Hey Noah, thanks for joining us today. Can you tell us a little about yourself, where you’re from, what you do?

Sounds great. My name is Noah Williams, I’m a marketer and PR consultant based in Charlotte, North Carolina. My journey in this space started about 10 years ago, when I began posting about menswear on Instagram. It’s been an incredible ride since then, and I’m still going strong! My initial interest in menswear eventually expanded into watches, which is part of why we’re here talking today. I’ve lived in North Carolina for the last two decades, and called Charlotte home since 2016. I absolutely love the Carolinas. Although I’ve lived in a few different places, such as a brief stint in NYC, this has always felt like home. By day, I work in marketing, and on nights and weekends, I focus on my menswear content through Noah Williams Style. I also run a small freelance business in menswear and watch marketing consulting, blending my passions for storytelling and style.

How did you get into menswear and what is it about apparel and style choices that you enjoy so much?

At the core of everything I do, my biggest passion is storytelling. It ties into my background as a marketer and my work in photography and visual arts, like photo and video. While working my way through college, I started photographing weddings, often shooting around 20 a year. During that time, I noticed something fascinating: some guys just looked better in their suits than others. It wasn’t about their age or physique; there was something else that made a difference.

As someone with a pretty obsessive personality when it comes to interests, I couldn’t just let it go. I had to dive deep and figure out what made those guys stand out. Growing up in a small town of about 5,000 people—it was great, but fashion wasn’t really a thing—I didn’t have much exposure to menswear. But shooting those weddings and running my own small business made me want to represent myself better, which meant dressing better. My curiosity about why some men looked sharper in their suits led to my interest in menswear. On top of that, I’ve always been inspired by cinema and TV—classic movies like James Bond and shows like Suits really intrigued me. The leading men in those stories always had such incredible style and confidence. Seeing that over the years helped shape my passion for menswear and style.

As you mentioned, you are a bonafide watch enthusiast. Tell us about how you got into watches and about your experience with Victorinox in particular. 

Absolutely. Like most people, when I first got into watches, I was drawn to aspirational models—pieces I admired but couldn’t afford at the time. Early on, I started working with fashion watches, primarily featuring quartz models. These collaborations sparked my initial interest in watches. Victorinox was actually one of the first watch companies I worked with—probably the third or fourth brand I collaborated with—and they played a big role in deepening my passion for timepieces. They introduced me to their automatic models, which opened up a whole new world for me. Learning about automatics, mechanical movements, and the transition from fashion watches to tool watches was fascinating. At the time, I was living in North Carolina, but when I moved to New York for an internship, I had the chance to meet the marketing lead from Victorinox in person. That experience helped me learn more about the brand and its craftsmanship. 

Being in New York also exposed me to a vibrant community of watch enthusiasts. Many of the people I worked with in PR and marketing wore incredible watches, which only fueled my interest further. I started exploring enthusiast staples and other iconic entry-level mechanical watches. But Victorinox holds a special place for me as one of the first mechanical watches I owned—a piece that truly sparked the passion I carry to this day.