Maestro Dobel Tequila’s interesting journey into the world of time pieces came to fruition with the launch of their multi-city program On Dobel Time–  a partnership with Hodinkee, a leader in original horology content and the authority on classic watches. This is a first-of-its-kind program that brings together the art of the timepiece and the process behind making some of the world’s finest ultra-premium tequila. The exclusive partnership is an event series designed to celebrate the passing of time, from an aged agave plant to a chronograph’s patina.

ON DOBEL TIME features an immersive custom sampling program designed to expose guests to every variant of Dobel, each paired alongside a watch specially-curated by Hodinkee for the occasion. They are transported into a land where the passage of time is perceived thorough moon phase like illuminations and agave inspired installations. The result is an intricate tasting and product education mechanism in a space portioned into the shape of a clock face featuring 5 bars each highlighting one variant of Dobel and comparing the liquid to a revered timepiece or collection.

The evening featured revered, handpicked collector wrist watches curated by Hodinkee’s founder Benjamin Clymer and paired with Maestro Dobel’s meticulously crafted variants to highlight the art and precision of both spirit and time.

Held at Stephan Weiss Studio, the space was portioned into the shape of a clock face that featured 5 visually stunning bars, representing stops in time. Maestro Dobel Silver, Maestro Dobel Reposado, Maestro Dobel Añejo, Maestro Dobel Humito and the complicated rule breaker Maestro Dobel Diamante, were each paired with collector watches, including 1960s Vacheron Constantin Chronometre Royal in White Gold with Diamond, 1920s Patek Phillipe Gondolo, Rolex Datejust with Grey Linen Dial, Universal Geneve Tri-Compax, and 1970s Wittnauer Geneve Professional Chronometer, as they exhibited the properties most represented by each expression.

Following a speech by Clymer explaining his discovery of the correlation between the art of time pieces and the Dobel tequila making process, guests enjoyed cocktails of Dual Time El Diablo, Moon Phase Margarita and Smoky Tourbillion Negroni.

“We are always looking for new ways to engage watch lovers and to bring our passion for watches to new audiences – working with a brand like Dobel is a perfect opportunity, allowing us to speak with like-minded people who appreciate craftsmanship, expect attention to detail, and have respect for doing things the old-fashioned way,” says Stephen Pulvirent, Hodinkee’s Managing Editor.

As the product of 11th generation master tequila makers, Maestro Dobel values community, craft and connoisseurship above all else. An extension into the passionate network of collecting fine timepieces, vintage and new alike, strikes the perfect chord between celebrating heritage and embracing innovation.

For more information visit www.maestrodobel.com/ondobeltime

ON DOBEL TIME Cocktails

DUAL TIME EL DIABLO

1.5oz Reposado

1oz Fresh Lemon Juice

.75 oz Agave

Serrano Pepper

Orange bitters

MOON PHASE MARGARITA

2 oz Diamante

.5 oz Agave

.5 oz Fresh Lime

SMOKY TOURBILLION NEGRONI

2 oz Humito

1 oz Campari

Grapefruit Twist

Model Lilith Bagdasaryan

Model Lilith Bagdasaryan with HOMBRE Magazine’s Francisco Romeo at Dobel On Time event in New York City