Superlative

This week on the Superlative Podcast, Ariel Adams is joined by Oscar Chabrat, founder of Praesidus Watches and Chief Marketing Officer of the Montrichard Group. Oscar takes Ariel behind the scenes of the watch industry to explain how Montrichard evolved from a traditional B2B manufacturer into a global operation involved in manufacturing, marketing, and a growing portfolio of watch brands. They discuss the realities of watch production, why so many brands rely on outside manufacturing partners, the challenges of inventory and movement lead times, and how a more flexible approach to production can help brands respond to a rapidly changing market.

The conversation also explores the changing economics of the watch industry, from the decline of traditional fashion watches to the rise of microbrands and increasingly aggressive luxury watch pricing. Oscar and Ariel discuss why brand recognition can command a premium, how informed enthusiasts evaluate value differently, and whether AI could change the way consumers discover and compare watches. Oscar also shares the story behind Praesidus, from its roots in recreating a WWII veteran’s lost A11 watch to the role storytelling continues to play in the brand today. He also looks ahead to the next stage of Praesidus as it moves beyond familiar WWII inspired designs and into a new generation of more modern watches, offering a glimpse at how the brand plans to evolve while staying true to what made it successful.

Learn more about Oscar, Praesidus Watches, and the Montrichard Group:

- Instagram - https://www.instagram.com/praesidus.watch/

- https://www.instagram.com/oscarchabrat/

- Websites - https://montrichardwatch.com/

- https://praesidus.com/

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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:

- Instagram - https://www.instagram.com/ablogtowatch/

- Twitter/X - https://twitter.com/ABLOGTOWATCH

- Website - https://www.ablogtowatch.com/

If you enjoy the show please Subscribe, Rate, and Review!

Key Timestamps:
[0:36] Introduction to Oscar Chabrat
[1:12] Inside the Montrichard Group
[5:09] A Global Approach to Watch Manufacturing
[8:05] Just in Time Manufacturing and Watch Production
[12:39] Why Watch Brands Need Manufacturing Partners
[20:15] The Decline of Fashion Watches and Rise of Microbrands
[22:53] Building Better Watch Brand Partnerships
[27:07] Can the Montrichard Model Scale?
[29:59] Watch Pricing and What Brands Can Really Charge
[33:19] Why Luxury Watch Prices Keep Rising
[37:27] How AI Could Change Watch Buying
[39:58] GEO and Optimizing Watch Brands for AI
[47:30] Why Storytelling Sells Watches
[50:49] The Future of Praesidus Manufacturing
[56:27] The Story Behind Praesidus and the A11
[58:20] Moving Praesidus Beyond WWII Watches
[1:01:09] Closing Thoughts

This week on Superlative, aBlogtoWatch founder Ariel Adams is joined by author and journalist Gabe Oppenheim to discuss his book Borrowed Time and the complicated history behind the modern watch industry. Gabe explains how his research into intellectual property led him deep into the history of Swiss watchmaking, including the relationship between watch companies and the Swiss government, the decline of American watch manufacturing, and the origins of what consumers understand as “Swiss Made.” He and Ariel explore how politics, competition, and industry cooperation helped shape the watch world we know today.

The conversation also turns to Chinese watchmaking and counterfeiting, the importance of independent watchmakers, and the information gap between luxury brands and consumers. Gabe argues that understanding where watches come from, how they are made, and who actually contributed to their creation can make collectors more informed without taking away from their appreciation of watches. Together Ariel and Gabe discuss looking beyond marketing, celebrity ambassadors, and prestige to better understand the history, mechanics, and people behind the products collectors love.

Learn more about Gabe and his newest book:

- Website - https://www.gabeoppenheim.com/

- Check out his book: Borrowed Time - https://a.co/d/02tvLSO0

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:

- Instagram - https://www.instagram.com/ablogtowatch/

- 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] Introduction & Gabe Oppenheim’s Borrowed Time
[02:31] Why We Justify Buying Watches
[05:03] Watches, Happiness & The Watch Community
[11:52] Borrowed Time, IP Theft & Swiss Watchmaking
[13:52] Creators, Credit & Consumer Advocacy
[24:14] How The Swiss Industry Gutted American Watchmaking
[31:20] Rolex, Regulation & Swiss Protectionism
[38:48] The Real Origins Of “Swiss Made”
[41:42] The Quartz Crisis, USSR & Chinese Watchmaking
[45:00] Is “Swiss Made” Worth The Premium?
[46:11] Looking Beyond Luxury Watch Marketing
[48:32] Why Independent Watchmakers Matter
[56:11] Counterfeit Watches & Chinese Clone Movements
[58:23] Longines, Anarchism & The Hidden Side Of Watch History
[1:03:34] Where To Find Gabe Oppenheim & Borrowed Time

This week on the SUPERLATIVE Podcast, host and aBlogtoWatch Founder Ariel Adams is joined by Gabe Reilly, Co-Founder of Collective Horology. Ariel and Gabe discuss the growing appeal of independent watchmaking and why collectors are increasingly drawn to brands with a strong creative identity, personality, and sense of purpose. Gabe explains how Collective approaches independent watch retail, why community and in person experiences have become so important, and how the resurgence of analog culture is helping mechanical watches find new relevance with consumers.

The conversation also explores the challenges facing the traditional Swiss watch industry, from changing retail dynamics and consolidation to the difficulty some established brands have adapting to the American market. Gabe shares his perspective on what truly makes a watch brand independent, why collectors often view buying independent watches as a form of patronage, and how Collective has evolved from creating limited collaborations into a retailer dedicated to discovering and supporting independent watchmakers. Ariel and Gabe also discuss the changing media landscape and why watch brands need to become more comfortable with honest commentary, experimentation, and engaging directly with their communities. Tune in for a thoughtful look at why independent watchmaking continues to resonate with collectors and what its growing influence could mean for the future of the watch industry.

Learn more about Gabe and Collective Horology:

- Instagram - https://www.instagram.com/collectivehorology

- Website - https://collectivehorology.com/

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:

- Instagram - https://www.instagram.com/ablogtowatch/

- Twitter/X - https://twitter.com/ABLOGTOWATCH

- Website - https://www.ablogtowatch.com/

If you enjoy the show please Subscribe, Rate, and Review!

Key Chapters:
[0:36] Intro & Collective Horology Open House
[2:18] Independent Watches & The Analog Boom
[7:42] What Works In The U.S. Watch Market
[14:27] Swiss Watchmaking & Global Competition
[20:45] Retail Consolidation & Swiss Business Culture
[27:07] Doing Business With Swiss Brands
[34:23] Holding Companies Vs. Independent Watchmakers
[42:00] What Does “Independent” Really Mean?
[49:04] Watch Media, Transparency & Industry Commentary
[54:29] Why Luxury Brands Struggle With Modern Media
[1:00:46] The Evolution & Future Of Collective Horology
[1:06:10] Closing & Contact Info

How do independent watch brands compete in a market dominated by luxury giants? On this episode of SUPERLATIVE, aBlogtoWatch founder Ariel Adams is joined by Lior Arussy, founder and managing partner of Fund Time, to explore what it really takes to build a successful watch brand today. From investing in independent watchmakers to reshaping how brands connect with collectors, Lior shares why customer experience, authentic storytelling, and long term relationships matter far more than tradition alone.

Together, Ariel and Lior discuss the cultural differences between Swiss luxury brands and the American market, why emotional engagement is just as important as exceptional watchmaking, and how independent brands can thrive by putting collectors first. They also examine the future of luxury watches, the changing expectations of modern buyers, and why innovation in business can be just as important as innovation in watchmaking. Whether you are an avid collector, an independent watchmaker, or simply fascinated by the business behind luxury timepieces, this conversation offers a fresh perspective on where the industry is headed.

Learn more about Lior and Fund Time:

- Instagram - https://www.instagram.com/arussylior/

- Websites - https://teamfundtime.com/

- https://www.liorarussy.com/

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:

- Instagram - https://www.instagram.com/ablogtowatch/

- Twitter/X - https://twitter.com/ABLOGTOWATCH

- Website - https://www.ablogtowatch.com/

If you enjoy the show please Subscribe, Rate, and Review!

Key Chapters:
00:36 Welcome & Fund Time Overview
01:56 How Fund Time Helps Independent Watch Brands
06:10 Distributor Relationships & Swiss vs American Business Culture
09:12 Why The Customer Always Comes First
14:26 Customer Experience & Lessons From Mercedes-Benz
17:46 Customer Co-Creation & The Future Of Luxury
21:27 Why Brands Lose Customers Over Time
27:06 Innovation, Failure, & Pricing Luxury Watches
33:57 Investing In Independent Watch Brands
38:02 The Biggest Mistakes Independent Watch Brands Make
45:02 Building Independent Brands In The U.S.
48:41 Emotional Connection vs Great Products
52:16 Lifetime Customer Value Over Transactions
54:38 The Future Of The U.S. Luxury Watch Market
58:57 Which Brands Should Avoid The U.S. Market
1:00:48 Why Brand Experience Matters
1:02:43 Where To Learn More About Lior Arussy

New day, same great conversations. Catch new episodes of SUPERLATIVE every Wednesday!

On this episode of Superlative, aBlogtoWatch founder Ariel Adams is joined by Riccardo Dana, founder and CEO of SWOP, to discuss how technology and AI are transforming the watch collecting experience. Riccardo explains the challenges collectors and dealers face when buying, selling, and trading watches online, and shares how SWOP is using AI powered tools to create a more transparent, secure, and efficient marketplace. Together, they explore trust, pricing, negotiations, and the role technology can play in simplifying every step of the collecting journey.

Their conversation also looks beyond the marketplace itself, touching on collector psychology, the influence of social media, and why independent watch brands deserve more attention alongside the industry's biggest names. Riccardo shares his vision for connecting collectors, dealers, and communities through a smarter platform while preserving the passion, craftsmanship, and enjoyment that make watch collecting such a rewarding hobby. Whether you're a seasoned collector or just getting started, this episode offers a fascinating look at how technology could shape the next generation of watch collecting.

Learn more about Riccardo Dana and SWOP:

- Instagram - https://www.instagram.com/swop.trade/

- Website - https://www.swop.trade/

- LinkedIn- https://www.linkedin.com/in/riccardodana/

This week's episode is sponsored by the Movado Heritage Kingmatic collection, learn more at the link below:

- https://www.movado.com/

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:

- Instagram - https://www.instagram.com/ablogtowatch/

- Twitter/X - https://twitter.com/ABLOGTOWATCH

- Website - https://www.ablogtowatch.com/

If you enjoy the show please Subscribe, Rate, and Review!

Key Timestamps:
00:34 Riccardo Dana Intro and What Is SWOP?
02:36 Why The Watch Market Needed SWOP
06:32 From In Person Buying To Online Watch Trading
10:21 Fixing Watch Marketplaces
14:29 Market Prices, Auctions, & Watch Values
23:02 Who Is SWOP Really Built For?
31:17 Dealer Fees & Global Watch Markets
35:39 Why SWOP Focuses On Modern Watches
42:17 Rolex, Hype, & Independent Watch Brands
46:10 Social Media & The Future Of Watch Collecting
54:50 How SWOP Uses AI
1:02:11 Will AI Agents Buy Your Next Watch?
1:05:53 Where To Find SWOP