F Ferdinand When I scroll through your photos, I see you’re on the road quite a lot. Why do you live in a small town in southern Germany and not Paris, New York or Cape Town?
M Moritz Taylor The idea of moving away has been around for a while. I have been able to create a small bubble here though. A bubble where its not about what I do for a living, but who I am as Moritz. The great thing about Isny (Moritz’ home town) is the proximity to other countries. I’m quickly in Switzerland, Austria, Milan or Paris. I’m in New York a few weeks a year and I love it – but I imagine living there to be too impersonal. Sitting on my terrace, just looking at the mountains, not needing to go anywhere, not missing out on anything: I find that calming and I think it helps me be creative.
F How would you explain what you do to your grandmother?
M I usually just say I work in Marketing. I find the term “influencer” a bit trashy, reminds me of reality TV. But I get along with “Content Creator”. Nowadays every photographer is a Content Creator, you’re also a Content Creator with Three-Quarter Plate. It’s everything and nothing.
F Do you still remember your first job?
M I washed dishes. I then became a chef in the same restaurant, where I washed dishes. I was a lazy student actually. It was more important for me to go to a Hardcore concert on the weekends than to get good grades. I wouldn’t say that cooking was my calling, but I liked being a chef. How does a 16-year-old know what they’re really good at? I think this can and should change while you get older.
F You’re clearly into fashion. Was that always the case? When came the step that you started posting photos online?
M I’ve always had a knack for fashion, but maybe I hid that while being at school. It put me into a spotlight that many people weren’t used to. I didn’t want to stand out. During my apprenticeship my aim then was to always have the nicest and most extravagant chef’s jacket. The others hated it, but I enjoyed wearing a neckerchief. That inspired how I also dress today: classic, but with a modern twist. Step-by-step I started to be more daring and dress more like I always wanted to.
F When did you transition to modeling professionally?
M I was in Munich with some friends and somebody asked me on the street if I’d be interested in modeling. I got a business card and on the way home I was curious: “why not give it a shot?” I could live my passion and earn some money on the side. I got lucky, an agency signed me and I did some gigs while still working as a chef. Back then I kept hearing that Social Media is important. Of course I was on Instagram, but only private. They urged me to create a public profile and that’s when my doubts came back again. Suddenly I had to expose myself again. Do I want to go through being judged again? I was not really sold on being a Chef for the rest of my life so I started to look for new paths. In 2018 I then decided to go all in. I was 24-years-old, I had my small apartment, didn’t have a lot of expenses. I had nothing to lose.
F What did the fashion world look like in 2018 and how did it evolve in the last 5 years?
M There’s not the style that is back since there is a lot going on and it depends where you look. But I love seeing that an 18-year-old is suddenly interested in a good suit. At the same time 2024 is emblematic for unisex fashion. Men shop in the women’s section. Women shop in the men’s section. Even the Average Joe seems to get comfortable with wearing something a bit more daring.
F Do you also perceive boundaries dissolving in the watch world?
M Definitely. A few years ago the mindset was “you can’t sell a men’s watch below 41 mm”. Now a lot of guys go towards 36 mm or even 34 mm. Vintage is a huge topic because of sustainability. Be it vintage Cartier or Jaeger-LeCoultre, people want heritage and uniqueness.
F What role does sustainability play?
M I always advise not to buy Fast Fashion. You might have to save a bit longer, but a pair of black pleated trousers will always be timeless and is going to stay with you for a long time – unless you gain weight of course. The same applies for a watch: a new watch is easy, you can get it today. But getting that Cartier Santos that your dad wore on an old photo – that will create a totally different connection between you and that watch. Of course new manufacturing techniques have made watches more accurate, waterproof or sturdy, but the way a vintage watch feels is just different.
F Watch prices surged quite a lot between 2020 and 2022 and therefore got a lot of exposure. How has the role of watches changed during fashion shoots?
M People definitely notice. Today I get comments on my videos from people recognizing a Speedmaster. Fashion and watches go hand in hand: somebody that dresses well will also have a nice watch. At events I attended people often look at what you’re wearing, now they often times also look at your wrist when shaking your hand. A lot of people are doing that, be it rappers or football players. People are looking more at the watch on the wrist compared to the trophy that the hand is holding. That also feeds the market for fakes.
F How do fakes benefit from the increased attention?
M I think many young people define themselves through the things they buy. They want to belong and want to signalize certain status. But they’re just fooling themself. Luckily through this whole “old money” trend people are looking for quality and their personal sense of style again.
F Maybe a bit philosophical, but why do you need a watch?
M 9 out of 10 times I wear my Rolex Datejust. For me that is just the most beautiful watch ever, even though it might not be the most rare piece. I know its a great privilege to be able to buy something like that, but I believe everybody that really pushes in their job and saves up a bit of money can buy a quality watch at a certain point. Personally I don’t feel complete if I don’t wear a watch. Everything has to match: belt buckle, accessories, the watch. I even sleep with a watch, but its my Apple Watch, for sleep tracking.
F How has your watch taste developed over time?
M I used to favor watches on a leather strap, but nowadays like that a steel bracelet just holds up better. My watch taste is also trending more towards smaller watches. I really like the small Cartier Tank, but have difficulty in seeing Quartz watches priced strongly towards 3,000 Euros. Where’s the watchmaking aspect here? You’re going to pay for the big Jewelery name. If it should be Quartz, I would choose a G-Shock.
F When we’re talking about G-Shock, do you still remember your first watch?
M Of course, it was a watch by Fishbone, if anybody remembers that label. I was in about fourth or fifth grade and my parents gave it to me as a present. It had a rotating bezel with a fish on it and I could exactly fit a 1-Euro coin on the dial, which was then my snack money for school break.
F Which watch brand is doing a lot of things right at the moment?
M For me that would be Breitling. I love how they’re reviving their heritage. It was a bit of a disreputable brand for a long time, a kind of department store watch. I love to see that changing and just really love their design language, the Breitling Navitimer with the 1959 re-edition was a great release for example. Also Tudor is finding themselves. I think the Black Bay 58 still is one of the best watches you can buy in terms of what you’re getting for your money. Brands like AP, Rolex or Patek Philippe are a bit boring to me from a Marketing standpoint. They’re self-runners.
F What makes AP or Rolex a self-runner?
M Just that people go crazy when confronted with scarcity. Rolex sells over a million watches per year and people feel they’re part of an inner circle, once they have one. And still I believe that the right people are put behind closed doors. I know somebody that has been saving for a Day-Date for the last 20 years and was just told that he’s not getting one.
F This hype is also because of Social Media, in which we both participate and also benefit from. Do you sometimes long for a break from Instagram?
M I try to consume it as less as possible, but of course its my job. I curate my feed quite strict to only see people whose content I like, where I draw inspiration from. But of course I know that this medium is pushing the right buttons within me. When Leica introduces a new camera, you’re damn sure that I’ll be watching every YouTube video about that new camera that night.
F You’re nearing half a million followers, you get to work with big brands and travel around the world for a living. How has that changed you?
M I’ll be honest with you. There was a time when I was getting some attention, my profile was growing, I was getting nice gigs. I got a bit aloof, a bit arrogant maybe. And if you have the right people around you, they will call you out and bring you back to the ground very quickly again. I might have 20,000 people liking my photo, but if the people closest to me don’t give me the feeling that I’m doing something right, then its worth nothing.
F Did that change the way you do business as well?
M I had to learn to say No. Back in the days I used to accept every collaboration request. If today I don’t see a brand with me for the next couple of years, I kindly reject that offer. Something better will come along and people appreciate that. Saying No once will open up two other doors somewhere else, even if it seems counterintuitive at first.
F Moritz, thanks a lot for the chat.
You can find Moritz on Instagram at moritz.taylor
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