Podcast Summary: The Real Time Show
Episode: Geneva Watch Days 2025 — Aldo Magada, Bimboo
Date: September 4, 2025
Hosts: Rob Nudds & Alon Ben Joseph
Guest: Aldo Magada, Co-Founder of Bimboo
Episode Overview
Recorded live at Geneva Watch Days 2025, Rob and Alon sit down with Aldo Magada, an industry veteran and co-founder of the new watch brand Bimboo. The conversation explores the origins of the brand, its design philosophy, Aldo’s family connection, and the intentional transparency and craftsmanship behind every piece. This episode is a deep dive into authentic Swiss watchmaking, fresh design, and the value of direct-to-consumer relationships—with plenty of real industry talk along the way.
Main Discussion Points & Key Insights
1. The Genesis of Bimboo
- Family Inspiration & Naming
- The brand name “Bimboo” is a childhood nickname shared between Aldo and his brother Mario.
- “It’s probably coming from the bimbo, the baby in Italian… we love this name and it’s easy to pronounce in every language. And also what is important is reflecting something very important for us: the family link.” — Aldo Magada [00:58]
- The brand name “Bimboo” is a childhood nickname shared between Aldo and his brother Mario.
- Co-Founders
- Aldo, now retired from major watch brands, teamed up with his brother who remains active in the health business, aiming to create a brand centered on fun, quality craftsmanship, and community.
2. Brand Philosophy and Product Direction
- Not Another Revival
- Bimboo rejects the trend of reissuing vintage designs or copying market hits. Their goal: a watch that feels "fresh and familiar" [04:08], appeals across genders, and brings people together.
- “We don’t want to have a gender or special way to do watches. This watch… could appeal to both ladies and gentlemen.” — Aldo Magada [03:27]
- Bimboo rejects the trend of reissuing vintage designs or copying market hits. Their goal: a watch that feels "fresh and familiar" [04:08], appeals across genders, and brings people together.
- Design Brief
- Inspiration stemmed from the Omega Polaris (a 1980s Genta design), but Bimboo’s approach deliberately avoids simple homage or direct imitation.
3. Technical Deep Dive: Bimboo’s First Watch
- Movement
- Utilizes the Pezeu 7001 (originally from 1971), modified in collaboration with Concepto for design flexibility (e.g., mother-of-pearl dials, stone at 6 o’clock).
- “We don’t believe in marketing bullshit. What we believe is in transparency. It’s Peze 7001. Everybody knows it…” — Aldo Magada [06:21]
- Utilizes the Pezeu 7001 (originally from 1971), modified in collaboration with Concepto for design flexibility (e.g., mother-of-pearl dials, stone at 6 o’clock).
- Case & Bracelet
- Titanium Grade 5 case with three finishes: polished, satin, and blasted.
- Slim profile (8.8mm) and weighs only 50g with the bracelet and buckle.
- Features a robust, interchangeable bracelet system.
- “It’s also thin… and even so, you have integrated the interchangeable bracelet system which is very easy.” — Aldo Magada [07:25]
- “Rob, see if the mic picks up the click. It’s so solid.” — Alon Ben Joseph [08:18]
- Dial & Details
- Dial is exceptionally thin (about 0.7mm), featuring stone integration and precise ceramic Super-LumiNova indices for detail.
- Designed with passion and attention to “discoverable beauty,” rewarding close inspection.
4. Design Collaboration & Craft Process
- Working with Edge Design
- Designers Olivier Le and Fabrice Gonet helped realize Aldo’s detailed product brief.
- “If you do something, look like, it look like—full stop.” — Aldo Magada [11:16]
- Designers Olivier Le and Fabrice Gonet helped realize Aldo’s detailed product brief.
- Legacy & Inspiration
- Emotional homage to the original Omega Polaris and 80s/90s design codes, balancing nostalgia and modernity.
5. Market Positioning & Direct-to-Consumer Strategy
- Price Point & Exclusivity
- Priced at 13,900 Swiss francs (VAT status varies by country), with initial production strictly limited to 100 pieces per series.
- “We are producing 100 pieces by 100 pieces. So you will have very few watches which look the same.” — Aldo Magada [15:13]
- Priced at 13,900 Swiss francs (VAT status varies by country), with initial production strictly limited to 100 pieces per series.
- Swiss-Made Commitment
- Every component is made in Switzerland, with full provenance and transparency.
- “When a client is buying a watch from us, he will receive… exactly the name of the people who did the different component.” — Aldo Magada [17:08]
- Every component is made in Switzerland, with full provenance and transparency.
- No Traditional Retailers, But Open to Events
- Bimboo sells directly at events or through their website. Retailer partnerships are possible if they are actively involved in engaging clients.
- “If the retailer… is totally online about yours, we will discuss. But… we cannot have the kind of coefficient than the other brands have.” — Aldo Magada [20:17]
- Bimboo sells directly at events or through their website. Retailer partnerships are possible if they are actively involved in engaging clients.
6. Initial Reception & Growth
- Early Sales
- 12 pieces sold before official launch; buyers appreciate the value proposition, not just price.
- “The price is what you pay, the value is what you remember.” — Aldo Magada [20:00]
- 12 pieces sold before official launch; buyers appreciate the value proposition, not just price.
- Future Plans
- Potential new dials, materials (including gold and diamonds), but careful about maintaining exclusivity.
Notable Quotes & Memorable Moments
-
On Product Philosophy:
- “At the end, what is important is to have fun.” — Aldo Magada [02:12]
- “Fresh and familiar, as I like to say that.” — Rob Nudds [04:08]
-
On Watchmaking Transparency:
- “We don’t believe on marketing bullshit… we said, okay, it’s Peze 7001. Everybody knows…” — Aldo Magada [06:21]
- “…transparency because the consumer can choose… it’s 100% made in Switzerland and transparency.” — Aldo Magada [17:45]
-
On Customer Experience:
- “We think that people who are passionate about watchmaking… they love to discover their watch. You know, it’s like sometimes you see some beautiful lady, but after 30 seconds, yeah, nothing special. And other time, you see ladies and you discover the beauty is absolutely fantastic… and that is a little bit what we are proposing here.” — Aldo Magada [09:54]
-
On Retail and Relationships:
- “A retailer, you know, I'm an old guy. So the retailers when I start was someone who was bringing some brands to consumers, but you have to explain…” — Aldo Magada [21:20]
Timestamps for Key Segments
- 00:07 – Introduction & Guest Welcome
- 00:58 – Origins of “Bimboo” and Family Roots
- 03:05 – Brand Philosophy: Beyond Gender and Nostalgia
- 04:08 – “Fresh and Familiar” and In-Hand Watch Impressions
- 06:21 – Movement Choice & Philosophy of Transparency
- 07:25 – Case, Bracelet, and In-Hand Detail
- 09:42 – Dial Details & Philosophy of “Discoverable Beauty”
- 11:16 – Design Collaboration and Avoiding Copycatting
- 12:31 – Emotional Nostalgia for Omega Polaris
- 14:07 – Price & Production Numbers
- 15:31 – Swiss Manufacturing and Cost Philosophy
- 17:08 – Component Provenance for Buyers
- 18:24 – Production Strategy and Material Plans
- 20:00 – Value vs. Price: Customer Philosophy
- 20:17 – Retailer Approach and Event Sales
- 21:20 – Reflections on Retail & Storytelling
- 22:11 – Closing Thoughts and Invitation to Pavilion Party
Final Thoughts
This episode is a masterclass in passionate, principled independent watchmaking. Aldo Magada’s Bimboo is more than a new brand—it’s an experiment in transparency, a love letter to Swiss craft, and a challenge to the conventions of modern retail. If you appreciate authenticity, attention to detail, and industry insight, this is a must-listen episode.