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In Seoul, She Runs Her Family''s Watch Business

Seoul's Timekeeper: Kim Moonjeong's World of Watches

In the bustling heart of Seoul, where the neon lights of Gangnam flicker like the seconds on a chronograph, Kim Moonjeong has carved out a niche as one of South Korea's most enigmatic watch collectors. At 42, she isn't just amassing timepieces; she's curating a narrative of precision, history, and personal evolution. Her apartment in the upscale Apgujeong district, overlooking the Han River, doubles as a private museum of horology, where vintage Rolexes share space with avant-garde independents like Urwerk and MB&F. "Watches are more than accessories," Kim tells me over a cup of barley tea, her wrist adorned with a rare Patek Philippe Nautilus from the 1970s. "They're stories etched in metal and glass, reminders that time is the ultimate luxury."

Kim's journey into the world of watches began unexpectedly. Born in Busan, she moved to Seoul in her early twenties to pursue a career in fashion design. Working for a prominent K-fashion label, she specialized in accessories, but it was a chance encounter at a Hong Kong auction in 2010 that ignited her passion. "I was there for jewelry, but I saw this Omega Speedmaster, the 'Moonwatch,' and it hit me," she recalls. "It wasn't just beautiful; it had been to space. That sense of adventure, of human achievement encapsulated in something so small—it changed everything." From that moment, Kim dove headfirst into the collector's world, attending Baselworld (before its rebranding) and later Watches and Wonders in Geneva, building relationships with dealers and fellow enthusiasts.

What sets Kim apart in Seoul's burgeoning watch scene is her eclectic taste. While many collectors in Asia gravitate toward high-end Swiss brands like Audemars Piguet or Richard Mille for their status symbolism, Kim seeks out pieces with emotional resonance. Her collection, now numbering over 150 watches, includes a 1950s Jaeger-LeCoultre Reverso that belonged to a Korean diplomat during the post-war era—a nod to her country's turbulent history. "In Korea, we've rebuilt ourselves so quickly after the war and division," she explains. "Watches like this remind me of resilience. Time heals, but it also marks our scars." She also favors contemporary Korean watchmakers, such as the up-and-coming brand Horage, which blends Swiss mechanics with minimalist Asian design aesthetics. "Why always look West?" she questions. "Seoul has its own rhythm, fast and innovative, like our tech industry."

Seoul itself is emerging as a horological hotspot, fueled by the city's affluent youth and the global K-wave. Boutiques from Rolex and Omega line the streets of Myeongdong, while independent shops in Itaewon cater to niche collectors. Kim has become a quiet influencer in this ecosystem, hosting private salons where she shares her knowledge. Last year, she collaborated with a local gallery to exhibit "Time in Motion," a show featuring kinetic watch sculptures inspired by her pieces. Attendees included K-pop stars and tech moguls, blending fashion, art, and technology. "Watches are the original wearables," Kim laughs, referencing Seoul's obsession with gadgets. "Before smartwatches, these were our portals to the world."

Diving deeper into her collection, one standout is a Cartier Tank Cintrée from the 1920s, which Kim acquired at a Sotheby's auction in 2022 for a record price among Asian buyers. Its elongated case, she says, mirrors the elegant lines of traditional Korean hanbok sleeves. "It's about harmony," she muses, adjusting the watch on her slender wrist. Another gem is a limited-edition Seiko Prospex, customized with hanji paper dials—a fusion of Japanese precision and Korean craftsmanship. Kim's approach isn't purely acquisitive; she's a restorer at heart. In her home workshop, equipped with loupes and tiny screwdrivers, she meticulously services her vintage pieces. "A watch that's stopped isn't dead; it's just waiting," she says, echoing a philosophy that extends to her life. After a divorce in 2018, Kim found solace in horology. "Tinkering with gears helped me piece myself back together."

The economic backdrop of Seoul adds layers to Kim's story. South Korea's rapid growth has created a class of nouveau riche eager for luxury symbols, but Kim warns against superficial collecting. "In the '90s, watches were status symbols here, like owning a Hyundai was a sign of success," she notes. "Now, with millennials and Gen Z, it's about storytelling. They want watches that align with their values—sustainability, innovation." Indeed, Kim has invested in eco-friendly brands like Ressence, which uses recycled materials, and she advocates for ethical sourcing in the industry. Her influence extends online; with over 200,000 followers on Instagram (@moonjeongtime), she posts detailed breakdowns of movements, from tourbillons to perpetual calendars, demystifying the craft for a younger audience.

Yet, challenges persist. The global watch market's volatility, exacerbated by supply chain issues post-pandemic, has made acquiring rare pieces tougher. Kim recounts a near-miss with a coveted Vacheron Constantin Overseas: "I was outbid by a collector in Shanghai. It stung, but it taught me patience—time's greatest lesson." Gender dynamics also play a role; as a woman in a male-dominated field, she's faced skepticism. "At auctions, men assume I'm there for the jewelry," she says with a wry smile. "But I've outbid them on complications they didn't even understand." Kim is pushing for more inclusivity, mentoring young female collectors through workshops in Seoul's universities.

Looking ahead, Kim envisions expanding her impact. She's in talks with a Swiss maison for a collaborative piece inspired by Seoul's skyline—perhaps a watch with a dial mimicking the Namsan Tower's lights. "I want to bridge East and West," she says. "Korea has so much to offer: our precision in semiconductors could revolutionize watchmaking." In the meantime, she continues her daily ritual: winding her favorites at dawn, listening to the soft ticks as the city awakens. "Time isn't linear here," Kim reflects. "In Seoul, it's a cycle of reinvention."

Kim Moonjeong's world is a testament to how personal passions can intersect with cultural tides. In a city that never sleeps, her watches serve as anchors, measuring not just hours but the essence of existence. As we part ways, she glances at her wrist—a subtle Girard-Perregaux Laureato—and smiles. "See? Time flies, but it also waits for no one."

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