At this point, I likely don’t need to tell you about Toledano & Chan. Your friend that’s really into architecture has already complained about how the brutalist watches got snapped up way too quickly. However, Phillip Toledano, better known on Instagram as @misterenthusiast, has been a tour de force of the collecting and creative worlds long before he committed his name to a dial. A conceptual artist, designer and multi-hyphenate renaissance man, we sat down to talk about his latest projects, watch collecting and his ongoing obsession with history.
What was the last watch you bought?
Well, I guess there’s one arriving tomorrow, but probably the one worth mentioning more is a Daniel Roth Extra Plat oh, early 1990s. I’m really into early Daniel Roth. I just think the designs are really beautiful. I know that people are kind of obsessed by Breguet, but for me this is kind of in that style, yet more interesting because of the genius of the dial. It also has this unique shape.
Whenever you create something, it’s an opportunity to say something new and with that case design, that’s exactly what Roth did. I can’t help but love that combination of traditional, amazing Breguet style surrounded by the unexpected. I also don’t believe Louis Vuitton will do anything quite this interesting with the brand, so now seemed like a good time to get one for myself.
Daniel Roth Extra Plat, image credit: Loupe This
Do you collect anything outside of watches?
Well, I collected cars for a long time, but these days I feel like I’d prefer to sell the cars I own and put all that money into totally stupid watches. The reason’s simple: I’m just lazy. It used to be tough to get up crazy early and go to where I kept my cars in New Jersey, which is like a 20 minute drive away from where I live. I’d have to get up at six to go over to the garage, then go drive to meet people. Now I’m just such a loafer, entering the geezer era, you know. I just can’t be bothered. At least I can keep my watches nice and close – and get them stolen.
Fortunately, most of the watches I collect aren’t on anyone’s list of shit to steal. It’s just weird stuff that, you know, is odd. It’s not Rolex or Patek. That’s a good reason to collect obscure stuff. Although I do find that most of the stuff collectors say is obscure or undervalued just equates to ‘nobody gives a shit about this watch that I happen to like!’ But that’s the glorious thing about watches; there are endless rabbit holes to fall down. With cars, there are far fewer – and they’re a lot more expensive!
Toledano & Chan B1 Lapis Lazuli
What other than a watch is at the top of your wishlist?
Regular bowel movements? Like I said, geezer era. The closest I have is a matcha latte in the morning; it really pulls the pin on that grenade.
What is a recent find or discovery?
Other than an unusual mole? Well, I just fell in love with jumpsuits. I recently got one off eBay, but now I’m always looking for jumpsuits. For me, a jumpsuit is the ultimate in min-max. I feel like guys are all about putting in the least effort for the maximum amount of style. All the watch sausage parties I go to, there’s always a guy with his wife where she’s dressed up to the nines and he’ll be in a polo shirt with beige trousers. A jumpsuit though is the ultimate style-to-effort ratio.
What inspires you?
That’s the world’s worst question because, as an artist everything inspires me! Which incidentally is the world’s worst answer. But more specifically, surprise inspires me, and envy inspires me. Especially creatively, I feel like there’s nothing better and worse simultaneously than seeing something that you wish you’d thought of, and then being upset you didn’t think of it. It motivates you to think of more things, to try and one-up the competition. And it is a competition.
What’s a book, podcast or album that’s changed the way you think?
Oh god, well I’ve been reading these books about Henry VIII and it changed the way I thought about him. I had this weird notion of Henry, that he was sort of this cool king, even though I know he killed two of his wives and sort of took on the Pope, you know. The more I read though the more I realised he was a psychopath, basically. He was off his rocker, mental, not a cool person at all.
The reason being he fell off his horse and was unconscious for like, six hours. That kind of concussion can change your personality entirely, make you crazier. It made me draw all these parallels to Donald Trump. I wonder if he had a jousting accident. Or more likely beaned in the head by ricocheting golf balls more than once.
Maurizio Catalan
Who is a celebrity or person of note that you admire?
Maurizio Cattelan. He’s an artist that got famous creating this amazingly lifelike replica of Pope John Paul II being hit by a meteorite. He’s like the most incredible prankster in the art world. He’s a genius. At an art fair a few years ago, he taped a banana to the wall and put it up for sale. He just likes to fuck with people.
It’s not just a silly prank though; he’s audacious in a very clever way. People think a middle finger is audacity, but it’s not. Audacity requires a level of understanding and genius to do right. To genuinely subvert expectations, you need to know what you’re doing and it’s a very tricky, very binary proposition because it’s either right on or just stupid.
Citroen DS Convertible, image credit: Iconic Auctioneers
What’s your ideal long weekend?
Well. Honestly, I feel like at this point I’ve been an artist for so long that there’s not much difference between week and weekend. But if I were to have a few days away, I know where I’d go. I’ve lived in America so long that I really miss Europe. In case you’ve not noticed, I’m a history nerd, so I’d love to just go hang around some medieval village in Europe, going to the café and just being there.
It’s super boring shit actually, but I’d just be pottering round this ancient place with like 100 inhabitants. Then I’d take a drive – because I’d obviously have a Citroen DS Convertible at my disposal – and go find a vintage Rolex at a flea market for 10 bucks. Then I’d celebrate with a brisk matcha latte and have an immediate… never mind.
What would we always find in your fridge?
You know what? A Granny Smith apple. I’m a massive Granny Smith fiend. I can’t get enough of them.
What is a rule or mantra you live by?
I guess it would be creative brutality. I’m a conceptual artist, but it applies to everything, even having a watch brand. The thing is, people think of ideas as precious but they’re not. I find that often people hold onto their ideas, but the thing about ideas is that you have to be comfortable slaughtering them, so that you can get to the next one, which is always better.
I was trained in ideas in advertising, and advertising is a very brutal environment for ideas because you have to have a lot of them and a lot of them get crushed and bludgeoned immediately. So, you get used to powering and churning through many, many, many ideas until you get to one that works. When you can learn that, teach yourself to not hold onto the things that are bad, you can recognise when things could be better. And things can always be better.
What does the year ahead look like for you?
Well, I’m going to be relaunching Viva Bastarda, which is a clothing line I started. More Toledano & Chan watches of course – we recently built an insane meteorite piece for Phillips’ charity auction. I also have a new book coming out on the art side. I’ve actually been working with AI recently, as I’ve become deeply interested in the way AI has kind of redefined our relationship to the image. Because of AI, everything is true and nothing is true. So, my new book is around the idea of invented history, historical surrealism. It’s called We Are a War and it’s a reimagined lost role of film from the D-Day landing parties, specifically Robert Crapper who’s a very famous photographer.
It’s really interesting because we’re at a point in history where we’re soon not going to know what’s real and what’s not. How do we know what’s true? And particularly with the American elections coming up, that’s going to be really significant. Photography as truth has existed for maybe 150 years, which is nothing in the context of human history. We’ve had this very, very, very brief experience of image as truth. And now we might not have it any more. I’m not really worried, but I am curious about how it’s going to work moving forwards.
