ABOUT
Mitch Greenblatt’s fascination with horology began in the late 1990s with the purchase of his first vintage watch—a moment that shifted his creative focus from a career in illustration and working in television art departments, including the whimsical world of Pee-wee’s Playhouse, toward the intricate beauty of timepieces. What started as a passion for collecting quickly expanded into dealing and, ultimately, designing watches.
Initially run as a small eBay store, his venture took a pivotal turn in 2000 when Vogue Magazine spotlighted his curated selection of rare 1960s and ’70s watches in their iconic September issue. The article called for proper brand identity, and Watchismo.com was born—laying the groundwork for what would eventually become Xeric Watches and Watches.com.
In 2006, Cool Hunting documented Mitch’s vintage watch collection in a short video, which inspired the launch of the Watchismo Times blog. The platform became a space to share discoveries and insights into the world of unique timepieces.
By 2007, Mitch’s growing reputation led to a collaboration with the French watch brand LIP, helping reintroduce their 1970s models to the U.S. market.
In 2011, Watchismo was featured on the cover of The New York Times Style section, reflecting its role in curating unusual and noteworthy timepieces for collectors and enthusiasts.
In 2013, Mitch co-founded Xeric Watches with his brother Andrew Greenblatt, Danny Hunsaker and Tyler Little. As Xeric’s lead designer and creative visionary, Mitch has been responsible for shaping the brand’s distinctive design language and developing its unconventional approaches to displaying time.
As part of its continued growth, Watchismo acquired Watches.com, a platform dedicated to offering distinctive and accessible modern watches under the motto: “Time to Be Different.”
Mitch’s personal collection of rare and unconventional timepieces can be viewed on Instagram under the handle @horolovox, where he showcases unusual and obscure watches from various eras.
In 2020, Thames & Hudson published Retro Watches, a book featuring standout pieces from Mitch’s collection. The book highlights significant and lesser-seen timepieces from the mid-20th century, providing readers with insight into their design and history.
Reserve your hand-signed copy now direct from the collector himself or buy one on Amazon.
"From dusty, conservative classics, Retro Watches presents a selection of over 100 watches from the late 1950s, 60s, and 70s - the golden age of avant-garde watchmaking and experimentation. These stylish timepieces sport exuberant cases, bold hues, eccentric displays, and a distinctive retro-futuristic vibe."
Worn & Wound 2026:
"When it comes to watches, "weird, wonderful, and complicated" rarely mix well with "value," which makes Xeric such a fun anomaly of a brand. Not afraid of odd-shaped cases, wild colors, and unique ways of telling time, Xeric has forged a catalog unlike any other brand's. You won't find vintage divers or Calatrava-esque dress watches among its offerings, or much else that could be considered "on trend." You will find, however, wandering hours, upside-down movements, jump hours, and retrograde displays, mostly under $2,000, with many under $1,000."
