and dominated the market with gross sales of well over $100 million.
Today, Moe Ashfar is still living out the vision his grandfather and father passed down through generations. It is a part of who he is – the same passion, the same purpose as the men who came before him. The only thing that has changed is the name and the team around him. Now it’s called Porsamo Bleu, and it stands for integrity, craftsmanship, attention to detail, and quality that stands the test of time. Together with his business partner Krisztina Csupo – whose background with the Gemological Institute of America (GIA) and in-depth knowledge of fine jewelry informs her vision and mission as Creative Director – they are proving that a beautiful, long-lasting watch is a luxury you don’t have to do without.
A Commitment to Luxury
With a history that is rich and diverse, it’s no wonder that Porsamo Bleu watches are so stunning to look at and wear. For our team, making a watch that’s expertly crafted is where real luxury begins. Although not always seen by the naked eye, real luxury starts on the inside – in the gears, barrels, springs, and the myriad ways each of the 100-plus components connect to function together flawlessly. It can’t be said for every watchmaker, but at Porsamo Bleu, we believe that a watch’s outer beauty is a reflection of the time, energy, and experience that went into making the parts you will never see. That’s why we only use the highest quality Japanese and Swiss movements. Once you own one of our watches, you’ll know exactly what this kind of luxury feels like on your wrist.
But what is luxury if it doesn’t include gemstones? The genuine natural topaz in our Chantal, Genevieve, Liza, and Lillian collections all honor our background and history. After more than a century of creating exquisitely made jewelry, it’s impossible to keep those same touches from guiding the design, style, and feel of everything we make. At Porsamo Bleu, luxury is in the details, and there are so many to choose from.
At first glance, the details that catch everyone’s attention tend to vary. Maybe it’s our surgical-grade stainless steel bracelets and cases. We believe a luxury watch should be durable and made to last – even when you get it wet. It might be our mother of pearl dials or diamond hour markers that really dazzle you, and that’s understandable. Even after all these years, we are dazzled by them too. Once you put on a Porsamo Bleu watch, it’s difficult not to look at it constantly, even if you’re not checking the time. From our multiple functions, variety of chronographs, and beautifully engraved Guilloche dials, ours is the watch you’ll never want to take off. And for good reason.
Whether it is the first of many or simply the most recent, now is your chance to add a Porsamo Bleu watch to your collection. Our lovely retailers are standing by with something for everyone, and they would be delighted to help you find the watch you’ve been waiting for. Click below to start shopping.