The Real Time Show: Episode Summary – "Time To Watches: Airain and Lebois & Co."

Release Date: May 18, 2025
Hosts: Rob Nudds & Alon Ben Joseph
Guests: Tom van Willek from Airain and Lebois & Co.

1. Introduction to CDM Lek and Its Brands

The episode kicks off with host Rob Nudds welcoming Tom van Willek, representing Airain and Lebois & Co., under the umbrella of CDM Lek. The hosts establish the context of the discussion, mentioning the stunning venue at Villa Sarasin where the event is being held.

Notable Quote:
Tom van Willek (00:13): “Your friendly neighborhood watchmaker recording for the time to watch his event at Villa Sarasan.”

2. Origin and Establishment of the Brands

Tom delves into the accidental acquisition of two distinct watch brands—Airain and Lebois & Co.—and emphasizes their complementary nature. He highlights that the brands do not overlap, allowing each to maintain a unique identity within the market.

Notable Quote:
Tom van Willek (01:56): “I had to explain quite a couple of times it wasn't intentional... the opportunity came and it was just too good to let go.”

3. Le Bois & Co.: Heritage and Design Philosophy

Le Bois & Co. is portrayed as the more dressy of the two brands, focusing on chronographs inspired by heritage pieces such as Excelsior Park and the vintage Volcan chronograph. Tom emphasizes the brand's commitment to reviving old names and creating watches that honor their historical roots.

Notable Quote:
Tom van Willek (03:04): “Le Bois & Co. was really not up there where it should be, and maybe still not. But the opportunity came and it was just too good to let go.”

4. Airain: Sporty and Toolish Timepieces

Airain is characterized by its sporty designs, including dive watches and pilot watches. Tom describes Airain's approach as “toolish,” highlighting models like the Type 20 Flieger and the Sumarine dive watch. A standout feature discussed is the unique crown cap, inspired by an invention from Jean Rene Parmentier, which enhances water resistance without relying on a traditional screw-down crown.

Notable Quote:
Tom van Willek (02:54): “Heranne is more sporty. There's like dive watches and pilot watches.”

5. Highlighting Signature Models

Le Bois & Co. Bestsellers:
Tom mentions the black dial chronograph with rose gold numerals as the best-selling model, noting its flawless execution and high demand.

Airain’s Type 20 and Sumarine:
The Type 20 is praised as possibly the best chronograph in the market, valued for its heritage-inspired design and modern craftsmanship. The Sumarine dive watch is lauded for its distinct silhouette and innovative crown cap.

Notable Quote:
Tom van Willek (09:31): “Listeners, if you've not had one of these in your hands, this is like the epitome of execution.”

6. Future Plans and Collaborations

Tom discusses upcoming iterations of existing models and potential collaborations. While specific details are kept under wraps, he hints at introducing new sub-collections like Sector, Script, Artisan, and Lux, each with unique dial layouts and design inspirations. Additionally, there are plans to release a small seconds version of the Heritage series, certified by Chronobiter.

Notable Quote:
Tom van Willek (16:26): “We're introduce a small seconds version of the Heritage series first which will be Chronobiter certified as the old pieces of lebar were as well.”

7. Community Engagement and Events

The brands actively participate in watch fairs and community events, fostering relationships with retailers globally. Tom mentions recent signings in Italy and Japan, with plans to expand into the US and other European markets. Upcoming events include a small gathering in Italy and participation in watch fairs, although specific details remain undecided.

Notable Quote:
Tom van Willek (22:07): “We have signed a few retailers here, which is super cool. Starting in Italy, now more we have 12 in Japan, which is amazing.”

8. Pricing and Availability

Tom provides an overview of the pricing structure for their models:

• Submarine Model: Approximately €2,000
• Type 20 and Special Editions: Up to €3,500
• Le Bois Models: Around €3,000
• Upcoming Small Seconds Chronometer: Below €2,000

Notable Quote:
Tom van Willek (24:38): “The Type 20 is €3,075. It's just about the best value dress chronograph, if that's a thing that you can get on the market.”

9. Host and Guest Reflections

Post-interview, hosts Rob and Sebastian share their impressions of Tom's brands. Sebastian praises the respectful revival of heritage models and the impeccable execution of designs, particularly highlighting the Sumarine and Le Bois & Co.'s Heritage Chronograph. Rob echoes these sentiments, appreciating the brands' commitment to maintaining brand integrity without oversaturation.

Notable Quotes:
Sebastian (26:37): “He takes things nice and slow and that's what I love about Tom. He has utter respect for the heritage of both brands and he's pushing forward the legacy.”
Rob (31:53): “It's a watch lovers watch. It's not something that anyone will notice on the street, which is a good thing these days.”

10. Closing Remarks and Future Episodes

The episode concludes with the hosts announcing a shift to a more rapid release of content from the recent watch fair, aiming to provide timely insights and analyses. They express excitement for future collaborations and watch releases, encouraging listeners to stay tuned for more updates.

Notable Quote:
Rob (34:54): “This is the first episode that we're gonna be putting out in a rapid pace... you will be hearing from us, Reg, and it'll follow the same format.”

Key Takeaways

• Heritage Focus: Both Airain and Le Bois & Co. prioritize reviving and honoring historic watch designs, ensuring each model respects its roots while incorporating modern craftsmanship.

• Complementary Brands: The two brands under CDM Lek offer distinct offerings—Le Bois & Co. for dress chronographs and Airain for sporty, toolish timepieces—without overlapping, maintaining clear brand identities.

• Innovative Features: Unique elements like Airain’s crown cap enhance functionality and differentiate their watches in a crowded market.

• Future Growth: Plans for new models, sub-collections, and global retail expansions indicate robust growth and sustained commitment to quality and heritage.

• Community Engagement: Active participation in watch fairs and events underscores the brands’ dedication to building a strong presence within the watchmaking community.

Where to Explore More

• Le Bois & Co.: www.labois.com
• Airain: www.airain.com

For enthusiasts interested in these meticulously crafted timepieces, visiting their official websites and following their upcoming releases is highly recommended.

Stay tuned to "The Real Time Show" for more in-depth discussions and insights into the world of watchmaking.