‘Time’ with Todd Reed
Like a jagged boulder fallen from mountainside to riverbed, Reed’s edgy expression of elements has weathered and refined into a grounded softness over 35 years of creating fine jewelry. Within the notion of time, he has also found metamorphosis. Unwinding a living brand seems counter-intuitive at first glance. View it through the looking glass, and you will discover a design of pure genius. In summary, Todd Reed un-became anything serving less than his soul.
Reed’s younger forging years were spent reflecting the jagged, defiant landscape surrounding him in Colorado. His construal of fine jewelry, using unpolished metals and raw, colored diamonds earned him a signature style that stands out on any runway. A testament of his youthful outlook, his confrontational collections were symbolic of “crumbles and decay with many rough edges, squares and points.” Progressive interpretation of standardized beauty presented the cliffside path of a pioneer. Some of his unconventional methods include his commitment to up-cycling and recycling materials to produce art. His rationale for this decision, dating back to 1992, was that “it seemed appropriate as there was and is so much “stuff” out there, and mining for new felt wrong and excessive.” His answer to, “why raw gemstones?” is even simpler and clearly treasured as he articulates his adoration for rocks, accredited to grade school geology class. “I love how they came out of the earth just like us. You don’t need to mess with them.”
You can find hundreds of quotes referencing the sentiment of falling in love with the process. Reed not only fell, but he also embraced a lifetime commitment. However, his success in the mainstream arena came with demands resembling a marionette master pulling him in every direction. Hearing the seconds ticking away ascending to 50 (cue Hans Zimmer’s “Time”) he asked himself, “If I only have a couple more minutes left, what do I want to do with them?” With that, he sifted through his business model until all that remained was his joy of design and walked away the industry game. With a deep sense of gratitude, Reed discloses the wonder in his new, smaller model. “Smaller things are richer…I’m getting to curate everything now, including picking the flowers from the garden. I feel I am lucky every day.” He further credits his customers. “Your customers build your brand. They keep you going and finding truth.”
Aside from influencing new trends, decades of observing, collecting, and creating through his own lens rather than chasing fashions is more than a well calculated investment. It is foresight for a legacy. He has diligently acquired countless ethically sourced stones and materials, of the rarest and highest quality, poised for any vision that may flow from his fingertips. He has established the foundation of a true American Heritage Brand, stockpiling thousands of drawings, and has begun grooming his successor and daughter, Flora Maria Reed-Maier. When inquired of his driving force to challenge boundaries defined within his field, his retort is on par with perhaps Mozart or Michelangelo. “I think the naivety to be able to create these things is what makes me courageous.”
If you have followed Todd Reed’s career, you likely know he started working with clothing, leather and other media. What you may not know is that his family is Tissot Watch Company, a Swiss luxury brand building watches since 1853. “Time is a great metaphor, a manifestation we all agree upon.” Reed was 30 when he made his first attempt to fabricate a watch but discovered there was much more to learn with moving pieces and left it simmering on the backburner for nearly two decades. As the “un-becoming” of his brand continued, the pandemic contributed a compounded layer of stillness, granting Reed a season to retreat into his studio cocoon and develop the skillset running through his veins. When describing the months spent dissecting and rebuilding ‘broken’ watches, it sounds much like Alice’s journey in Wonderland, “I love it, because the focus keeps getting smaller and smaller.”
Two years and 200 reconstructed watches later, he has emerged vibrantly with a rapidly evolving collection of his own. The May 2023 exclusive unveiling at Austin Proper luxury lifestyle hotel felt like a fine arts exhibition of décor for your person rather than your space. In traditional Todd Reed form, most parts have been upcycled from quality, retired watches, including vintage leather bracelets and “odd-ball crowns.” With tasteful refinement, you will notice he maintains his integral methods of forging with both classic and modern techniques, preserving the question of whether the piece was “scooped out of the bottom of the ocean or from an art museum.”
In addition to designing accessorized statements and developing unprecedented time pieces, Reed spends much of his dynamism woven into philanthropic efforts of his community, transferring tribal knowledge to his young team, and collaborating with others. He nurtures the unlearning of institutional practices so they may tap into their ingenuity for Dr. Seuss enigmas such as “how do you put something in a round die and make it come out unround?” Family images of permanently hunched over watchmakers with crumpled fingers moved Reed to mindfully restructure his jeweler’s workload as well. Tasks are rotated based on physical demands to ensure they remain healthy and capable. “Ability and energy, that’s how we decide what we make,” another demonstration of his emphasis on longevity.
Todd’s continuous evolvement of virtuosity is centered in holistic quality metalsmithing. His production has returned to “one of a kind” liveliness that now includes delicate effervescence, newfangled jewel tones, feminine curves, and even a sense of sanctuary. Additionally, Reed bubbles with excitement regarding his newly revealed timekeeper endeavor. “I feel like a kid again! I am very proud, but I know it is just step one. I am certain I will uncover new techniques that have never been done before…making secrets accessible.” Brilliant conversation of innovative development already underway and “hidden surprises” draws a contagious glimmer in his eyes baring the essence of his heritage brand. Each piece is a time capsule intended to be passed down for generations. “I am interested in the collector audience that loves fine things and want handmade products with heart…art institutions and galleries.”
Even the greatest photography cannot fully capture the grandeur nature. I recommend voyaging to his cave of wonders by appointment at 1911 Pearl Street, Boulder, Colorado and experiencing the exquisite elements for yourself. “I have a hunger to make things really beautiful and to last forever, one piece at a time…a talisman for you.” toddreed.com
