A Trademark Fight With Pirelli Forced A Brand Reinvention with Brent of Serket Watch Co.

A Trademark Fight With Pirelli Forced A Brand Reinvention with Brent of Serket Watch Co.

A global tire company nearly ends a watch brand before it even begins, and somehow that becomes the origin story. I’m joined by Brent Fedrizzi, founder of Serket Watch Company, to talk about what it actually looks like to build an independent watch brand from scratch, stay small on purpose, and still put genuinely compelling watches on wrists. We get into the early days of direct-to-consumer microbrand watches before social media, the first Scorpion-branded run, and the jaw-dropping moment Brent receives legal pressure tied to Pirelli’s “Scorpion” trademark. From there, we unpack the pivot to Serket, the Egyptian mythology connection, and how brand identity can survive a forced reset if the product and the values are real. Then we go behind the curtain on watchmaking realities: supply chain delays, minimum order quantities, the constant trade-offs between “Swiss made” and practical value, and why movement choice matters for long-term serviceability. We talk ETA 2824, Sellita SW200, and everyday workhorses like the NH35, plus what after-sales support looks like when the “company” is one person who still gets excited to ship watches from the post office. If you care about independent watch brands, microbrand pricing, design process, and building trust without hype, you’ll get a lot out of this one. Subscribe for more, share it with a watch friend, and leave a review telling us your favorite under-the-radar brand. Checkout Serket Watch Company: https://serketwatch.com/ [https://serketwatch.com/] Send us Fan Mail [https://www.buzzsprout.com/2237102/fan_mail/new] Support the show [https://www.buzzsprout.com/2237102/support] Support the show: https://www.buzzsprout.com/2237102/support [https://www.buzzsprout.com/2237102/support] Visit our Blog: https://lonelywrist.com [https://lonelywrist.com] Watch our Youtube: http://youtube.lonelywrist.com [http://youtube.lonelywrist.com] 100% Viewer Funded: Donate Here [https://lonelywrist.com/donate]

How Emerton Scott Builds Big Value Watches with Scott Lancaster

Rolex waitlists, microbrand value, and what “great design” actually looks like when you live with a watch every day. That’s where this conversation goes with Scott Lancaster, the founder of Emerton Scott, an independent brand that started years ago, detoured through branding and marketing work, and came roaring back with a clear mission: build watches that punch above their weight and celebrate the human spirit behind the grind. We get practical about the stuff enthusiasts care about but brands rarely explain well: why seeing a watch in person beats spec sheets, how events like Wind Up can make or break a launch, and what changes a watch from “nice online” to “invisible on wrist” in the best way. Scott breaks down the unglamorous work too, from years of prototyping to supplier drama that forced him to fly out and handle packaging and shipping himself. We also talk details that quietly separate a serious everyday watch from a shiny toy, like finishing choices that age well and bracelet engineering that makes comfort the default. Then we zoom out into the business side: the marketing funnel, why organic content builds trust, how paid ads can inflate prices, and why Kickstarter fees can wreck already-thin margins for microbrands. Finally, we dig into the Rolex ecosystem, how scarcity and AD behavior shape customer experience, and why more enthusiasts are saying “no thanks” even when they can afford the watch. If you’re into independent watch brands, watch design, microbrand marketing, and the real economics behind “value,” you’ll want to hear this one. Subscribe, share it with a watch friend, and leave a review if the conversation hits home. What brand has earned your trust lately, and why? Checkout Emerton Scott and Scott's Social Media: https://emertonscott.com/ [https://emertonscott.com/] https://www.instagram.com/thescottlancaster/ [https://www.instagram.com/thescottlancaster/?hl=en] Send us Fan Mail [https://www.buzzsprout.com/2237102/fan_mail/new] Support the show [https://www.buzzsprout.com/2237102/support] Support the show: https://www.buzzsprout.com/2237102/support [https://www.buzzsprout.com/2237102/support] Visit our Blog: https://lonelywrist.com [https://lonelywrist.com] Watch our Youtube: http://youtube.lonelywrist.com [http://youtube.lonelywrist.com] 100% Viewer Funded: Donate Here [https://lonelywrist.com/donate]

How Ikepod & Klokers Returned From Bankruptcy With Christian-Louis Col

He fell in love with Ikepod in 1990s Paris. Years later, he didn’t just buy a watch, he bought the brand. Christian-Louis Col joins us to tell the unfiltered story of reviving Ikepod after bankruptcy: what you actually get when you acquire a “dead” Swiss watch brand, what’s missing when there are no archives, and why rebuilding trust means more than a new logo and a press release.  We get into the real mechanics behind the comeback, from service challenges and sourcing parts to the controversial decision to bring Ikepod back with accessible quartz watches that still respect the original design language. Christian-Louis explains how he thinks about Ikepod as a design brand, why the integrated strap and ergonomic UFO case shape are non-negotiable, and how he works with designers without turning icons into copies. If you care about independent watchmaking, concept watches, and what makes collectors obsess, this conversation is packed with practical insight.  Then we pivot to his second rescue mission: Klokers. We talk about buying the brand out of liquidation, why the rotating disk display and clip system are such compelling IP, and what it takes to re-engineer a design watch so it can survive real life. We close on legacy, pressure, and what “winning” looks like over the next 5 to 10 years when your goal is to save ideas worth keeping.  If you enjoyed this, subscribe, share it with a watch friend, and leave a review so more people can find the show. Check out Ikepod and Klokers: https://ikepod.com/en/ [https://ikepod.com/en/] https://www.klokers.com/ [https://www.klokers.com/] Send us Fan Mail [https://www.buzzsprout.com/2237102/fan_mail/new] Support the show [https://www.buzzsprout.com/2237102/support] Support the show: https://www.buzzsprout.com/2237102/support [https://www.buzzsprout.com/2237102/support] Visit our Blog: https://lonelywrist.com [https://lonelywrist.com] Watch our Youtube: http://youtube.lonelywrist.com [http://youtube.lonelywrist.com] 100% Viewer Funded: Donate Here [https://lonelywrist.com/donate]

Perri Dash on How Taste And Craft Turn Objects Into Culture

A watch can be a flex, a tool, or a tiny machine that marks time, but that’s not why it stays with us. Perry Dash joins me to get under the surface of modern watch culture and enthusiast life, where a piece of steel can turn into a memory, a personal ritual, and a signal of who you are. We talk about the path that starts with aesthetics and quickly becomes storytelling: who made the thing, what it meant in its era, and why that meaning still lands today. We also challenge the lazy definition of luxury as “high price.” Perry lays out a more useful frame: luxury as elevation, backed by culture, craft, and tradition. That takes us from vintage watches and the romance of heritage to how products become cultural icons. Think Air Jordan 1s as ephemera, not sneakers, and the way horology, design, and history can multiply an object’s usefulness into something bigger than function. Then we get into the modern problem: algorithms, hype culture, fast trends, and the pressure to want what everyone else wants. Perry shares how he protects his taste by experimenting, learning what actually resonates, and remembering you don’t have to own everything to love it. We also talk about what brands still miss: community, hospitality, and the stewardship that makes newcomers feel like they belong. If you care about watch collecting, vintage watches, craftsmanship, niche media, and building real community around shared passions, hit play. Subscribe, share this with a friend who’s deep in the hobby, and leave a review with the one object that holds the most meaning for you. Checkout Perri on Instagram: https://www.instagram.com/perridash [https://www.instagram.com/perridash] Send us Fan Mail [https://www.buzzsprout.com/2237102/fan_mail/new] Support the show [https://www.buzzsprout.com/2237102/support] Support the show: https://www.buzzsprout.com/2237102/support [https://www.buzzsprout.com/2237102/support] Visit our Blog: https://lonelywrist.com [https://lonelywrist.com] Watch our Youtube: http://youtube.lonelywrist.com [http://youtube.lonelywrist.com] 100% Viewer Funded: Donate Here [https://lonelywrist.com/donate]

Arsène Lippens and the New Era of Swiss Watchmaking

A great watch doesn’t just tell time, it tells on you. The choices you make, the memories you keep, and the people you want close. I sit down with Dreis, co-founder of  Arsène Lippens, to talk about how an independent Swiss watch brand can feel like family, not just a product drop. Our conversation starts with a chance meeting at Chronopolis during Watches and Wonders and quickly turns into the deeper stuff: belonging, heritage, and why some pieces connect emotionally while others never do.  We trace the brand’s origin back to Dreis’s grandfather’s collection and the tradition of engraving watches with friends’ names. From there, we get practical about modern watch collecting and neo vintage watch design: why Arsen Leppens avoids chasing hype, how proportions like lug to lug length and a double step bezel change wearability, and why they chose a pulsimeter scale over the usual tachymeter on a chronograph. We also talk entry luxury pricing, movement choices like La Joux Perret, and the real startup hurdles most founders never post about.  Then we go deep on the textile dial story: how it’s made durable with resin backing, tooling, UV protection and humidity testing, plus what “textile patina” could mean over time. Dreis also teases what’s next, including new textile directions, personalization and upcoming surprises. If you care about independent watchmaking, Swiss microbrands, and watches built to last with meaning, you’ll want this one. Subscribe, share it with a watch friend, and leave a review so more collectors can find the show. Show Arsène Lippens some love: https://www.arsenelippens.com/ [https://www.arsenelippens.com/] https://www.instagram.com/arsenelippens/ [https://www.instagram.com/arsenelippens/] Send us Fan Mail [https://www.buzzsprout.com/2237102/fan_mail/new] Support the show [https://www.buzzsprout.com/2237102/support] Support the show: https://www.buzzsprout.com/2237102/support [https://www.buzzsprout.com/2237102/support] Visit our Blog: https://lonelywrist.com [https://lonelywrist.com] Watch our Youtube: http://youtube.lonelywrist.com [http://youtube.lonelywrist.com] 100% Viewer Funded: Donate Here [https://lonelywrist.com/donate]