Podcast Summary: "Alto's Thibaut Guittard Is Hitting All The Right Notes"
The Real Time Show hosted by Rob Nudds and Alon Ben Joseph features an in-depth conversation with Thibaut Guittard, the visionary behind Alto Watches. Released on April 13, 2025, this episode delves into the inception, design philosophy, and future aspirations of one of the most intriguing new brands in the watchmaking industry.
1. Introduction and Guest Background
The episode begins with Rob Nudds introducing Thibaut Guittard, highlighting his unique approach to watchmaking. Thibaut, a 37-year-old French entrepreneur from the south of France, shares his journey from a creative childhood focused on drawing and sketching to a transformative stint at Audemars Piguet as a communication manager. His five-year tenure at AP ignited his passion for high-end watchmaking, leading him to eventually leave and explore his entrepreneurial aspirations.
Notable Quote:
Thibaut Guittard (00:25): "I fell in love with watchmaking during my time at Audemars Piguet, and it was truly transformative."
2. Inspiration and Founding of Alto Watches
Thibaut discusses the genesis of Alto Watches, born out of a personal frustration with the crowded luxury watch market. He aimed to create a brand that diverged radically from existing trends, emphasizing emotional appeal, high-performance in-house movements, and unparalleled comfort. His creative process involved constructing a mind map that blended 1970s retro-futurism, influences from iconic designers like Giugiaro, and inspirations from contemporary artists and filmmakers like Christopher Nolan.
Notable Quote:
Thibaut Guittard (04:50): "I wanted to be the link between various influences—from 70s car design to contemporary art—and translate that into a watch that has never been done before."
3. Design Philosophy and Unique Features
Alon Ben Joseph probes into Thibaut’s design inspirations, noting the 70s vibe and retro-futurism that define Alto’s aesthetic. Thibaut elaborates on his admiration for the bold and rule-breaking designs of the 1970s and 80s, particularly citing the AP Royal Oak as a seminal influence. One of Alto’s standout features is the innovative second hand that runs backward, a homage to Christopher Nolan’s exploration of time in his films. This unique movement not only distinguishes Alto from competitors but also aligns with the brand's mission to explore the perception of time through art.
Notable Quote:
Thibaut Guittard (07:31): "The second hand runs backward, which is a signature feature of our brand, symbolizing a different perspective on time."
4. Collaboration with Bart Nussbaumer and Team Expansion
Collaborating with renowned designer Bart Nussbaumer was pivotal for Alto. Thibaut recounts how Bart was instrumental in transforming his initial sketches into a feasible watch design, despite the complexity and uniqueness of the project. The collaboration took about two months, culminating in the highly intricate Art 01 model. Additionally, the team expanded with Rafael Abellon, a former Cartier watch designer, bringing further expertise and vision to Alto. This trio—Thibaut, Bart, and Rafael—forms the creative core driving the brand forward.
Notable Quote:
Thibaut Guittard (09:57): "Bart said to me, 'It's probably one of the most insane watches I've done in terms of complexity,' and that's exactly the kind of challenge we embraced."
5. Product Launch and Future Plans
Alto debuted its first model, the Art 01, in late April 2024, limited to 25 pieces to maintain exclusivity. Thibaut emphasizes that each piece is numbered and part of a limited first edition, ensuring that the design remains rare and coveted. Looking ahead, Alto plans to release three new models in 2025, focusing on monochromatic designs in black and gray, along with variations in size and bracelet materials. This strategy underscores Alto’s commitment to maintaining a consistent and distinctive shape that defines the brand.
Notable Quote:
Thibaut Guittard (17:57): "We are launching three new models in 2025, maintaining our unique shape while introducing new colorways and materials."
6. Sales Strategy and Customer Engagement
Alto’s sales approach is highly personalized, relying on direct communication with potential clients. Interested buyers are encouraged to email Thibaut directly, fostering a close-knit community of collectors and enthusiasts. This strategy ensures that each wearer understands and connects with the brand’s ethos, turning early adopters into brand ambassadors. The limited production numbers further enhance the desirability and exclusivity of Alto watches.
Notable Quote:
Thibaut Guittard (19:28): "You just send me an email, and we try to see what we can do. It's all about building a family with our clients."
7. Handling Copycats and Intellectual Property
Thibaut openly addresses the issue of imitation, noting the swift emergence of homage pieces on platforms like AliExpress. While acknowledging the challenge, he views it as a testament to Alto’s unique design and existence in the market. Rather than engaging in legal battles, Thibaut focuses on building the brand’s legitimacy and maintaining a strong connection with authentic clients.
Notable Quote:
Thibaut Guittard (38:52): "Time will tell. Seeing the products being copied quickly is crazy, but it means we exist and we're recognized."
8. Market Perspectives and Brand Positioning
Discussing the volatile luxury watch market, Thibaut expresses optimism despite launching Alto during a challenging economic period post-COVID. He believes that as long as the brand remains relevant and innovative, there is ample space for growth. Thibaut anticipates that future cycles will be shorter, allowing brands to pivot and adapt swiftly to changing market dynamics. He underscores the importance of originality and emotional resonance in sustaining a brand’s success.
Notable Quote:
Thibaut Guittard (26:05): "There is always space for new watches and new brands as long as you have an idea that has never been done before and it’s relevant."
9. Conversations with Hosts on Future of Watchmaking
Alon and Rob engage Thibaut in a philosophical discussion about the future of watchmaking. Alon highlights the cyclical nature of fashion and its implications for watch brands, emphasizing the importance of maintaining material excellence and aesthetic beauty. Rob adds that while entry-level watches might face challenges, high-end, artistically driven brands like Alto are well-positioned to thrive by serving as mechanical works of art and personal statements for collectors.
Notable Quotes:
Alon Ben Joseph (27:12): "If schools don't teach young kids to read time in a round way, then wristwatches are doomed."
Rob Nudds (31:39): "I think the craft will survive. It has elevated itself to a point at which Alto seems very comfortable with it being because of the artistic connections and the philosophy behind it."
10. Conclusion and Closing Remarks
As the episode wraps up, Thibaut reaffirms Alto’s dedication to building a maison with long-term ambitions, balancing passion with strategic growth. The hosts express their admiration for Alto’s unique approach and encourage listeners to engage with the brand, especially during upcoming events like Watches and Wonders in Geneva.
Notable Quote:
Thibaut Guittard (37:16): "We want to build a maison properly, with ambition and steps towards growth, ensuring that our first clients become our strongest ambassadors."
Final Thoughts
This episode of The Real Time Show offers a comprehensive look into Alto Watches, showcasing Thibaut Guittard’s innovative vision and unwavering commitment to redefining the luxury watch landscape. Through thoughtful design, strategic collaborations, and a personalized approach to clientele, Alto is poised to make a significant impact in the industry.
Listeners gain valuable insights into the complexities of launching a new watch brand, the importance of originality in design, and the dynamics of navigating a competitive and ever-evolving luxury market. Thibaut’s philosophical outlook on time and its perception adds a profound layer to the brand’s identity, making Alto Watches not just timepieces but embodiments of artistic expression.
For those interested in exploring Alto Watches further, the brand invites potential clients to connect directly via email or through social media platforms as they continue to expand their exclusive collection.