Superlative

Chris Wiegand of LÜM-TEC on Engineering Watches, Not Just Marketing Them

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://lum-tec.com/] - https://www.wiegandwatches.net/ [https://www.wiegandwatches.net/] - Instagram - https://www.instagram.com/lumtecwatches/ [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 [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/ [https://store.ablogtowatch.com/] To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on: - Instagram - https://www.instagram.com/ablogtowatch/ [https://www.instagram.com/ablogtowatch/] - Twitter - https://twitter.com/ABLOGTOWATCH [https://twitter.com/ABLOGTOWATCH] - Website - https://www.ablogtowatch.com/ [https://www.ablogtowatch.com/] If you enjoy the show please Subscribe, Rate, and Review!

Richard Benc of Studio Underd0g on Turning a Passion Project Into a Global Watch Brand

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/ [https://underd0g.com/] - Instagram - https://www.instagram.com/studio.underd0g/ [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 [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/ [https://store.ablogtowatch.com/] To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on: - Instagram - https://www.instagram.com/ablogtowatch/ [https://www.instagram.com/ablogtowatch/] - Twitter - https://twitter.com/ABLOGTOWATCH [https://twitter.com/ABLOGTOWATCH] - Website - https://www.ablogtowatch.com/ [https://www.ablogtowatch.com/] If you enjoy the show please Subscribe, Rate, and Review!

Lex Borrero on Disruption, Storytelling, and How Culture Shapes Watch Community

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/ [https://www.instagram.com/lexborrero/] - 0260studios -  https://www.instagram.com/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 [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/ [https://store.ablogtowatch.com/] To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on: - Instagram - https://www.instagram.com/ablogtowatch/ [https://www.instagram.com/ablogtowatch/] - Twitter - https://twitter.com/ABLOGTOWATCH [https://twitter.com/ABLOGTOWATCH] - Website - https://www.ablogtowatch.com/ [https://www.ablogtowatch.com/] If you enjoy the show please Subscribe, Rate, and Review!

Jose and Anita Salas of Santurce Collection on Trust, Culture, and Building Watch Community

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 [https://www.instagram.com/santurcecollection] - Personal Instagrams - https://www.instagram.com/thetimeofman/ [https://www.instagram.com/thetimeofman/] - https://www.instagram.com/thetimeofwoman/ [https://www.instagram.com/thetimeofwoman/] - Website - https://santurcecollection.store/ [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 [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/ [https://store.ablogtowatch.com/] To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on: - Instagram - https://www.instagram.com/ablogtowatch/ [https://www.instagram.com/ablogtowatch/] - Twitter - https://twitter.com/ABLOGTOWATCH [https://twitter.com/ABLOGTOWATCH] - Website - https://www.ablogtowatch.com/ [https://www.ablogtowatch.com/] If you enjoy the show please Subscribe, Rate, and Review!

Mitch Katz: From Watch Collector to Murder Mystery Novelist

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/ [https://www.instagram.com/uniquelyprototype/] - Time Eternal - https://a.co/d/02nf9tpz [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 [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/ [https://store.ablogtowatch.com/] To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on: - Instagram - https://www.instagram.com/ablogtowatch/ [https://www.instagram.com/ablogtowatch/] - Twitter - https://twitter.com/ABLOGTOWATCH [https://twitter.com/ABLOGTOWATCH] - Website - https://www.ablogtowatch.com/ [https://www.ablogtowatch.com/] If you enjoy the show please Subscribe, Rate, and Review!