The Real Time Show

Episode: Oliver Al-Falah of The Limited Edition Pulls Back the Curtain

Date: August 31, 2025
Host(s): Rob Nudds, Alon Ben Joseph, David Vaucher
Guest: Oliver Al-Falah (Partner, The Limited Edition)

Episode Overview

This episode features a candid conversation with Oliver Al-Falah, partner at The Limited Edition – a leading UK-based retailer specializing in independent and microbrand watches. The hosts and Oliver discuss his collector’s journey, the realities of the high-end independent watch market, the evolving definition of microbrands, challenges and trends in watch retail, and The Limited Edition's vision for its community and the future. Oliver offers unique insights from both the collector's and retailer’s perspective, delivering valuable advice and behind-the-scenes details.

Key Discussion Points and Insights

1. Oliver’s Background and Entry into The Limited Edition

• Oliver was initially a client, purchasing an HYT Skull Green Eye (2016/2017), which forged his friendship and professional relationship with Pietro Tomajer, founder of The Limited Edition.
• Originally involved from a business and advisory aspect, Oliver’s role evolved due to his passion and knack for media, culminating in on-camera appearances and content strategy.
• The Watch Collector YouTube channel was launched in May 2023 to broaden the reach of independent horology, receiving highly positive reactions.
  Quote:
  “The original plan was for me to come on board...purely from a business perspective and also because of the massive respect and friendship I have with Pietro.” (01:42)

2. Oliver's Personal Collection and the Appeal of Independent Brands

• First watch: Omega Seamaster 300 chronograph (gifted)
• Later acquisitions: Rolex Hulk, Patek, Czapek, Laurent Ferrier, Bulgari, HYT (including a unique HYT H0 made for the Gumball 3000 rally).
• Mixes both "big brands" and more niche, unusual independents and microbrands like Eterna KonTiki.
• Enthusiastic about innovative, conversation-starting pieces.
  Memorable moment:
  “Watches, cars, it's a well worn path, isn’t it?” (05:34)

3. The Evolution and Allure of HYT Watches

• HYT admired for their originality (liquid time indicators), innovation, resilience amid multiple bankruptcies, and continual evolution with new complications.
• Oliver highlights the shift from tech-novelty to producing high-level horology with annual calendars, moonphases, and a triple axis tourbillon.
• Praises the “H0 era” for wearable, lugless design and timeless appeal.
  Quote:
  “…the H0 I think is just a timeless design and…extremely wearable.” (09:58)
  “What I appreciate they’ve started to do now is really kind of broaden the way that they’re presenting their pieces… It’s not just one reason to have an HYT, it’s multiple now.” (09:15)

4. Realities of the Independent Watch Market

• Even at the high end, independents must compete for every sale—contrary to the perception that their watches “sell themselves.”
• Customer concerns around brand longevity and serviceability are top of mind, especially given HYT’s rollercoaster history.
• Oliver emphasizes the reassurance provided by technology partners (e.g., Preciflex for HYT), and the critical role of service and customer support.
  Quote:
  “If you bought it through us, then we will take care of it…you have that assurance [of service and technology]…” (13:45)
  “Most people will probably ask the question, why would I put my money into something that doesn’t have the heritage…” (14:29)

5. The Limited Edition’s Philosophy and Growth

• The company’s growth owes much to an education-first, “pull not push” approach—communicating the merits of brands and letting customers make informed choices.
• Continuous demand for independent brands across all price brackets, despite market difficulty for hyped big brands.
• Core values: integrity, transparency, and a genuine community spirit, underpinned by trust and long-term relationships.
  Quote:
  “It was never about the push, it was always about the pull…educating the community on…the kind of brands they simply wouldn’t have…” (19:03)
  “The use case for me…would not have changed really fundamentally. It’s based on those values…” (19:26)

6. Microbrands vs. Independents: Definitions and Buyer Journeys

• Ongoing debate in the community over microbrand vs. independent definitions—criteria include scale, design, movement sourcing, and heritage.
• The Limited Edition’s brand segmentation is user-driven, aiming to ease website navigation but is "in constant flux."
• Oliver sees a shift: design-driven microbrands are increasingly being chosen as a first luxury watch by adventurous buyers, especially when brands offer compelling storytelling and design value (e.g., Garrick, Atelier Wen, Sartory Billard).
• Traditional pattern: first-time buyers typically opt for better-known brands, but the tide is changing. Quote:
  “I think the tide is changing, actually. I think more people are delving into the world [of microbrands]…” (22:46)
  “In constant flux is probably the best way to put it…” (25:22)

7. Democratization, Accessibility, and Hype

• Not all democratization is inherently good—Olivers warns against manufactured scarcity and artificial waiting lists; values honest, transparent processes over hype games.
• Positive exclusivity comes from authentic limitations—e.g., artisanal brands with naturally low output—not forced inaccessibility.
• Expresses dismay at the “game playing” found at larger retail operations, which can taint the buying experience. Quote:
  “There needs to be…a level of lack of accessibility…If there’s something you have to wait for, you’re going to want it more…But…it’s not been engineered in.” (27:52)

8. The Temptation (and Perils) of Starting a Brand

• Oliver has considered launching a watch brand with Pietro, admires those who take this difficult path, but recognizes the immense challenge.
• For him, nailing the case design is paramount; everything else—complications, dial variety—can follow.
• Applauds brands that infuse “fun” into their products alongside original design. Quote:
  “To distill your own vision and imagination into a piece…is honestly, it’s amazing and it’s a really, really hard path.” (33:06)
  “Getting your design and your case right…is always going to be your calling card.” (34:10)

9. What Customers Value: Case vs. Dial

• Although many surveys say dial is key, Oliver believes the case is often the true DNA of a great watch—forming the base upon which individuality and longevity are built.
• A distinctive, well-designed case is the long-term differentiator and point of recognition. Quote:
  “That’s where the real work goes in first of all…if it’s not fun, there’s no point.” (34:10; 35:11)

10. The Role of Brand Names and Media-Driven Opinions

• Quirky or unknown brand names are not a dealbreaker for seasoned collectors—sometimes, rarity or obscurity are a value add.
• Cautions against “zombie opinions” in the online watch world, where consensus can become entrenched unfairly, affecting brands like Audemars Piguet’s Code 11.59 or Millenary.
• The passage of time and product iteration often change perceptions once initial online noise fades. Quote:
  “Having a completely random name…is almost an extra bonus. What is that? Oh, it’s a Zeitwinkel, for example.” (40:29)
  “That’s the problem with where we are in 2025, isn’t it? And what social media can and can’t do for you...” (42:01)

11. Physical Retail vs. Digital Community: The Limited Edition’s Strategy

• The Limited Edition’s success is driven by in-person events that build genuine connections between customers, brands, and founders—bridging the gap where most large ADs cannot.
• Events are held every six weeks or so, with strong attendance and passionate community engagement.
• A permanent physical space in London is in the works (details coming soon) but is not a response to other retailers; rather, it's organically driven by their unique position and clientele. Relations with Time+Tide (a fellow independent-focused London showroom) are positive and collaborative—not competitive.
  Quote:
  “It’s all about the connection that we’re trying to make…The fact that people are trusting us…is humbling for us…” (47:31)
  “If you start doing things out of a knee jerk reaction, most likely you’ve already missed the boat.” (51:49)

Notable Quotes & Memorable Moments

• On customer anxieties about independents:
  “If you haven’t already decided to take the leap…why would I put my money into something that doesn’t have the heritage…I made that decision and…haven’t looked back since.” (14:29–15:16)
• On watch community values:
  “When you see something that is completely out of the norm on someone’s wrist… it’s an automatic win.” (15:06)
• On business philosophy:
  “The issue really for me was about how we approach… it was never about the push, always about the pull.” (19:03)
• On hype and manufactured scarcity:
  “It’s the manufacturing of this inaccessibility that for me is the problem… None of the brands that we represent do that.” (28:55)
• On the case as the heart of watch identity:
  “Once you’ve got the shape of the watch, then ultimately…the world is your oyster in terms of…dial…” (37:38)
• On industry trends:
  “You’re damned if you do, damned if you don’t…At least they’re trying to do something different.” (44:40)

Timestamps for Important Segments

• [00:05] — Introduction; Oliver’s backstory and Limited Edition origin
• [03:00] — Oliver’s collection highlights (HYT, Omega, Rolex, Patek, Czapek, etc.)
• [05:34] — Collaboration watches: Gumball 3000 and the relationship between watches & car culture
• [07:50] — The eras of HYT, collection preferences, and evolution of the brand
• [11:00] — The business side: what it’s actually like for independents in the current market
• [15:22] — Oliver’s journey from customer to partner at The Limited Edition
• [18:06] — Would Oliver make the same business decision today? Philosophy of Limited Edition
• [21:05] — Customer demographics: who buys microbrands and independents?
• [23:58] — Definitions and fluidity of “microbrand” vs. “independent”
• [27:52] — On democratization, hype, and the risks of manufacturing scarcity
• [32:09] — Has Oliver ever wanted to start a brand? What he admires in watch creation
• [34:10] — Importance of case design and identity
• [40:06] — On the significance (or not) of brand names to buyers
• [42:01] — “Zombie opinions” in watch media and brand positioning challenges
• [45:52] — The Limited Edition’s event and community focus; hints at upcoming London physical space
• [49:57] — Industry shifts and the relationship with Time+Tide’s London showroom

Tone and Style

Conversational, knowledgeable, and passionate. Both hosts and guest share personal anecdotes while offering deep, pragmatic industry analysis and practical advice. Humor and camaraderie shine through, making for an engaging, insightful listen.

Summary Takeaway

This episode is essential for anyone curious about the inner workings of independent watch retail, the collector's mindset, or the shifting sands of modern watch enthusiasm. Oliver Al-Falah provides an invaluable inside look into both the passion and pragmatism driving today’s independent watch scene—and the careful balance needed to nurture community, credibility, and collector joy.