Superlative

This week on SUPERLATIVE, aBlogtoWatch founder Ariel Adams is joined by Guy Allen, Head of Sales at Elliot Brown Watches. Guy reflects on more than four decades in the watch industry, from his early work with LEGO watches to finding his place at Elliot Brown. He shares how the British brand developed its reputation for rugged tool watches, including its work with the UK Tier One Special Forces community and the development of the Holton. Guy and Ariel also discuss what authenticity means for an independent watch brand, why collectors increasingly buy across vastly different price points, and how events and enthusiast communities have transformed the relationship between brands and their customers.

The conversation then turns to the changing economics of the watch industry, including Elliot Brown's move toward a direct-to-consumer model and the growing opportunities for independent brands. Guy offers his perspective on escalating Swiss watch prices and questions the value proposition of familiar watches that now cost dramatically more, while Ariel examines why major Swiss brands have increasingly pursued higher prices and lower volumes. They also discuss the growing strength of non-Swiss and independent watchmakers and a developing movement-supply problem that is making popular Japanese movements more expensive and difficult for smaller brands to source.

Keep up with Guy and Elliot Brown Watches:

Website - https://elliotbrownwatches.com/

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

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- YouTube - https://www.youtube.com/@ablogtowatch

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

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

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

Key Chapters:
00:00 Introduction
00:59 Guy Allen’s History With LEGO Watches
07:24 Joining Elliot Brown
10:17 Creating Watches for Special Forces
14:31 How Tough Is the Elliot Brown Holton?
17:42 Building an Authentic Independent Watch Brand
19:26 Why Elliot Brown Went Direct-to-Consumer
24:05 Watch Collecting and the Power of Community
28:02 How Watch Shows Changed the Industry
36:18 Why In-Person Watch Shows Are Here to Stay
39:50 Solving the Watch Resale Problem
47:32 Managing the Growing Watch Show Circuit
51:08 How Lockdown Transformed the Watch Business
53:47 Why the Watch Hobby Is Winning
56:49 Why Swiss Watch Prices Have Gone Too Far
01:04:47 The Looming Watch Movement Supply Crisis
01:08:28 Where to Learn More and Closing Remarks

This week on the SUPERLATIVE Podcast, host and aBlogtoWatch founder, Ariel Adams, is joined by Lilian Thibault, founder of AWAKE Watches. They discuss the evolution of AWAKE and how the brand found its identity by embracing Métiers d’Art, traditional craftsmanship, and a more focused creative direction. Lilian explains why launching a watch brand may be easier than ever, while building one that lasts has become increasingly difficult. He also shares how AWAKE’s handmade dials and use of techniques such as Vietnamese Son Mài lacquer have helped the brand offer collectors something distinctive at a more accessible price point.

Ariel and Lilian also explore why watches have become expressions of personality and emotion, the freedom founder-led brands have to take creative risks, and why AWAKE has no ambition to become a high volume watch company. They discuss the growing appeal of independent brands, changing collector attitudes toward resale value, and the importance of creating a more personal relationship between brands and their customers. Lilian also explains how AWAKE searches around the world for talented artisans, why great craftsmanship is not defined by where it comes from, and how the brand plans to bring greater sophistication to its watches while remaining committed to Métiers d’Art and accessible pricing.

Keep up with Lilian and AWAKE Watches:

Website - https://awakewatches.com/

Instagram - https://www.instagram.com/awake.concept/

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 Lilian Thibault and the Evolution of AWAKE Watches
2:32 Why Starting a Watch Brand Is Easier Than Ever
4:47 Finding the Idea That Made AWAKE Different
7:52 Making Métiers d’Art More Accessible
10:47 Defining Métiers d’Art and Preserving Traditional Craftsmanship
13:42 Why Presentation Matters as Much as the Watch
17:26 Watches, Emotion, and Personal Expression
20:00 Reinventing AWAKE and Its Brand Identity
25:36 Why Founder Led Brands Can Take More Risks
27:54 Why AWAKE Does Not Want to Become a High Volume Brand
32:12 Moving Beyond the Investment Watch Era
36:18 Why Collectors Are Turning to Independent Brands
41:49 Navigating U.S. Tariffs and the Customer Experience
46:50 The Challenge of Affordable Artisanal Watch Dials
48:15 Why “Talent Has No Passport”
53:23 Finding Artisans Around the World
58:37 Why Developing New Craft Techniques Takes Years
1:00:45 What Comes Next for AWAKE Watches

This week on the SUPERLATIVE Podcast, host and aBlogtoWatch Founder Ariel Adams is joined by longtime watch industry veteran Gary Girdvainis. Drawing on a career that stretches back to the early days of International Watch magazine, Gary reflects on decades spent inside the watch business and how dramatically the relationship between brands, media, retailers, and consumers has changed. Ariel and Gary discuss the realities behind watch journalism, the growing influence brands have sought over media, the shift from traditional publishing to today’s crowded creator landscape, and why simply following the Swiss playbook does not always lead to success.

The conversation also goes behind the scenes of the business itself, including Gary’s experiences working alongside Danny Govberg, his time with Franck Muller, and what those roles revealed about inventory, distribution, marketing, and the less visible side of the Swiss watch industry. They explore why some European brands continue to struggle with the American market, the need for a major consumer facing watch show in the United States, and Gary’s current work with Nivada Grenchen and FTS. The episode closes with a deeper look at American watch manufacturing, the enormous challenges of producing components domestically, and why building a truly Made in USA watch is far more complicated than it might seem.

Keep up with Gary and learn more about his work with FTS and Nivada Grenchen:

FTS - https://www.ftsusa.us/

Nivada Grenchen - https://nivadagrenchenofficial.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] Introduction and Gary Girdvainis’ Watch Industry Background
[03:36] Breaking the Rules of the Swiss Watch Industry
[06:33] Watch Media, Brand Control, and Staying Honest
[12:52] The Wild West of Modern Watch Media
[15:20] Gary’s History With International Watch Magazine
[22:16] Pulling Back the Curtain on the Watch Industry
[27:13] How Luxury Marketing Differs in America and Europe
[30:45] What Happened to Franck Muller?
[39:41] Why Swiss Watch Brands Struggle With the U.S. Market
[42:29] The Reality of Working in Watch Media
[50:34] Does America Need a Major Watch Show?
[54:35] FTS and the Future of American Watchmaking
[58:40] The Economics of Making Watches in America

This week on SUPERLATIVE, Ariel Adams is joined by Thomas J. Sandrin, founder of WatchDNA, to discuss what defines a watch brand and how consumers navigate an industry with more choices than ever. Thomas shares his journey from more than a decade with the Swatch Group and Hamilton to earning his MBA and launching Northern Watch Services and WatchDNA. He explains the thinking behind WatchDNA, an educational platform built to help enthusiasts discover brands, understand the people and history behind them, and make more informed decisions without blurring the line between education and selling.

Ariel and Thomas also explore why a strong sense of identity matters for watch brands, the growing challenge of knowing who to trust for watch information, and the role independent retailers continue to play in the buying experience. They discuss how social media has changed perceptions of expertise, why relationships and third party validation remain important in the watch industry, and why the ability to experience a watch in person still carries so much weight. Thomas also explains how WatchDNA is developing tools to connect consumers with retailers and make discovering and comparing brands easier in an increasingly crowded watch market.

Learn more about Thomas and WatchDNA:

WatchDNA Website - https://watchdna.com/

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

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

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:
 [00:35] Introduction to Thomas Sandrin and WatchDNA
[03:55] Leaving the Swatch Group and Taking an Entrepreneurial Leap
[05:00] Thomas’s Personal Journey and Going Back to School
[08:01] What an MBA Taught Thomas About the Watch Industry
[14:08] Why Brand DNA Matters
[18:34] Thomas’s Career at Hamilton and the Swatch Group
[21:44] Building Trust Between Watch Brands and Retailers
[28:13] The Changing Role of Authorized Dealers and Brand Boutiques
[33:10] Why Thomas Created WatchDNA
[36:24] The Three Pillars of WatchDNA
[41:40] Building a Community Around Watch Education
[44:44] Social Media, Algorithms, and Watch “Experts”
[51:41] Trust, Transparency, and Third Party Validation
[54:04] Building WatchDNA’s Global Retailer Directory
[56:00] The Business Model Behind WatchDNA
[59:54] How Consumers Choose Where to Buy Watches
[01:02:26] Thomas Turns the Questions on Ariel
[01:04:08] Ariel on Building aBlogtoWatch and Becoming an Entrepreneur
[01:06:27] Lessons, Mistakes, and Trust in the Watch Industry
[01:13:28] Thomas’s Personal Philosophy and the Future of WatchDNA

This week on the Superlative Podcast, Ariel Adams is joined by Nate Borgelt, Head of Watches at Joopiter, to discuss the evolving world of watch auctions and how a new generation of collectors is changing the market. Nate shares his path through Christie’s, Patrizzi & Co., Antiquorum, and Sotheby’s, along with the experiences and mentors that shaped his perspective on watches and the auction business. He also explains what drew him to Joopiter and how the auction house is approaching curation, accessibility, and collectibility differently from more traditional players in the space.

Ariel and Nate explore how the growth of online marketplaces, social media, collecting communities, and private sales has transformed the way watches are discovered, bought, and sold. They discuss the challenge of bringing attention to great watches that fall outside the usual Rolex and Patek Philippe conversation, the importance of giving collectors context around what makes a watch interesting, and the opportunities created by curating watches alongside other areas of culture and collecting. Nate also discusses Joopiter’s connection to founder Pharrell Williams, its efforts to make auctions more approachable, and why provenance and personal connections can make private consignments especially compelling.

Learn more about Nate and Joopiter:

Joopiter Website - https://www.joopiter.com/

Nate on LinkedIn - https://www.linkedin.com/in/nathanielborgelt/

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:
[00:34] Introduction to Nate Borgelt and Joopiter
[03:52] What Makes Joopiter Different?
[08:50] Nate’s Career in Watch Auctions
[16:06] Osvaldo Patrizzi and the Evolution of Watch Auctions
[25:33] The Importance of Curation and Storytelling
[32:19] Finding Value Beyond the Usual Collectible Watches
[37:22] How Collectors Decide What to Buy
[40:49] Bringing Attention to Overlooked Watches
[45:16] Mixing Watches With Other Collectible Categories
[49:20] Pharrell Williams and Joopiter
[53:41] Making Watch Auctions More Accessible
[56:00] The Joopiter Marketplace
[58:08] How Watches Make It to Auction
[59:41] Dealers, Private Sellers, and Provenance
[1:03:56] Where to Learn More About Joopiter