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

This week on SUPERLATIVE, aBlogtoWatch founder and our host Ariel Adams sits down with Thomas Baillod, founder of BA111OD, for a conversation about challenging the traditional rules of Swiss watchmaking. Thomas looks back on the original idea behind BA111OD, which started as a proof of concept for a new way of selling watches through community, word of mouth, and what he calls “WeCommerce”. He explains how that idea grew into a full watch brand, why value remains central to the company, and how BA111OD has approached Swiss made watches, tourbillons, and retail in a way that pushes against industry norms.

Ariel and Thomas also discuss BA111OD’s acquisition of BCP Tourbillon, the importance of producing accessible high end complications, and why Thomas believes luxury watchmaking should respect both the product and the consumer. Thomas shares his thoughts on heritage, the debate around the BA111OD name, the tension between price and perception, and why he is focused on building watches from the Watch Valley with passion before profit. Join Ariel and Thomas for a candid conversation about Swiss watchmaking, business model disruption, accessible tourbillons, and the future of BA111OD.

Learn more about Ba111od:

- Instagram - https://www.instagram.com/ba111od.official/

- Website - https://ba111od.com/

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

- https://www.movado.com/

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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

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

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 Introduction

01:34 Mike's Career & Czapek

05:34 Tariffs & Importing Watches

10:32 Why Americans Should Buy Local

14:06 The Hublot Years

15:32 Working With Jean-Claude Biver

24:37 Lessons in Watch Marketing

30:09 Finding Modern Collectors

35:56 Becoming a Watch Collector

39:49 How Watch Collecting Has Changed

42:14 Events, Retail & Direct Sales

48:23 Can You Trust Online Reviews?

55:03 Buying Watches Online

56:58 Why Watches Should Bring Joy

1:01:48 Selling & Trading Watches

1:02:39 Buy With Your Heart

1:06:31 Rolex, CPO & Speculation

1:08:31 Final Thoughts