The Real Time Show

Host: Rob Nudds & Alon Ben Joseph

Episode: Straum × TRTS Jan Mayen Titanium "Stormy Seas" Special Edition
Date: November 13, 2025

Episode Overview

This episode welcomes Ace (Øystein), co-founder of Straum, the Norwegian watch brand making waves for its innovative, nature-inspired timepieces. Rob Nudds and Alon Ben Joseph probe into Straum’s growth, their journey from design outsiders to insiders, and the story and tech behind the new Jan Mayen Titanium "Stormy Seas" TRTS collaboration. The conversation dives deep into the philosophy behind Straum’s design approach, the technical hurdles of making a high-quality watch at a stunning price point, and their harrowing real-life expedition to Jan Mayen that inspired the new special edition dial.

Key Discussion Points & Insights

1. Straum’s Origins & Growth

[00:27–02:21]

• Straum started with two industrial designers (Ace and Lasse) who weren’t originally “watch people.”
• Their entry into watches was partly defensive—choosing a product less susceptible to cheap copycats, and more about “brand” than commoditized manufacturing.
• Key drivers: Reflecting Norwegian nature and creating something intimate and personal.
  • “We try and build a brand. We try and condense a lot of value into that brand… What is a bit special for us, which is Norwegian nature.” (Ace – 03:53)

2. Building a Universe, Not Just a Brand

[05:12–06:38]

• Straum wants customers to feel part of a universe, not just own an object.
• Nature/exploration at the core: Anyone can embrace adventure—no “magic formula.”
  • “The average Joe can go out and have fun and explore things. The proof of that is the fact that we went to Jan Mayen…” (Ace – 05:52)

3. Scandinavian Design, Watchmaking, and Influences

[07:56–10:00]

• Debates how “Norwegian” or “Scandinavian” Straum designs really are—blending continental European tradition with Scandi purity and abstraction.
  • “What we bring to the table as more Scandinavian is perhaps... making things pure and clean. But then also obviously for us, ...really capture Norwegian nature.” (Ace – 08:51)
• Signature elements: Attention to ergonomics, transitions between finishes, and universal wearability.

4. Watchmaking Details & Industrial Design Process

[09:29–16:00]

• Ace (and Lasse) use their industrial design background for product thinking—a slow, iterative, collaborative process focused on user experience and perfection in details.
• Focus on:
  • Strap Adapter: Meticulous orientation and brushing for seamless look.
  • Quick Release System: Designed for convenience and cost, with complexity built into the adapter rather than the strap itself.
  • Signature Mid Link: Repeating design motif from the brand’s earliest models.
• “We’re almost competing in being the most carefully considered version of ourselves… it becomes almost a sport for us.” (Ace – 11:33)
• “How can we combine aesthetics and functionality in the best possible way?” (Ace – 14:44)

5. Balancing Timelessness with Modernity—and How They Nailed It

[17:49–24:35]

• The OPAV, their first collection, was informed by deep research and adaptability—industrial design principles applied, but with watch-specific study.
• Success attributed to taking time, iterative testing, and a bit of luck.
  • “It goes back to this, you know, giving the process enough time ...designing and learning hand in hand and doing it together. Right. So basically forehands and studying, understanding the category of watches, the proportions, transitions, forms.” (Ace – 23:13)
• Compliment: “It feels like it’s always been there” is the highest praise in their minds.

6. The Jan Mayen Titanium "Stormy Seas" TRTS Edition: Origins & Story

[24:35–29:00]

• Inspired by a perilous storm during a real-life sailing expedition to Jan Mayen—dial captures the stormy, ambiguous blue-gray of the Arctic ocean.
  • “We really wanted to capture that moment, those weather conditions, in a dial… It’s not quite blue, it’s not quite gray… it has this like, alluring color and effect.” (Ace – 26:03)
• Special fluorescent seconds hand (“lightsaber”) symbolizes time slowing in extreme circumstances.

7. The Expedition & Real-World Testing

[29:00–35:34]

• A gripping retelling from Rob and Ace of the storm (broken sail, 7-meter waves, survival concerns).
  • “We were going up these and coming down the other side, up the crest, down the trough at 21 and a half knots…” (Rob – 32:44)
  • “The face [of the captain] Communicated. You should be concerned.” (Ace – 25:45)
• Prototypes worn on the arduous trek provided practical insights—led to tweaks in dial, bracelet, and case design.

8. Future of Straum: New Collections, “Built For” Series, and More

[35:34–41:31]

• Forthcoming models: more expressive dials and lume play; plans for both even more traditional and ultra-functional tool watches.
• Brand philosophy splitting into “Inspired By” (nature, expressive dials) and “Built For” (function-first, tool/military-inspired):
  • “With Jan Mayen we’re somewhere in between. But we, we are really keen to explore both of these tenets.” (Ace – 41:31)
• Possibility of ultra-mil-spec, anti-magnetic, or explorer watches discussed.

9. Titanium Bracelet, Strap Compatibility & Technical Challenges

[44:17–47:37]

• Straum titanium bracelet is in development and will be available for TRTS buyers.
• The delay: grade 5 titanium requires re-engineering parts, especially for micro-adjust and quick-release.
  • “Titanium is different from steel… The friction is sufficient enough to make actual modifications to the dimensions… we’re also working on a quick release mechanism for the bracelet to really complete a quick release ecosystem.” (Ace – 46:19)

10. Where to See & Try Straum Watches

[47:37–50:52]

• Opportunities: upcoming MicroProg in Prague, Time+Tide Lounges in London/Melbourne, Windup in New York, and Christensen in Oslo.
• Watches often “look so much better in person than in photos… dials really come to life in person.” (Ace – 50:27)

Notable Quotes & Memorable Moments

• “You can distill and fill [watches] with a lot of story and meaning for people... actually this is a very exciting product for us to develop.”
  Ace – 04:33
• “There’s no magic sort of formula. The average Joe can go out... The proof is the fact that we went to Jan Mayen… we’re just average Joes.”
  Ace – 05:54
• “Sometimes you hold a watch and you know it’s going to be an evergreen.”
  Alon – 17:32
• “I’d grabbed the wheel [on the boat], because it felt cinematic… The only thing I really contributed was the knife that ended up cutting the sail…”
  Rob – 31:51
• “Titanium has a super thin oxide layer which actually increases the friction a lot… You might have to apply coatings to achieve basically a smooth functioning [micro-adjust].”
  Ace – 45:58
• “So many people say: ‘Wow, the watches look so much better in person than in photos. The dials really come to life.’”
  Ace – 50:27

Timestamps for Important Segments

• 00:27: Guest introduction & Straum’s early years
• 03:53: Emphasis on brand over product, and Norwegian inspiration
• 05:38: Creating a universe for the client, inclusivity in adventure
• 07:56: Scandinavian/Norwegian design influence: debate
• 09:29: Details that set Straum apart: case finishing, strap system
• 11:16: Industrial design process, unique development story
• 17:49: How OPAV became a “timeless” watch
• 24:35: Jan Mayen "Stormy Seas" TRTS Special – the storm, the inspiration
• 29:00: The sailing expedition and its perilous details
• 35:34: New Straum products and collections on the horizon
• 41:31: Potential for mil-spec & hardcore field watches
• 44:17: Titanium bracelet: availability and why it's technically tricky
• 47:37: Where to try/see Straum; upcoming fairs & retailers

Closing & Contact Information

• Watch the TRTS Jan Mayen Titanium "Stormy Seas" edition pre-order window (closes Nov 20).
• See, try, and buy Straum at listed fairs and retailers.
• Follow Straum on Instagram (@straum) and reach out to The Real Time Show on Instagram (@therealtime show) or via www.therealtimeshow.com.