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Moisés Chocrón (Ceuta, 1967) is the fourth generation at the helm of Chocrón Joyeros. He had the best possible teacher, his father, the jeweler Carlos Chocrón, from whom he learned the trade and the importance of traveling to soak up trends and technologies for the jewelry he created. Just two years ago, Chocrón, together with chef Hugo Ruiz, put Ceuta’s gastronomy on the map from his restaurant Bugao, in Madrid.
Are you punctual?
I don’t know whether to say that I am extremely or disgustingly punctual, but I am. It is part of the respect and civility that we must show to others.
Who is your inspiration in the world of jewelry and watchmaking?
In both fields there are a large number of firms that have become true legends. But if I have to name an inspirational figure, that is undoubtedly my father, the true alma mater of Chocrón Joyeros and the person whose obsession for continuous improvement has shaped the person I am.
We wear watches less and less. Does this translate to the luxury watchmaking public?
I disagree with that statement. The data says that more watches are being sold than ever before and that the craze around some brands and models is unparalleled. It is possible that the use we make of it is different; it has long since ceased to be an instrument on which to consult the time to become an aesthetic complement, a status symbol or even a way to tell the world how you are.
Are the new generations interested in fine watchmaking and jewelry?
Absolutely. And above all for everything that smells exclusive, aspirational, to possess something that no one or almost no one has.
Did you also have watches painted on your wrist with a pen as a child?
Well, I would paint them myself or put decals on them.
Do you have a “platonic” watch?
More than platonic, I would highlight the special watch we made for the Spanish National Football Team to commemorate the title of World Champions. Also those we have made for Real Madrid when they won the Champions League. I like discreet watches, with elegance and class.
When you meet someone, do you look at their watch?
I don’t usually pay too much attention to those things, but rather to what it conveys to me on a general level. Although that does not mean that some people know how to combine better than others the style of watch chosen for each occasion. In a way, it does say something about each person.
How did the Chocrón Macías Foundation come about?
It was a project promoted by my father so that young people without resources or at risk of social exclusion could have the opportunity to learn the jeweler’s trade and build a professional future. He created a workshop-school in Ceuta and several promotions of young people who have improved their future prospects have come out of it.
How does it occur to someone dedicated to jewelry to get into the mess that is a restaurant?
Well, my friend and partner Hugo Ruiz, also born in Ceuta, is to blame. Hugo is an incredibly talented chef, something that I had already been able to see through the two restaurants he has had in Ceuta for more than 10 years (one Sol Repsol and included in the Michelin Guide). One day I dropped him the possibility of setting up something in Madrid and here we are.
How is the gastronomic scene in Madrid?
The city is in a moment of historical effervescence. In the 38 years that I have been in Madrid, I have never seen such frenetic gastronomic, cultural, economic, sporting or recreational activity as the one we are experiencing. To this we must add an extraordinary climate and the diversity of cultures, opinions and alternatives that give the city a colorful atmosphere that is difficult to match. At the gastronomic level, the rhythm of new openings requires everyone to live in a permanent demand for improvement. And that is great news for the sector.
What is the great jewel of Ceuta’s gastronomy?
In Madrid it is difficult for me to find fish with the flavor and treatment that is given in Ceuta. Probably because there it arrives almost alive to the kitchens and we have always known how to give it the perfect point, it is exceptional.
What is the surprise for those who approach Ceuta’s gastronomy for the first time?
Not only from the culinary point of view, which offers a wide range of styles. Everyone who comes to Ceuta for the first time is surprised by the beauty of a city. The two seas, the quality of life, the climate, the cultural diversity, its history, the monuments that certify it, etc. There is a popular saying: “When someone comes to Ceuta to live, he comes crying fearing what he will find. And when they have to leave, they leave crying for leaving behind a city they love”.
¿Qué tiene de característico la cocina de Ceuta?
La cocina ceutí es muy variada. Es cierto que el producto de mar es predominante y de una calidad excelente, pero la influencia de culturas como la marroquí, hindú o sefardí imprimen un carácter muy peculiar y dibujan de sabores exóticos y especiados muchos de los platos de la cocina de Ceuta.
In Bugao you say that a cocktail is not drunk but kissed.
And the best way to enjoy it is in good company and toasting “to life”. At Bugao we offer a pairing that can include, for example, a fresh and light cocktail to accompany a salad, another more powerful in the mouth for meat or fish, and something digestive and palate-cleansing to finish. In addition, the creativity of our bartender has no limits.
A gastro plan that you like to do in Ceuta.
Breakfast at Carlis, the best toast in Ceuta. Lunch at Piscolabis, from my friend Hugo, overlooking the sea. And dinner at Rafa and José Mari’s Refectorio, to taste the best fish.