The Real Time Show: Episode Summary Title: Isotope's José Miranda Looks Back On 10-Years Of Watchmaking
Hosts: Rob Nudds & Alon Ben Joseph
Guest: José Miranda, Founder of Isotope
Release Date: August 3, 2025

Introduction

In this episode of The Real Time Show, hosts Rob Nudds and Alon Ben Joseph welcome José Miranda, the visionary founder of Isotope, a disruptive independent watchmaking brand in the British market. The discussion delves into José's journey, Isotope's unique design philosophy, business strategies, and future plans.

José Miranda’s Journey to Watchmaking

Background and Relocation

José Miranda shares his transition from film production in Porto, Portugal, to watchmaking in the UK:

• Origin: "I’m originally from Porto, Portugal. It’s a well-known city to British families due to the port wine heritage dating back to the 1700s." [01:14]
• Move to the UK: Following a business crash around 2009-2010, José relocated to the UK to restart his career in production, which eventually led him to his passion for watchmaking.
• Starting Isotope: Inspired by his personal desire for a jumping hour watch, he decided to create his own when faced with high prices. This initiative kickstarted Isotope, leading to the release of the Reiner, which quickly sold out, paving the way for subsequent models like the Diver, Bronze Watch, and GMT.

Formation and Growth of Isotope

Organic Brand Development

Rob Nudds highlights how Isotope grew organically from José's passion rather than being pushed into existence:

• Authentic Demand: "You came along with an idea motivated by your own desire... it was something that was demanded." [04:56]

Daily Challenges

Despite the brand’s success, José candidly discusses the daily struggles:

• Supply Chain Issues: "Every day is a struggle because we don’t make our parts... suppliers fail frequently, creating major problems in aligning everything."
• Production Constraints: "We don’t make easy watches. Everything is bespoke, made specifically for us under strict design and quality requirements."

Design Philosophy and Inspirations

Unique and Diverse Inspirations

José elaborates on Isotope’s design inspirations drawn from science fiction, cinema, and global influences:

• Name Origin: Inspired by a scene from "The Martian," reflecting the uniqueness of isotopes in nature. "Isotope is like our watches—similar but with distinct characteristics." [07:31]
• Global Influences: "We absorb design from all over the place... it’s transatlantic and international in its influences."

Creating Original Designs

Isotope prides itself on originality, often pioneering design elements that others later emulate:

• Avoiding Imitation: "We do exactly the opposite of what Rolex inspired us to do. We don’t use other brands to inspire us; we create something different." [12:58]
• Trendsetting: "When we release a professional diver case with the Idrium... now we see similar offers emerging in the market."

Notable Models and Collaborations

• Wheel Return Diver: Inspired by North American door signs, embodying both functionality and playful design.
• Mercury Collaboration with Revel: Features intricate marquetry dials that have received acclaim for their artistic craftsmanship. [40:02]
• Moonshot Chronograph: A groundbreaking piece with unique sub-dial designs inspired by the graphic novel "The Incal."

Business Strategy: Direct Sales vs. Retailers

Maintaining Affordability and Control

José explains Isotope’s strategy to sell directly to consumers to keep prices affordable:

• Limited Retail Partnerships: Currently partnered with a single retailer, Chrono Factum in Germany, to manage VAT and tariffs without inflating prices. "Working with retailers would require doubling or tripling our prices, which is not desirable." [32:09]
• Direct Engagement: Focuses on selling through their website, physical presence in London, and direct interactions at watch events globally.

Challenges in Market Expansion

• Brexit and Tariffs: Navigating post-Brexit market changes and US tariffs by limiting retailer partnerships to maintain price points.
• Customer Experience: Emphasizes personal interactions where customers learn about the craftsmanship and unique value proposition directly from José. "You will have a meeting with me and I will explain how the watch is." [37:29]

Future Plans and Upcoming Releases

Innovative and Diverse Collections

José outlines several exciting projects slated for release in 2026:

• New Chronograph Versions: Continuing the innovation introduced with the Moonshot.
• Adrium in Titanium: A planned titanium case version of the Adrium.
• Advanced Jumping Hour: A refined model with a full dial jumping hour mechanism, enhancing elegance and functionality.
• New Diver Models: Including the "Unnecessary Diver" designed for extreme depths of 1,000 meters, merging functionality with bold design concepts.
• Fan Watch and GMT Updates: Continued evolution of existing models with new technical and design enhancements.

Exclusive and Custom Designs

• Client Collaborations: Offers bespoke designs based on client inspirations, such as parquet patterns and personal memories, ensuring each piece is unique. "We can make something very unique based on client interactions." [40:36]

Audience Engagement and Availability

Event Participation and Availability

Isotope maintains a robust presence at watch events worldwide:

• Global Presence: "We are visiting almost every watch event, including locations like LA, Toronto, Dubai, and Prague." [44:44]
• Direct Purchase: Watches are primarily available through their website, exclusive retailer, and select physical stores like Tide Studio in London.

Community Feedback

• Hosts express enthusiasm and admiration for Isotope’s unique offerings, with Alon Ben Joseph highlighting the intricate marquetry dials and the extraordinary Moonshot chronograph as standout pieces. [40:36], [53:32]

Conclusion

José Miranda’s journey with Isotope exemplifies passion-driven entrepreneurship in the watchmaking industry. By prioritizing unique design, direct consumer engagement, and maintaining affordability, Isotope stands out as a beacon of innovation and authenticity. The episode concludes with excitement for Isotope’s future releases and a strong recommendation for listeners to experience these one-of-a-kind timepieces firsthand.

Notable Quotes:

• José Miranda: "We only do different stuff if we work for niches or peoples. If you like us, wonderful. If you don't, no problem." [12:58]
• Alon Ben Joseph: "Isotope Mercury... the hands are literally a piece of art." [40:36]
• José Miranda: "We sell the uniqueness, the complexity of making things look simple and easy." [20:45]
• Rob Nudds: "It’s unlike anything else really. We need to fix that asap." [31:39]
• Alon Ben Joseph: "Somebody has to make it and that says it all what Isotope and Jose are about." [57:57]

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