Scottish Watches Podcast #765: Behold – Thor! The Watch Writing Avenger
Date: March 30, 2026
Host: Scottish Watches
Guest: Thor Svaboe (Watch Journalist for Hodinkee, Robb Report, Oracle Time, Wallpaper, New York Times, among others)
Episode Overview
This episode brings a lively conversation with Thor, acclaimed watch writer and newly published New York Times contributor. The hosts and Thor engage in a friendly, candid dialogue about breaking into top-tier watch journalism, the importance of independent brands, what excites them in the horological world, and memorable industry moments. Their chemistry is obvious, and listeners are treated to both industry insights and personal anecdotes.
Key Discussion Points & Insights
1. Technical Hiccups and Honest Introductions (00:00–03:04)
- The episode nearly didn’t happen due to classic technical challenges—showcasing Thor’s self-confessed ineptitude with computers.
- Thor’s Introduction: Not just a penman, Thor's written for renowned publications and recently achieved his "biggest milestone yet"—landing a piece in the New York Times.
Quote:
"It is like half an hour took me to bloody connect. I'm a writer... obviously not an experienced podcast guest."
— Thor (00:33)
2. Wrist Checks & Watch Stories (03:04–09:39)
- Thor:
- Wearing the 35mm Raymond Weil Millésime (salmon dial): "A proper game changer for them." (03:04)
- Desk piece: Seiko H021 8001 (Ana-Digi, c. 1993): "It's like the Breitling Aerospace except these are like less than 200 quid... bargain of the 20th century." (05:07)
- Host:
- Apiar Gen 1.0 (3D-printed titanium watch, aftermarket Velcro strap): praises the brand’s ingenuity and laser customization.
Quote:
"Because it's a 3D printed watch, it looks a little bit crazy. It matches perfectly... If you look in the show notes you'll see the color match is almost identical."
— Host (08:20)
3. The Journalism Journey & Milestone Moments (09:39–16:30)
- Thor’s debut story for the New York Times (on Apiar) is a proud surprise reveal (09:57).
- Emphasizes the importance of pitching quirky, independent, and unique stories to get noticed by major publications.
Quote:
"My third of March, I have my debut story... published for the New York Times. And that Ricky is on Apiar."
— Thor (09:58)
- Background: Thor is Norwegian, with deep UK connections, full-time writer for 6–7 years after a pandemic-era ‘career reset’ from sales management.
- Persistence and relentless pitching are described as essential to breaking into high-profile publications like GQ, Fratello, Time+Tide, etc.
Quote:
"It's just eternal, persistent, never ending, bloody pitching every day. That's the only way to get in."
— Thor (16:29)
4. The Allure of Independent Watch Brands (16:11–24:45)
- Both host and guest champion independents for their passion, access, and direct connection to collectors and writers.
- Thor particularly values Beda and Barans, describing firsthand relationships and personal collecting stories.
- Discussion touches on Studio Underdog and Moser as icons of design innovation and independent spirit.
Quote:
"You can even get a connection with these people that you can never get with the bigger brands, which makes it more personal."
— Thor (23:32)
5. Event Experiences & Industry Contrasts
(14:52–35:57)
- Thor attends Geneva Watch Days, PAL Expo (Watches & Wonders), and other global events, preferring venues like Watch Days for indie access.
- Juxtaposition between the hospitality of indie brands and the sometimes-sterile, restrictive approach of big names like TAG Heuer and Zenith at LVMH.
- Memorable: Hands-on intimacy with Gérald Genta’s designers versus untouchable TAG Heuer display.
Quote:
"At TAG Heuer... you were not allowed to touch them or like take them, put them on your wrist... So frustrated, especially because I'd just come from the Gerald Genta meeting..."
— Thor (33:33)
6. Outstanding Releases & Brand Highlights (27:45–35:57)
- Thor’s Top Independents:
- Moser: "Landmark, pinch myself moment—at the Barcelona F1 Grand Prix with Moser." (27:47)
- Beauregard: Once too complex, their simpler models impress hugely now.
- Beda: Commends for unique design and personal connection.
- Ming: His most-worn piece of 2025 was the minimalist Ming 37.02 (29:32).
- Urban Jürgensen revival lauded for passion-driven relaunch, despite high prices.
- Gerald Genta’s new lines recognized for heritage and design.
7. Low Points & Misses from the Past Year (37:23–39:22)
- Critique of mainstream brands at major events: Tudor’s lack of innovation, Hublot’s underwhelming printed dials.
- Hublot: "They looked a bit like Hublot copies, you know, to be frank." (38:40)
- Independents credited for pushing ahead while larger groups felt stagnant.
8. Insider Tales, Industry Trends, and Practicalities (39:22–47:06)
- Discussion of the evolution and resilience of watchmaking, growth in UK even as Swiss heritage brands struggle.
- On event logistics: Applause for PRs who thoughtfully coordinate journalists’ schedules at large fairs.
- The challenge of rising price points ("2000 is the new 1000"), and the squeeze on emerging brands and collectors.
9. Memorable Moments & Anecdotes (45:19–47:06)
- Thor’s story of interviewing Fabrizio Buonamasa (Bvlgari designer), whose fascination with Thor’s 1976 Zenith quartz derailed the interview and sparked design ideas.
Quote:
"He just like almost ripped it off my wrist... He looked at it, looked at me, looked at the watch and said, 'Hmm, you never know, that could...'"
— Thor (46:44)
Notable Quotes
-
On making it in watch journalism:
"It's just eternal, persistent, never ending, bloody pitching every day. That's the only way to get in."
— Thor (16:29) -
On the independent approach:
"You can even get a connection with these people that you can never get with the bigger brands, which makes it more, more personal."
— Thor (23:32) -
On event contrasts:
"There was such a contrast between the different LVMH brands. To me, it was just baffling."
— Thor (35:57)
Key Timestamps
- 00:33 — Thor introduces himself, recounts technical challenges
- 03:04 — Wrist checks: Raymond Weil Millésime, Seiko H021, Apiar Gen 1.0
- 09:57 — Thor announces his NYT debut story (on Apiar)
- 14:52 — Discussing events: Geneva Watch Days, PAL Expo
- 16:29 — The reality of pitching to major publications
- 23:31 — Thor’s collection and focus on independents
- 27:45 — Top independent brands and why they matter
- 33:33 — Vivid contrast between LVMH experiences
- 37:23 — Critiquing brands that missed the mark last year
- 45:19 — Anecdote: Interview with Bulgari designer and Zenith Quartz
Tone & Style
The hosts maintain their trademark blend of Scottish dry wit, inclusivity, and irreverent banter. Thor’s self-deprecation and industry candor fits right in. The tone is conversational but peppered with genuine expertise, perfect for both seasoned collectors and new enthusiasts.
Final Thoughts & Where to Find More
The episode wraps with mutual anticipation for the upcoming PAL Expo and a call to celebrate both the established and underappreciated in watchmaking.
- Thor doesn't have a central link hub yet but fans are encouraged to follow his work across major watch publications.
Recommended Listening
- Scottish Watches x Mr Bulgari (Geneva Watch Days, ~2023)
- Jeff Dodge (Formula E CEO) on affordable watch loves
- Archive: Gérald Genta family interviews (Episodes 300 & 355)
For all watches, specs, and references, see the official show notes linked on the Scottish Watches website for this episode.