This week on Superlative, Ariel Adams sits down with Chris Wiegand, president of LÜM-TEC and founder of Wiegand Custom Watch, to explore the reality behind building watches from the ground up. From hand applying lume to early Omega and Panerai dials to running manufacturing and design for over one hundred brands, Chris shares how a self taught approach and obsession with improvement shaped his path in the industry. He breaks down the science behind lume application, why thickness does not always equal brightness, and how small technical decisions can dramatically change performance.

The conversation moves through the evolution of microbrands, the rise of Kickstarter, and the growing divide between engineering and marketing in modern watchmaking. Chris offers an honest look at what it takes to turn ideas into real products, including working with impossible AI driven designs, navigating manufacturing limits, and helping new founders avoid costly mistakes. Along the way, they discuss American watchmaking challenges, why some brands choose to stay small, and how changing consumer behavior is shaping the future of design.

Follow Chris and check out Lüm-Tec & Wiegand Custom Watch:

- Websites - https://lum-tec.com/

- https://www.wiegandwatches.net/

- Instagram - https://www.instagram.com/lumtecwatches/

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 - https://twitter.com/ABLOGTOWATCH

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

If you enjoy the show please Subscribe, Rate, and Review!

On this episode of Superlative, our host and aBlogtoWatch founder Ariel Adams is joined by Richard Benc, founder of Studio Underd0g, to discuss the evolution of one of the most recognizable modern microbrands. Richard explains how the brand grew from a small proof of concept release into producing thousands of watches per year, and why focusing on long term decision making has been critical to building a sustainable business in a crowded watch market. The conversation explores how Studio Underd0g scaled production, built supplier relationships, and eventually acquired its UK assembly partner Horologium in order to maintain quality control and strengthen the brand’s manufacturing capabilities.

While Ariel and Richard dive into the creative philosophy behind Studio Underd0g’s playful and colorful designs, Richard also shares how the brand intentionally creates watches inspired by positive associations such as food, fruit, and everyday experiences that people connect with emotionally. They also discuss the brand’s distinctive drop model sales strategy, the role of collaborations in building credibility, and the broader challenges facing microbrands as they try to grow beyond the passion project stage while maintaining authenticity and agility in the watch industry.

Follow Richard and check out Studio Underd0g:

- Website - https://underd0g.com/

- Instagram - https://www.instagram.com/studio.underd0g/

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 - https://twitter.com/ABLOGTOWATCH

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

If you enjoy the show please Subscribe, Rate, and Review!

  On this episode of Superlative, our host and aBlogtoWatch founder Ariel Adams is joined by entrepreneur and music industry executive Lex Borrero for a wide ranging conversation about culture, storytelling, and the evolving world of watch collecting. Drawing from his experience building artists and shaping cultural moments in the music industry, Lex explains how similar storytelling principles apply to luxury watches and why brands that connect emotionally with audiences often stand out the most.

  Their discussion explores the collector journey, the growing importance of community in the watch world, and why independent brands are resonating with younger enthusiasts. Lex also shares insights about disruption, creative direction, and how experiences, storytelling, and cultural relevance can help watch brands connect with a new generation of collectors while still honoring traditional craftsmanship. Along the way, Ariel and Lex reflect on the collector journey and why the watches people choose often say as much about personal identity and culture as they do about mechanical craftsmanship. 

Follow Lex:

- Lex - https://www.instagram.com/lexborrero/

- 0260studios -  https://www.instagram.com/0260studios/

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 - https://twitter.com/ABLOGTOWATCH

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

If you enjoy the show please Subscribe, Rate, and Review!

On this episode of Superlative, our host and aBlogtoWatch founder Ariel Adams speaks with Jose and Anita Salas, founders of Santurce Collection, about their journey from passionate collectors in Puerto Rico to launching their own enthusiast driven watch brand. Drawing from years of experience attending boutique events and building community gatherings, they share how hospitality, trust, and belonging became the foundation of their philosophy. Together they dive into why watches are not inventory but stories, and how every sale is rooted in long term relationships rather than short term transactions. The conversation explores the rise of microbrands, the disconnect between large Swiss brands and collectors, and why community based accountability keeps smaller brands honest on pricing and quality. Jose and Anita also discuss the realities of self financing a watch company, designing from scratch, and building a brand identity tied to Santurce and Puerto Rican culture. It is an honest look at what it means to create watches for friends first and customers second, and why authentic connection remains the most powerful force in modern watch collecting.

Follow the Santurce Collection:

- Instagram - https://www.instagram.com/santurcecollection

- Personal Instagrams - https://www.instagram.com/thetimeofman/

- https://www.instagram.com/thetimeofwoman/

- Website - https://santurcecollection.store/

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 - https://twitter.com/ABLOGTOWATCH

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

If you enjoy the show please Subscribe, Rate, and Review!

On this episode of Superlative, aBlogtoWatch founder Ariel Adams sits down with watch collector and author Mitch Katz to explore how a lifelong passion for horology turned into a surprising second career as a novelist. Mitch shares the journey from documenting his personal collection to writing Time Eternal, a murder mystery rooted in real watch history, including the fascinating story of an experimental self winding movement that inspired the plot. They discuss Mitch’s creative process, building believable characters, and weaving watch knowledge into fiction in a way that remains accessible even to readers who know nothing about timepieces.

The conversation also dives deep into watch collecting itself, from why stories matter more than price tags to how community shapes curiosity, learning, and personal taste. Mitch explains his philosophy of buying what brings you joy, resisting status driven choices, and embracing the long learning curve of the hobby. Along the way, Ariel and Mitch unpack the realities of the Swiss watch industry, collector culture, and why asking better questions matters more than chasing trends.

Follow Mitch and Check Out His New Book “Time Eternal”:

- Instagram - https://www.instagram.com/uniquelyprototype/

- Time Eternal - https://a.co/d/02nf9tpz

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 - https://twitter.com/ABLOGTOWATCH

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

If you enjoy the show please Subscribe, Rate, and Review!

  In this episode of the Superlative Podcast, host and aBlogtoWatch founder Ariel Adams sits down with Abduljabar Totonji, better known as Jabs, for a wide ranging conversation about what it really means to be a modern watch collector. Jabs shares how he started collecting over a decade ago, how informal meetups turned into thriving local communities, and why seeing watches in person still matters in an internet first industry. Together they explore how collector groups form, why brands increasingly rely on real world experiences, and how enthusiasm, friendship, and hands-on exposure often drive purchasing decisions more than marketing ever could. Their discussion also dives into value retention, hype culture, and the difference between chasing exclusivity versus genuinely loving watches. Jabs explains his approach to buying both new and pre owned pieces, creating unique custom watches, and building long term relationships with brands. Ariel and Jabs unpack how community acts as a powerful catalyst for collecting, why collectors become more selective over time, and how today’s flood of creative watchmaking may be viewed as a golden age in the decades ahead. It is an honest look at consumer psychology, brand strategy, and the joy of sharing a hobby with people who truly get it.

Follow Jabs:

Instagram - https://www.instagram.com/watchjabs

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 - https://twitter.com/ABLOGTOWATCH

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

If you enjoy the show please Subscribe, Rate, and Review!

On this episode of Superlative Podcast, host and aBlogtoWatch founder Ariel Adams sits down with automotive journalist and enthusiast Jonny Lieberman for a wide ranging conversation that connects watches, cars, and emerging technology. From mechanical alarms and G-Shocks to Rivian electric trucks and self-driving systems, Jonny shares firsthand experience living with EVs and explains how autonomy is evolving faster than regulations, including what level three and level four driving actually mean for everyday drivers. The discussion moves through car culture and watch collecting, with a focus on why personality matters more than price. They touch on Porsche Design, Rolex fatigue, accessible enthusiast watches, and the growing overlap between Cars and Coffee crowds and horology fans. Ariel and Jonny also explore how AI is reshaping transportation, why human driving may eventually become a hobby like horseback riding, and what the watch industry can learn from automotive marketing. It is an honest and entertaining look at where machines are headed, why enthusiasts still matter, and how passion connects two worlds built on engineering, design, and emotion.

Follow Jonny:

Instagram - https://www.instagram.com/jonnylieberman/

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 - https://twitter.com/ABLOGTOWATCH

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

If you enjoy the show please Subscribe, Rate, and Review!

In this episode of Superlative, Ariel Adams sits down with Sébastien Chaulmontet, founder and owner of Albishorn Watches and Director of Innovation and Marketing at Sellita, for a wide ranging and candid discussion on the realities of modern watchmaking. Drawing on decades of experience across design, movement development, and independent brands, Sébastien shares insights into chronograph history, the intent behind his book Chronograph for Collectors, and why true mastery in watchmaking requires time, engineering discipline, and long term thinking rather than early hype. Their conversation expands into a deeper critique of speculation culture, investment driven buying, and the pressures placed on independent watchmakers to sell themselves rather than simply make watches. Ariel and Sébastien unpack how pricing, desirability, distribution, and media narratives have reshaped the industry, why most watches are not investments, and why buying a watch you genuinely want to wear remains the only answer that actually holds up over time.

Check out:

Albishorn Watches - https://albishorn-watches.ch/

Albishorn on Instagram - https://www.instagram.com/albishorn_watches

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 - https://twitter.com/ABLOGTOWATCH

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

If you enjoy the show please Subscribe, Rate, and Review!

In this episode of Superlative, host Ariel Adams speaks with Pascal Ravessoud, Vice President and President of the Cultural Council at the Fondation Haute Horlogerie, about why education and cultural understanding have become central to the future of mechanical watchmaking. Pascal explains the original mission of the FHH, its evolution alongside SIHH, and the decision to separate from Watches and Wonders in order to refocus on independent cultural education rather than commercial exhibition. The conversation explores how the FHH Academy and its certification programs help professionals and enthusiasts develop credible watchmaking knowledge, why passion must be taught rather than assumed in a post digital world, and how exhibitions and global events help translate craftsmanship into experience. Ariel and Pascal also discuss debate, transparency, and long term thinking in an industry shaped by tradition, discretion, and rapid growth, as well as why sustained cultural investment matters as watchmaking continues to expand beyond its original audience.

Check out:

Instagram - https://www.instagram.com/fhh.fondation.haute.horlogerie/

- https://www.instagram.com/pascal.rvsd/

Website - https://www.hautehorlogerie.org/

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 - https://twitter.com/ABLOGTOWATCH

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

If you enjoy the show please Subscribe, Rate, and Review!

 In this episode of the Superlative Podcast, host Ariel Adams speaks with John Isaac, founder, CEO, and creative director of Artisans de Genève, about what it truly means to personalize a watch at the highest level. John traces his journey from early restoration work in Paris to building one of the world’s most respected bespoke watch ateliers in Geneva, shaped by his grandfather’s philosophy of dedicating one’s life to serving individual clients. The conversation explores why Artisans de Genève is not a watch brand but a complementary workshop, how legal and cultural realities shape the customization space, and why modifying iconic watches like Rolex, Patek Philippe, and Audemars Piguet requires deep respect for the original DNA. Ariel and John unpack the psychology behind skeletonization, the courage required for first-time customization, why pricing can’t exist without a design process, and how true luxury shifts from transactional ownership to emotional experience. The episode also examines why customization is rarely a collector’s first step, how personalization mirrors the car world more than traditional watchmaking, and why knowing the client, not the product, is the atelier’s most valuable asset.

Check out Artisans de Genève:

Instagram - https://www.instagram.com/artisansdegeneve/

Website - https://www.artisansdegeneve.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 - https://twitter.com/ABLOGTOWATCH

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

If you enjoy the show please Subscribe, Rate, and Review!