The Real Time Show — Geneva Watch Days 2025

Guests: Thibaud Guittard & Raphael Abeillon (Alto)
Host: Rob Nudds
Date: September 4, 2025

Episode Overview

This episode of The Real Time Show is broadcast live from the rain-soaked Geneva Watch Days 2025. Host Rob Nudds welcomes Thibaud Guittard and Raphael Abeillon from Alto, one of the industry's most discussed new watch brands, for an in-depth conversation about Alto’s journey, their distinctive design philosophy, and the critical role of events like Geneva Watch Days for independent brands. The discussion highlights Alto’s approach to exclusivity, creativity, retail strategy, and future plans—with candid insights and a touch of humor.

Key Discussion Points & Insights

1. Atmosphere and Context of Geneva Watch Days

• Live Setting: The episode opens amid a torrential Geneva rain, adding an intimate, relaxed “bubble” feel to the exchange (00:00).

• Event Importance: Both guests emphasize the unique, casual atmosphere of Geneva Watch Days, likening it to a family gathering and praising its contrast to more formal trade shows like Watches & Wonders.

  “We see a major difference with Watches and Wonders, which is much more formal... [Geneva Watch Days is] like rent des classes... we just gather all together.” – Thibaud Guittard (01:45)

  “The casual vibe of the Geneva Watch Days is very pleasant... you get to share with collectors, with people from retail, with Swiss press and with everyone in a very relaxed way, like the big family of watches.” – Raphael Abeillon (02:51)

2. Alto’s Brand Journey and Reception at the Event

• Building Awareness: Despite having released three new models in April/May, Alto remains unknown to many retailers. The event is key for showing their distinct watches in person to both industry figures and collectors.

  “It's just the continuation of showing who we are, explaining who we are, counting the story and... what's next, what's the future? And yeah, we really focused for this event... on the business parts and retail strategy.” – Thibaud Guittard (04:00)

• Challenges of Pricing and Production: The conversation candidly addresses Alto’s luxury price point (starting at 25,000 CHF) and the misunderstandings about the costs and margins of innovative, low-volume watchmaking. Rob and Thibaud both highlight the extensive R&D, failures, and financial realities behind the scenes (05:10).

• Retail Strategy: Alto aims for physical presence in key regions and is committed to exclusive, small-scale partnerships:

  “The most important thing for us this year is that... we received a lot of demands from different regions in the world...It's important to have events like this and also to prepare to have physical presence... in different regions.” – Thibaud Guittard (06:04)

  • Announcement: Their first retail partnership is established in Saudi Arabia (07:44).

3. Production Philosophy and Exclusivity

• Limited Editions: Alto maintains exclusivity with strictly limited pieces:

  • Monochrome Editions: 30 each in grey and black
  • Gold “Falcon Eye” Edition: 12 pieces
  • First Edition: 25 pieces
    Total so far: 97 pieces worldwide (08:17)

• Sustainable Growth Plans:

  • Yearly output to remain around 100–150 pieces for the next few years, with a gradual, measured increase and select retail partners globally (09:12).
  • Business split to remain mostly direct-to-consumer, with a fraction through retailers.

4. Design Language and Iconic Seconds Hand

• Distinctive Feature: The Alto’s seconds hand runs backwards—serving as a subtle signature.

  “Some people see it right away, some people don't... Some people find it dysfunctional, very few... The main feedback is that it's a very nice touch and very subtle... For me, it's something that is, let's say, a design philosophy—every creation has to tell a story. This feature talks about a story that even if your present is running forward... you still have your memory and everything that goes backward that fueled your present.” – Raphael Abeillon (11:07)

• Rob’s Reflection:

  “I find it strangely grounding... When you see the hour and minute hand going in the right direction and the second hand going backwards, it somehow grounds you in the present where there’s that tension between the future and the past.” – Rob Nudds (12:38)

• Wearing Experience: The design and fit are unlike anything else, resulting in strong, polarized reactions—some love it, some don’t, but it resonates deeply with those who “get” it.

  “If you fake a story to please everyone, in fact, you’re not pleasing anyone at all. But if you are true to what you want to say, and you go 100% in that... you only need to touch people, but to touch them real.” – Raphael Abeillon (14:13)

5. Design Evolution & Future Plans

• Staying True, Evolving Carefully:

  • Alto will develop variations within the current design language—playing with size, materials, and bracelets, but the iconic shape and DNA remain central.
  • Next up: A smaller size with a metal bracelet is in development, but this entails a new movement and is not a simple downscaling (15:35).

  “It took me a lot of time to develop this shape... so we’re gonna stay with this shape, but play around the ergonomy, the sizes, the dimensions...” – Thibaud Guittard (15:35) “It’s a very fine work. It’s an amazing game.” – Raphael Abeillon (16:18)

6. Upcoming Events & Where to See Alto

• Event Presence for 2025:
  • Dubai Watch Week
  • Possible event in India following Dubai Watch Week
  • WatchTime New York (October, 17–18)
  • Further presence to be announced (18:09–18:27)

Notable Quotes and Memorable Moments

• “That's the idea.” – Thibaud Guittard, on the selective global retail network strategy (08:54)
• “It’s going to be extremely exclusive... Even if it were unlimited, it would be like nothing else. And the fact that it is both like nothing else and limited is actually quite allure for me.” – Rob Nudds on Alto’s appeal (09:46)
• “Every creation has to tell a story... this feature (the backwards seconds hand) talks about a story that even if your present is running forward...you still have your memory and everything that goes backward that fueled your present.” – Raphael Abeillon (11:07)
• “If you are true to what you want to say, and you go 100% in that...you only need to touch people, but to touch them real.” – Raphael Abeillon (14:13)
• “It’s a very fine work. It’s an amazing game.” – Raphael Abeillon, on the challenges of evolving a strong aesthetic (16:18)

Timestamps for Key Segments

• 00:00 — Rainy introduction & guest arrival
• 01:45 — Geneva Watch Days: Intimacy, casual vibe, and significance for brands
• 04:00 — Alto’s feedback cycle, business focus, and brand-building challenges
• 04:55 — Luxury price points and public misconceptions about margins
• 06:04 — Global demand, retail strategy, and securing first partner in Saudi Arabia
• 08:14 — Production quantities and philosophy of exclusivity
• 11:07 — The backwards seconds hand: meaning, reactions, and brand symbolism
• 14:13 — Realness in storytelling—appealing to authentic enthusiasts
• 15:35 — Future models: smaller case, metal bracelet, staying true to the design
• 18:09 — Where to find Alto: event schedule through end of 2025

Summary Takeaways

Alto is approaching modern watchmaking with distinctive courage: blending meticulous design innovation (the reversed seconds hand), a philosophy of honesty and storytelling, and a prudent, exclusive business model. This episode captures the raw enthusiasm of a young independent brand fighting to assert its identity in a turbulent industry landscape—resonating deeply with listeners who appreciate creativity, authenticity, and the inside world of high horology.