What happens when a frustrated vintage watch collector stumbles upon a forgotten brand with a fascinating cinematic history? Angus McFadden joins us to share how he breathed new life into Alsta, the Swiss-made American watch brand that adorned Richard Dreyfuss's wrist in Jaws and Johnny Depp's in Fear and Loathing in Las Vegas.

McFadden's journey began in 2014 when his frustration with authenticating vintage Rolex pieces led to an unexpected discovery – an Alsta dive watch in a part-exchange bundle. That chance encounter sparked a deep dive into the brand's rich heritage dating back to 1946, culminating in his acquisition of the dormant brand and its relaunch in 2017.

Unlike many revived watch brands that focus solely on recreating the past, McFadden has carefully balanced heritage with innovation. The original Nautiscaff and iconic Super Automatic models have been joined by fresh designs like the Motoscaff, purposefully built for motorcyclists. Throughout our conversation, McFadden's commitment to authenticity shines through – from his customer-centric approach to product development to his refreshingly honest acknowledgment that "nobody needs a watch" in today's smartphone era.

What's particularly fascinating about Alsta is its cultural significance as "the non-obvious choice" – the watch for rebels who value quality and character over flashy brand names. This positioning has attracted a passionate customer base that's 80-90% American, honoring the brand's New York roots. As Alsta approaches its 80th anniversary, McFadden remains focused on sustainable growth through product excellence rather than marketing hype – ensuring this once-forgotten treasure continues to grace the wrists of those who appreciate genuine heritage with modern reliability.

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