Simon Wolf Discusses Luxury Watch Safes with the Financial Times

Simon Wolf, fifth-generation head of WOLF, was recently featured in the Financial Times, where he shared his perspective on the growing demand for luxury home safes and how collectors are changing the way they protect their valuable collections.

For more than 190 years, WOLF has created products that help collectors care for the items that matter most. In his conversation with the Financial Times, Simon shared how that commitment continues to shape the way WOLF approaches security and craftsmanship design today.
 

As the value of luxury watches and jewellery continues to increase, so does the importance of protecting them. Simon Wolf explained that while safe deposit boxes offer exceptional security, they also mean valuables are stored away and rarely enjoyed.
 
“I think what ends up happening is they get left and lost there, and then they’re not used,” explained Simon.
 
Instead, today's collectors are increasingly looking for ways to keep collections secure at home, yet always close to hand.  

Designed for collectors who want to enjoy their collections while keeping them protected, WOLF Athos safes combine excellent security and thoughtful storage. When speaking to the Financial Times, Simon highlighted the Athos 12-Piece Watch Winder & Jewellery Safe, a 350kg steel design with a concrete-lined body, saw-resistant locking bolts, 900°C fire resistance and an electronic keypad lock.

Through rigorous independent testing, Athos has also achieved both UL and Eurograde certifications, giving collectors confidence in its burglary and fire resistance. As part of the Eurograde certification process, expert testers were given access to the safe’s engineering specifications and still failed to break into it within 15 minutes.   

As Simon noted, every collection sits within "circles of security.” That might be home itself, its alarms or other physical safeguards, but a purpose-built safe provides that additional level of protection when it matters most.

In fact, a WOLF safe has never been broken into. Simon also noted that no one has ever forgotten their keycode and when one customer’s safe was caught in a house fire, it came out unscathed.  

Offering more than just security, Athos is designed with additional features to help collectors organise, protect and enjoy their collections. From integrated Bluetooth watch winders to configurable drawer layouts with LusterLoc™ linings, Athos can be organised around every individual collection.  

As Simon shared with the Financial Times, Athos can also be customised, with one customer commissioning one in green to complement their Ferrari. Because, as Simon said, "If you can make it beautiful, why wouldn't you?" 
 
As luxury collections continue to evolve, so do the ways collectors use to protect them. Simon Wolf's conversation with the Financial Times reflects a shift towards secure, thoughtfully designed home storage that allows collectors to protect their watches and still enjoy them every day.