“My love of watches came from my father,” said IFOnly.com CEO Trevor Traina at his San Francisco residence where he hosted a party with Tiffany & Co. to celebrate the launch of the venerable jewelry company’s new timepiece collections on Thursday, October 1. Traina’s father, John, was known for his impeccable wardrobe that included a vast collection of Fabergé cigarette cases and Traina credits John for his own fascination with debonair accessories. Traina explained that his love of watches also started as a creative outlet. “It was stoked by attending a school with a uniform where one of the only methods of expression was the watch we wore.”

Traina sees impeccably-designed items like the minutely-calibrated tickers in Tiffany’s new CT60 and East West collections, as an integral part of the well-lived life, a concept he thinks about daily while running IfOnly.com, a digital concierge service that pairs what Traina calls the “brightest minds of our generation” with those who want to meet them, toss footballs or dine and drink with them, wear their designs, and support their charitable causes. “It’s important to maintain a link to the past,” says Traina who notes that the key to a modern well-lived life involves both age-old analog traditions and innovative digital ideas. “Until recently,” he adds, “a watch was about the most complex man-made mechanism one could own and many are astoundingly well-engineered, even today,” he said. “And, frankly, sometimes we find ourselves without a power source,” he added.

By Elizabeth Varnell

Pictured: Trevor Traina at his San Francisco residence wearing a Tiffany & Co. watch.
Photo courtesy of Trevor Traina