What Is Time? Jens Adamik On QLOCKTWO’s Vision Of Luxury Beyond The Clock

Time is more than just numbers ticking away—it is a philosophy, an experience, and, at its most refined, a work of art. Few brands embody this ethos as profoundly as QLOCKTWO, the German design house that has redefined how we perceive time. Known for its groundbreaking typographic displays, QLOCKTWO transforms time into an artistic statement rather than a mere function.

We caught up with Jens Adamik, CEO at QLOCKTWO where he delves into the evolving philosophy of QLOCKTWO, the impact of personalization in the luxury segment, the brand’s expansion into new markets like India, and how mindful timekeeping is becoming the new definition of exclusivity.

THM: QLOCKTWO has redefined how we experience time. How do you see the concept evolving further, and do you foresee any technological integrations, such as AI or smart connectivity, in future editions?

Jens: What is time? This question has puzzled humanity for thousands of years. The way we measure time - dividing it into days, months, and years - is a human construct, born from our observations of the planet and the solar system. Time is not just a measurement; it is a cultural achievement that provides orientation and fosters connection.

QLOCKTWO was never about following trends - it was about changing perspectives. While many brands race toward ever more complex smart functions, we remain focused on what makes time truly valuable: perception. In their artistic exploration of this concept, Biegert & Funk created the QLOCKTWO UNIVERSE - a three-part masterpiece that redefines time as an emotional and artistic experience rather than a numerical value.

That said, we are always evolving. Whether through the use of new materials, innovative lighting techniques, or subtle technological enhancements, every step we take must align with our philosophy of mindful timekeeping. If AI or smart connectivity ever becomes part of QLOCKTWO’s future, it will not be to overwhelm the senses but to deepen our connection to time - making it an experience to be felt rather than simply measured.

THM: The luxury watch market is becoming increasingly competitive, with brands embracing personalization and exclusivity. How is QLOCKTWO adapting to these trends, and do you plan to introduce more bespoke or limited-edition pieces?

Jens: Personalization is the true luxury of our time. QLOCKTWO has long embraced this through our Creator’s Edition, unique finishes, and handcrafted surfaces—each with an individual character. As we continue to expand, we are exploring new ways to offer bespoke customization, allowing collectors to create truly one-of-a-kind pieces. Limited editions will remain a key part of our identity, celebrating art, craftsmanship, and rarity.

THM: With the recent opening of India’s first QLOCKTWO Gallery in Bengaluru, how do you see the Indian luxury market responding to your brand’s unique concept? Are there plans for further expansion in Asia?

Jens: India has a deep appreciation for art, philosophy, and craftsmanship—all elements that define QLOCKTWO. The response to our Bengaluru gallery has been exceptional, reinforcing that luxury today is about emotional connection rather than pure functionality. Expansion in Asia is a natural step for us, as we see strong resonance in markets that value design and mindful living.

THM: Craftsmanship is at the heart of QLOCKTWO. How do you balance the artisanal nature of your products with the demand for scalability and growth in new markets?

Jens: Each QLOCKTWO piece is meticulously handcrafted in our manufactory in Schwaebisch Gmuend, Germany. Scaling up does not mean compromising on quality—it means refining our processes, training new artisans, and expanding our production capacity while staying true to our roots. We believe true luxury should never be mass-produced, and our commitment to craftsmanship will always take precedence over speed.

THM: QLOCKTWO challenges traditional timekeeping by encouraging a slower, more mindful way of experiencing time. In a world driven by speed and instant gratification, how do you convince modern consumers to embrace this philosophy?

Jens: Luxury is no longer about having more—it’s about experiencing more. In a world of constant acceleration, QLOCKTWO invites people to pause, reflect, and reconnect with the essence of time. Our customers don’t need convincing; they instinctively understand that true exclusivity lies in mindful moments, not fleeting seconds.

THM: Your designs are minimalist yet highly intricate in execution. What are the biggest creative and technical challenges in designing a QLOCKTWO timepiece, and how do you overcome them?

Jens: Minimalism is deceptively complex. The challenge lies in achieving absolute precision while maintaining the organic, handcrafted nature of our materials. Whether working with patinated copper, gold leaf, marble or slate each QLOCKTWO piece must be visually seamless yet individually expressive. We overcome these challenges by blending advanced engineering with traditional craftsmanship—ensuring that every timepiece is both a functional object and a piece of art.

THM: The Creator’s Edition and Limited Editions have been a big part of QLOCKTWO’s identity. Can you give us insights into upcoming collaborations or design directions that collectors should look forward to?

Jens: Our design philosophy is ever-evolving, and collectors can look forward to exciting new interpretations of QLOCKTWO in the near future. Without revealing too much, we continue to explore artistic expressions that redefine time in unique and unexpected ways - always staying true to our DNA. At the heart of every QLOCKTWO lies a deep connection to its origins. Each piece is meticulously handcrafted in Schwaebisch Gmuend, a city with a rich tradition of artisanal excellence. We take immense pride in working with local suppliers and skilled craftsmen, ensuring that every QLOCKTWO is not just a timepiece, but a true work of art—infused with heritage, precision, and soul. Strengthening our region is a core part of our philosophy, which is why we are committed to fostering local craftsmanship and supporting the community that has shaped us.

A perfect example of our commitment to innovation is our collaboration with BMW. Together, we are setting new standards in interior design and enhancing the driving experience. The iconic QLOCKTWO EARTH widget pays homage to time itself, merging technology with aesthetics to create a unique digital art experience in every BMW. As we move forward, each new edition - whether through limited collections, artistic collaborations, or innovative interpretations - will continue to surprise and inspire. With every QLOCKTWO, we invite you to experience time in a way that is both deeply personal and beautifully.

THM: Luxury retail is evolving, with experiential spaces becoming more important than ever. How does the new boutique concept reflect QLOCKTWO’s vision, and how do you plan to enhance the customer experience further?

Jens: A QLOCKTWO Gallery is not just a retail space—it’s an invitation to experience time differently. Our new Gallery concept focuses on immersive design, where visitors can feel the philosophy of QLOCKTWO through material, light, and atmosphere. We are also integrating more personal experiences, including customization options, exclusive events, and private consultations, ensuring that each visit becomes a moment to remember.

Jens Adamik’s insights reveal a brand that is not just about watches or clocks but about a transformative philosophy that reimagines time itself.