This episode features Thor Svaboe, a Norwegian-born journalist and former sales executive turned full-time watch writer, whose work spans major international titles including The New York Times, Hodinkee, Robb Report, Wallpaper*, Time and Tide, and Fratello.
Click here to read along and see the photos in our show notes as you listen – http://www.scottishwatches.co.uk/2026/03/30/scottish-watches-podcast-765-behold-thor-the-watch-writing-avenger/
The discussion traces his unconventional path from managing a German kitchen appliance brand during the pandemic to producing hundreds of articles through relentless pitching and niche specialization, ultimately building credibility across the UK and US markets.
The conversation goes to the soul of the industry: why independent brands often outshine conglomerates in creativity and accessibility, and contrasts intimate, hands-on meetings against the more corporate atmosphere sometimes found at major showcases like Watches and Wonders in Geneva and Dubai Watch Week.
Thor is wearing his Raymond Weil Millesime Small Seconds Salmon dial.Seiko H021-8001 – Aerospace on a budget.Speedmaster X‑33 MarstimerBreitling Professional Aerospace EVORaymond Weil ToccataRaymond Weil Freelancer Pop Bi-Compax Chronograph.Rikki is wearing his Apiar Gen1.0.The world’s first 3D-printed watch is here (and it’s surprisingly affordable)
New York Times :Adapting the Principles of Engineering to Make Watches
Scottish Watches Podcast #747: Andrew Morgan Lets RipScottish Watches Podcast #751: Bark and Jack’s Adrian Barker Explains The Reasons Behind His Green Fifteen Limited Edition Watch
The Linde Werdelin that gave Thor his big break.One To Watch Sohaib Maghnam, A 30-Year-Old Automotive Designer And CEO Of Two Watch Brands With Three 2025 GPHG EntriesBehrens Consteller.Mosaer Streamliner Tourbillon Concept Ceramic.DispatchH. Moser & Cie. X Alpine Motorsports At The F1 Spanish Grand PrixThe Watches The Hodinkee Family Wore Most In 2025JCBiver Watches Carillon Tourbillon Biver.Biver Micro-rotor Automatique Two-ToneUrban Jurgensen Gerald GentaTUDOR Black Bay 68Tudor Pelagos UltraTUDOR Black Bay 58Hublot 20th Anniversary Big Bang.Zenith Port Royal 01.0020.490/495Scottish Watches Podcast #394 The History of Ultra Thin Watches, Octo Finissimo, Aluminium and More With Bulgari’s FabrizioScottish Watches Podcast #749 When Watch Collecting and Motor Racing Collide With Jeff DoddsScottish Watches Podcast #300 Celebrating Gerald Genta With His Wife Evelyne and Daughter AlexiaScottish Watches Podcast #355 Evelyne and Alexia Genta Return To Celebrate 50 Years of The Royal Oak and More
The Times: Bremont reborn: the aviation watch brand looks to the future
Hodinkee: Hodinkee – Thor Svaboe
Robb Report: Thor Svaboe – Robb Report
Wallpaper Magazine: Articles by Thor Svaboe | Wallpaper*
Oracle Time: Contributors – Oracle Time (oracleoftime.com)
SHARP Magazine: Thor Svaboe, Author at Sharp Magazine
British GQ; Thor Svaboe | British GQ (gq-magazine.co.uk)
Revolution: Thor Svaboe, Author at Revolution Watch
Fratello: Thor Svaboe, Author at Fratello Watches – The Magazine Dedicated To Luxury Watches
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