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New day, same great conversations. Catch new episodes of SUPERLATIVE every Wednesday!
In this episode of SUPERLATIVE, aBlogtoWatch founder and our host Ariel Adams sits down with Frederic Gasser, President of B.R.M North America, to discuss the unconventional story of bringing the French motorsport inspired watch brand to the United States. Frederic shares how a phone call, a handful of watches, and an unexpected first sale helped launch B.R.M in America, eventually leading to early opportunities with Neiman Marcus and retailers across the country. He also explains how B.R.M translates the colors, materials, mechanics, and energy of the racetrack into its watches, why the brand has remained committed to its distinctive racing identity, and how customization has helped build a passionate collector base.
The conversation also explores the changing realities of the American watch market, from the growing influence of major brands over retailers to the challenges independent companies face in traditional wholesale. Frederic discusses B.R.M’s shift toward direct relationships with collectors, bespoke watches, and creative collaborations, while sharing why smaller brands need to stay focused rather than chase every market opportunity. Ariel and Frederic also examine the challenges European watch companies face when entering the United States, the importance of having a genuine local presence, and why finding your own niche may be more valuable than just pursuing volume.
Learn more about B.R.M:
- Instagram - https://www.instagram.com/brmchronographes/
- Website - https://brm-chronographes.com/
This week's episode is sponsored by the Movado Heritage Kingmatic collection, learn more at the link below:
- https://www.movado.com/
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Key Timestamps:
[0:35] Intro & B.R.M Origins
[3:58] Frederic Brings B.R.M to America
[9:26] Early U.S. Growth & Retail Expansion
[11:08] How B.R.M Manufactures Its Watches
[13:19] B.R.M’s Racing Inspired Design
[19:54] Richard Mille Comparisons & Staying Focused
[23:47] Doing Fewer Things Well
[24:31] The Power of Human Connection
[26:00] Polarizing Design & Passionate Collectors
[30:47] Technical Innovation & Lightweight Watches
[35:08] Pricing & Customization
[36:32] The Shift to Direct & Bespoke
[39:12] Retailers & Big Brand Pressure
[45:30] U.S. vs. European Discounting
[47:23] Why the U.S. Market Is So Difficult
[56:26] The Importance of the U.S. Market
[58:10] Why Brands Need a Local Presence
[1:00:47] Watches and Wonders & B.R.M’s Future
[1:04:23] Closing
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New day, same great conversations. Catch new episodes of SUPERLATIVE every Wednesday!
This week on SUPERLATIVE, aBlogtoWatch founder and our host Ariel Adams sits down with Thomas Baillod, founder of BA111OD, for a conversation about challenging the traditional rules of Swiss watchmaking. Thomas looks back on the original idea behind BA111OD, which started as a proof of concept for a new way of selling watches through community, word of mouth, and what he calls “WeCommerce”. He explains how that idea grew into a full watch brand, why value remains central to the company, and how BA111OD has approached Swiss made watches, tourbillons, and retail in a way that pushes against industry norms.
Ariel and Thomas also discuss BA111OD’s acquisition of BCP Tourbillon, the importance of producing accessible high end complications, and why Thomas believes luxury watchmaking should respect both the product and the consumer. Thomas shares his thoughts on heritage, the debate around the BA111OD name, the tension between price and perception, and why he is focused on building watches from the Watch Valley with passion before profit. Join Ariel and Thomas for a candid conversation about Swiss watchmaking, business model disruption, accessible tourbillons, and the future of BA111OD.
Learn more about Ba111od:
- Instagram - https://www.instagram.com/ba111od.official/
- Website - https://ba111od.com/
This week's episode is sponsored by the Movado Heritage Kingmatic collection, learn more at the link below:
- https://www.movado.com/
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- Website - https://www.ablogtowatch.com/
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Key Timestamps:
[0:01] Intro & Thomas' Return
[1:15] Camino de Santiago & Leadership Lessons
[6:32] How BA111OD Began
[11:13] Reinventing How Watches Are Sold
[18:56] Price, Heritage & Luxury
[21:00] Why Build An Affordable Swiss Tourbillon?
[23:37] Who Buys BA111OD Tourbillons?
[26:05] Industry Pushback & Retail Challenges
[29:53] The BA111OD Name Explained
[36:46] Design, Production & The Atelier
[42:30] Respecting The Watch Consumer
[49:16] Acquiring BCP Tourbillon
[56:32] Making High End Watchmaking More Accessible
[1:03:33] Closing Thoughts
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Saknas det avsnitt?
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New day, same great conversations. Catch new episodes of SUPERLATIVE every Wednesday!
On this episode of SUPERLATIVE, aBlogtoWatch founder and our host Ariel Adams is joined by Nathan Clapp, founder of Wraven Labs, to explore the intersection of product design, watch collecting, and entrepreneurship. Drawing on his experience working on the Apple Watch and his passion for thoughtful industrial design, Nathan shares how a simple frustration while driving inspired the creation of the Wing One, a purpose built accessory designed to protect both watches and vehicles. The conversation dives into what it takes to bring a niche physical product to life, from prototyping and manufacturing to branding and storytelling.
Nathan and Ariel also discuss why watch enthusiasts are drawn to craftsmanship, precision, and products that elevate the ownership experience. They explore the psychology of collecting, the importance of designing products that solve real problems, and how thoughtful presentation can be just as important as the product itself. Nathan also offers a look at Wraven Labs' next accessory venture, his approach to building a brand with long term value, and why creating something you are genuinely proud of matters more than chasing quick commercial success.
Learn more about Wraven Labs:
- Instagram - https://www.instagram.com/wravenlabs
- Website - https://www.wravenlabs.com/
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- Twitter/X - https://twitter.com/ABLOGTOWATCH
- Website - https://www.ablogtowatch.com/
If you enjoy the show please Subscribe, Rate, and Review!
Key Timestamps:
[00:35] Intro & Nathan's Background
[04:13] Why Watch Collectors Love Craftsmanship
[08:56] The Story Behind Wing One
[14:34] How To Market A Niche Product
[16:29] Who Wing One Is Really For
[19:17] The Wraven Labs Vision
[25:06] Materials, Adhesives & Durability
[32:03] Building Wraven Labs
[33:42] Advice For Watch Entrepreneurs
[36:06] Future Variants & Collaborations
[49:14] Should You Wrap Your Watch?
[58:14] Sapphire, Patina & Long-Term Wear
[1:00:10] Engineering The Laptop Protector
[1:03:38] Where To Find Wraven Labs
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New day, same great conversations. Catch new episodes of SUPERLATIVE every Wednesday!
On this episode of Superlative, aBlogtoWatch founder and our host Ariel Adams is joined by Sylvain Berneron, founder of Berneron Watches, for an in depth conversation about independent watchmaking, creative risk, and what it takes to build a lasting brand. Best known for the unconventional Mirage collection and his bold approach to design, Sylvain shares why he left the corporate world behind, invested his own savings into launching Berneron, and chose to follow his creative convictions rather than market trends. From asymmetric movements and precious metal construction to the challenges of bringing truly original ideas to life, he explains the philosophy that drives both his watches and his business.
Their discussion also explores the unique structure behind Berneron Watches, including local manufacturing, employee ownership, transparent allocations, and long term planning in an industry often focused on short term results. Sylvain reflects on the importance of craftsmanship, durability, and authenticity, while offering a candid look at the realities of building an independent watch brand from the ground up. For collectors, enthusiasts, and anyone interested in the future of luxury watchmaking, this is a fascinating conversation with one of the industry's most distinctive voices.
Learn more about Berneron:
- Instagram - https://www.instagram.com/berneron/
- Website - https://www.berneron.ch/
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- Twitter/X - https://twitter.com/ABLOGTOWATCH
- Website - https://www.ablogtowatch.com/
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Key Timestamps:
[0:00:36] Introducing Sylvain Berneron
[0:02:59] Challenges Facing Modern Watchmaking
[0:08:02] Leaving Corporate Life Behind
[0:20:34] Why Everything Is Made Locally
[0:22:45] A Different Way To Run A Company
[0:35:55] Building Watches To Last Generations
[0:44:01] The Story Behind The Mirage
[0:49:20] Risk, Timing, And New Ideas
[0:56:37] Managing Three Years Of Demand
[1:02:18] Why Fairness Matters
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New day, same great conversations. Catch new episodes of SUPERLATIVE every Wednesday!
In this episode of SUPERLATIVE, aBlogtoWatch founder and our host Ariel Adams sits down with Becca Florence Davis, founder of CHP Caliber, to explore the rapidly changing world of independent watch brands and what it really takes to succeed in the U.S. market. Drawing on her years of experience in luxury goods and as a former Shinola account executive, Becca explains why many promising watch brands struggle to break into retail, the hidden value of independent jewelers, and why relationships still matter more than hype in the watch industry.
Becca also shares how CHP Caliber helps emerging brands navigate wholesale, why operations and after sales support can make or break success, and what retailers are actually looking for when deciding which watches deserve case space. From the realities of direct to consumer business models to the importance of storytelling, trust, and long term growth, this conversation offers an insightful look at the business side of modern watchmaking and what separates brands that last from those that disappear.
Learn more about Becca and CHP Caliber:
- Instagram - https://www.instagram.com/chpcaliber/
- LinkedIn - https://www.linkedin.com/in/beccafdavis/
- Website - https://www.chpcaliber.com/
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- Twitter/X - https://twitter.com/ABLOGTOWATCH
- Website - https://www.ablogtowatch.com/
If you enjoy the show please Subscribe, Rate, and Review!
Key Timestamps:
[00:35] Intro & Becca’s Watch Industry Background
[02:50] Why Becca Created CHP Caliber
[08:39] How Independent Watches Actually Get Sold
[16:29] What U.S. Retailers Really Want From Watch Brands
[23:45] DTC vs Retail: Why Brands Hit A Growth Ceiling
[31:15] Inside CHP Caliber & The Access Lab
[37:04] Which Watch Brands Are Ready For The U.S. Market
[1:00:29] Who Should Work With CHP Caliber & How To Connect
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In this episode of Superlative, aBlogtoWatch founder and our host Ariel Adams sits down with Jason Chevrolat, co-founder of Bonniksen, to discuss the philosophy, ambition, and craftsmanship behind launching a new independent watch brand rooted in traditional watchmaking. Jason shares the story behind Bonniksen’s connection to the historic carousel complication, the influence of the Time Æon Foundation, and what it means to participate in the prestigious Naissance d’Une Montre IV project. From preserving disappearing techniques to creating watches with true credibility, Jason explains why taking the slow road in watchmaking still matters.
Ariel and Jason also dive into the realities of building a brand from the ground up, the challenges of handmade watchmaking, and the sacrifices required to bring an ambitious vision to life. Along the way, they discuss independent watchmaking, collector culture, Greubel Forsey’s influence, and Bonniksen’s long term goal of helping preserve traditional watchmaking through education and future generations of makers.
Learn more about Bonniksen and stay connected with Jason:
- Bonniksen Instagram - https://www.instagram.com/bonniksenofficial/
- Personal Instagram - https://www.instagram.com/holywrists/
- Website - https://bonniksen.com/
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- Shop ABTW - https://store.ablogtowatch.com/
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- Twitter/X - https://twitter.com/ABLOGTOWATCH
- Website - https://www.ablogtowatch.com/
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In this episode of Superlative, aBlogtoWatch founder and our host, Ariel Adams, sits down with Olof Larsson, co-founder of Aera, to explore the philosophy behind building a modern tool watch brand from the ground up. With decades of experience in the watch industry and a family history in retail, Olof shares how a chance friendship through Ikepod eventually led to the creation of Aera. He discusses why he and co-founder Jas Minhas chose to start a completely new brand instead of reviving a heritage name, the challenge of finding a perfect new company name, and the importance of creating watches that feel purposeful, refined, and distinctly their own.
Olof also offers an inside look at Aera’s design process, including the obsession with small details that define the brand’s aesthetic. From the challenges of manufacturing curved dials to balancing modern design with timeless functionality, he explains what it takes to bring a watch from concept to reality. Join in on the conversation as Ariel and Olof discuss changing consumer behavior, the rise of independent watch brands, colorful dials, and why modern collectors are increasingly drawn to watches that feel personal rather than trend-driven.
Learn more about Aero Watches:
- Instagram - https://www.instagram.com/aerainstruments/
- Website - https://aera.co/
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- Twitter/X - https://twitter.com/ABLOGTOWATCH
- Website - https://www.ablogtowatch.com/
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In this episode of Superlative, aBlogtoWatch founder and our host, Ariel Adams, sits down with Stephen Cox, founder of Sopwith Watch Company, to explore the fascinating intersection of aviation history and horology. Stephen shares the incredible story behind building a watch brand that uses material from authentic historic aircraft, including World War I planes and iconic military machines, to create watch cases with a direct connection to history. From sourcing century-old materials to building an in-house foundry in Texas, Stephen explains what it takes to transform rare aviation artifacts into modern timepieces.
The conversation also dives into Stephen’s lifelong fascination with World War I aviation, his career in motorsports and television, and the philosophy behind creating watches that prioritize authenticity over marketing. Along the way, Ariel and Stephen unpack the evolution of military aviation, the watches worn by early pilots, and why the emotional connection to history matters just as much as the mechanics inside the watch. Whether you love aviation, military history, independent watchmaking, or all three, this episode offers a unique look at a brand trying to do something completely different in the world of watches.
Learn more about Sopwith Watch Company:
- Instagram - https://www.instagram.com/sopwithwatchcompany/
- Website - https://sopwithwatch.com/
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- Website - https://www.ablogtowatch.com/
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In this episode of Superlative, aBlogtoWatch founder and our host, Ariel Adams, sits down with Kristian Dowling of Leica Watches to explore the fascinating connection between photography and watchmaking. Kristian shares how his background in photography and marketing, along with his work training Leica watch teams around the world, shaped his role at the brand. He also explains why authentic watch photography matters more than ever with today’s collector landscape. From photographing watches in unpredictable trade show environments to building imagery that feels honest and realistic, the conversation dives deep into how visual storytelling shapes the way collectors experience watches long before they ever try one on.
Ariel and Kristian also discuss what makes Leica Watches unique, including the philosophy behind the brand’s camera inspired approach to watchmaking and the challenge of introducing a respected photography name into the highly competitive luxury watch space. Along the way, they explore the role of authenticity in marketing, how watch brands can create stronger long term relationships with collectors, and why the best watches should look just as compelling in real life as they do in photographs.
Learn more about Leica Watches and stay updated with Kristian’s work:
- Instagram Accounts:
- https://www.instagram.com/kristiandowling/
- https://www.instagram.com/leica_watch/
- Websites:
- https://kristiandowling.com/
- https://leica-camera.com/
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On this episode of Superlative, aBlogtoWatch founder and our host Ariel Adams sits down with Justin Jakobson, founder of Camp Watches to discuss how industrial design, automotive culture, and personal storytelling all come together in modern independent watchmaking. Based in Los Angeles, Justin explains how his background in consumer electronics and industrial design shaped the identity of Camp Watches, along with the unique challenges of creating an original watch design in such a crowded and competitive category.
The conversation explores everything from typography and dial design to automotive paint inspiration and the influence of Southern California culture on creative work. Ariel and Justin also discuss the realities of building a startup watch brand, the importance of cohesive design language, and how interacting directly with collectors at watch shows helps shape future products. Along the way, they dive into analog nostalgia, vintage inspired aesthetics, and the growing community of independent watch brands emerging from Los Angeles.
Learn more about Camp Watches:
- Instagram - https://www.instagram.com/campwatchco/
- Website - https://campwatches.com/
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In this episode of Superlative, aBlogtoWatch founder and our host Ariel Adams speaks with design historians and authors Charlotte Fiell and Peter Fiell about their ambitious book Ultimate Collector Watches, published by TASCHEN. The conversation explores how the duo approached curating some of the most important watches ever made, from analyzing auction results to balancing representation across brands, eras, and complications. They explain why brands like Patek Philippe and Rolex dominate the high end collector space, while also sharing the challenges of expanding beyond those names to create a broader and more thoughtful narrative.
Charlotte and Peter also dive into the deeper cultural and psychological aspects of collecting, from the importance of origin and rarity to the emotional connection collectors form with objects. They discuss the storytelling behind iconic timepieces, the role of design and engineering in shaping desirability, and how access to rare watches and private collections helped bring the book to life. Their conversation offers both a behind the scenes look at creating one of the most comprehensive watch books ever published and a thoughtful exploration of why watch collecting continues to resonate with enthusiasts around the world.
Learn more about Charlotte and Peter:
- Order their book - https://www.taschen.com/en/books/architecture-design/09300/ultimate-collector-watches/
- Website - https://www.fiell.com/
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On this episode of Superlative, aBlogtoWatch founder and our host Ariel Adams sits down with Jim Wirth, co-founder and CEO of GiantMouse Knives, for a deep conversation about knives, collecting, and the surprising overlap between blade enthusiasts and watch lovers. Together their discussion explores how design, craftsmanship, and function come together in modern knife making, while also touching on the importance of aesthetics in an increasingly visual collector culture.
Ariel and Jim dive into the psychology behind collecting, the appeal of vintage objects, and why knives and watches attract such passionate communities. Along the way, they discuss the recent collaboration between GiantMouse Knives and Zodiac, the evolution of knife materials and steel technology, and how Jim’s entrepreneurial background helped shape the brand. From dive knives and Danish frogmen to the hunt for rare collectibles, this episode is a fascinating look at the mindset behind people who love beautifully made tools.
Check out GiantMouse Knives:
- Instagram - https://www.instagram.com/giantmouseknives
- Website - https://www.giantmouse.com/
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In this episode of Superlative, aBlogtoWatch founder and our host Ariel Adams sits down with Cornelius Ye of CIGA Design to explore how a modern watch brand can stand out in a crowded global market. Cornelius explains his role as a “go to market manager”, acting as the bridge between design, production, and sales, while helping bring each watch from concept to launch. He shares how CIGA Design grew from a small team focused on crowdfunding into an internationally recognized brand, driven by a commitment to original design and accessible pricing.
The conversation dives into the brand’s core philosophy, from skeletonized watches and story driven collections to award winning designs like the Blue Planet. Cornelius breaks down how narrative, aesthetics, and emotional connection matter more than traditional timekeeping in today’s market, and why CIGA Design focuses on creating distinctive pieces rather than competing with legacy Swiss brands. From Everest inspired tourbillons to evolving global distribution, this episode offers insight into how a new generation of watchmakers is redefining value, creativity, and what consumers truly want from a watch.
Check out CIGA Design:
- Instagram - https://www.instagram.com/cigadesign.global/
- Website - https://cigadesign.com/
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In this episode of Superlative, our host and aBlogtoWatch founder Ariel Adams sits down with Marine Lemonnier-Brennan, founder and managing director of 289 Consulting, to explore the often unseen forces that drive the watch industry forward. Marine shares how her career evolved from the entertainment world into watchmaking, and how her experience helped shape a more strategic and globally connected approach to PR. Together, they unpack the critical role of relationships in an industry where success depends not just on great products, but on the people behind them and the stories that bring them to life.
The conversation dives into Marine’s time working with major brands like Vacheron Constantin and Hublot, her experience alongside Jean-Claude Biver, and the decision to build her own firm focused on supporting independent watchmakers. She explains how 289 Consulting bridges the gap for smaller brands that need global visibility but lack the resources of large groups, while also emphasizing the importance of maintaining a healthy ecosystem between brands, media, and retailers. Along the way, Ariel and Marine reflect on how the industry has evolved, why connection remains at its core, and what it takes for brands to stay relevant in a rapidly changing landscape.
Check out 289 Consulting and Follow Marine:
- Instagram - https://www.instagram.com/289consulting/
- https://www.instagram.com/marinelemonnier/
- Website - https://289consulting.com/
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In this episode of Superlative, Ariel Adams sits down with Alex Rosenfield, CEO of Urban Jürgensen, to explore the revival of one of watchmaking’s most historic yet often overlooked brands. Alex shares the story behind his family’s acquisition of Urban Jürgensen and the philosophy guiding its modern relaunch, from preserving centuries of design and engineering legacy to working alongside master watchmaker Kari Voutilainen to shape a new generation of timepieces.
Alex dives into what it really means to run a high end watch brand today, including long term thinking, resisting industry pressure for constant releases, and focusing on emotional connection through design and craftsmanship. He also outlines a refreshingly transparent approach to collectors, emphasizing fairness, accessibility, and respect over traditional luxury sales tactics. Along the way, Alex reflects on what makes a watch truly meaningful, from the human story behind its creation to the importance of making something that feels beautiful and lasting on the wrist. Alex and Ariel’s conversation is truly a thoughtful look at how heritage, artistry, and modern leadership can come together to redefine what independent watchmaking looks like going forward.
Check out Urban Jürgensen:
- Instagram - https://www.instagram.com/urbanjurgensen/
- Website - https://urbanjurgensen.com/
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In this episode of Superlative, aBlogtoWatch founder Ariel Adams speaks with Kuruvilla “Diny” Markose, CEO of Titan Watches, about leading one of the most dominant watch brands in the Indian market and guiding it into a new era of global relevance. Diny shares how Titan built its success through design, manufacturing scale, and quartz innovation, while now shifting focus toward premiumization and mechanical watchmaking. He explains why India’s rapidly evolving consumer market is creating new opportunities in the $300 and above segment, and how Titan is investing in in house movements, complications, and finishing to meet that demand.
Their conversation explores the balance between preserving a strong mass market foundation and expanding into higher end watchmaking, as well as Titan’s ambition to create compelling daily driver watches that deliver exceptional value. Diny also discusses the growing appeal of analog watches in a world of digital fatigue, the importance of design identity in crowded categories like dive watches, and the long term goal of producing world class timepieces that can compete on a global stage while remaining accessible to a broader audience.
Check out Titan Watches:
- Instagram - https://www.instagram.com/titanwatchesindia/
- https://www.instagram.com/dinykm/
- Website - Titan Watches India
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- Website - https://www.ablogtowatch.com/
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This week on Superlative, Ariel Adams sits down with Chris Wiegand, president of LÜM-TEC and founder of Wiegand Custom Watch, to explore the reality behind building watches from the ground up. From hand applying lume to early Omega and Panerai dials to running manufacturing and design for over one hundred brands, Chris shares how a self taught approach and obsession with improvement shaped his path in the industry. He breaks down the science behind lume application, why thickness does not always equal brightness, and how small technical decisions can dramatically change performance.
The conversation moves through the evolution of microbrands, the rise of Kickstarter, and the growing divide between engineering and marketing in modern watchmaking. Chris offers an honest look at what it takes to turn ideas into real products, including working with impossible AI driven designs, navigating manufacturing limits, and helping new founders avoid costly mistakes. Along the way, they discuss American watchmaking challenges, why some brands choose to stay small, and how changing consumer behavior is shaping the future of design.
Follow Chris and check out Lüm-Tec & Wiegand Custom Watch:
- Websites - https://lum-tec.com/
- https://www.wiegandwatches.net/
- Instagram - https://www.instagram.com/lumtecwatches/
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- Instagram - https://www.instagram.com/ablogtowatch/
- Twitter - https://twitter.com/ABLOGTOWATCH
- Website - https://www.ablogtowatch.com/
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On this episode of Superlative, our host and aBlogtoWatch founder Ariel Adams is joined by Richard Benc, founder of Studio Underd0g, to discuss the evolution of one of the most recognizable modern microbrands. Richard explains how the brand grew from a small proof of concept release into producing thousands of watches per year, and why focusing on long term decision making has been critical to building a sustainable business in a crowded watch market. The conversation explores how Studio Underd0g scaled production, built supplier relationships, and eventually acquired its UK assembly partner Horologium in order to maintain quality control and strengthen the brand’s manufacturing capabilities.
While Ariel and Richard dive into the creative philosophy behind Studio Underd0g’s playful and colorful designs, Richard also shares how the brand intentionally creates watches inspired by positive associations such as food, fruit, and everyday experiences that people connect with emotionally. They also discuss the brand’s distinctive drop model sales strategy, the role of collaborations in building credibility, and the broader challenges facing microbrands as they try to grow beyond the passion project stage while maintaining authenticity and agility in the watch industry.
Follow Richard and check out Studio Underd0g:
- Website - https://underd0g.com/
- Instagram - https://www.instagram.com/studio.underd0g/
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- Website - https://www.ablogtowatch.com/
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On this episode of Superlative, our host and aBlogtoWatch founder Ariel Adams is joined by entrepreneur and music industry executive Lex Borrero for a wide ranging conversation about culture, storytelling, and the evolving world of watch collecting. Drawing from his experience building artists and shaping cultural moments in the music industry, Lex explains how similar storytelling principles apply to luxury watches and why brands that connect emotionally with audiences often stand out the most.
Their discussion explores the collector journey, the growing importance of community in the watch world, and why independent brands are resonating with younger enthusiasts. Lex also shares insights about disruption, creative direction, and how experiences, storytelling, and cultural relevance can help watch brands connect with a new generation of collectors while still honoring traditional craftsmanship. Along the way, Ariel and Lex reflect on the collector journey and why the watches people choose often say as much about personal identity and culture as they do about mechanical craftsmanship.
Follow Lex:
- Lex - https://www.instagram.com/lexborrero/
- 0260studios - https://www.instagram.com/0260studios/
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To check out Superlative on Youtube as well as other ABTW content:
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- Website - https://www.ablogtowatch.com/
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On this episode of Superlative, our host and aBlogtoWatch founder Ariel Adams speaks with Jose and Anita Salas, founders of Santurce Collection, about their journey from passionate collectors in Puerto Rico to launching their own enthusiast driven watch brand. Drawing from years of experience attending boutique events and building community gatherings, they share how hospitality, trust, and belonging became the foundation of their philosophy. Together they dive into why watches are not inventory but stories, and how every sale is rooted in long term relationships rather than short term transactions. The conversation explores the rise of microbrands, the disconnect between large Swiss brands and collectors, and why community based accountability keeps smaller brands honest on pricing and quality. Jose and Anita also discuss the realities of self financing a watch company, designing from scratch, and building a brand identity tied to Santurce and Puerto Rican culture. It is an honest look at what it means to create watches for friends first and customers second, and why authentic connection remains the most powerful force in modern watch collecting.
Follow the Santurce Collection:
- Instagram - https://www.instagram.com/santurcecollection
- Personal Instagrams - https://www.instagram.com/thetimeofman/
- https://www.instagram.com/thetimeofwoman/
- Website - https://santurcecollection.store/
SUPERLATIVE IS NOW ON YOUTUBE!
To check out Superlative on Youtube as well as other ABTW content:
- YouTube - https://www.youtube.com/@ablogtowatch
To check out the ABTW Shop where you can see our products inspired by our love of Horology:
- Shop ABTW - https://store.ablogtowatch.com/
To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on:
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- Twitter - https://twitter.com/ABLOGTOWATCH
- Website - https://www.ablogtowatch.com/
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- Visa fler
