In New York City, a place where industry is defined by heritage, precision, and exclusivity, the world of watches is quietly evolving. Beyond mechanics and materials, timepieces today are increasingly shaped by storytelling, image, and cultural relevance. At the center of this shift are figures who operate behind the scenes—connecting brands with audiences in ways that feel modern, intentional, and personal.

Fernanda Zapata is one of those voices. Through her work and agency, she navigates the intersection of watches, fashion, and contemporary culture, offering a perspective informed as much by aesthetics as by strategy. Rather than focusing solely on product, her approach reflects a broader understanding of how luxury communicates in a rapidly changing landscape.

Jeffrey sat down with Fernanda Zapata to discuss her journey, her philosophy, and how she has earned her reputation as New York City’s undeniable Watch Queen.

Jeffrey: Talk to us about how you established your identity. How would you describe your agency and your work?

Fernanda: I have a deep appreciation for the romanticism of watches and mechanical craft. I have always been drawn to the quiet poetry inside a movement—the way engineering becomes emotion when it is executed with intention. That perspective shapes how I show up as a strategist, a communicator, and a founder.

I see my role as translating the beauty of mechanics into narratives that resonate with people, not just collectors. Our Agency “Gigantem” is an expression of that belief, built around the idea that stories land most powerfully when they are human, warm, and grounded in purpose. This passion led me naturally into marketing and communications.

Over time, I became known for bringing a romantic, almost literary approach to brand-building—elevating mechanics, craft, and heritage into modern, people- and passion-centered stories. Our agency grew from that practice, built to offer clients depth, refinement, and emotional intelligence in their communications strategies, while also supporting media and partners in sharing compelling stories with their audiences.

Jeffrey: How would you describe your position in New York City’s fashion and luxury landscape?

Fernanda: New York City is where Gigantem truly comes to life. The city is a paradox—at once fast and reflective, ambitious and nostalgic—and that tension mirrors my work.

I position our work at the crossroads of commerce and culture, offering brands the ability to stand out in a market where attention is scarce and authenticity is everything. The city’s pace pushes me to stay sharp, while its creative energy reinforces my belief that even the most technical stories can be told with emotion and elegance.

We thrive here because New York rewards clarity, personality, a strong work ethic, and an unapologetic point of view.

Jeffrey: What is your Comparative Advantage in the Luxury Space?

Fernanda: My advantage in the luxury sector comes from blending mechanical literacy, editorial storytelling, and human-first communication.

Many can speak about product. Fewer seek to truly understand it. Even fewer translate its emotional value. We exists in that intersection.

I understand the nuance of heritage, the language of connoisseurship, and the expectations of modern luxury consumers. I approach each brand with a romantic lens, grounding every campaign in sincerity and thoughtful detail.

What sets us apart is our ability to craft narratives that honor tradition while appealing to contemporary sensibilities—helping brands feel elevated, personal, and culturally relevant at the same time.

Jeffrey: Watches clearly play a central role in your work. How would you define your expertise in horology?

Fernanda: Watches are the foundation of my aesthetic and intellectual sensibility. I am fascinated by mechanical purity—by the discipline and poetry inside every movement.

My expertise lies in interpreting horology not just as a category, but as a cultural language and a personal style indicator. I help clients articulate the emotional significance of their craft, whether through editorial narratives, brand strategy, events, or partnerships.

My background allows me to speak fluently with collectors, enthusiasts, journalists, and artisans—bridging technical knowledge with sensory storytelling. For us, watches are more than an industry; they are a vocabulary of romance, precision, and legacy.

Jeffrey: What is your personal outlook on menswear and lifestyle aesthetics?

Fernanda: My personal aesthetic is rooted in restraint, texture, and timelessness. I gravitate toward design that feels lived-in, intentional, and quietly expressive.

Menswear mirrors the world of watches for me—where small details communicate identity and care. A timepiece is often the frame that brings a look together; without it, something feels incomplete.

Whether I’m advising a brand or shaping a narrative, I look for ways to pair elegance with character, design with meaning. I believe style should feel human and welcoming, not intimidating.

This perspective shapes the lifestyle stories I tell, highlighting the warmth, ritual, and sensory pleasure that define modern luxury.

As the watch industry continues to adapt to new audiences and evolving values, the role of storytelling becomes increasingly central. It is no longer just about what sits on the wrist, but about the narratives, identities, and cultural conversations that surround it.

Zapata’s work reflects this ongoing shift—one where watches are positioned not only as objects of craftsmanship, but as markers of expression within modern luxury. In a space traditionally slow to change, voices like hers signal a future shaped by perspective, intention, and a deeper connection between timepieces and the culture that wears them.