“A lot of watch companies are just about the product. When you think of their brand it doesn’t evoke any emotions or a story. There is nothing wrong with that per se, but we wanted to create something else—a feeling.”

Interview by Kelsey Meyer of The League of Innovators

What time is it? It’s Rumba Time!  And what exactly is Rumba Time?  Rumba Time is a watch company started by Joe Anto, Drew Deters and Jay Hartington.  This trio of college best friends share a passion for adventure and discovery, and according to their site, “began with the simple idea of making time keep up with your life, instead of the other way around”.

Rumba Time makes time weightless with silicone watches that feel like a second skin.  Their website shows photos of the rich and famous sporting these fashion forward watches, but starting at only $14, these watches are readily available for the average consumer.

MO:
The RumbaTime watches target consumers with an active lifestyle.  What in your backgrounds made you see a need for this product, and how did you begin the process of creating it?

Joe, Drew & Jay:
Well, as guys the only accessory you really have is a watch. Most men really love watches to begin with. The three of us are active surfers, skiers, riders, runners, etc., but we also appreciate style and fashion.  If you have seen most of the watches made specifically for active lifestyles, they aren’t exactly the best looking bunch.  Alternatively, most fashion watches aren’t very comfortable.  We saw a gap there, and sought to create fun, affordable and comfortable watches that you can not only wear to the gym, but also out afterwards.  As for creating it, we had to be resourceful and figure out how to get things done.  The beauty of today is that it is easier than ever to do so.

MO:
One of the things that stood out to me on your website was the links to supporting Breast Cancer Research Foundation, and Toys for Tots, and even a tab for Charity editions of your watches. Can you speak on the importance you see from a social, and business standpoint, to connecting your business to these organizations?

Joe, Drew, & Jay:
It’s just the right thing to do. We wanted to work with organizations that we felt strongly about. Joe has been a Big Brother for several years, so that was a natural fit. Plus, with some of our designs it made sense to use the watch as a means to raise social awareness (via the color, logo, design) and raise money too.  I think people really respect and appreciate a company that tries to make a difference in whatever ways they can.

MO:
What makes the RumbaTime watches unique in the timepiece industry?

Joe, Drew & Jay:
A lot of watch companies are just about the product. When you think of their brand it doesn’t evoke any emotions or a story.  There is nothing wrong with that per se, but we wanted to create something else—a feeling.  Time doesn’t have to be serious.  We want people to smile when they put on our watches.  Our name itself signifies having a good time, or just to enjoy life in general.  Hence our slogan: What time is it? RumbaTime! We strive to create playful, well-designed, comfortable, and affordable watches.

MO:
Many people advise not to go into business with friends.  You seem to have overcome the struggles this can raise.  Can you tell us about some of the advantages you see in going into business with your best friends?

Joe, Drew & Jay:
I think we all have people we are friends with but whom we would never go into business with.  In this case, we are fortunate that we respect and trust each other enough to identify and acknowledge the different strengths we contribute.  One of the main advantages is just that, we know each other well enough to let each person do what they do best.

MO:
I think it is a great marketing technique showing some celebrities sporting the watches on your website. Is this something that you actively pursue by sending celebrities watches for free, or do you simply keep your eyes peeled for when they catch on to your trend?

Joe, Drew, & Jay:
We would never show a picture of a celebrity wearing our watch if we thought they just put it on because it’s free.  We are lucky that people are drawn to the watches when they see them – so they want to wear them.  And that just happens to be the best marketing you can get.

MO:
What was your largest challenge when initially trying to convince retailers to sell RumbaTime watches, and how did you overcome this challenge?

Joe, Drew & Jay:
The watches were so different than anything else out there; buyers either got it or they didn’t.  It was more about finding people who would listen to our story, and being very very persistent.  We are fortunate that we found a lot of great retailers who were open to our vision and us.