In this episode of the Analog Explorer Podcast, I sat down with JP Ribeiro, owner and founder of Noctua Watch Corp, live from the Vancouver Timepiece Show. Noctua’s story is not one deeply steeped in historical horology, but rather in pandemic and a passion.
Noctua Athene
Before watches, JP was a long-haul driver crisscrossing Canada. But when COVID hit and his contract disappeared, so did the rhythm of life on the road. Like many of us during that time, JP found himself reevaluating everything. What began as a hobby, watchmaking and tinkering by way of YouTube videos, grew into building a few pieces for himself and his son, then quickly became a new calling.
Established October of 2024, “Noctua” comes from Noctua Athene, the little owl of Greek mythology associated with Athena, wisdom, and strategy. Based in Edmonton, Alberta, JP sources his components from Asia but assembles everything himself in Canada, creating tool watches that are tactile, no-nonsense, and heavy on the lume. And I mean heavy; chapter rings, bezels, logos, even the eyes on his patches glow. If it can be lumed, JP probably already has.
From fully brushed, utilitarian finishes (as a former Harley rider, JP has no patience for polishing chrome) to solid workhorse Seiko NH movements, and with prices ranging from $525 CAD up to $725 CAD, Noctua’s watches are made to be worn and used.
When asked why watches, JP’s answer says it all: it’s not work—it’s meditative, meaningful, and something he genuinely loves. “If you love what you do,” he told me, “you never work a day in your life.” Or perhaps it proves that time flies if you’re having fun?
Interested in seeing what JP’s building next? Follow Noctua on Instagram @noctuawatchcorp or check out his creations at noctuawatchcorp.com. And of course, a big thank you to the Vancouver Timepiece Show for another great gathering—visit timepieceshow.com for updates on where the show heads next.
Bonus : JP’s wrist check
🎧 Subscribe and listen to the full episode now, wherever you get your podcasts, or support the Analog Explorer on Substack.
