Superlative

Latest Episodes:

Gary Girdvainis on the Unspoken Realities of the Watch Industry Sep 23, 2026

Show notes

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/

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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

Thomas J. Sandrin of WatchDNA on What Defines Watch Brands and Drives Consumer Choice Sep 16, 2026

Show notes

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/

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

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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

Nate Borgelt of Joopiter on Expanding What’s Collectible and the Future of Watch Auctions Sep 09, 2026

Show notes

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/

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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:

[00:34] 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

Ahmad Shahriar on Why Watch Brands Need People, Passion, and Autonomy Sep 02, 2026

Show notes

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/

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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:

[00:36] 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

Montrichard Group CMO Oscar Chabrat on the Business Behind Watch Brands and the Future of Microbrands Aug 26, 2026

Show notes

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:

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- 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

Gabe Oppenheim On How History And Politics Shape The Watch Industry Aug 19, 2026

Show notes

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

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- 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

Collective Horology’s Gabe Reilly On Why Independent Watchmaking Is Winning Aug 12, 2026

Show notes

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/

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- Shop ABTW - https://store.ablogtowatch.com/

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- 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

Lior Arussy On Why Luxury Watch Brands Have It Wrong Aug 05, 2026

Show notes

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/

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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

Riccardo Dana On SWOP's Vision For The Future Of Watch Collecting Jul 29, 2026

Show notes

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/

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- 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

Mike Margolis On Building Czapek In America, Modern Watch Marketing, And Buying With Your Heart Jul 22, 2026

Show notes

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: