The Real Time Show - Episode Summary: "Time To Watches: Awake"

Podcast Information:

• Title: The Real Time Show
• Hosts: Rob Nutts & Alon Ben Joseph
• Description: Real questions. Real Answers. Real talk. The world's most interactive watchmaking podcast, hosted by Rob Nudds and Alon Ben Joseph.
• Episode: Time To Watches: Awake
• Release Date: May 26, 2025

1. Event Introduction and First Impressions

Villa Saracen at Time to Watches Event

Rob Nudds welcomes listeners from Villa Saracen, where the Time to Watches event is taking place. Joining him is Lilian from Awake, a prominent watch brand making significant waves in the industry.

• Rob Nutts [00:05]: "Today we are here with Lilian from Awake. One of the most talked about brands of the year..."

Lilian shares her positive experience exhibiting in Geneva for the first time, highlighting the superior setup compared to previous locations and noting the event's growth, surpassing even the renowned Watch and Wonder in terms of brand participation.

• Lilian [00:39]: "The way that they made this year edition is very, very much better... even bigger in terms of brands than Watch and Wonder."

2. Daily Operations and Networking

Busy Schedule and Upcoming Cocktail Event

Rob and Lilian discuss the hectic nature of the event, indicative of the six-day showcase period. They transition to the upcoming cocktail event, reminiscing about previous interactions and networking experiences.

• Rob Nutts [01:24]: "Looking forward to the event that's happening tonight as a cocktail is going to be served in about... 30 minutes time."

Lilian recounts the success of the TRTS meetup and the fondue meal, appreciating the diversity and intelligence of the attendees.

• Lilian [01:50]: "Very interesting people. Smart people. Nice place, nice atmosphere, like a family dinner somewhere."

3. Brand Showcase and Audience Reception

Awake’s Unique Watch Dials and Techniques

Rob inquires about the brand's direction and the audience's reaction to Awake's newly revamped watches. Lilian expresses satisfaction with the positive feedback, emphasizing the uniqueness of Awake's dial techniques which set them apart in the industry.

• Lilian [03:54]: "We are bringing something that no other brands are doing... the dial is so mesmerizing, so eye-catching..."

She elaborates on the intricate process behind the dials, combining traditional Vietnamese techniques with modern craftsmanship to create one-of-a-kind pieces.

• Lilian [04:53]: "Each dial is totally unique. There is no machine involved... 20 layers of Vietnamese lacquer mixed with natural pigments..."

4. Innovation and Future Plans

Introduction of New Techniques and Brand Growth

Alon Ben Joseph asks about the novelties Awake has introduced and the importance of innovation. Lilian details the expansion from a single dial technique to five new methods, showcasing Awake's commitment to creativity and technical mastery.

• Lilian [05:51]: "We have to show that we are mastering this technique even better than in the past... bringing something that you don't see elsewhere."

She hints at upcoming innovations, describing various effects like melted colors and frosted finishes that will diversify their dial offerings.

• Lilian [06:59]: "Five new techniques... melting the colors, frosted effects... totally different dials."

5. Market Presence and Expansion

Current Reach and Future Market Strategies

Discussion shifts to Awake's market presence, particularly their stronghold in the US where 70% of their clients are based. Lilian acknowledges the need for physical retail expansion in the US, Asia, and the Middle East to enhance visibility and accessibility.

• Lilian [10:50]: "We need to extend our presence into US... 70% of our clients are in US... step by step."

She underscores the importance of media relationships and retail partnerships in driving brand awareness and sales.

• Lilian [10:31]: "Retail is very important to our strategy... we need to have more brand awareness."

6. Engaging with Watch Communities

Building Relationships with Collectors and Enthusiasts

Alon inquires about Awake's interactions with watch collecting communities. Lilian explains that Awake targets committed watch enthusiasts who appreciate the craftsmanship and artistry behind their timepieces.

• Lilian [12:35]: "Awake is all about committed... need to have a very good understanding of the watch industry..."

She highlights the importance of connecting with global watch communities to reach their primary customer base.

• Lilian [13:25]: "These are important for us to be presenting to these kind of communities because this is the watch collectors and watch founders, our main customers right now."

7. Host and Guest Reflections

Positive Feedback and Brand Appreciation

Post-interview, hosts and other guests like David Vair and Thibaut share their admiration for Awake's innovative approach and successful rebranding. They commend the brand's vision, craftsmanship, and positive impact on the watchmaking ecosystem.

• David Vair [14:19]: "I bought 12 of their watches... they hit a home run with their metiers de art... I love their vision."

Thibaut reflects on Awake's strategic brand building through concept-driven chapters, likening their approach to that of MB&F.

• Thibaut [15:00]: "This is a way to build a brand... concept driven and you can attack different areas of the industry in a step by step way..."

8. Concluding Remarks and Future Outlook

Success and Continued Growth

Rob wraps up the discussion by acknowledging Await's success at the fair, noting their growing presence among press, consumers, and retailers. David Vair offers final commendations, encouraging listeners to stay tuned for Awake's future endeavors.

• David Vair [16:48]: "Stay awake and stay tuned."

Key Takeaways:

• Awake's Innovation: Utilizes unique, hand-crafted dial techniques combining traditional Vietnamese methods with modern artistry.
• Market Strategy: Focused on increasing brand awareness through media, expanding retail presence in key markets like the US, and engaging with dedicated watch collector communities.
• Positive Reception: Strong positive feedback from attendees, media, and watch enthusiasts, with plans for further innovations and growth.
• Brand Vision: Committed to concept-driven growth, with a clear vision to push the boundaries of watchmaking artistry.

Notable Quotes:

• Lilian [04:53]: "Each dial is totally unique. There is no machine involved... 20 layers of Vietnamese lacquer mixed with natural pigments..."
• David Vair [14:19]: "I bought 12 of their watches... they hit a home run with their metiers de art... I love their vision."
• Thibaut [15:00]: "This is a way to build a brand... concept driven and you can attack different areas of the industry in a step by step way..."

Conclusion: In this episode of The Real Time Show, Rob Nutts and Alon Ben Joseph engage with Lilian from Awake to explore the brand's innovative techniques, market strategies, and future directions. Awake's commitment to craftsmanship and creativity has garnered significant positive attention, positioning them as a standout in the watchmaking industry. As they continue to expand and innovate, Awake is poised to make an even greater impact on the global stage.