Time To Watches: Awake

Summary

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

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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."

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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."

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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..."

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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."

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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."

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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."

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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..."

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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."

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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..."

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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.

Transcript

[David Vair]

Foreign.

[Rob Nutts]

Hello Watch fans and welcome to another on site edition of the Real Time show here at Villa Saracen for the Time to Watches event with me, your host, your friendly neighborhood watchmaker, Rob Nutts and my dutiful co host, our friendly neighborhood jeweler Alon Ben Joseph. Today we are here with Lilian from Awake. One of the most talked about brands of the year, I would say, or maybe even over the last couple of years. You keep yourselves in the headlines pretty nicely, don't you?

[David Vair]

Yeah, we tried.

[Rob Nutts]

Yeah, yeah, yeah, yeah. It's going pretty for sure. So what's it been like for you today? First time at this new location, first time with all these new people coming to see you. Good stuff.

[Lilian]

Yeah, first time we exhibit in Geneva. I mean this is the, this is a very nice, this is a very nice place because I think that the previous place was not that good. The way that they made this year edition is very, very much better. I think there is people who are attending nice brands. It's worth the visit. It's even bigger in terms of brands than Watch and Wonder. So I think it's a great success and we see people coming quite a lot. So. Yeah, so far so good.

[Rob Nutts]

So it's been a busy day for you so far. Only 10 minutes break or.

[Lilian]

Yeah, yeah, that's, that's the story. I think it's going to be the same for the next six days.

[Rob Nutts]

So looking forward to the event that's happening tonight as a cocktail is going to be served in about one hour and no wait 30 minutes. Just 30 minutes time.

[Lilian]

Yeah. I still have the cocktails you served me yesterday night. It's going to make you a living up.

[Rob Nutts]

I don't remember being involved in any cocktails. I just filled you full of cheese.

[Lilian]

I have photos.

[Rob Nutts]

Okay. Oh, I do remember it now. Yeah, of course. Yeah, it comes back. It all comes back. So yeah. How did you find the TRTS meetup last night? The fondue meal. Did you meet some interesting people there?

[Lilian]

Yeah, very interesting. I think that was a very nice mix of people. And I met new guys at the I didn't know were very interesting. I mean the guy from Fears was. I had the chance of alon just with me. So yeah, very interesting people. Smart people. Nice place, nice atmosphere, like a family dinner somewhere.

[Rob Nutts]

Oh, that's nice to hear.

[David Vair]

So we succeeded.

[Lilian]

You succeeded.

[Alon Ben Joseph]

Thank you so much for attending the fair for you. Lillian. What do you expect here? Is it to find retailers, distributors, agents? Do you want all press, consumers?

[Lilian]

It's a mix of all of that I think that the first thing is that we have a lot of novelties that I'm really happy to be able to provide. So new watches. That was the main purpose of showcasing how we are creative as a brand. Now the priority is to meet media. I think that's the most important thing for us is like to see people, to make people see the watches, to know more about the brand. So we are still a young brand, so we need to have more brand awareness. So that's the main purpose. Retail is also nice option during this kind of fair. So and collectors too, because I mean our main target, I mean our main customers are collectors. So this is important to meet them because I've seen people say, I know about the brands. I came here to see you because I've never seen your watch in the flesh. So I wanted to come and see what you're doing. So, yeah, mix of all these kind of people.

[Rob Nutts]

I mean, it's been quite a few months now, I guess over six months maybe since the whole revamp of the brands. That's the direction change. And there are still plenty of people who maybe knew about you beforehand that haven't had a chance to see the new pieces in real life. I guess you've seen quite a few of those people today. What are the reactions like? Are they happy that you went in this direction or any criticisms?

[Lilian]

Very happy because now we are bringing something that no other brands are doing. So we are very. The technique we use are totally exclusive. So people, when they come and see the watches, they say, I've never seen a dialect this before. So yeah, this is the only positive feedbacks. I mean there is no people who come and just have a look and go away because the dial is so mesmerizing, so eye catching that people are really, really into trying and putting on the wrist. So yeah, it's very. As a brand founder, I'm really happy to see people's reaction because it's a lot of risk we took during the past months and this is something that. No, I'm really proud to present because people are always very positive about the watches.

[Rob Nutts]

So for anyone that doesn't know the incredible artistry of these dials, would you be so kind as to explain exactly what makes them so characterful in real life?

[Lilian]

Yeah, I mean, this is because the, the technique we use have never been done in the wash industry. So basically it's a combination of two very traditional techniques from Vietnam. The first one is the use of silver leaf, which is. Which we apply on the dial basis. It's going to mean the pattern. Everything is done by hand. There is no machine involved, nothing. Everything is done by hand. So each dial is totally unique. And since after the master lacquer have applied the silver leaf, you have 20 layers of Vietnamese lacquer mixed with natural pigments that got to bring the color. So it's a very long process where between each layer you have to polish it perfectly before adding a new layer. So it's very, very unique. It gives the watch a lot of depth. And yes, this is something that you don't see elsewhere. So this is very cool.

[Alon Ben Joseph]

Did you bring novelties to this fair? And how important is for a brand to bring novelties? Is it a must to bring novelties?

[Lilian]

Yeah, I mean we right now when you say we have a very new beginning somewhere a few months ago where we only had only one technique with four colors. So now we have to bring. We have to show that we are mastering this technique even better than in the past. We started working on this technique three years ago. So now we are a bit more mature and we are capable of doing very, very exciting. Much, much more creative than the thing we've done in the past. And this is really important for us to show how we are creative, how we are pushing the boundaries of the technique and bringing something that you don't see elsewhere. So yes, this is very important. And during this show we are showcasing the novelties for the next six months. So very important and very happy to do so.

[Rob Nutts]

Can you share any information about those novelties for us right now?

[Lilian]

Yeah, I mean we had only one technique. The first technique we used the silver leaf. And now we're gonna bring five new techniques during the next.

[Rob Nutts]

Five?

[Lilian]

Yeah, five. We still use the same basically the same way to do things, but in different ways where we're gonna melt the colors when we're gonna have some frosted effects. So it's, it's always the same. The, the, the the the the raw text are the same but different executions. That's going to give totally different dice.

[Rob Nutts]

Cool. Wow. Any idea which one you're going to buy?

[Alon Ben Joseph]

Well, I already have two awake orches. I'm still contemplating which of the s me my is the correct somai is the correct pronunciation going to choose on topic of buying, can people actually buy watches at the Villa Saracen during this week?

[Lilian]

I don't think so. Anyway, the. All the watches that we are presenting are not for sale for the moment. So this is only like for showcasing. So we are not in a perspective where we are Going to sell watches. So. But I don't think, I don't think the spirit of the, of the, of this fair. I think that people are here to meet people rather than to sell watches.

[Rob Nutts]

Yeah, well, there are a lot of people to meet. I don't really know how we're going to get through all of the people visiting. Have you got any specific visitors coming to see you? Like existing clients from far afield, people that have traveled all across the world. Any particular journalists that have got a soft spot for a week?

[Lilian]

Yeah, we have more than 60 meetings during the year, so it's quite a lot. So it's a mix of people. You know, we've been, we have more and more connections with journalists because the. They really like what we do. There is a very nice connection with them. And also we have clients who come here. That's the, that's, that's cool to see people with oak watches going to see novelties. By the way, we have, I mean you are alon. You are small clients. We have people who have like more than a dozen of OA watches. So you can buy more. Don't worry. It's okay.

[Alon Ben Joseph]

I hope my wife is not listening or watching at the live stream. Although she very much likes your watches and my kids love the, the, the. The doodled dial. So it's already gonna go to the next generation. What I wanted to ask you on topic of these fairs. You've also exhibited at Geneva Watch Days.

[Lilian]

Yeah.

[Alon Ben Joseph]

Do you feel a difference between a. The month and the venues is very different?

[Lilian]

This, this show is much more international. I was speaking when, when you came to pick. To pick me up. I was disking for. With people from Nigeria. So it's this kind of connection you don't get during the jiva watch days where it's very like a local, I would say European, but here you have people from America, from everywhere in the world who are coming to this very important event. This is the most important week for the watch industry in the year. So yes, it's everything like Geneva watches, but 10 times bigger.

[Rob Nutts]

Which one do you enjoy more?

[Lilian]

Any kind. Because I mean that I really love explaining my vision. I really love meeting people talking watches. I'm a watch person. I've been, I've been to watch this recently since. For more than 20 years. So I really love talking watches with people. I really love to show where I'm going, my direction, the creativity. So it's, it's the same pleasure every time.

[Rob Nutts]

Well, what's the direction and where is awake going? Next, is it going to grow via watches well communicated through the press? Is it going to grow by more events? Is it going to grow by the establishment of more retail partnerships around the world? Or is it a battle on all three fronts and more, I mean, all of them.

[Lilian]

Because we need, we need more visibility for sure. So we need the media to support us because it's very important that even if you make the best product in the world, if nobody knows about it, I mean, it's worthless. So this is very important that we continue to build this relationship with the journalist. Retail is very important to our strategy because now we're in a way that people know more and more about the brand, but they need to see the watch in the flesh. So right now we are only in Europe. So we need to extend our presence into US where we have the most of the. Our clients are based in US. 70% of our clients are in US. So we need to have a physical presence over there also in Asia and Middle East. But yeah, so lots of things to do.

[Rob Nutts]

Wow. I mean, it doesn't surprise me that the American market is the one that's most keen on buying into something new because they tend to be a bit more adventurous with their purchases.

[Lilian]

Yes, they are, definitely.

[Rob Nutts]

But how, how is it that you don't have representation over there? I think retailers would be ripping your arm off for your stuff.

[Lilian]

Yeah, because it's, first of all, this is a, this is a huge market. So when you enter this market, you have to be prepared, you have to be able to support the people that your partners and yeah, that's also, it's a bit, it's a big, it's a big area. I know if you go to New York, you know, I have people from Los Angeles who are going to fly to New York, from Los Angeles to New York to see the watches. It's a, it's a, it's a big territory. So we need to go step by step.

[Alon Ben Joseph]

So talk about getting these watches in hands of collectors and potential buyers. Do you interact with watch collecting communities like Red Bar Crew, the Horology Club in Asia? You have the OC Watch Club in California.

[Lilian]

Yeah, we, we, we talk more and more to these people because, you know, this is the. Awake is not the, I mean the washes we make are not necessarily for like the, the guy who is going to buy his first watch not going to go to weight. Because Awake is all about committed and you need to have a very good understanding of the watch industry and you need to, so you can understand the value of the watch and the work behind the watch themselves. So this is something that we are keen to connect more and more with Wash communities, Mic, which is very important in the. In the Middle east, but they gather a lot of people from all around the world. So these are important for us to be presenting to these kind of communities because this is the Wash collectors and Wash founder, our main customers right now.

[Rob Nutts]

All right, thanks for your time, Lillian. It was great to have you in the glass igloo. Yeah, I accidentally renamed it the plastic sheeted onion earlier and now I can't remember which one it is. But, yeah, the glass igloo. Thanks for visiting us and we wish you the very best remainder of time to watch.

[Lilian]

Thank you, guys. Thank you.

[Thibaut]

What is it you always say? Wakey, wakey, I'm awake. What did you think of that? What do you think of awake? We saw them every day, Lilian and tbo. We saw them every day, multiple times, walking around Villa Saran, hobnobbing, smiling, laughing, shaking hands, showing people these new watches which have really captured the imagination.

[Rob Nutts]

What do you think?

[David Vair]

First and foremost, I'm so happy that, like, our dear provocateur, David Vair. They're awesome French dudes. I'm sorry, Frenchies that are listening. Not all of you are that friendly. Definitely not the Parisians. But these guys are rock stars. They're standup guys.

[Alon Ben Joseph]

I love them.

[David Vair]

Good vibes all around. I love their concept. I'm not objective. I bought 12 of their watches. I retailed it now because I love them so much. I think they hit a home run with their so may technology or, sorry, metiers de art. And they're doing well, they're being perceived well, and I love their vision. So their idea is to bring several chapters of these metiers into the fold. I love what they do and they bring positivity, but I think also they add value to the whole watchmaking ecosystem. So I'm a big fan.

[Thibaut]

I still find it difficult to get my head around how they managed to do this incredible rebrand so soon after founding effectively and how it's worked. Like it's. It's a brilliant act to have pulled off. And I don't. I'm not saying they've kidded anybody or tricked anybody into it.

[Rob Nutts]

Quite the opposite.

[Thibaut]

They've just pushed so wholeheartedly in this new direction, this artisanal direction, and achieved such a high grade of quality in the products that they're now putting out and are about to put out that people just bought in and I kind of miss the original Awake a little bit in some ways because I really liked the. The watches. I know you bought one of the original ones as well, didn't you? Bought the cool one with the like the chaotic scene on the dial that glows in the dark.

[David Vair]

That's actually my second one. The first one was the collab with Alain Silverstein.

[Rob Nutts]

Oh yeah. Okay.

[David Vair]

So the bio plastic, blah blah blah thing for the hundred of Jewish boy scouts, something solar powered. And the second one was the doodle dial. Yeah, I call it the Doodle dial. I always forget the name of the artist, but awesome piece in titanium with an automatic movement. They have a vision. And you know what I find interesting? Rob, you and I are old school. I'm older than you. But these guys think in different ways. They think in chapters and the stepping stones. So they build their brand like a book with chapters. So they have a vision and I had a little insight what Lillian is dreaming and what Thibaut is executing. And we're far from seeing everything and they are far from ready. So they have wow plans. So stay tuned.

[Thibaut]

You know, this is interesting because that is a way to build a brand. It is a viable way to build a brand where the brand is not a product led, it is concept driven and you can attack different areas of the industry in a step by step way is similar to what MB&F is in a way. You might look at MB&F now and say there's quite a lot of homogeny between the models. Despite their wildness and their creativity, they are united by that wildness and creativity. And there is a very key aesthetic thread running through them all. I think even their upcoming time only piece, which is fantastic. But this is not what Awake ostensibly set out to do. And that's why I find it interesting. It's not like a post hoc revision of the brand in its in that sense because they haven't openly said, oh, we are like reimagining the brand in different stages repeatedly. Like the brand is a brand of reimagination. That's not what they're saying. They really have just pivoted and like, okay, actually we're going to do this and we're going to do a lot of it because there is loads and loads of meteor data come from this brand and I can't wait till it does because that's what I think I need from it. Because at the moment I've still got like the echoes of the old in my head and clear appreciation for the new. Love them both separate things. I think they're great and I think that the new one will become realer and fuller to me when there are multiple chapters within its own story rather than it being the second act of a brand that is entertaining us all with its wild performance on the stage. You know what I'm saying?

[David Vair]

Definitely. And to make it full circle because we asked the majority of our guests in the Glass igloo what the Villa Saracen A Time to Watch brought for them and why did they come and what did they expect? You and I on purpose held off with this content a while to let it simmer. And the beauty of it is that for Awake, I know that it was very successful both on press consumers but also retailers. Our dear friend Piano Chow from the lavish Attic also became a dealer. So they're growing, they're being picked up by the right retailers. So very interesting to see. My advice, stay awake and stay tuned.