With more than 50 watch and jewelry brands, Westime has distinguished itself as the ultimate retail destination


Greg Simonian represents the fourth generation of his family to follow a career path in the watch industry. As President of Westime, Greg oversees all operations for Westime’s four boutiques in Southern California: Westime Sunset in West Hollywood, Westime Beverly Hills, Westime La Jolla, and Westime Malibu. He also leads the Richard Mille Boutique Beverly Hills and Hublot Beverly Hills, which are operated by Westime. Additionally, Greg leads the company’s sales, marketing and philanthropic programs on a corporate level.
A native of Los Angeles, Greg spent much of his childhood in his family’s watch and jewelry stores, and from age 11 on he accompanied his parents on frequent trips to Switzerland to visit watchmakers. Greg went on to hold sales and production positions at the Swiss headquarters of Longines and Blancpain. He returned to the U.S. and earned a B.A. in International Studies with a focus on International Management as well as French from Pepperdine University. Following an internship with American Express Publishing, Greg joined Westime as a senior executive where he worked closely with his father, Westime Founder John Simonian. During this time Greg also served as President, the Americas, for Urwerk, a luxury watch brand distributed by Ildico Inc., the parent company of Westime. In 2010 he was named President of Westime.
Greg is an active supporter of Los Angeles area charities, including programs to end homelessness, birth defects, and HIV/AIDS. He enjoys international travel and learning new languages, and supporting Los Angeles’s professional sports teams.


For a quarter of a century, Westime has distinguished itself as the ultimate retail destination specializing in extraordinary watches. John Simonian, a third-generation watch expert with a passion for mechanical timepieces, founded Westime in 1987 when he opened the first boutique on the west side of Los Angeles. From its earliest days, Westime catered to a clientele that ranged from Hollywood celebrities and professional athletes, to the region’s influential residents and international business travelers. Westime has since earned the return business of discriminating clients from around the globe.

John Simonian, founder of Westime, is recognized as a visionary, an innovative businessman, and an ambassador to the world of horology. Both his father and his great uncle worked in the watch business, and they gave Simonian an insider’s view to the world of watchmaking at a very young age. Simonian began making deliveries for his father when he was a boy, and he quickly developed a fascination for the time and the energy it took watchmakers to create watches. By the age of twelve, Simonian was accompanying his father to the Swiss watch factories on a regular basis. He seemed to be genetically predisposed to follow his destiny and change the watch industry to what it is today.

Throughout his 40-year career, John has worked in all aspects of the Swiss watch industry. Twenty-seven years ago he founded luxury watch retailer Westime, which specializes in offering the most exclusive and complicated watch collections as well as highly sought-after Swiss timepieces. Today the company consists of four locations in Southern California: Westime Sunset in West Hollywood, Westime Beverly Hills, Westime La Jolla, and Westime Malibu. With master watchmakers on site and a staff that is fluent in more than 10 languages, Simonian is committed to providing unparalleled service to Westime’s international clientele.

With more than 50 watch and jewelry brands available at Westime’s stores, the locations have served as “laboratories” that help Simonian analyze brands, marketing strategies, and new products. This unique perspective became the catalyst to Simonian’s next venture—distribution. Fourteen years ago he began introducing some of the watch industry’s most unique timepieces to new markets. Today he is President and CEO of Richard Mille Americas, and he also represents such brands as Urwerk, Buben & Zorweg, Döttling and Snyper as the official distributor in the region.

In 2010, Simonian expanded the retail side of the business again, this time with his first monobrand boutique: Richard Mille Boutique Beverly Hills. It was followed a year later by the Hublot Boutique Beverly Hills. Both stores are operated by Westime. In fall of 2013, Simonian opened a second U.S. location: The Richard Mille Boutique Las Vegas, located in the Shops at Crystals.

As both a retailer and a distributor, Simonian has a global view of the watch market. And in each role he has developed a worldwide reputation for having the ability to recognize talent, build brands, and elevate watchmakers to their full potential. With his son Greg and daughter Jennifer on board, a fourth generation is poised to help take Simonian’s family business into its next chapter.

The Boutiques

Today, Westime operates four boutiques in Southern California. Westime Beverly Hills is an intimate, multi-level boutique at the heart of the city’s most glamorous shopping district. The shop is located on Via Rodeo, a European-style shopping promenade that has emerged as a global destination for the finest watch, jewelry and accessories brands. High ceilings, marble flooring, contemporary furnishings and showcases that feature champagne water relief woodwork complement a precisely edited selection of limited editions, high complications and even custom timepieces created exclusively for Westime’s clientele. Every member of Westime’s affable, multi-lingual staff is dedicated to providing exceptional service—from explaining the specifics of complications, to hand-delivering a watch across the country. In 2012, as part of its Business Excellence Awards, the Beverly Hills Chamber of Commerce recognized Westime for its contribution to the community.

Westime La Jolla is located north of San Diego in one of the country’s most beautiful seaside communities. The light-filled store resides among charming shops, galleries and cafes on elegant Prospect Street, just steps from the Pacific Ocean. The boutique’s grey slate flooring, natural wood and glass watch cases and open floor plan invite customers to browse casually. Special services such as watch repairs and water- resistance tests are provided by the experienced Westime staff. Westime La Jolla serves as the official timekeeper of the Del Mar Thoroughbred Club and its summer racing season.

In 2012, Westime opened a new flagship boutique on Sunset Boulevard in West Hollywood, among the chic restaurants and boutiques of Sunset Plaza and the legendary nightclubs of the Sunset Strip. The 6,600- square-foot Westime Sunset store reflects the bold buildings and signage of the neighborhood. Perforated and back-lit metal panels wrap the asymmetrical façade, while a front wall of windows allows passersby to see the brightly-lit scene inside. Asymmetrical angles and high-contrast materials including glass, Venetian plaster, steel, walnut and polished concrete create a gallery-like setting inside the two-storey space.

Westime further expanded its presence in Southern California in 2014 with the opening of a fourth location. The newest boutique, Westime Malibu, is located in the Malibu Country Mart, Malibu’s premiere outdoor shopping destination where the Pacific Coast Highway meets Cross Creek Road. Situated among luxury boutiques and restaurants, Westime Malibu presents a carefully curated selection of men’s and women’s luxury timepieces and jewelry that is appealing to the beach community’s discerning clientele.

Westime is frequently noted as one of a dozen multi-brand retailers in the world that influences trends in the watchmaking industry. Led by John Simonian, his son Greg, and daughter Jennifer, the company is dedicated to offering the most important creations from traditional watch brands, while also promoting the new guard in haute horlogerie. Westime also operates the Richard Mille Boutique Beverly Hills, Hublot Beverly Hills, and Hublot San Francisco, as previously noted. The company is proud to support numerous charitable causes including After-School All-Stars, One Night for One Drop, Scripps, and Special Olympics.




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Westime Beverly Hills

216 North Rodeo Drive
Beverly Hills, CA 90210
TEL: 310.888.8880

Westime Sunset

8569 West Sunset Blvd
West Hollywood, CA 90069
TEL: 310.289.0808

Westime Malibu

3832 Cross Creek Road
Malibu, CA 90265
TEL: 310.456.2555

Westime La Jolla

1227 Prospect Street
La Jolla, CA 92037
TEL: 858.459.2222