The Real Time Show: Jonathan Seidel "King of the USA" Shares Retail Insights on Time to Watches

Podcast Information:

• Title: The Real Time Show
• Hosts: Rob Nudds & Alon Ben Joseph
• Episode: Jonathan Seidel, "King of the USA", Gives a Retailer's Perspective on Time to Watches
• Release Date: April 5, 2025
• Description: Real questions. Real Answers. Real talk. The world's most interactive watchmaking podcast, hosted by Rob Nudds and Alon Ben Joseph.

Introduction

In the April 5, 2025 episode of The Real Time Show, hosts Rob Nudds and Alon Ben Joseph engage in a candid conversation with Jonathan Seidel, the esteemed “King of North America” from the family-owned Seidel and Seidel in Chicago, USA. Filmed live at Geneva's Villa Sarasin during the Time to Watches fair, the episode offers an insider's perspective on the watch retail industry.

Business Overview

Jonathan Seidel provides an insightful introduction to his business, emphasizing its unique position in the luxury jewelry and watch market. He highlights the company's longstanding family heritage and its independent, family-operated nature.

“We are differentiated in the luxury jewelry watch realm by focusing on who we are and that is independent, a family owned and operated coming up on 50 years in 2028.”
— Jonathan Seidel [02:28]

Seidel and Seidel prides itself on controlling their production processes, with Jonathan overseeing the watch division and his sister Jennifer managing the jewelry sector. This hands-on approach ensures quality and uniqueness, allowing them to partner with independent manufacturers who align with their passion for handmade and distinctive timepieces.

Observations at the Show

When discussing his experience at the Time to Watches fair, Jonathan notes the vibrant presence of emerging brands dedicated to authenticity and innovation.

“It's incredible to see that because I think a lot of that gets lost with bigger brands.”
— Jonathan Seidel [03:40]

He commends brands like Grubel for their new pieces and appreciates the commitment of younger manufacturers who are dedicated to returning to watchmaking's roots while pushing creative boundaries.

Importance of Attending in Person

A significant portion of the discussion centers around the value of attending industry events in person versus virtual interactions. Jonathan underscores the irreplaceable nature of face-to-face networking.

“Do an elevated pitch about your business. What do you guys do in Chicago?... It's a people business.”
— Jonathan Seidel [04:36]

Both hosts agree that physical presence fosters deeper connections and more substantial business opportunities than virtual meetings.

“You get more business done in a week than a year of zooming and whatsapping and imessaging and whatever.”
— Rob Nudds [04:36]

Jonathan adds that being present allows retailers to soak in the event's energy, observe trends firsthand, and identify opportunities that might be missed online.

Brand Selection and Partnerships

Jonathan shares insights into his selective approach to brand partnerships, emphasizing the importance of risk-taking and supporting innovative brands that deserve greater recognition.

“I like to take a risk. I like stuff that isn't strongly represented, that deserves to be broader in its reach.”
— Jonathan Seidel [05:06]

He mentions adding Sartori Biard to his portfolio, praising the brand's quality and expressing enthusiasm for future collaborations.

“He [Sartori Biard] is a great guy. His product is incredible.”
— Jonathan Seidel [05:45]

Seidel acknowledges the necessity of patience in the watch retail business, as building meaningful relationships with brands often requires time and sustained effort.

Future Events and Participation

The conversation touches on Geneva Watch Days, with Jonathan expressing interest in future participation despite current reservations.

“I have not as of yet. Will you this summer?... It's always in the cards. I debate it.”
— Jonathan Seidel [09:49]

He appreciates the focus of Geneva Watch Days on collectors and recognizes the value it could add to his business, balancing it against his ongoing commitments during that busy period.

Conclusion

The episode wraps up with mutual appreciation, as Rob invites Jonathan to return for a full-hour discussion, highlighting the productive and engaging nature of their dialogue.

“Thank you for sitting down with me.”
— Rob Nudds [10:19]

Jonathan reciprocates the sentiment, reaffirming his interest in future collaborations and events.

“It's my pleasure. Thanks for having me.”
— Jonathan Seidel [10:20]

Key Takeaways:

• Family Heritage & Independence: Seidel and Seidel's unique position as an independent, family-owned retailer with nearly five decades of experience.
• Emphasis on Quality & Uniqueness: Focus on handmade, unique timepieces from independent manufacturers.
• Value of In-Person Networking: The irreplaceable benefits of attending industry events physically to build relationships and capture the event's energy.
• Selective Brand Partnerships: Jonathan's strategic approach to partnering with innovative and underrepresented brands.
• Future Engagements: Interest in expanding participation in events like Geneva Watch Days to further enhance business growth.

This episode offers valuable insights for watch enthusiasts and retailers alike, emphasizing the importance of authentic connections, strategic partnerships, and maintaining a passion for craftsmanship in the evolving watch industry.