Time To Watches: Berney

Summary

The Real Time Show: Episode Summary – “Time To Watches: Berney”

Released on May 24, 2025

---

Introduction

In this episode of The Real Time Show, hosts Rob Nudds and Alon Ben Joseph dive into the unique world of Bernay Watches. Recorded live from the prestigious Villa Saracen during the Time to Watches 2025 event, the episode offers an in-depth conversation with Carol, the founder of Bernay Watches. The discussion explores the brand's heritage, distinctive product offerings, marketing strategies, and future collaborations, providing listeners with a comprehensive understanding of this niche watchmaker.

---

Company Background

Carol opens up about the rich history of Bernay Watches, highlighting its deep familial roots in the watchmaking industry.

• Carol (00:42): “Not the story starts with my grandfather. So family company. He started the business in 1970 with fancy watches, I mean ring watches, pendant watches and yeah, I follow what he start.”

Growing up in the heart of Val de Joux, often referred to as the “watch valley” of Switzerland, Carol has been immersed in the watchmaking culture for over two decades.

• Carol (01:08): “I'm living in the company and I living in Valley de joux which is a watch valley where all the big manufacturer are but there is also some in embalance like Bernay.”

Her extensive experience in the industry underscores Bernay Watches' commitment to craftsmanship and tradition.

---

Unique Product Offerings

Bernay Watches distinguishes itself by focusing on watches that are not worn on the wrist but are instead crafted as rings and pendants. This innovative approach caters to a niche market seeking statement pieces that blend functionality with jewelry aesthetics.

• Rob Nudds (01:35): “I mean your watches are different from every other watch we've had pass through our studio this week because unlike everything else, they're not worn on the wrist. So we've got rings and we've got pendants.”

Alon showcases his own Bernay pendant watch, emphasizing its versatility and modern appeal.

• Rob Nudds (02:11): “Alon is currently sporting a very fetching pinky ring watch. Well, it's a pinky ring for him at least and a pendant watch which he's playing with quartz powered.”

The hosts express their enthusiasm for Bernay's offerings, particularly noting the blend of vintage charm with contemporary design.

---

Marketing Strategies

When probed about marketing strategies, Carol candidly shares the challenges faced by a small, family-run business. Despite limited resources, Bernay Watches emphasizes authenticity and the intrinsic love for their products over conventional marketing tactics.

• Carol (04:13): “I try to do my best because it's a small company so I don't have a market strategy or whatever. I just think people should love this product because it's also a part of the watchmaking story...”

The discussion touches upon the reluctance to engage in influencer marketing, with Carol highlighting the importance of maintaining strong relationships with retailers and distributors.

• Carol (04:16): “No, not at all.”

• Carol (05:48): “Because I'm an old fashioned lady and I just, you know, it's a family company... I want to keep the relation with my customer, which is very important for me.”

This approach underscores Bernay's dedication to preserving traditional values while navigating the modern marketplace.

---

Product Pricing and Availability

Bernay Watches offers a range of products catering to different price points, ensuring accessibility without compromising on quality.

• Rob Nudds (08:06): “So how much, Carol, does a ring like the one I'm holding in my hand cost?”

• Carol (08:06): “The one you are holding is a new model from this year. So it's a set with diamond, it's time steel case. The price is 2,000 Swiss francs. But we have other model which are cheaper because they have no diamonds. It's just zirconium... around 500, 600 Swiss francs.”

The discussion reveals that the pendant watches start at an accessible price of 250 Swiss francs, making them appealing as entry-level statement pieces.

• Carol (08:30): “I start at 250 around for the pendant watches, for example.”

Rob highlights the unique aspect of Bernay's offerings—new old cases that are refurbished and repurposed, ensuring each piece carries a piece of history.

• Rob Nudds (08:37): “Because the cases are dating from 1970. It's original cases from that time.”

---

Potential Collaboration

An exciting segment of the episode explores the possibility of a collaboration between The Real Time Show (TRTS) and Bernay Watches. The hosts discuss creating special edition pieces, blending TRTS's vision with Bernay's craftsmanship.

• Unnamed Speaker 1 (09:03): “Yeah, I want to make a TRTS collab with her.”

• Rob Nudds (09:07): “If there's enough cases and if Carol is willing, then of course we can explore the opportunity.”

Carol expresses enthusiasm for future collaborations, inviting the hosts to visit Bernay's facilities.

• Carol (09:24): “Yeah, you have to come and visit Bernay. I'm open to discuss about anything.”

Further reflections by the hosts reveal their excitement and the potential for innovative designs that maintain the brand's unique identity while appealing to a broader audience.

---

Hosts' Reflections and Conclusion

Post-interview, both hosts share their enthusiasm and newfound appreciation for Bernay Watches. Alon recounts his unexpected excitement and the serendipitous nature of meeting Carol.

• Alon Ben Joseph (11:28): “I think it's Bernay, right?... We start chatting, good vibes, cool Swiss gal.”

Rob emphasizes the rarity and appeal of Bernay's products, especially in the vintage and hipster communities.

• Rob Nudds (12:32): “So, so this family has been making pendant watches and ring watches for donkey years. Her luck they came back into fashion now mainstream doesn't know it, but hipster, the guy in the know...”

The episode concludes with the hosts expressing their anticipation for future collaborations and continued support for Bernay Watches, highlighting the brand's potential to resonate with a diverse and modern audience.

• Alon Ben Joseph (16:26): “I think it's brilliant... And my goal is to see you wearing one, Alon.”

---

Key Takeaways

• Heritage and Tradition: Bernay Watches' longstanding history since 1970 underscores its deep roots in the Swiss watchmaking industry.

• Unique Products: Focus on pendant and ring watches offers a fresh alternative to traditional wristwatches, appealing to those seeking both functionality and elegance.

• Authentic Marketing: Emphasis on authenticity and customer relationships over conventional marketing strategies aligns with the brand's traditional values.

• Affordability and Quality: Range of products from 250 to 2,000 Swiss francs ensures accessibility while maintaining high-quality craftsmanship.

• Future Collaborations: Potential partnerships with entities like TRTS could amplify Bernay's reach and introduce innovative designs to a broader audience.

---

Notable Quotes

• Carol (00:42): “Not the story starts with my grandfather... he started the business in 1970 with fancy watches...”

• Rob Nudds (01:35): “Your watches are different from every other watch we've had pass through our studio this week because unlike everything else, they're not worn on the wrist.”

• Carol (04:13): “I try to do my best because it's a small company so I don't have a market strategy or whatever...”

• Rob Nudds (08:37): “Because the cases are dating from 1970. It's original cases from that time.”

• Alon Ben Joseph (11:28): “We start chatting, good vibes, cool Swiss gal.”

---

Conclusion

This episode of The Real Time Show serves as a fascinating exploration into the niche market of pendant and ring watches through the lens of Bernay Watches. Carol's passion and dedication shine through, offering listeners a glimpse into a brand that marries tradition with contemporary design. As Bernay Watches garners attention from watch enthusiasts and collectors alike, the potential collaborations discussed hint at exciting developments on the horizon.

For those intrigued by unique timepieces that transcend conventional wristwear, Bernay Watches presents a compelling option rooted in Swiss craftsmanship and innovative design.

Transcript

[Alon Ben Joseph]

Foreign.

[Rob Nudds]

Welcome to another edition of the Real Time show with me, your friendly neighborhood watchmaker, Rob Nudds and the friendly neighborhood jeweler Alain Ben Joseph. We are talking to you from the Villa Saracen hosting the time to watches 2025 event. And we're here with Carol from Bernay Watches and we are about to learn about this very interesting brand that is producing things that we haven't yet had in the glass Igloo. Carol, welcome to the Glass Igloo.

[Carol]

Thank you.

[Rob Nudds]

So tell us a little bit about your brand. In fact, start from the very beginning. How did you get into this? You're the boss, of course. So the story I guess starts with you.

[Carol]

Not the story starts with my grandfather.

[Rob Nudds]

Even better.

[Carol]

So family company. He started the business in 1970 with fancy watches, I mean ring watches, pendant watches and yeah, I follow what he start.

[Rob Nudds]

Okay. So have you grown up surrounded by these things and always been a lover of jewelry and watches yourself?

[Carol]

Yes, yeah. I'm living in the company and I living in Valley de joux which is a watch valley where all the big manufacturer are but there is also some in embalance like Bernay.

[Rob Nudds]

Okay.

[Carol]

And yeah, I'm in the watch business since 20 years so I know quite a lot of things about this. And as I want to say, it's more watches before being a J Worlds.

[Rob Nudds]

Okay. Okay. I mean your watches are different from every other watch we've had pass through our studio this week because unlike everything else, they're not worn on the wrist. So we've got rings and we've got pendants. Alon is currently sporting a very fetching pinky ring watch. Well, it's a pinky ring for him at least and a pendant watch which he's playing with quartz powered. Now as some of you may know, I'm quite a fan of pendant watches and was wearing my jaquet drill vintage piece the other day and I am thrilled to see a modern iteration of that.

[Unnamed Speaker 1]

There is nothing lied here. We all know Rob has groupies. He rocked his jaquetro vintage watch necklace pendant. So it slides like either a cigar cutter if you need to imagine what we're talking about or if you remember these travel alarm clocks back in the day that slide on two sides to. Rob has been rocking his new vintage jaquet DRO in yellow gold which he has several and trust me, it's a magnet. So gentlemen, it's not only for women and it's not about gender fluidity. Historically we might see nurses wear it in hospitals, they have maybe clip on watches and we also see them back in fashion. Yesterday we had Arrow watch here with cool modern pocket watches. So if I may Rob, I'm going to hijack the conversation quickly. I had an interesting chat with him. If he uses marketing towards the millennials Gen Z, I don't mean it in a negative connotation but hipsters because those are rocking pocket watch today. What do you do to market these cool products?

[Carol]

I try to do my best because it's a small company so I don't have a market strategy or whatever. I just think people should love this product because it's also a part of the watchmaking story because in the past all the ladies have this kind of watches because it was a secret watches because they were not allowed to wear watches to see that they are boring or whatever. So yeah, I think it's, it's kind of vintage and vintage is coming, is coming back. So I'm sure people will love this kind of watches.

[Unnamed Speaker 1]

Do, do you use influencers marketing?

[Carol]

No, not at all.

[Unnamed Speaker 1]

How do you market your watches?

[Carol]

I'm very bad for that, to be honest.

[Unnamed Speaker 2]

Well, you're here, you're here.

[Carol]

It's the first time. I'm very not confident but anyway I'm trying to do this kind of stuff and I'm, I'm coming to time to watches of because I think it's the place to be.

[Unnamed Speaker 1]

Is it the first time?

[Carol]

No, it's the third time.

[Unnamed Speaker 1]

Is it good for you guys?

[Carol]

Yes, it's very good for me to find retailers and distributors because I need to show this product to many people.

[Rob Nudds]

So where do you sell most in what country today?

[Carol]

In Switzerland because it's Swiss made brand and I'm very proud of that. And I made new product totally Swiss made.

[Alon Ben Joseph]

My.

[Carol]

My supplier are in La Chaudfond so that's also the way that I want to give to the brand is to make Swiss which is not cases coming from China. Sorry to say that, but many cases are coming from China.

[Unnamed Speaker 1]

Don't apologize, it is what it is. People might or might not say what it is. You're proud to be Swiss? Proud to be Swiss made?

[Carol]

Yes.

[Unnamed Speaker 1]

You're in the Val de Jour. So is that actually a selling point you think to be Swiss? Yes, for the new generation of buyers?

[Carol]

I think so.

[Unnamed Speaker 1]

Do you do E commerce?

[Carol]

Not at all.

[Unnamed Speaker 1]

Why?

[Carol]

Because I'm an old fashioned lady and I just, you know, it's a family company. My grandfather teach me that our retailer are very important and we need to work with them and if we do online business Then they have no market for them. And I want to keep the relation with my customer, which is very important for me.

[Unnamed Speaker 1]

Sorry, I had to tell our next guest we need 10 more minutes. As you can imagine. Glass igloo. So literally, we're inside a fishbowl. Sorry for that interruption.

[Carol]

No problem.

[Unnamed Speaker 1]

What markets are the best for you if you look at the global scale of things?

[Carol]

I think I really have to improve this point on the Bernay strategy because today my marketing point is to be authentic, to be real, to do things with the earth and no earth. Yeah. English. So sorry for the reason this. It's not so good.

[Unnamed Speaker 1]

Mondial.

[Carol]

Mondial.

[Unnamed Speaker 2]

So global.

[Unnamed Speaker 1]

Global, yeah.

[Carol]

No, no, no. I want to meet with the earth.

[Rob Nudds]

With heart.

[Unnamed Speaker 2]

Sustainable, but with soul.

[Carol]

With passion. With passion, yeah.

[Rob Nudds]

Truth and genuine.

[Carol]

Exactly.

[Rob Nudds]

Yeah.

[Carol]

That's. That's my marketing way of selling my watches is with patience.

[Rob Nudds]

Yeah, Good. Well, if you've got passion, then you've got everything that you really need and you have the product to go along with it. It is great to see. You know, there's so many people really taken by this vintage push, vintage costume jewelry. And this stuff falls perfectly into that bracket. It's a lot of fun. We're going to find out how much one has to pay for these objects in a moment. Because I have spent a lot of time, as you know, on Chrono 24 and Etsy and Katawiki and ebay, seeking out these vintage pieces. But the opportunity to buy something like.

[Alon Ben Joseph]

This that looks like those pieces but.

[Rob Nudds]

Is brand new and will always be mine from the day that I buy it is really quite exciting. So how much, Carol, does a ring like the one I'm holding in my hand cost?

[Carol]

The one you are holding is a new model from this year. So it's a set with diamond, it's time steel case. The price is 2,000 Swiss francs. But we have other model which are cheaper because they have no diamonds. It's just zirconium. That looks nice. And we are around 500, 600 Swiss franc.

[Unnamed Speaker 1]

What's the entry level for your brand price point? Where do you start?

[Carol]

I start at 250 around for the pendant watches, for example.

[Rob Nudds]

Okay, so the pendant is the entry level.

[Carol]

Yeah.

[Rob Nudds]

Incredible.

[Carol]

Because the cases are dating from 1970. It's original cases from that time.

[Rob Nudds]

Okay. So you take the old cases and then you refurbish them, replate them and put the movements.

[Carol]

I mean, it's new old case. It's new old stuff.

[Rob Nudds]

Oh, it's new old stuff.

[Carol]

It's New, old stuff.

[Alon Ben Joseph]

Okay.

[Rob Nudds]

So there must be a lot, limited amount of these cases that you're able to source. How. How many? I mean, a lot.

[Alon Ben Joseph]

A lot. You've got a lot.

[Carol]

The attic is full of cases.

[Rob Nudds]

Okay. Okay. So you're well stocked for the future.

[Carol]

So.

[Unnamed Speaker 1]

Yeah, I want to make a TRTS collab with her.

[Rob Nudds]

A TRTS collab.

[Unnamed Speaker 1]

Rob special.

[Rob Nudds]

Rob special. Okay. Well, you know, we. We collaborate with watch brands to create our own special edition pieces. And Pendant Watch would certainly be an interesting avenue.

[Alon Ben Joseph]

Okay.

[Rob Nudds]

If there's enough cases and if Carol is willing, then of course we can explore the opportunity.

[Carol]

Yeah, you have to come and visit Bernay. I'm open to discuss about anything.

[Rob Nudds]

That sounds fantastic.

[Alon Ben Joseph]

Okay.

[Rob Nudds]

On that invitation, we're going to wrap up this episode and let Carol get back to the stand with me in tow because I want to see the entire assortment. Thank you very much for your time. I'm going to love it. I already love it. I'm in love. I can't wait to see it. Thank you very much for your time, Carol. And I wish you a wonderful end to time to Watchers.

[Carol]

Thank you for this interview.

[Unnamed Speaker 1]

Thank you, Carol.

[Alon Ben Joseph]

So that's got to be the most unexpected meeting that I've had a fair possibly ever. I did not foresee being so excited by ring watchers and pendant watchers. What was your takeaway?

[Unnamed Speaker 2]

Dude, this was maybe the gem of the week from not the fair. Not not time to watch is fair. I'm talking about the whole week I was in Switzerland. I've done. And you have more. Over 100 meetings in five days now. We literally slept four hours a night. So that's how we racked up all these meetings. Now the cool stuff about the time to watch his partnership, the media partnership was. We've been asked to be media partner for the fair. We got a glass igloo in front of Villa Saracen. It was all last minute. We didn't know what to expect. The organization told the exhibitors, you're welcome to have a short interview with Team TRTS during the fair. So the brands approached us to come on the show. I have to admit, I think I know 99% of all the actors in the watch industry. I have to admit, mea culpa, Bernay. Bernie was not on my radar. We got the request. We said yes to everyone because we're super happy and we like to be surprised. So comes the meeting for our recording with Bernay. Bernie rocks up. Carol.

[Alon Ben Joseph]

I think it's Bernay, right?

[Unnamed Speaker 2]

Yeah, it is. Bernay. But for the Americans it's Bernie and rocks up this rock chick. Cool chick Carol. We start chatting, good vibes, cool Swiss gal. Seems she's like third, fourth generation of a company that's been uber Swiss in the mountains making their own stuff, which is pendant watches that Rob was rocking all week because he collects vintage watch pendant clocks watches. And he rocked a beautiful piece in gold. The hipster stud he is looked awesome. And we sit in his meeting and I would have never discovered Carl because why? She got a table in the top, top floor in the nooks crooks of Villa Saracen, all the way tucked in the back. And she invited me to come to the stand after the recording, which I did because I got fired up during our interview.

[Rob Nudds]

You did?

[Unnamed Speaker 2]

So, so this family has been making pendant watches and ring watches for donkey years. Her luck they came back into fashion now mainstream doesn't know it, but hipster, the guy in the know, the dude creating stuff, Rob Nudds was rocking one at the fair. Okay, so obviously she was impressed by Rob.

[Alon Ben Joseph]

I've never been called a hipster stud before in my life and it makes me quite uncomfortable.

[Unnamed Speaker 2]

But sorry, it was meant.

[Alon Ben Joseph]

Well, I know, I know I'm taking it in good humor for sure, but you're covering me in too much glory. I do have a pendant watch. I have a Jacques Drill pendant watch. I've only very recently even learned of their existence and I learned of them through a friend of mine, a fellow watchmaker called Amy Cowhick, who works for Subdial, the very nicely run and very nicely presented secondary market platform in uk. And I ran into her in London recently and she was wearing one and I was like, wow, that's so cool. I really want to get one of these myself. Obviously they're normally worn by women, but I thought why not style it out? You know, I've worn Bulgari Serpentis before in the past, diamond studded hublots and whatnot. I, I don't mind a little bit of bling because what am I? A hipster stud. That's it. I'm a hipster stud now. Okay, so Carol turns up with, yeah, her main pendant watch. It was very similar to mine, rhodium plated, 32 millimeter length lipstick shape they call it. It looks like a little old lipstick. And the main difference, well, hers was rhodium plated wine's gold, but theirs are powered by quartz ETA 901.001 in particular. Mine's an old hand wound, mechanical, but the advantage of this is. They're extremely affordable. This watch, the Bernay 2703, which you'll be able to find on the official website, which is Bernaywatch Ch is only 250fr. Now that to me is an extremely appealing price for a statement piece of jewelry that also tells the time.

[Unnamed Speaker 1]

Totally agree.

[Unnamed Speaker 2]

And what was even cooler, they have so much old new stock in their factories. It was bonkers. He said, yeah, I have loads with me and people are coming and they're ordering 10 of this, 10 of this. So I had to see that with my own eyes. So I went. After the interview, I was so excited. I immediately went up and she had plateaus and plateaus. So plates with rings, pendants, and. And as you heard on the recording, I got excited and we even pitched an idea to do a TRTS collab. So we have to follow up on that. But my advice, check their website. It's super cool.

[Alon Ben Joseph]

Yeah. I've got a vision for my own pen watch. It'd either be not black, but maybe very heavily blasted, either titanium or perhaps even oxidized sterling silver with instead of like the little tassels that they tend to have on the bottom with like a spike, like a 925 spike polished, like in contrast. So I'm gonna, I'm gonna contact Carol sometime in June when I finally begin my summer sojourn in Dresden, which I can't wait for. And I'm also gonna work with one of my best mates here, a jewelry designer called Christoph Graber. And if you are on Instagram, go online and give him a follow. He's very private. He normally works one on one with clients. You can find him at Grabo Fine Artisan.

[Rob Nudds]

That's G R A B E dot F I N E a R T.

[Alon Ben Joseph]

I S a N. And he's a very talented and flexible collaborator. So I'm hoping that together, the three of us could come up with something pretty exciting. More modern, more edgy and yeah, a little more male, but still unisex. I mean, for goodness sake, it's a pendant watch, but I think everyone should feel comfortable wearing something like this if they enjoy it. And my goal is to see you wearing one alon.

[Unnamed Speaker 2]

I promise you that if we make a TRTS collab with her, with them, I'm definitely gonna rock one and not just for the picture and not just one day.

[Alon Ben Joseph]

I think it's brilliant. I mean, it's a great way to get people into watches as well, because a lot of people, especially women, I suppose, as well, because it tends to have more wrist located jewelry like bangles and stacks and bracelets and whatnot. Maybe don't want to wear a watch on their wrist. And it's a great way to have a timepiece on your person that isn't your phone or any other device and to keep your wrist free for other wonders that we saw. In fact, talking of wonders, wristband wonders that we saw Bulgari, which will be our discussion tomorrow. So let's wrap up this one now and get on to that.

[Rob Nudds]

See you soon.