09/27/2026
Before there was Watchmaker Velarde, there were my grandparents, Rudy and Maria.
They built their life in Cuba, New Mexico, around family, hard work and the people who lived alongside them. Their storefront was more than a place to shop. It was part of the everyday life of a community shaped by ranching, faith, food and neighbors looking out for one another.
My grandfather, Rodolfo “Rudy” Velarde, was a cattle rancher, community leader and storyteller. My grandmother, Maria founded and ran the family grocery business—managing everything from inventory to finances. But their store was always more than just a business. When neighbors fell on hard times, Rudy and Maria quietly extended credit, food, and daily necessities. For them, the grocery store wasn’t just a way to make a living; it was a vital part of how their community looked after its own.
Their storefront still stands. Every time I think about it, I’m reminded that what we build can last beyond us when we put care into it and stay connected to where we come from.
That’s the story I carry into Watchmaker Velarde.
More soon.
