TrollDeep, the Escapement Room Interview

In 2020 the microbrand TrollDeep was founded by partners Jan Jensen and Alan Smithee in the Faroe Islands. In their initial Kickstarter campaign TrollDeep pledged to “make watches that you will buy” and with the quality and design that “won’t be too bad”. That initial Kickstarter only netted $14.74 and so the two began an OnlyFans account to fund the company. TrollDeep has released several watches thus far to rave reviews. Smithee retired from the watch company to pursue his dream of working in the film industry last year. He is working exclusively in countries that do not have an extradition treaty with the United States. The Escapement Room caught up with co-founder Jan Jansen to discuss TrollDeep’s philosophy and success.

“This call is from a correctional facility and any attempt to use three-way calling is prohibited. This call will be recorded. Please press 5 to begin this call…”

ER:  Mr. Jensen?

JJ: Hello…

ER:  Mr. Jensen, it is the Escapement Room calling…

JJ:  Did you put that…into my canteen?

ER:  Yes…of course…

JJ:  Good, Daddy needs some shower shoes…

ER:  Mr. Jensen, are you surprised by the success of TrollDeep? Did you and Mr. Smithee think that it would get as big as it has?

JJ:  A su…customer, is born every minute, give the people what they want and they will come. We knew that the watch business was about delivering and we delivered.

ER:  Why the Faroe Islands, neither of you are from there?

JJ:  (cough) axtay avenhay, if you get my drift. The place has nothing but sheep…

ER:  Like many microbrands, you started with a diver, the AquaDefender MegaSport, and it had proprietary Vomiguard, what was the thinking there?

JJ:  We wanted a pub crawl watch. So, long night of drinking, maybe a bit of hurl and recover, and you take her home. And in the middle of the night, you are getting dressed to leave because you know, she is a little heavy, thick ankles, cankles really, big, doesn’t miss a meal, that sort of thing…

ER:  Got it…

JJ:  One bagger, three chins…

ER:  Okay…

JJ:  Sits around the house…you know, when the arms are real jiggly…you really have to leave before someone turns a light on…

ER:  The watch…

JJ:  Yeah, so you can just leave it and get out of there…

ER:  So, disposable?

JJ:  Yeah, sure, I guess it depends on the situation…

ER:  Your next watch was the Falla Skip StarRelay. Some critics have said that just means “drop ship” in Norwegian. It was a minimalist design.

JJ: That’s Bauhaus man. I don’t even know Norwegian. Bauhaus. Form, function, over stuff. People love it. It is German inspired, without being “Bad German”, if you know what I mean…Bauhaus…It got five stars. Clean, clean lines…Did I mention Bauhaus?

ER:  Thanks for mentioning that, your watches consistently get great reviews how do you do it?

“This call will end in one minute.”

JJ:  Marketing, good luck, clean living, cash talks, sometimes I threaten a dog. Look, our best friend is confirmation bias, you like it because you bought it, not the other way around.

ER:  Recently, the watch press has reported that your unusual funding methods as a start-up may have landed you in a bit of legal difficulty…

JJ:  Can’t talk about…lawyer says…I swear she looked twenty…

“Goodbye”

The call abruptly ended.