Together with her partner, Boris, María Tejada has created a brand that combines their passion, a love for Colombian coffee and high-end watches. All of them are specialised.

First of all, we hope you are enjoying this interview with a cup of coffee. For me, it is fun to connect with people wherever I go, and even more so with those who decide to make their passion their lifestyle. This is the case of María and Boris, who have a very special brand in their hands. Coffee & Watches is that union between María’s Colombian heritage and Boris’s love of watches, which makes drinking and learning about coffee an experience.

There are many theories of how coffee first reached Latin America and to that effect, how it landed in Colombia. All started in Ethiopia when coffee was first consumed in soft infusions and their leaves were chewed. It was the Arabs who were responsible of the coffee expansion, bringing it first to Turkey on 1554. In the XVII century, coffee entered Europe and grew through all the contingent leading it to America.  It was the Dutch who brought it to America, as they did not want to depend on the Arabs on the production of this commodity. The Dutch first introduced coffee to Suriname and then the French (It’s important to recall that Suriname is a French colony) introduced it to Colombia and Brazil at the beginning of the XVIII century. It’s believed that the Dutch gave coffee to the French as a present to the government, then these seeds were planted and spread around the world. The coffee varietal that came from the seeds planted in South America from the Noble Tree (Noble Tree: Seeds originally planted in Africa – in the Island of Bourbon) is called Typica, from the Latin word “Ordinary”. Typica, the original Arabica coffee variety, is the base upon which numerous cultivars are built. Other subcategories of Colombian beans are Bourbon, Maragotype, Typica and Caturra. Currently Colombia is third bean producer in the world and offers excellent coffee due to their growing conditions. 

Talking to Maria and Boris is really about learning and recognizing the history and trajectory of coffee. Here is a pleasant conversation with Maria about her project.

Camaleónicas: What do the coffee notes mean and can you describe for each coffee what sensation it will have in the mouth and what would you recommend for tasting each one?

María: Notes are a big deal in the Coffee Industry as they give standardized ways to describe the flavors present and allow us to make informed decisions. They give us a preview of the complexities that can come with some flavors and help us find the coffee that best suit us. More importantly, notes are a significant part for professionals to evaluate quality, making its trade easier. 

Coffee Tasting notes are based on natural compounds that are present in the coffee beans. These compounds are dependent on factors such as: The type of bean, the region where it was grown and they way it was processed. The most common tasting notes are: Fruity, nutty, floral, chocolatery and spicy. 

Furthermore, it is important to understand the three main elements in the coffee tasting notes. These are: Acidity and Sweetness, Bitterness and Balance and Texture and Aftertaste. Acidity, as one of the key elements of coffee tasting notes, refers to the bright, tangy and sour notes present in coffee. Sweetness, on the other hand, relates to flavors such as the one of sugar, honey or caramel. Moving along to Bitterness, it refers to flavors that are more in line with Dark chocolate or burnt toast. Understanding that bitterness alone is not pleasant and should not be the protagonist in a cup of coffee, when balanced with other flavors, it can give depth and complexity to it. Finally, Texture and Aftertaste, describe the mouthful sensation and how it feels in your mouth. Here, we introduce concepts such as: Smooth, creamy and velvety, among others. Aftertaste though, is more related to the lingering tastes that remain in your mouth after you have finished drinking the coffee.

“Many people think that there are right or wrong answers when cupping coffee. The reality is that it’s a very personal experience, based on each person’s sensorial memory.” María Tejada

Without going into many details, the right way to cup coffee would be to try it at a medium roast. This way all the notes are exposed and would not be overpowered by any burnt sensation that may come from a high roast. 

M: To better understand coffee notes, there are some tips that may serve and help to identify them better. It is recommended to start with single origin coffees – as they come from a very specific region, farm, or even a single plot of land, which can make it easier to identify and appreciate the unique flavor notes of coffee. Another tip, would be using a flavor wheel which can help to describe the different tasting notes in a coffee. It would also help to develop your palate and understanding the nuances of different coffees. Experimenting with the different brewing methods is always recommended as it can bring different flavors profiles in a coffee. Finally, of course, would be TRAINING YOUR BUDS. Everyone’s pallet is different and there is no right or wrong answer, so don’t be afraid to experiment and find the coffees that you enjoy the most.

The region where coffee is grown has a significant impact on the taste – For example, coffee grown in Central America tends to be brighter in its acidity and has a nutty flavor. Meanwhile, the coffee coming from South America is known for having more chocolatery and caramel notes. Furthermore, in terms of altitude, coffees grown in higher elevations tend to have brighter acidity and have a more complex flavor profile. 

Processing methods also plays an important role in the flavor profile of our coffees. There are two ways to process the coffee, Washed and Natural. Washed coffees tend to have a cleaner taste with more acidity, while natural coffees have a fruitier and sweeter taste. Finally, the varietal of the coffee plant also has a big impact on the coffee profile. For example, the Bourbon varietal is known for its sweetness and complexity, while the Typica varietal is known for its bright acidity.

C: How did you decide to bring together your passions for coffee and watches?

M: Joining both of our passions started making more sense as time passed by and as we put together all the similarities they shared. Luxury watches and specialty coffees have a lot of things in common. It can be said that they are both composed of two main areas. Art and science. In Luxury Watches, the science is focused on the engineering seen in the complications, the precision and all that has to do with the functionality. On the other side, the art focuses on the design and beauty of the time piece. All the details and delicate touches in the model. Making looking at the time, simply just a delightful experience.  

On another note, when talking about specialty coffee and the science and engineering behind it, we endemically need to refer to all the environmental engineering that must be applied in the planning and the process of growing the “perfect” coffee crop. Furthermore, a lot of science goes into the different processes that coffee undergoes.  From the moment is planted, to when is washed, fermented and sun dried. All these components have an impact on the coffee notes and final quality and product of the coffee beans. In terms of the art that goes behind the perfect cup of specialty coffee we can refer to all the sensations that are felt when the time slows down and you are tasting a great cup of coffee. 

We can all agree that If the point would only be knowing the time or having some caffeinated drink to keep us awake, we could look at the time on our cellphones or drink a random coffee just for the sake of the caffeine. However, is more about understanding that it is Your Moment! It is your moment of enjoyment while winding a timepiece, admiring the design of the watch and all what comes with looking at the time through a luxury watch. Same happens with coffee, it is your moment of grinding, smelling, distinguishing the aromas and notes of the coffee you are about to drink.

“The time slows down and all becomes about the experience. ” María Tejada

C: How do you feel the web and networks help you with your brand?

M: We believe that the web and social media tools are a great caveat to not only get exposure and share what you love, but also if used well, they can be great to start educating consumers and creating a community around your passions. 

My perception of websites is that they are living documents and instruments – that need constant TLC to reach a particular and intended audience effectively. At this point in our globalization, all these tools are key to master as they make all marketing, and sales initiatives evolve incredibly faster. 

I do believe that managing social media and our website effectively help us on reaching the community we are trying to build for our business. It requires effort and time model and master but it is all worth it in the end. 

C: What do you want people to take away from your coffee brand?

M: The perception that we would like our customers to retain is that specialty coffee and luxury watches are all about the experience. About opening all senses and mindfully enjoying the moment. Your moment!

Visit the web