Meet Our Founder & president
Thomas J. Sandrin, MBA
THOMAS J. SANDRIN, A LUXURY WATCH INDUSTRY VETERAN WITH 16+ YEARS OF EXPERIENCE, RELOCATED FROM PARIS TO CANADA. HE EXCELLED AS CANADIAN BRAND MANAGER FOR HAMILTON WATCHES, PART OF SWATCH GROUP, AND HOLDS AN MBA FROM THE AUSTRALIAN INSTITUTE OF BUSINESS.
Originally from Paris, France, Thomas moved to Canada over 20 years ago and brings more than 16 years of experience in the luxury watch and jewelry sector, including serving as Brand Manager for Hamilton at Swatch Group Canada. He is a proud Academy Member of the Grand Prix d’Horlogerie de Genève (GPHG) , contributing to the advancement of excellence within the global horological community.
Under his leadership, Northern Watch Services Inc. was honoured as the 2025 Emerging Business of the Year by the Canadian Jewellers Association (CJA), where he serves as Chair, Membership Committee.
Through NWS, Thomas leads a 360° marketing agency dedicated to supporting luxury brands and authorized dealers by developing long-term partnerships with key stakeholders across the watch and jewelry industry, including brands, retailers, distributors, media, and industry associations. The agency collaborates with over 30 brands and authorized dealers across Canada while strengthening international relationships. Thomas is also an active member of the Chambre de commerce France–Canada, Swiss Canadian Chamber of Commerce, Chartered Managers Canada, and recently joined l’Union de la Bijouterie Horlogerie de France, reinforcing his commitment to cross-border collaboration and industry growth.
As the creator of WatchDNA.com, he launched a global platform built to Educate, Entertain, and Connect the watch community. The mission of WatchDNA is to become the trusted directory for all things watches, bringing together brands, retailers, collectors, media, and enthusiasts through curated content, industry insights, and a growing global network.
He contributes to market studies for international trade agencies and provides strategic consulting to foreign brands expanding into the Canadian market, working closely with marketing teams to elevate brand visibility and retail execution nationwide. A frequent speaker at industry events, universities, and conferences, Thomas shares insights on the Canadian luxury landscape and his entrepreneurial journey, inspiring the next generation of leaders in watchmaking and beyond. He proudly supports 1% for the Planet, B1G1 and Movember, reinforcing his commitment to making a positive impact.
BRAND MANAGER
Hamilton Watches
EXPERIENCED PROFESSIONAL WITH A SUCCESSFUL TRACK RECORD AT THE SWATCH GROUP, OVERSEEING THE HAMILTON WATCH BRAND IN CANADA. ACHIEVED A 300% SALES INCREASE OVER 12 YEARS, SECURING #1 POSITION IN THE CANADIAN AVIATION INDUSTRY. RECOGNIZED FOR LAUNCHING IMPACTFUL EVENTS. PROFICIENT IN MARKETING, SALES, LEADERSHIP.
CREATION OF
Northern Watch Services Inc.
OUR MISSION IS TO EMPOWER INDEPENDENT FAMILY-OWNED, AUTHORIZED JEWELLERS AND LUXURY BRANDS TO ENHANCE THEIR BRAND PRESENCE.
GRADUATED WITH A MASTER OF BUSINESS ADMINISTRATION
MBA
The AIB MBA provides practical learning that can be immediately applied in the workplace.
CO-FOUNDER OF THE First edition of the
Time & Shine Expo 2023
THE #1 INTERNATIONAL WATCH & JEWELLERY TRADE SHOW IN CANADA.
Watchdna
watch dealer network & all things watches
CONNECTING A NETWORK OF JEWELLERS WITH WATCH ENTHUSIASTS, WE AIM TO BUILD A VIBRANT COMMUNITY WHERE PEOPLE CAN DISCOVER NEW BRANDS AND CONNECT WITH LOCAL JEWELLERS PASSIONATE ABOUT TIMEPIECES AND THEIR STORIES.
OUR PLATFORM CELEBRATES THE ART OF HOROLOGY AND SUPPORTS NON-PROFIT ORGANIZATIONS LIKE 1% FOR THE PLANET, B1G1 & MOVEMBER.
TOGETHER, WE CAN MAKE A SIGNIFICANT DIFFERENCE AND BE PART OF THE SOLUTION.
TIME IS NOW!
CREATE A WORLD FULL OF GIVING WITH US.
discover Watchdna.com
EMERGING BUSINESS OF THE YEAR
RECOGNIZED AS THE 2025 EMERGING BUSINESS OF THE YEAR BY THE CANADIAN JEWELLERS ASSOCIATION (CJA),
Presented to a CJA member in their first five years of business for their professional standards and contributions to the Canadian jewellery and watch industry.
Learn more
ACADEMY MEMBER
The GPHG Academy, founded in 2020, is a global network of several hundred respected watch industry experts and enthusiasts united by the values of neutrality, independence, and universality.
Members propose timepieces, vote to select nominees, and help determine the annual award winners of the Grand Prix d’Horlogerie de Genève (GPHG).
Thomas' involvement
