Podcast Summary: The Real Time Show
Episode: Sherpa Continues Its Climb Towards The Summit Of Independent Watchmaking
Date: February 15, 2026
Host(s): Rob Nudds & Alon Ben Joseph
Guest: Martin Klocker (Founder, Sherpa Watches)
Overview
In this engaging episode, Rob Nudds and Alon Ben Joseph welcome back Martin Klocker, founder of Sherpa Watches, for a deep dive into the brand’s philosophy, recent developments, and the unique challenges of running an independent watch company. The conversation explores Martin’s event strategy, product evolution, the delicate balance between heritage and innovation, and the personal journey behind Sherpa’s resurgence. The trio keeps things candid, personal, and often philosophical—true to The Real Time Show's "real questions, real answers, real talk" mantra.
Key Discussion Points & Insights
1. Sherpa’s Growth and Event Strategy
[00:58 - 07:52]
- Martin attends many industry fairs (“maybe the most present feature of events I know of” – Rob, 00:34), but is considering shifting towards more video content and fewer events to better use his time and resources.
- Quote: “I think looking back at the last two, three years, I think we have been to too many fairs and maybe I will cut down a bit and do some new areas.” – Martin [07:16]
- In-person engagement has been vital, but as Sherpa matures, Martin focuses on choosing fairs where the brand’s price point fits and where there’s space for meaningful connection. He avoids being the most expensive brand at a show.
- Event Decision Criteria: Number of brands, visitor quality vs. quantity, the demographic (price range), and whether there’s enough time and space for a proper brand presentation.
2. Recent Models & Product Development
[07:52 - 13:46]
- Sherpa expanded its offering by varying dials and finishes on core models.
- Notables:
- Ultra Dive “Saturn” (satin case for those who dislike polished cases)
- Sun and Moon editions (galvanized silver/rose gold dials)
- Ultra Dive Atoll (turquoise dial, unexpectedly strong demand)
- “Tuxedo” (born from a suggestion by a friend; a black bezel transformed perception)
- Notables:
- Quote: “Sometimes a small detail... in a render doesn’t really give you a lot of change. But on the wrist or in real life suddenly shows a completely different... watch.” – Martin [11:14]
- Small changes (like bezels) can profoundly shift how watches are perceived and appreciated.
3. Balancing Heritage with Innovation
[15:54 - 19:08]
- Martin is conscious of Sherpa’s vast back-catalog from its “Enicar” heritage, getting frequent requests for GMTs and chronographs.
- He remains passionate about doing what he loves but listens to customer requests.
- Quote: “I do basically what I want to do. So, you know, I have my ideas, what I want to do... I do get some enthusiasts who say I would love to see this or that.” – Martin [15:54]
- Plans to keep new releases faithful to vintage proportions and style, for now; some deviation possible in color or small details.
4. Design & Engineering Approach
[21:45 - 24:35]
- Works with professional design partners (Laurent Oberson for design, Devante for engineering), rather than doing everything solo.
- Prototype development now takes about half a year thanks to learnings from initial (longer) cycles.
5. Manufacturing Choices & Honest Pricing
[24:35 - 28:11]
- Watches are priced between 6,000–6,500 EUR, reflective of small-volume, fully German/Swiss supply chains (“mom and pop companies”).
- Martin is critical of brands that misuse “Made in Germany/Switzerland,” emphasizing true European production for Sherpa.
- Quote: “Most people who write Swiss made and made in Germany onto their dials... stamp the made in Germany onto a dial in China or India.” – Martin [25:29]
6. Brand Identity: More Than Just a Name
[27:02 - 33:25]
- Sherpa’s identity is deeply personal: Martin is Buddhist and engaged with Nepalese communities; key watch parts (escape wheel, seconds wheel) are engraved with mantras (“Mantra Matic”).
- Notable Figure: The watch “emits” 34 million mantras per year via the movement. [28:03]
- Rather than seeking mass appeal, Martin is content with Sherpa as a niche for discerning, value-driven collectors.
7. Marketing, Community, and Target Audiences
[33:25 - 35:20]
- Sherpa appeals to audiences beyond typical watch-focused communities, such as car enthusiasts and mountaineers.
- Effective marketing may rely on lifestyle and shared values over traditional watch media.
8. Retailer Relationships & After-Sales Support
[35:20 - 50:04]
- Initially expected to avoid retailers, but realized their strategic importance, especially in the US (notably Jeremy Oster, Martin Pulley, Brandon Skinner).
- Trust and personal connection are key factors in new retail partnerships.
- After-sales: Sherpa manages service in Europe; in the US, notable watchmaker (and ex-Anthrax guitarist) Dan Spitz provides local support.
9. Family, Mental Health, and the Human Side of Watchmaking
[40:05 - 47:12]
- Martin admits to facing moments of doubt due to industry challenges, especially legal/trademark disputes.
- Quote: “I'm a Sherpa, so they tend not to give up, at least not for a long time.” – Martin [40:05]
- Events, while draining, provide an important sense of community, energy, and feedback. Family involvement is growing—Martin’s children help at fairs and offer design feedback.
- Close-knit partnerships and serendipitous industry connections (“karma”) are central to Sherpa’s ongoing journey.
10. Customization and Personalization
[54:18 - End]
- Sherpa offers unique customization options: dial colors, engravings on case backs or even on the seconds wheel (“forever connected in love, mom and dad” for his daughter).
- Custom orders can take 2–3 months depending on dial work; engravings about 4 weeks.
Notable Quotes (with Timestamps)
- “Every year I’m thinking, ah, this year I will not do that many shows. And in the end, oh, this didn’t really go well... It’s about connections.” – Martin [01:49]
- “Sometimes a small detail... in a render doesn't really give you a lot of change. But on the wrist or in real life, suddenly shows a completely different... watch.” – Martin [11:14]
- “I do basically what I want to do.” – Martin on product direction [15:54]
- “I went with the size of that time and the proportions of the case. And this is something that many people praise when they have the watch on their wrist.” – Martin [17:49]
- “I was a bit naive... I thought I could do the watch for around like €3,000, made in Germany... then I realized... that’s just a dream.” – Martin [25:16]
- “One second, one mantra... around 34 million per year.” – Martin [28:03]
- “When you start out not as a marketing professional, but somebody who wants to do that with passion and you put something into the world that is maybe the closest to yourself next to your children, of course, it’s interesting to see is there anybody out there who also resonates with that?” – Martin [42:51]
- “My son is quite creative... he gives me unwanted reviews regarding my color selection.” – Martin [52:21]
- “We can do custom engraving even on the seconds wheel if you have a life motto or you want to give something special to your spouse or whoever.” – Martin [54:18]
Memorable Moments & Audience Takeaways
- The “Tuxedo” Model Origin: Born from a casual suggestion from a friend during Watches & Wonders Geneva—testament to the collaborative energy in independent watchmaking. [09:36]
- Family at Fairs: Martin’s children enthusiastically join him at events, with his son critically assessing new designs—a real family affair in an industry often seen as insular.
- Personalized Mantra Movement: The idea of millions of engraved mantras “emitting good vibes” each year beautifully fuses Martin’s spiritual beliefs with engineering; a rare soulful touch in modern watchmaking.
Timestamps for Important Segments
- Sherpa at global fairs and event strategy: [01:49 – 07:52]
- New models and product line expansion: [07:52 – 13:46]
- Heritage vs. innovation, upcoming models: [15:54 – 19:08]
- Design collaboration and prototyping process: [21:45 – 24:35]
- Manufacturing realities and honest pricing: [24:35 – 28:11]
- Sherpa brand universe & spiritual roots: [27:02 – 33:25]
- Marketing: beyond watch circles: [33:25 – 35:20]
- Retailer network and after-sales: [35:20 – 50:04]
- Family and personal journey: [47:12 – 55:47]
- Customization and unique orders: [56:13 – 58:01]
Tone & Language
The episode maintains a personal, informal, and deeply engaged tone, blending humor (playful host interruptions), sincerity (discussing challenges), and curiosity (about both the craft and human side of the business). Martin speaks frankly about challenges and joys, while Rob and Alon’s banter keeps the mood lively and accessible.
Closing Thought
This episode stands as a testament to how independent watchmaking, at its best, is about more than products—it's about people, stories, values, and genuine connections across continents and generations. Sherpa’s ascent continues, driven by passion, persistence, and a little bit of karma.