IFL Watches announced the appointment of Chris Alexander as its new Creative Director on 1st July 2022. IFL Watches is not a stranger to Chris. Since early 2021, we have had some fantastic collaborations, creating playful and beautiful watches. Our first launch, the CasiOak Galaxy Rainbow, made only in 200 pieces, was launched in February 2021 – It was an instant hit. Yes, you guessed it, Chris Alexander is also known as the brain behind ‘The Dial Artist’. 

As a Creative Director, Chris’ role will be to help guide and move the brand’s creative efforts forward. His background in product development and over ten years of experience working with award-winning international artists and designers certainly gives him an innovative perspective and insight. We are incredibly proud to have Chris onboard IFL Watches and are very excited about what is ahead. 

This is excellent news if you’re a watch fanatic like us! 

In the past, Chris worked as an art teacher at the university. In parallel to being an art teacher during the daytime, Chris started his passion project, The Dial Artist. 

Like every hobbyist, Chris began working as the Dial Artist in the garage. At that time, he worked on private commissions. After Karar, founder of IFL Watches, reached out to him for the first time in early 2020, Chris started working exclusively for IFL Watches. 

Long story short, Chris had to cut down on his university job and eventually go full-time as The Dial Artist.

After our fruitful collaborations, we noticed a common passion for product development and design. At the same time, we were struggling to keep up with the demand. Instead of working as two different entities, Chris became part of the IFL Watches team this July. 

Chris exchanged cold and dull Scottish weather for Cold and dull Swedish weather, and we couldn’t be happier about that. Chris now works out of our Stockholm offices closely with the entire team.

It all trails back to our core values — a shared love and passion for product design. We at IFL Watches started with a professional marketing background but a massive passion for product design. In contrast, Chris has a professional background in product design. 

Our conversations with Chris throughout the years extended itself beyond just customizing watches. When asking Chris – What do you think of this product? Chris always has an eloquent response that very often makes you think again.

It was more Chris’ strength in creativity and product development that made him a great addition to the team than anything else. Sharing a common passion with us at IFL Watches, made the whole process seamless. Our common success derives from our shared enthusiasm for creating the uncommon, exploring the unexplored, and having an outlet to pour in the surplus of creativity. Everything we have learned is rooted in our passion for watches.

That is why our paths crossed. That is why both parties came together as a team in one country.

On his appointment, Chris told the team, “Joining the IFL Watches team has been such a smooth process. I have been working with the team for the past two years. The fun fact is that it took me 20 months before we met in person, and everything felt so natural when we did. I’m looking forward to taking on my new role as Creative Director at IFL Watches. We have so many great, crazy, and fantastic ideas to share with the world.”

Moreover, he added, “Speaking of fantastic ideas, we have been working hard for the launch on 29 August in the past few months. It is going to be interesting! Make sure to subscribe HERE to be the first to know more about the launch.”