The Real Time Show: Celebrating a Decade of Limited Edition with Pietro Tomajer

Episode: Pietro Tomajer Returns To Mark Ten Years Of The Limited Edition
Release Date: March 30, 2025

Introduction

In a special 10th-anniversary episode of The Real Time Show, hosts Rob Nudds and Alon Ben Joseph welcome back Pietro Tomajer, the visionary behind Limited Edition. Celebrating a decade of pioneering work in the watchmaking industry, Pietro shares his journey, insights, and future aspirations for the brand that has become a beacon for independent watchmakers and passionate collectors alike.

Returning to Limited Edition's Roots

The episode kicks off with Pietro joining the show from the Lansdowne Club in London, where Limited Edition recently hosted a special event the previous night. Pietro mentions, “[00:22]... we had a special night last night and we're going to have a special night tonight related to our limited edition activity,” highlighting the ongoing celebrations marking the brand's ten-year milestone.

A Decade of Passion and Perseverance

Reflecting on the inception of Limited Edition, Pietro attributes his decision to a midlife crisis at 40, seeking to leave a meaningful professional legacy. “[02:45]... I decided to become a little bit the ambassador of those unknown watchmakers.” This ambition was driven by his desire to differentiate from mainstream brands like Rolex and Patek Philippe by promoting artisan watchmakers who were previously underrepresented.

Overcoming Early Challenges

The first three years were particularly challenging, with Limited Edition struggling to make sales. Pietro candidly shares, “[07:36]... the first three years, we didn't sell a watch whatsoever.” Health issues compounded these challenges, but perseverance paid off when Pietro returned to a successful week mirroring the company's first-year turnover. This period underscored the importance of giving before receiving, building trust and reputation within the watch community.

Strategic Collaborations and Growth

Limited Edition's collaborative efforts with renowned brands have been pivotal to its success. Pietro explains, “[13:38]... we try to see what it is that is lacking out there that can excite these or the other collector and what we can add from the creative perspective.” Notable collaborations include partnerships with Coral Watches, Arminstrom, and VA Alter, each aligning with Limited Edition's mission to offer unique and innovative timepieces. These collaborations have not only enhanced the brand's portfolio but also solidified its reputation as a curator of exceptional watchmaking.

Community-Centric Approach and Learning from Mistakes

A cornerstone of Limited Edition's strategy is its deep connection with its community of collectors. Pietro emphasizes, “[17:43]... returning sales are the bulk of our business and the relationships that we build in the process.” However, he acknowledges past missteps, such as delayed collaborations due to being overwhelmed, which sometimes led to missed opportunities. These experiences have reinforced the importance of authenticity and responsiveness to collector feedback.

Curating Unique Watchmakers

Selecting the right brands is crucial for Limited Edition. Pietro outlines the dual criteria: engagement with the collector community and the brand’s iconic uniqueness. “[21:59]... artisans are iconic in what they are trying to do and they have the same kind of frame of mind as we have.” This meticulous selection process ensures that Limited Edition continues to offer distinctive and desirable watches, maintaining its niche in a crowded market.

Innovative Communication Strategies

Navigating the challenges of e-commerce without a physical storefront, Limited Edition prioritizes storytelling and genuine relationships. Pietro shares, “[25:45]... we try to see what it is that is lacking out there that can excite these or the other collector.” By featuring watchmakers and their stories, Limited Edition bridges the gap between remote buyers and the intricate craftsmanship of each timepiece, fostering a deeper appreciation and connection.

Balancing Media and Retail Identity

Alon raises an insightful question about Limited Edition’s identity: “Are you a media company? Are you a retailer? Are you both?” Pietro responds by affirming Limited Edition’s dual role as both a retailer and a brand ambassador. “[33:34]... the limited edition is a name that means something to those that have a passion for artisan watchmaking.” This hybrid identity allows Limited Edition to influence demand through strategic communication while maintaining its retail operations.

Engagement at Geneva Watch Week

As Geneva Watch Week approaches, Pietro outlines Limited Edition's goals of enhancing collector experiences and strengthening brand visibility. “[39:11]... the main two things really are hosting collectors and organizing meetings for them with the brands.” By facilitating direct interactions between collectors and watchmakers, Limited Edition enriches the event experience, ensuring it remains meaningful and aligned with the brand's values.

Vision for the Future

Looking ahead, Pietro discusses the importance of purpose, vision, and values, especially after completing the Goldman and Sachs program at Oxford University. “[41:14]... purpose, vision, and values define yourself for as long as you want to stay unique.” Limited Edition aims to evolve by integrating these foundational elements into its strategy, planning to establish private showrooms in London that serve as exclusive spaces for collectors to engage and celebrate their passion.

Personal Journey and Legacy

Pietro delves into his personal connection with watches, rooted in his father's influence and a pivotal moment that sparked his dedication. “[46:39]... my dad in the 80s... I decided, you know, to try to look around me and see how I could have improved.” This heartfelt narrative underscores the emotional investment behind Limited Edition, transforming personal experiences into a community-driven enterprise that values each collector's story.

Authenticity and Human Connection

Pietro emphasizes the human aspect of watchmaking, stating, “[52:22]... watchmaking is a tool for us to stay as human as we can.” Limited Edition's commitment to fostering genuine relationships and preserving the craftsmanship of independent watchmakers highlights its dedication to maintaining the art's integrity amidst a digital and increasingly artificial world.

Closing Remarks and Future Collaborations

In wrapping up the episode, Rob and Alon extend their congratulations to Pietro and the Limited Edition team, acknowledging their significant contributions to the watchmaking community. They invite listeners to engage with Limited Edition's growing online presence and upcoming YouTube content, reinforcing the show's supportive network within the industry. Pietro expresses gratitude and optimism for future endeavors, underscoring the mutual respect and collaborative spirit that defines their relationship.

Key Takeaways:

• Ambassadorial Role: Limited Edition serves as a bridge between independent watchmakers and passionate collectors, promoting craftsmanship and unique timepieces.

• Community Focus: Building and maintaining authentic relationships with collectors is central to the brand's strategy and success.

• Strategic Collaborations: Partnering with like-minded watchmakers has been instrumental in establishing Limited Edition's reputation and expanding its offerings.

• Adaptive Communication: Emphasizing storytelling and direct engagement helps overcome the limitations of e-commerce, fostering deeper connections with the audience.

• Future Aspirations: Plans to introduce private showrooms and continue refining their unique position in the market highlight Limited Edition's commitment to innovation and excellence.

This episode provides a comprehensive look into the ethos and evolution of Limited Edition, celebrating ten years of dedication to the art of watchmaking and hinting at an exciting future filled with continued growth and passionate endeavors.