#INTERVIEW: Leyla Uysal Founder & CEO of Bajer Watches

Bajer is a Kurdish word that simply means a city, but it has a much deeper meaning for the Kurds.

During her childhood in the 90s, Leyla Uysal and other Kurds in Turkey were not allowed to travel between cities due to the war conditions. Leyla recalls the one time she and her family left their small town to attend a cultural festival in the city. This was a very special moment for her, as she was able to see the Kurdish culture and art on display. It is this spirit of freedom and resilience that drove Leyla to found Bajer Watches. She wanted to create a brand that would showcase the talent and strength of Kurdish women.

Bajer is a tribute to all Kurdish women who have fought for their rights and refused to be silenced, whether that be their most recent armed struggle against the Islamic State or their centuries-old struggle for education and equality in a patriarchal society.

Despite their challenges, Kurdish women are a force to be reckoned with — and Leyla wants the world to know it. They have a long and rich history of artistry, creativity, and innovation.

Leyla proudly carries on this legacy with her luxury line of watches. Each timepiece is crafted with the utmost precision and care, showcasing the unique beauty of Kurdish women.

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“I am proudly a woman. I am proudly KURDISH.”

— LEYLA UYSAL

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Leyla hopes that Bajer Watches will not only empower Kurdish women but also introduce the world to their unique culture and traditions.

The Bajer watches are Swiss-made timepieces, but they are also so much more. They are a symbol of hope for a better future for the Kurdish people.

When you wear a Bajer watch, you are not only telling time, you are also telling your story.

Tanja Beljanski: What is your background?

Leyla Uysal: I was born and raised in a small border town named Suruc in the Kurdish region of Turkey, neighboring Syria. Two years after graduating from high school, we eventually moved out of the city, which was an active war zone during my entire life. Moving made it possible for me to attend school, and everything changed after moving out. I am the first generation educated woman in my whole tribe and the first one who migrated abroad — to the USA. I am happily married with two kids aged 5 and 7. And I am doing my master’s at Harvard University Graduate School of Design, and I am a prospective Ph.D. at MIT. I also participated in a program in management and leadership for young entrepreneurs and start-ups at MIT Sloan School of Management in Boston.

TB: How did you come up with the idea of creating your brand? What motivated you? How did you come up with the concept for your business, and at what point did you decide to make it a reality? And why the watches?

LU: The war’s effects and the fear it induced in parents meant that education was impacted significantly; I was the only girl in my class, for example. And that was disturbing for the rest of our tribe, who simply believed that women should not be educated. At the same time, the Kurdish militias were recruiting teenagers into the guerrilla movement in the mid-90s. Everyone living in these regions was caught in the middle of violence and chaos, experiencing poverty, lack of opportunities, and all the other sad events. This environment formed my early understanding of life and has shaped my mindset as a global citizen; I believe that by implementing peace initiatives, we will eventually see positive changes in the long run. As the Kurdish nation, we have thousands of years of history in Mesopotamia, and it is essential that we also celebrate and spread knowledge of our culture’s beautiful and positive aspects, which is exactly what Bajer Watches stands for. Bajer Watches is here to create a beautiful and prestigious image for the Kurdish culture and people, especially children and women while promoting opportunities to the Kurdish communities.

TB: What is the story behind your brand?

LU: Bajer means “city” in the Kurdish language. When I was a child, one of the few times we left our town to go to the city was when there were cultural festivals. This made a big impression on me because I felt special at that time compared to everyday life in my town. It is this feeling that I want to reproduce through the watches — that those who wear them feel unique, valued, and empowered that one little child felt during the visits to the city.

After moving to the States, I felt more confident with my Kurdish identity. Eventually, I felt the urge to change how my culture and our community were being represented around the globe. Yes, we are fighters, but we are more than just fighters. My main motto was “Time to Change.” The watch was there to represent the time. Also in addition to all these, a personal touch triggered me to talk about time and change via watches. Before Bajer, I had yet to gain experience in watchmaking. I never even had an authentic watch, considered a luxury item in our culture. The watch remains a powerful memory of a difficult time for me. Through this object that refers to difficult times, with Bajer, I wanted to do something very positive — creating a prestigious image for Kurdish people through fashion and providing opportunities to children and women in my region. One challenge is highlighting women’s value in a male-dominated environment. This means empowering them: we give them skills rather than money by setting up workshops to train them in leather and silk work through local NGOs we collaborated with in the Kurdish regions. My project raises awareness of Kurdish culture and promotes women’s empowerment in many ways. In this manner, it has a universal echo.

TB: Who designs your watches collection? Who is your producer?

LU: We have worked with independent watch designers from Switzerland, and then we were advised and consulted by a very respected watch designer named Yvan Ketterer during the design and prototyping process. His contribution to the process has been exceptional. In the meantime, I have educated myself on the watch industry and decided to go with the highest quality possible. I preferred all made-in-Swiss products and thus collaborated with a family-owned Swiss factory named Tan Sa in Chiasso, Switzerland. Tan is a 3-generations successfully running prestigious watch-making atelier known to partner with many well-known high-end fashion brands. Tan Sa is very strict with every chapter of production and procedure that provides a careful physical check of every piece and esthetic quality inspection of every part of the watch. I have visited the laboratories in Chiasso and moved forward with the partnership.

TB: Who is your client; the person you address with your designs?

LU: As a designer and mission-driven entrepreneur, I aim to create a watch that appeals to all ages, genders, and lifestyles. I strive to craft something both sophisticated and stylish, a piece of art that is functional yet modern. My design represents the classic look of watches with the sleek lines and advanced features of the current watch industry. The finished product is rugged enough for active lifestyles and luxurious for more elegant occasions.

Ultimately, Bajer watches are practical and timeless but have a modern and trendy appeal that can bridge generational divides. With these characteristics in mind, I bring a timeless yet contemporary flair to the watch industry, ensuring my design stands the test of time while serving a great mission.

TB: There are not many women in the watch industry. Your thoughts?

LU: The lack of women in the watch industry is a complex issue that can be attributed to a variety of factors, including historical gender biases, lack of visibility and opportunities, and a culture that has traditionally been male-dominated. Historically, the watch industry has been dominated by men, with a focus on technical skills and engineering. This has created a culture difficult for women to penetrate, especially in technical roles. Furthermore, there needs to be more visibility and representation of women in the industry, making it difficult for women to envision themselves in positions within the industry.

Another issue contributing to the need for more women in the watch industry is the need for opportunities for women to develop the necessary skills and experience to succeed. This can be attributed to several factors, including a lack of mentorship and training programs and gender biases in the hiring and promotion processes.

However, progress has been made in recent years toward increasing gender diversity in the industry. More women are entering the industry in marketing, communications, and other non-technical roles. Women now have more opportunities to develop the skills and experience needed to succeed in technical roles.

Ultimately, increasing the number of women in the watch industry will require a concerted effort by companies to address gender biases and create a more inclusive culture. This includes promoting more women into leadership roles, developing training and mentorship programs for women, and working to create a more diverse and inclusive workplace culture.

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“As the KURDISH nation,

we have thousands of years of history in Mesopotamia.”

— LEYLA UYSAL

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TB: Tell us about your latest collection.

LU: My latest collection is the special edition Corduene Collection, which represents contemporary elegance with its Swiss-made chronograph movement. This collection combines the Resistance motif, my favorite among three motifs, on the hand-crafted leather wristbands produced in the small family-owned low impact-leather ateliers. Our motifs are; Clarity, Protection, and Resistance. The natural and architectural resources of Kurdish regions inspire the wristbands’ colors.

TB: A key piece?

LU: My favorite piece among our watches is the Sophene Forest, which constantly reminds me of my hometown’s green olive gardens and pistachio fields. I love its connection with nature and always imagine myself walking among those ancient olive trees which share the fields with Lavenders.

TB: What is your brand’s ethos?

LU: Bajer Watches is a Kurdish brand specializing in timeless design, superior craftsmanship, and environmental sustainability. Our timepieces boast lasting quality, chic styling, and versatility, making them suitable for various occasions. These watches feature top-of-the-line materials such as break and scratch-resistant mineral glass, stainless steel cases, and hand-crafted Italian leather. The production process pays close attention to minimizing the environmental impact. Furthermore, we offer certified Swiss warranty, excellent quality, and customer satisfaction. Additionally, the wristbands are stylishly designed and ethically crafted in low-impact ateliers with sustainably sourced leather. Last but more importantly, we are a social mission-driven brand that empowers women and children of the Kurdish community. I am partnered with local NGOs in the Kurdish regions of Turkey that are deeply connected to our local communities.

TB: What was the hardest thing about finding your brand?

LU: Establishing my business without any external help was my biggest challenge. Although I cherish my father, two brothers, and spouse, building my company without any outside assistance, especially without male support, was necessary. With two children to care for, it took a while to gather enough money.

To raise the funds necessary, I took on odd jobs with design and architecture firms and hosted a small Airbnb in my basement. After five years of hard work, I was finally ready to launch the company. Despite my financial struggles, the most challenging aspect of building my business was providing superior-quality boutique-style timepieces while operating a profitable venture with a great mission. As such, I decided to invest heavily in quality, significantly increasing the cost. Unfortunately, I experienced a significant setback when I originally planned to launch my company on March 20th, 2020, when the pandemic reached the United States. The journey back from this disaster was long, but I eventually overcame it and launched successfully.

TB: Your biggest supporters?

LU: There are many visible and invisible heroes behind Bajer’s success. My invisible heroes are my husband and my two precious kids. I spent a lot of time working on Bajer when I was just starting, and my family — my spouse and two spacious kids — was and is the most excellent support. Without them, I don’t know what I would do. Apart from my family, I have two incredible people who made this journey very precious and supported me no matter what. Roberto Scaccia, a wonderful friend with whom I started the brainstorming of Bajer, was one of the most outstanding supporters and a great advisor for me. I am the most grateful for his appearance in my life. Also, Agusto Bincoletto has been a tremendous support to me. From searching for a Swiss watch-making factory to a small family-owned leather-making atelier, packaging process, warehouse supplement, and all, he has always been a fantastic support to me. Without him, I would not be able to come this far.

The other person that has been an incredible support and an advisor during the design process is Yvan Ketterer, a famous watch designer who has worked for many prestigious Swiss watch companies like Tissot. Yvan guided us on the watch designs and the launch of the brand and still supports Bajer and me. Yvan also worked as a senior watch designer at Girard-Perregaux Watches for about a decade. Currently, he has his own consultancy company in which he advises and manages many current and emerging watch companies across the globe.

TB: What is your vision today for the brand?

LU: My vision for Bajer is to empower the Kurdish community, allowing people from the region to connect, feel empowered, and discover a platform for creative expression. Drawing from the colorful heritage of Kurdish culture, our designs seek to unite and give a voice to those with similar cultural values. Our designs emphasize traditional motifs, contemporary fabrications, and detailing to provide modern silhouettes that celebrate Kurdish history and inspire the fashionista in all of us. Ultimately, my vision for Bajer is to become an ambassador of peace, sustainability, and culture. We strive to bridge the gap between communities, creating spaces that nurture the appreciation of cultural heritage and inspiring our current and next generations to embrace their cultural values.

Bajer is a dream that I have made a reality. Through values, mission, and vision, Bajer has been carefully crafted to preserve Kurdish culture, providing an accessible platform to empower and unite our people while celebrating and sharing our culture and traditions. Bajer aims to foster solidarity, encourage pride, and break stereotypes while providing opportunities to our underrepresented Kurdish communities. It turns them into an inclusive opportunity that unites the Kurdish people and brings different communities together through the power of fashion.

TB: Have you ever found it harder to achieve your goals as a woman?

LU: Indeed, I have experienced this struggle many times. As I mentioned, finding the right company was an immense challenge. As a mother, I cared for my two little children until they were old enough to be independent. My husband and I were involved in our children’s growth. Nevertheless, it was mainly up to me as a woman regarding childbirth, breastfeeding, and other parental obligations. This discouraged me; temporarily stifled my career opportunities as I focused on looking after our kids. While my husband was out of the house and at the office all day, I was left behind with my ambitions unable to manifest. As a result, I was continually pushed further back, and I felt like I had to make a desperate dash to catch up. Even before then, my progress was constantly hindered. Even before Bajer, being a first-generation educated woman required a great deal of struggle. Besides being a woman, being Kurdish was also a big challenge for me to move forward as a businesswoman. I wanted to promote my culture and heritage in a very prestigious and sophisticated way; therefore, our current and next generations would not face the challenges I and many others faced.

TB: What has been the biggest challenge you had to overcome?

LU: The biggest challenge I had to overcome was to be able to go to school. It was a big battle, but I resisted and made it possible. And I set up a good role model so that the next generations would follow, and it worked. All my siblings and cousins younger than me can now go to school. I am the first generation-educated woman and the first woman who founded a business. It is very well worth all the challenges I had on my path.