The internet never ceases to amaze us. In 2020 alone, it has brought us Dalgona coffee, hyperrealistic cakes and the #PillowChallenge, among other trending highlights. Now our attention has turned to a Toronto-based baker Lindsey Gazel, who is taking the internet by storm with her watch cookies.
Not just any watch, mind you, Gazel’s creations draw inspiration from instantly recognisable Rolex, Patek Phillipe, Cartier and Omega timepieces. According to an interview with Hodinkee, it all started about three years ago when a friend requested for her to recreate a vintage Jacob & Co. Cam’Ron watch. She did, and before long, more orders started pouring in.
“I have a lot of customers who own nicer things – oftentimes people will get their significant other a variety of cookies of all their favorite things, and watches come up a lot. I’ve done it so many times,” she said.
These cookies sell for US$4 a piece and ship worldwide, in case you would like to commission a “watch” for yourself. All you’d need to do is to send her an image of the model you’re interested in and she’ll turn it into an edible treat. Whether or not you choose to eat them or display them on your shelf, they can easily last up to two months; some even for years.
Gazel typically makes them about 5 inches tall, but they can also be customised according to customer preference. She uses edible shimmer powder mixed with peppermint flavouring to achieve a shimmery gold or silvery effect, mirroring the fine materials of the watches they take after. Take a look at some of her masterpieces below.
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Aside from watches, Gazel has also received commissions from the likes of Chanel, Stüssy, Aimé Leon Dore, Hermès and Rowing Blazers. Interestingly though, her watch cookies are usually commissioned by fans, friends and followers, but never the watch brands themselves.
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Scroll through her Instagram and you’ll find more confections inspired by Charlie Brown, Michael Jackson, SpongeBob SquarePants and the cast of The Simpsons, as well as Nike, Yeezy and Birkenstock shoes. She has even made a Larry O’Brien 3D cookie trophy celebrating the Toronto Raptors’ win at the NBA Finals in 2019!
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Follow Lindsey Gazel (@lindseygazel) on Instagram for more updates on her baked treats.
