Watch Angels
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Watch Angels

The Ace List live with Cedric Bellon, founder of Cedric Bellon Sustainable Tool Watches, on 29th of November 2022

The Ace list by Alon Ben Joseph, owner of ACE jewelers and serial online entrepreneur, is a live show that aims is to share watchmaking passion, knowledge and fun.

For seven years The Ace List existed as a book — you know, one actually made from paper, one that you can physically hold in your hand, but in 2018, after four editions, Alon made the decision not to do a fifth print version, but rather focus on an online format. is all about cool watches. If he doesn’t think it’s sub-zero cool, it will not make it to The Ace List. It’s also a place to experiment new ways to engage with a new audiences.

In 2020 live session with industry insiders have been added. Passionate people linked to watch brands and jewelry brands. But also journalists, fellow retailers and collectors as well. Each session starts with seven standard “The Ace List” questions our guests have to answer.

On 29th of November at 2pm CET Cedric Bellon, founder of Cedric Bellon Sustainable Tool Watches, will be Alon’s guest in what promises to be a great talk about a topic which is becoming more and more important also for the watch industry: sustainable production.

Join live, and participate via Ace Jewelers social media channels:

– YouTube:
– Facebook:
– LinkedIn:

Save the date and join them and feel free to ask your questions!

About Cedric Bellon

Cedric Bellon is one of the most talented and most modest watch designers of our modern day. And, he is a grand advocate of sustainability. That is the reason why Ace Jewelers’ CEO Alon Ben Joseph is a big fan of the person Cedric Bellon and all the watches his partners and him designed in the studio called Bellon & Partners.

Last year Cedric Bellon (finally) ventured out and made his own watch. Not only was it the first wristwatch ever made of recycled steel, but also created with watch start-up Watch Angels — a crowd funding platform for watchmakers. Obviously Alon Ben Joseph became a ‘Watch Angel’ as he supported the round and received a watch from the first batch bearing the Cedric Bellon brand name. He still wears it today.

From a young age Cedric Bellon was fascinated by sciences, nature and crafts. He first studied geology and then laureated in product design at L’Ecole de Design Nantes Atlantique. At the age of 26 he discovered watch design and sent some concepts to Swiss watch brands. Bell & Ross, TAG Heuer and Longines gave him a chance and became his first clients. From then on, he was hooked by horology and made watch design his full-time career in 2005. Cedric is an advocate for sustainability in the watch industry.

This year Cedric launched a second watch it is actually on sale right now with Watch Angels. In this episode the gentlemen will discuss Cedric’s evolution as a designer and how he wants to improve sustainability in the watchmaking sector.

Cedric Bellon Watches

About Alon Ben Joseph

Born and raised in Amsterdam, the Netherlands, Alon Ben Joseph (1979) has always been crazy about watches and diamonds. During elementary school and high school Alon always wanted to be like his role model: his father. A business man that is also a master goldsmith, diamond cutter & grader and jeweler. In 1996 Alon got infected with the internet bug and during his studies at the University of Amsterdam he co-founded an internet company with two buddies, named: Tamos Internet Services. He also worked part-time in the family business Ace Jewelers. In 1998 he set-up the first HTML website for Ace Jewelers. Studying business eCommerce at Hofstra University in New York in 2002 he was convinced that the future of luxury retail would be omni-channel.

Finishing his Masters Degree at the University of Amsterdam in 2003, Alon already worked full time at Ace Jewelers integrating the boutique Dik Juwelier B.V. in to the group of companies of the family business. Being online with the business since 1998 Alon made the bold move to transform the simple website in 2007 to a extensive catalog ecommerce website, the first in the Netherlands. Today the Ace Jewelers Group consists of two physical high-end multi-brand boutiques in the heart of Amsterdam and an international eBoutique retailing under the URL: Together with his brother, Amir, Alon has the honour to own and run the family business since 2012.

The family business also consists of the wholesale division ChronoTime that distributes luxury accessories, and two brands: Infinitas Diamonds, that manufactures platinum jewelry set with natural diamonds and Parrera Watches, that designs and manufactures fashion wrist watches.

Since 2006 Alon gives several lectures during congresses, educates students at schools, colleges and universities, coaches entrepreneurs and is consulted by other business to assists on their strategies. All these activities are accumulated in the company: Oak Consultancy.

In 2014 Alon co-founded together with his friend Alwin the tech start-up — a database for watches. Something that has never been done before.

And, in 2017 together with his friend Jonathan Mokum Tech B.V. was co-founded by Alon in Amsterdam. Another tech start-up with a focus on solving societal issues with the help of technology. The most recent product is Shine Social Club — a free app for older adults to make new friends based on similar interests around their location. The goal of the app is to reduce loneliness in society.

Ace Jewelers



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