When I first spoke with Itay Noy he invited me to his studio on the swank Rothschild Boulevard in downtown Tel Aviv. This famous trendy boulevard is also home to the wealthy Israeli businessman, Idan Ofer.   Mr. Ofer paid a smooth 17.1 million dollars for one of Israel’s most expensive Mediterranean apartments. Itay’s studio sits on the rooftop of a four storey building. “Don’t get me wrong – the studio - it’s not the penthouse – it’s on the roof! Go to the top floor and then climb to the roof,” he instructed me. 

So, on a chilly midday in March, I made my way up the four floors. I stepped out of the elevator, looked around and saw nothing but an accountant’s office. The secretary turned away from me as if to tell that I too should do the same – turn around. I did just that. Behind me was a fire escape leading to a staircase. This is getting a little scary, I thought. I opened the door and landed on a brightly lit stairwell. Windows from all sides allowed sunlight to pour in. The light gave me some reassurane as I marched up the somewhat lonely stairwell. Finally I got to the top.  I started banging on the door of the roof. I must be in the wrong place. I thought. There’s nothing out there except some sun baked solar panels sitting on crusty dry tar.  

Tel Aviv, Israel

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After a few more bangs, and just before I decided to turn back, Itay opened the door and with a big sunny smile let me onto the roof. The view from the roof? It reminded me of a lighthouse at sea; from his roof you could see everything. I was rushed past plump cushioned sun chairs and ushered into his secret headquarters. Nothing like Ofer’s multi-million dollar palace in the sky – but, I realized, the same view. I thought to myself, “This place looks like a really cool scene from some hide-away on a Manhattan rooftop.”  However, the images of the Bauhaus design of the Tel Aviv building landscape and the background peppery smell of Turkish coffee reminded me that I was in Israel. I was standing on top of Tel Aviv. It felt very cool.

He opened the door of a small room and offered me, of course, a small glass cup of Turkish coffee. I declined the cup, still heady with the view; I didn’t need the caffeine. We talked a few minutes about his life and art. I say art because it became very apparent to me that Mr. Noy (whose name in Hebrew means “beauty” – no coincidence) is a true artist – a contemporary timepiece artist.  Itay Noy studied jewelry design in Jerusalem’s prestigious Bezelel Academy and later he studied at the Design Academy Eindhoven in Holland. He received a Masters Degree in Industrial Design before he returned to Israel.  

Itay is no longer a student. Now he teaches watch making at the Bezelel Academy. His list of achievements and awards read like a menu in luxury restaurant: elegant and complete.  The renowned philanthropist and businessman Charles Bromfman recently awarded him with the coveted “Andy Prize.”

 Itay Noy Watches

He is soft spoken but focused. As the conversation moves to his watches I am struck with the strong sense of architecture in his style. His collection draws on influences of building design.   He seems to agree by in the way he described his inspiration for one of his collections: “Maps,” he says with a smile. “It’s like seeing the world from a satellite.” Thus the creative birth of his “City Squares” collection. Itay doesn’t start and stop with design. He describes to me the detail and care he puts into each handmade watch and clock.

He uses surgical instrument quality stainless steel, sapphire face plates and even has the leather straps hand tooled by a leather worker. Did I mention that each watch contains a Swiss ETA caliber movement (that’s the same stuff in watch brands like “Tag Heuer”)?  Not surprised, right?  Itay has plans to develop a line with gold and diamonds. I am sure that I will be as connected to his new collection as I am to his current line of timepieces. As I left his studio on the rooftop, I recall looking across the panoramic view of the city and thinking --- this guy --- is going places!