Purple Cow Watch Co. Keeps Timepieces TickingBy Breanna Steele, iBerkshires Staff
04:40PM / Saturday, May 10, 2025 | |
 Boskovich uses a microscope to work on a watch. He enjoys the precision work and has turned his hobby into a home business. |
Anthony Boskovich points to one of his custom watches, the 'Who Cares, I'm Late,' with its scattered numbers and glowing hands.
WILLIAMSTOWN, Mass. — Purple Cow Watch Co. is ready to keep your timepiece ticking.
The new shop repairs, restores and custom builds watches, including his Purple Valley brand, and sells brand-name timepieces.
Anthony Boskovich is the "one man band" who started this new company late last year in his basement.
"The popular belief right now is that if you own a quartz watch you just throw it away and really I don't think that makes sense, even if you paid $50 or $100 for that watch. More than half the time it needs a new battery or a cleaning," he said, adding the repairs may be inexpensive. "I would hope that people would consider getting their watches fixed."
He has always been interested in watches and clocks and how they work and is excited to finally start working with them.
"I've always been fascinated with clocks and timepieces ever since I was a kid, like my website says, I tried to take a clock apart when I was ten and they've always fascinated me."
Boskovich was a civil rights trial lawyer and said every time he won a case he would reward himself with a clock or watch. He retired in 2018, took some time to decompress and enjoy retirement, but last year he started to become interested in watches and clocks again.
"Before I knew it, I'm looking at a full-blown workshop," he smiled.
He watched Youtube videos to help him learn more and be able to work on various watch brands.
Boskovich grew up and practiced law in California but attended Williams College and felt like he really fit in here. He moved back to Williamstown in 2017, thus the "Purple Valley" and "Purple Cow" branding.
He says the watch industry is booming right now and he wants to be unique with his business.
"I'm trying to build watches that are unique and distinctive and trying to find old world crafts people who can still do things the way it was done before and use old tooling, that to me is fascinating to do that," Boskovich said.
He also loves to restore watches and bring customers' memories back to life.
"I would enjoy talking to people and if they hand me, 'hey look at this, this was my dad's Seiko' or 'this was my high school graduation gift,'" he said, to help bring it back would be the goal.
There are few craftsmen left in America who know how to make watches, so he advised if you're good with your hands, and like precision, watch making and repair could be a career option.
"If you wanted to learn to be a watchmaker when you're young, you can go to Texas. Rolex will pay for you to go through their 18-month watch-making technician program," he said. "There's no employment requirement after that and they will give it to you for free because they need people to be able to work on their product."
You can reach Boskovich through his website or call 408-286-5150. Follow him on Instagram here.
| 
