Podcast Summary: The Real Time Show

Episode: The Return Of Quartz? What Does 2026 Hold For The Watch Industry?

Hosts: Rob Nudds & Alon Ben Joseph
Date: January 11, 2026

Episode Overview

This episode finds Rob and Alon casting their gaze over the watch industry as 2026 dawns, asking what the future holds for collectors and brands alike. The hosts discuss pressing topics such as whether the industry is positioned for a “return of quartz” watches, the real status of sustainability in watchmaking, shifting trends in accessibility and brand communication, as well as evolving product features such as color, texture, and wearable technology. Expect sharp, honest takes and plenty of inside-baseball talk for both seasoned collectors and curious newcomers.

Key Discussion Points & Insights

1. Brands in Times of Turmoil: Conservatism vs. Innovation

• Alon notes that traditionally, brands cling to classics during tough years, eschewing risk-taking in favor of conservative releases. He wonders aloud: “Should they actually work counterclockwise? Should they take more risk and push the envelope in 2026?” (03:02).
• Rob reflects on the post-COVID market contraction, industry laziness, and how increasing connection between collectors and brands (notably even at Rolex and Omega) might signal more openness to bold moves:

  "You could sell anything... and that made the brands overconfident... I feel that there has been more connectivity between the vocal collectors community and the brands themselves in the last 12, 15 months." (02:50)

2. Sustainability: Substance or Spin?

• Alon brings up sustainability as an industry talking point, asking if it’s “actually important to the watch collecting community, or is it just a marketing gimmick?” (05:30).
• Rob suggests the answer is nuanced:

  “Is sustainability important and is it just a marketing exercise? I think it can be both things at once.” (08:44).

  • For older collectors, it’s not a key factor; for younger buyers, it might be expected, part of the “de facto way of living.”
  • Sustainability has practical implications—regulatory, sourcing, and future-proofing.
  • ID Genève cited as a rare example of true sustainability-driven business, boosted by Leonardo DiCaprio’s investment, setting a model for the future.
• Alon as retailer: Rarely sees customer demand for sustainable watches, even in eco-conscious markets like the Netherlands or London.
  • Notes the jewelry industry’s long-standing use of recycled gold, mostly unspoken: “Almost all the gold used in the EU is like 99% recycled... but nobody talked about it.” (13:51).
• Rob elaborates that recycled steel is prevalent, with the distinction now being higher thresholds (e.g., Fortis at 96% recycled).

  “There has always been this sustainability out of necessity more than anything else... Now the only difference is that we communicate it as a positive thing.” (15:36).

Notable Quotes:

• Alon:

  “Where your intro was very good about the diesel and the flying cars, you need to actually change a whole infrastructure... With watches, it's easier...” (13:49).

• Rob:

  “Brands don't do stuff that costs them money for no good reason. And they often are already doing things that don't cost them any more money other than to communicate them more effectively.” (17:19).

Shout Outs:

• Ethical and recycled practices by Chopard, IWC, Breitling (ethical gold, lab-grown diamonds), and especially ID Genève's potential for collaborations bringing sustainability to the table.

3. The Return of Quartz: Fad or the Future?

“High-End Quartz Is Back”

• Rob sets up the key premise: Is the luxury market ready for quartz’ return—possibly even a second “quartz revolution”? (24:10).
• Alon is an unabashed quartz enthusiast:

  “I’ve always worn quartz watches... For those not familiar with the advantages... First and foremost, shock resistant... slimmer... keeps time.” (24:50).

  • Cites the technological leap of high-quality solar quartz as a game-changer, making quartz more viable in luxury.
• Rob elaborates:
  • The advantage of solar is less maintenance, but reminds that capacitors—the rechargeable batteries—still eventually need replacement.
  • “Once every eight years you can handle taking your watch into a jeweler's...” (30:28), so the maintenance gap is no longer huge.
  • “Grab-and-go” convenience of quartz is increasingly valued, especially for occasional pieces.
  • A warning: Solar quartz still requires attention (e.g., hibernation, need for recharge).
• Alon forecasts a “big reincarnation” of quartz, especially with big brands (TAG Heuer, Citizen’s Eco-Drive, Denison, and collaborations/limited editions) taking up the solar and high-end quartz mantle.

Notable Quotes

• Alon:

  “Every benefit has a disadvantage and every disadvantage has an advantage.” (33:13)

  • Summary: Modern quartz’s new chapter is driven by function and convenience, not just cost.

4. Colors, Textures, and Trends: What’s Next for Watch Design?

Colors

• Both agree that color trends are less about the herd mentality now, more about diversity and boldness.
• Predictions:
  • Alon: “I hope it's purple... but I think it's going to be more like brownish... mocha cappuccino.” (35:07)
  • Rob: Sees “persistence of pastels, maybe brighter accents, even neons or highlighters.” (35:53)

Textures

• Textured dials remain strong; not nearly “run out of road.”
• Trends move from colored brass dials to intricate rose engine, stone, enamel, and novel dial materials.
• Alon: “The beauty of it is, is that everything is possible... what does it for me, how can I not have a Tutti Frutti watch?” (37:00)

5. Lume & Technical Advancements

• Advances in lume (RC TriTech’s new red/orange grades) open creative doors.
• The inner child in both hosts, and the collector base, still loves lume as a fun feature and a serious technical point.

  Alon: “Kids love it. I love it... It's not a marketing gimmick.” (41:51)

6. Straps & Buckles: Time for More Innovation?

• Micro-adjusts on deployants highlighted: Louis Moinet, Araj, Formex (notably a micro-adjustable full ceramic bracelet and clasp).
• Alon: “What does it for me as a collector is when brands design their own buckle... Pay more attention to buckles, which they're doing, but also the regular tang buckles.” (44:08)

  Rob: “Your buckle should touch on your case. It should pull the whole concept around your wrist.” (45:39)

7. Case Sizes: Is the Market Fragmenting or Normalizing?

• Range is broader than ever; “pendulum swung” to smaller diameters but very large watches aren’t extinct.
• Rob: “Case sizes are really tied to the nature of the watch itself... There's space for multiple brands to exist. Not every brand needs to occupy every wrist diameter.” (46:33)
• Niche ultra-high-end brands (Greubel Forsey, Jacob & Co.) excluded from this size conversation, because their market is focused on spectacle and technical achievement.
• Role of multiple sizes discussed for mass market brands like Rolex—deemed necessary to match their enormous global customer base. (50:58)
  • Alon: “Does Rolex need four sizes in the Oyster Perpetual?... You see also market values are coming down on those pieces.” (50:22)

8. Marketing & Customer Communication in 2026

Where Should Brands Focus?

• Alon: Brands need better, more diverse photography—product, technical, lifestyle, and wrist shots with real arms (not all smooth or hairless!).

  “A lot of brands… don't do it enough. So, I would like product photography... technical pictures... lifestyle photography... and then... wrist shots.” (54:05)

  • Brands too often ignore grassroots content like Youtube reviews, dismissing critical but authentic coverage.
• Rob: Direct-to-consumer strategies depend on realism in digital content; watches should be shown “on real wrists, in real situations.” (58:10)
• Both stress embracing honest, even negative feedback as a way to grow.

  Rob: “Criticism is just an opportunity, you know, it's an opportunity to grow and get better and show the best face of the brand.” (62:42) Alon: “Those brands that still censor feedback, shame on you. Really, really shame on you. Because the negative ones are the best ones...” (61:39)

Notable Quotes & Timestamps

• Alon (on risks in tough times):
  “Should they actually work counterclockwise? Should they take more risk and push the envelope in 26?” (01:59)

• Rob (on post-pandemic brand behavior):
  “You could sell snow to a snowman… that made the brands overconfident…” (02:52)

• Rob (on sustainability):
  “Is sustainability important...and is it just a marketing exercise? I think it can be both things at once.” (08:44)

• Alon (on customer demand for eco-watches):
  “I've maybe never had a request for a more sustainable jewel or watch here in the Netherlands or in London.” (13:35)

• Alon (on quartz):
  “I truly believe we'll have a big reincarnation [of quartz]... they finally cracked the solar quartz evolution by making it so good.” (27:43)

• Rob (on online content and criticism):
  “Criticism is just an opportunity, you know, it's an opportunity to grow and get better and also to reply with grace and professionalism.” (62:42)

Key Takeaways

• Watch brands are at a crossroads: Play it safe or take bold leaps in uncertain times?
• Sustainability is real but not (yet) a sales driver for most buyers; younger consumers may make it a baseline soon.
• The return of high-end quartz, especially solar, is seen as imminent and lasting, not just a fad.
• Color and dial experimentation are at an all-time high—expect more diversity, with pastels, browns, mochas, and possibly purple breaking through; textures and unique materials continue to inspire.
• Lume technology and strap/buckle innovation are progressing, but strap design deserves much more creative focus.
• Case sizes are becoming more tailored to brand identity and consumer niche.
• Honest, diverse imagery and open feedback channels are vital for trust and consumer engagement in 2026.
• Brands are encouraged to embrace authentic voices—even (especially) critical ones—as part of their journey.

Timestamps for Key Segments

• Conservatism vs. Innovation – 01:59–05:19
• Sustainability Realities – 05:19–20:33
• High-End Quartz Comeback – 24:10–34:40
• Color & Texture Trends – 34:40–41:51
• Technical: Lume, Straps, Buckles – 41:51–46:15
• Case Size Philosophy – 46:15–52:16
• Brand Marketing & Communication in 2026 – 52:54–62:42

Summary prepared for listeners who want a comprehensive, engaging overview without missing the depth, banter, and expert insight found in the episode.