Jonathan Sydel, "King of the USA", Gives a Retailer's Perspective on Time to Watches

Summary

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.

Transcript

[A]

Foreign Watch fans, welcome to the Real Time show. I'm your friendly neighborhood jeweler along with Joseph sitting in a glass igloo before the Villa Sarasal in Geneva. And time to watch 2025. My buddy, my bro, friendly neighborhood jeweler as well, the king of North America. Jonathan Seidel of the family owned family run Seidel and Seidel from Chicago usa just passed by. I pulled him into the Iglo. I want to do a bit of retail reviews of the fair. What's up, brother?

[B]

My guy. Thanks for having me. It's nice and toasty in here. Get to the nitty gritty real quick.

[A]

All right. No AC for the Americans. They're not used to anything. No coke, no ice. He doesn't want water. What about whiskey?

[B]

Hey, you know, he brought the right stuff. I'm kind of a tequila man myself, but you can't find that in Switzerland anywhere, so.

[A]

So Jonathan, we, we hung out. We actually didn't talk business. We didn't talk watch as what collectors. We were just jamming and goofing around. So you hit the ground running. This is probably day three for you, if I counted correctly.

[B]

Yeah, right off, right off the flight. Right to Pale Expo. Right to the fun.

[A]

Let me start with this. Do an elevated pitch about your business. What do you guys do in Chicago?

[B]

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. Myself and my sister run our business and my focus is the watch realm. My sister Jennifer's focus is our jewelry. She makes all of our product in house locally in Chicago. And having control was our biggest attribute that we saw from the generation prior. I really differentiated our watch brand selection by following what it was that I was passionate about and that was handmade and unique and independently run manufacturers from all price points from making something accessible to making something grail attainable. And I've partnered with a lot of great individuals, manufacturers and it's a relentless pursuit. It's something I love doing. This is a busy week and a fun week to get involved and I'm proud to be on Real Time, baby.

[A]

Thank you for coming on. What have you seen that stood out for you this year?

[B]

You know, I was here really to see the pulse on the watch world. I think there's a lot going on certainly where we're located here with some of these kind of up and comers. I don't know if I can say there was one standout as There was a couple Grubel's new pieces were, or tweaks on pieces were really the mark of my eyes. But there's some young guys that are on the scene now that really are dedicating themselves to the long term goal of going back to the origins and taking their inspirations, their experiences and putting them to the next level. And it's incredible to see that because I think a lot of that gets lost with bigger brands.

[A]

So for you, it's a rather big schlep to come to Europe. Can you afford as a retailer not to be here?

[B]

I think you can. In the day and age we're living in, it's pretty easy to do a zoom, pick up a phone, hit an email. But what you miss out on is just that you miss out on and there's certainly a liveliness, a chatter that is here when you're here. And if you can't, you know, see it, you can't identify it. And it's important. Do you feel the same? Do you feel it's imperative to be here?

[A]

I think is besides the fact that nothing beats actual face to face time, it's not FaceTime on your app.

[B]

It's a people business.

[A]

Yeah. You get more business done in a week than a year of zooming and whatsapping and imessaging and whatever.

[B]

We're tired of that. A lot of, you know, a lot has changed.

[A]

But I come here to meet old friends, make new friends, get inspired like you said. And I'm always on the hunt. Are you hunting?

[B]

Absolutely.

[A]

What are you hunting for?

[B]

The next thing.

[A]

And what is the next thing? Because you guys are not snooty jewelers. You do nomos up to Grobo.

[B]

I like to take a risk. I like stuff that isn't strongly represented, that deserves to be broader in its reach. You know, guys that are really pushing the envelope not, not just in terms of their, you know, their product, but their, what they stand for. And you know, I can't say it's one thing or the other that it finds you. You see it and you got to reach for it and you got to go after it, but you can't, you know, you can't take a shot if you're not able to identify that.

[A]

Did you pick up new brands already?

[B]

I did.

[A]

Which ones?

[B]

I added Sartori Biard.

[A]

Congrats.

[B]

He's a great guy.

[A]

Awesome.

[B]

His product is incredible. I got a couple other things in the works, you know, that conversations will continue as I, you know, I think a lot of this business Is it's a little bit of a patience game with, you know, certain elements, and sometimes that's just the brands. This realm of watch is not a high volume, high distribution, you know, methodology. It needs patience. You have to be patient, and you have to build the relationships in order to, you know, to develop them.

[A]

Did your sister come along this year? No, because the jewelry is not here.

[B]

So someone's got to run the fort.

[A]

And do you miss Baselworld?

[B]

Yes and no. I miss Shay Donati and I miss the grappa.

[A]

Yeah, yeah.

[B]

But I think Geneva has a lot to offer. I got to go up to La Reserve this morning with Grubel, which is a very pioneering approach to this game, you know, as they did with Beau Ravage in the early days. Now, Beau Ravage is a. A summit for, you know, brands trying to have exposure outside of Pale Expo, outside of Time to Watches and, you know, same for Time to Watches. I think the positioning of this was. Was crucial in its success. I did not attend Time to Watches last year because of its location, and this made it easy for me and certainly got to, you know, meet some. Some new brands that way, people that way. Pretty straightforward.

[A]

You just. You made my life easy. As an interviewer, I wanted to ask you, did it help you as a buyer that Time to Watch moved bang next door to PAL Expo?

[B]

100%. I like the disruptors. I don't know what pushback they got from, you know, the neighbors, but it was incredible. This is a cool little, you know, building. The vibe was good. It was busy. I think there was lots of business being done. And yes, absolutely.

[A]

Would you have visited Geneva if it was just Palex, nothing else outside?

[B]

I think I'm as a. As a positioned retailer as I am, am a little more limited at Pale Expo just with the brands, the product that is there. I mean, I have a couple of brands that represent Grand, Seiko, Nomos, Oris and Groenefeld. And Groenefeld has kind of remained in this, you know, carolage very nicely. I, you know, despite them not even having a watch to be able to order at the moment, it's. For them, it was a very proud place to be in a. And I think the right positioning for them. So there is an element of Pale Expo that's very nice for me to visit, but it's. It's really great that, you know, the. The city has expanded its wings with this industry. You know, Geneva is watchmaking, so, you know, to see different elements of it used and, you know, not just Time to watches. There's. There's plenty outside of it. I got to, you know, meet in a kind of Airbnb this morning with a gentleman who didn't, you know, didn't put a suite together at Beau Rivage or wasn't participating here because he's investing so heavily, you know, in his production and his manufacture that that's what he chose. And he's, you know, he said it was funny, his team kind of gave him some pushback about how we're. We're showing, you know, $50,000 and up watches out of a Airbnb on the other side of the. You know, I think it's my buddy.

[A]

You had dinner with that I had dinner with last night.

[B]

It sure was.

[A]

Yeah.

[B]

His new creation is going to be incredible. Yeah, dude, incredible.

[A]

I'm already raiding all the bank accounts. I already told my wife we're not. We're not being. We're not being hacked or. So John is talking about Silva and Baron Orn. Yeah. So the ecosystem is awesome. Did you ever attend Geneva watch days?

[B]

I have not as of yet.

[A]

Will you this summer?

[B]

I would like to. I kind of saw the initial experience a little more geared towards collectors, and it really, for me, it's a busier time of the year from, you know, the boutique management, so it's important for me to be a part of it there. But, yeah, I think there. I think a little bit more comes to that than here, too. So it's always in the cards. I debate it.

[A]

Amazing.

[B]

Yeah.

[A]

Thank you for sitting down with me.

[B]

It's my pleasure. Thanks for having me.

[A]

Please come back on for a full hour. Have a good fair, buddy.

[B]

Anytime. Thanks a lot.

[A]

See you at the Grand Duke. It.