Mitch Greenblatt | Xeric | Horolovox | Watches.com

Mitch bought his first vintage watch in 1998, which was the final step in abandoning his career as an illustrator and dedicating himself full-time to watches. He started by trading vintage watches and participating in industry forums, but quickly created his own blog, Watchismo, which led him to establish contact with the Lip brand and to become a professional.

Watchismo eventually acquired watches.com and later gave rise to the Xeric watch brand. Currently, Xeric is about to celebrate its 10th anniversary, and throughout these years it cannot be said that it has produced an ordinary watch; they produce limited editions of 100 or fewer pieces, mainly inspired by the less common designs of the 70s, which in itself was a time of great experimentation. In 2020, Mitch wrote the book Retrowatches.