Unique Selection of Watches at AZ Fine Time

From a dream to a reality

By Daz Herring - The Smoking Gun Cigar Review  Published May 2nd, 2011


This morning I was sitting at my desk admiring a brand new Grand Seiko Titanium Chronograph watch that I just received, and it’s beauty and unique style reminded me of why I am in the premium watch business. I remember as a teenager working in my father’s retail store, learning the art of sales and purchasing from him. And I always admired the beautiful watches that the sales people who would visit him would wear.

A few years down the road, I began working at the Chicago Mercantile Exchange. My admiration for watches was sparked again, but on a whole new level. Many of my mentors and colleagues wore some amazing timepieces from brands like, Rolex, Cartier, and Patek Phillipe. I immediately started collecting watches and was fascinated with the boutique and unusual brands. The thought of opening a boutique watch store rested safely in a corner of my mind for the time being.

Once I started the Cigar King, as a place where people could enjoy a premium cigar, I began to re-think the watch store concept. A captive audience with a fondness for the finer things in life would be the perfect place to begin my dream to create a boutique watch store. As I always gravitated towards the boutique watch brands personally, I began to stock several of these types of brands in the store.

Today, I stock over fifteen unique lines that are exclusive to AZFineTime.com in Arizona if not the entire US. That little dream I had blossomed into a solid business that allows me to work on a project that I have been passionate about for 40 years. Now that’s what I call the good life!