Matt Farah is a motoring multi-hyphenate who's best known for hosting and producing The Smoking Tire, in addition to serving as the Editor-at-Large at Road & Track Magazine. Through Farah's latest venture, Westside Collector Car Storage, the automotive authority is furthering his presence in the world of mechanical collectibles, offering a unique, concierge-driven storage service experience for many of Los Angeles' most distinguished car collectors.

In Bezel’s exclusive interview, we sit down with the journalist and entrepreneur to discuss his introduction to the world of watches, his experience designing a watch of his own, plus the most prized watches in his personal collection.

In Conversation with Matt Farah

Bezel: How did you get into watches?

MF: I'm a real stickler for being on time, so having an instrument to help with this was always important, particularly before we all carried phones with clocks on them. Growing up, I was not a watch nerd by any means, and in fact, I can remember openly questioning why someone might want more than one nice watch.

When I moved to California to really start my career, my dad bought me a Rolex Submariner as a going away present. It was a 2007 Ref. 16610 "Kermit" that he bought for probably $5500 brand new at the Geneva Airport’s Rolex boutique. For just about 10 years it was my one and only watch, and I wore it every single day no matter the activity or attire. Being so durable and versatile, I never wanted for more watches or any kind of variety, though after meeting my friend Spike Feresten, who was something of a watch nerd, he explained to me why my green bezel insert was different from those fitted with black bezel inserts, what other watches did and why, and so on and so forth. Soon enough, I’d gotten to a place in my career where I didn't want to wear a "good luck" watch from my father anymore, I decided to celebrate my success with a watch purchase of my own. After buying myself a Rolex of my own, I retired the Kermit, and that began a decade of hardcore collecting.

Bezel: Collector communities play no small role in furthering our obsessions. Do you find that most dedicated car enthusiasts share that same passion for watches?

MF: I wouldn’t say “most,” as there are plenty of people who love cars that don’t care about watches at all. I would say that if you find a watch enthusiast, it’s likely they’re also a car enthusiast, and not necessarily the other way around. There are obviously lots of connections between cars and watches: the combination of style, expression, and machinery, and the functionality of an otherwise frivolous piece of jewelry. Like your car, the watch you wear does say something about you. It could signal style, wealth, individuality, or humble practicality. Fortunately watches are easier to buy, insure, maintain, and store than cars, and so I can have a lot more watches than I do cars.

There are some pretty solid car collectors that have ventured into watches. In addition to Spike, his podcasting partner Paul Zuckerman – the maniacal personal injury lawyer – is in pretty deep. And their sometimes guest Jerry Seinfeld is a big Breitling enthusiast, too.

Bezel: What was your first watch, and what’s the story behind it? 

MF: I got a 1994 TAG Heuer Formula 1 as a Bar Mitzvah present which I wore throughout high school, and then came a Baume & Mercier Capeland Chronograph that I received as a high school graduation gift. It frankly never kept great time, and I had to send it in for servicing a bunch–unlike the 90s Rolex Submariner my dad wore every day, which kept great time and always worked properly. It really reinforced how Rolex was synonymous with quality timekeeping and toughness.

Bezel: What’s your favorite watch in your collection and why?

MF: The Nodus Canyon–because I designed it! The opportunity to work with Nodus to design my own watch, to my ideal specifications, was a wonderful privilege and experience, and the resulting watch has been spoken of positively by not only casual watch fans, but also experts in the field who really know a good watch when they see one. For someone stepping up from a Seiko, it feels like a real luxury item, and for someone who daily drives a Rolex or Audemars Piguet, it doesn't at all feel like a step down. And I designed it!

Bezel: Did the process of designing a watch change the way you view other watches / assess watches you’re considering for your collection?

MF: I’d say it’s the other way around. For about five years I was sponsored to wear watches, and during that time, I got a ton of wrist time with hundreds of different watches of all shapes, sizes, weights, costs, and styles. It would cost a regular consumer literally millions of dollars to wear all those watches for months on end. It’s the same story with sports cars – people trust my opinions on them not because I’m so special, but because I’ve driven everything they might not get the chance to try out for themselves.

All that experience handling different watches allowed me to determine what I really want from a watch. Turns out I want something that measures 40-42 mm across, that’s under 12 mm thick, fitted to a properly-tapered jubilee-style bracelet with quick release spring bars, with a highly legible, luminous dial–plus a functional water resistance rating for swimming in the pool or the ocean, if not literal scuba diving. We’ve got a few new Canyon colorways coming out this summer, and I can’t wait to share them with collectors.

Bezel: Can you share 3 must-have watches listed on Bezel right now?

MF: Of course. I’m currently on the list for an Audemars Piguet Royal Oak Ref. 15510ST.OO.1320ST.10. I had one a while back and stupidly sold it, albeit at a huge profit during the pandemic. I really miss it and would love to have one back in my stable. 

If I were to suddenly become super rich, I'd be all over Max Büsser. I really want a MB&F Legacy Machine.

Bezel: Max operates on another level – otherworldly stuff. What is it about the Legacy Machine series that speaks to you?

MF: Specifically I’d want a Legacy Machine Perpetual Calendar. I just love the idea of a skeletonized perpetual calendar, and I love the domed crystal on those watches– it’s like looking into a fish bowl with all sorts of activity going on. There’s watchmaking and then there’s fine art, and I want an expression of fine art I can wear on my wrist. It really transcends watchmaking–it’s sculpture.

Bezel: Why do you continue to enjoy collecting watches? 

MF: I’m a collector through and through. At the moment I’ve got 8 cars, and at one point had somewhere in the range of 15-20 guitars. I generally like variety, and could easily see myself having more cars if my funds and time allowed for it. That’s part of why I like watches–collecting them is a lot like collecting cars, but you don’t have to be going somewhere to enjoy them. Plus, you don't have to find a place to store them, or service them nearly as often. I often say a good watch is like a sports car that comes into the bar with you.

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