Superlative

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  Thomas J. Sandrin of WatchDNA on What Defines Watch Brands and Drives Consumer Choice 16.09.2026 1ч 15мин

  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
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  Nate Borgelt of Joopiter on Expanding What’s Collectible and the Future of Watch Auctions 09.09.2026 1ч 5мин

  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
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  Ahmad Shahriar on Why Watch Brands Need People, Passion, and Autonomy 02.09.2026 1ч 4мин

  This week on the Superlative Podcast, host and aBlogtoWatch Founder Ariel Adams is joined by Ahmad Shahriar, a longtime watch industry executive who currently works alongside Samir Shah representing Arnold & Son, Angelus, and Favre Leuba in North America. Ahmad reflects on his career with brands including Ulysse Nardin, Blancpain, and Breguet and explains why having passionate, accessible people behind a watch brand is so important. They discuss how relationships influence collectors, why independent brands are connecting with enthusiasts, and how Ahmad’s current role has allowed him to return to a more personal and hands-on approach to the watch business.Ariel and Ahmad also explore the differences between working for independent brands and large corporate groups, including the challenges that can arise when decisions are made far from the markets they affect. Ahmad shares his experiences with corporate micromanagement, the importance of giving local teams the autonomy to make decisions, and why focusing too heavily on numbers can come at the expense of passion. They also discuss changing collector expectations, the importance of celebrating both products and people, and why strong relationships may ultimately be one of the watch industry's most valuable assets.Learn more about Ahmad Shahriar and the brands he represents, including Arnold & Son, Angelus, and Favre Leuba:- https://www.arnoldandson.com/ - https://angelus-watches.com/ - https://www.favreleuba.com/ Ahmad on LinkedIn - https://www.linkedin.com/in/ahmad-shahriar-6709774/ 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 to Ahmad Shahriar[01:39] Representing Arnold & Son, Angelus, and Favre Leuba[02:46] Why Watch Brands Need People on the Ground[07:56] Why Relationships Sell Watches[11:21] The Rise of Independent Brands and Changing Collectors[14:35] Independent Brands vs. Corporate Watch Groups[21:06] Why Swiss Headquarters Struggle With North America[26:44] Inside the Swatch Group and Its Management Structure[28:29] The Reality of Leading Breguet North America[33:29] Why Great Watch Brands Get Stuck[36:44] What Happens When Corporations Buy Watch Brands[40:08] When the Watch Industry Stopped Being Fun[44:24] Watches, Celebration, and the Culture of Luxury[47:57] Bringing Passion Back to the Watch Industry[50:02] When Micromanagement Goes Too Far[55:03] Swiss Watches Face More Global Competition[58:22] What Makes Arnold & Son, Angelus, and Favre Leuba Exciting[1:00:24] How Watch Collectors Have Changed
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  Montrichard Group CMO Oscar Chabrat on the Business Behind Watch Brands and the Future of Microbrands 26.08.2026 1ч 2мин

  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/ 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:[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
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  Gabe Oppenheim On How History And Politics Shape The Watch Industry 19.08.2026 1ч 7мин

  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
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  Collective Horology’s Gabe Reilly On Why Independent Watchmaking Is Winning 12.08.2026 1ч 6мин

  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
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  Lior Arussy On Why Luxury Watch Brands Have It Wrong 05.08.2026 1ч 3мин

  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 Overview01:56 How Fund Time Helps Independent Watch Brands06:10 Distributor Relationships & Swiss vs American Business Culture09:12 Why The Customer Always Comes First14:26 Customer Experience & Lessons From Mercedes-Benz17:46 Customer Co-Creation & The Future Of Luxury21:27 Why Brands Lose Customers Over Time27:06 Innovation, Failure, & Pricing Luxury Watches33:57 Investing In Independent Watch Brands38:02 The Biggest Mistakes Independent Watch Brands Make45:02 Building Independent Brands In The U.S.48:41 Emotional Connection vs Great Products52:16 Lifetime Customer Value Over Transactions54:38 The Future Of The U.S. Luxury Watch Market58:57 Which Brands Should Avoid The U.S. Market1:00:48 Why Brand Experience Matters1:02:43 Where To Learn More About Lior Arussy
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  Riccardo Dana On SWOP's Vision For The Future Of Watch Collecting 29.07.2026 1ч 6мин

  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 SWOP06:32 From In Person Buying To Online Watch Trading10:21 Fixing Watch Marketplaces14:29 Market Prices, Auctions, & Watch Values23:02 Who Is SWOP Really Built For?31:17 Dealer Fees & Global Watch Markets35:39 Why SWOP Focuses On Modern Watches42:17 Rolex, Hype, & Independent Watch Brands46:10 Social Media & The Future Of Watch Collecting54:50 How SWOP Uses AI1:02:11 Will AI Agents Buy Your Next Watch?1:05:53 Where To Find SWOP
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  Mike Margolis On Building Czapek In America, Modern Watch Marketing, And Buying With Your Heart 22.07.2026 1ч 9мин

  New day, same great conversations. Catch new episodes of SUPERLATIVE every Wednesday!In this episode of SUPERLATIVE, aBlogtoWatch founder and host Ariel Adams sits down with Mike Margolis, President of Czapek Americas, to explore what it takes to build an independent watch brand in today's competitive market. Drawing on decades of experience across luxury watch retail, distribution, and brand development, Mike shares how Czapek has grown its presence in North America while staying true to its identity. Along the way, he reflects on lessons learned from industry icons such as Jean-Claude Biver, the importance of creating meaningful collector relationships, and why authentic storytelling remains one of the most valuable tools in modern watch marketing.Their conversation also dives into the realities of selling independent watches, the changing role of retailers and events, the impact of tariffs and global business challenges, and why collecting should always be driven by passion rather than investment. Whether you are fascinated by the business behind luxury watches or simply appreciate great horology, this episode offers thoughtful insight into what helps brands and collectors thrive together.Learn more about Mike Margolis:- Instagram - https://www.instagram.com/thewatchenabler/ - Website - https://www.horologyworks.com/ - Czapek Watches - https://www.czapek.com/ 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:00:35 Introduction01:34 Mike's Career & Czapek05:34 Tariffs & Importing Watches10:32 Why Americans Should Buy Local14:06 The Hublot Years15:32 Working With Jean-Claude Biver24:37 Lessons in Watch Marketing30:09 Finding Modern Collectors35:56 Becoming a Watch Collector39:49 How Watch Collecting Has Changed42:14 Events, Retail & Direct Sales48:23 Can You Trust Online Reviews?55:03 Buying Watches Online56:58 Why Watches Should Bring Joy1:01:48 Selling & Trading Watches1:02:39 Buy With Your Heart1:06:31 Rolex, CPO & Speculation1:08:31 Final Thoughts
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  Frederic Gasser on B.R.M’s Racing DNA, American Retail, and the Power of Staying Niche 15.07.2026 1ч 5мин

  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/ 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:[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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  Thomas Baillod On Challenging Swiss Watchmaking Traditions At BA111OD 08.07.2026 1ч 4мин

  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/ 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:[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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  Nathan Clapp Of Wraven Labs On Designing For True Watch Enthusiasts 01.07.2026 1ч 4мин

  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/ 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] 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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  Sylvain Berneron On Watch Design Without Compromise 24.06.2026 1ч 4мин

  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/ 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:[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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  Becca Florence Davis Of CHP Caliber On The Future Of Independent Watch Brands 17.06.2026 1ч 3мин

  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/ 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] 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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  Jason Chevrolat of Bonniksen on Preserving Traditional Watchmaking 08.06.2026 1ч 3мин

  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/ 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!
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  Building A Modern Tool Watch Brand With Olof Larsson of Aera 01.06.2026 1ч

  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/ 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!
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  Stephen Cox Of Sopwith Watch Company On Wearing Aviation History On Your Wrist 25.05.2026 1ч 2мин

  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/ 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!
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  Kristian Dowling of Leica Watches on Watch Photography, Authenticity, and Brand Storytelling 18.05.2026 1ч 2мин

  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/ 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!
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  Justin Jakobson of Camp Watches on Industrial Inspired Watch Design and Southern California Creativity 11.05.2026 1ч 5мин

  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/ 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!
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  Charlotte and Peter Fiell on Watch Collecting, Curation, and Storytelling 04.05.2026 1ч 11мин

  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/ 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!