Episode Summary: Time To Watches – De Rijke
Podcast: The Real Time Show
Hosts: Rob Nudds & Alon Ben Joseph
Episode Title: Time To Watches: De Rijke
Release Date: May 23, 2025
Introduction
In this episode of The Real Time Show, hosts Aloma Joseph and Rob Nudds delve into the world of Reiche and Company, a distinguished watchmaking brand founded by Lawrence de Reiche. The conversation explores Lawrence's entrepreneurial journey, innovative watch designs, particularly his collaboration with the beloved Dutch character Miffy, and the technical craftsmanship behind his exquisite timepieces.
Meet Lawrence de Reiche
Aloma Joseph:
"Foreign Watch fans, welcome to the Real Time show. I'm your friendly neighborhood jeweler, Aloma Joseph. And this is kind of funny. It's a local party in Switzerland. Next to me is a fellow Flying Dutchman, Lawrence de Reiche of the namesake watch brand, the Reiche and Company. Good to see you, Lawrence."
[00:00]
Lawrence de Reiche introduces himself as an industrial design engineer who ventured into the watchmaking industry five years ago. His passion lies in blending design with functionality, aiming to create unique and affordable timepieces in small series.
Entrepreneurial Journey and Brand Evolution
Lawrence de Reiche:
"Five years ago, I launched a brand I developed... I had the idea to develop a watch that I could rotate under an angle so the dial shifts from the 12th position to the 2 o'clock position or the 3 o'clock position... to make it so subtle."
[02:12]
Lawrence recounts his initial challenges in establishing the brand, which led him to return to engineering full-time. Persistence paid off when he introduced the Miffy Moon Phase watch, a collaboration that significantly boosted brand recognition and sales. This success allowed him to fully commit to Reiche and Company, focusing on innovative designs that resonate with enthusiasts.
Collaboration with Miffy
Aloma Joseph:
"Miffy is maybe the Dutch Disney bunny. You teamed up with our mutual friend, Waco of Revolution."
[03:58]
Lawrence de Reiche:
"A lot. Especially the first one I still have here. People were collectors coming to me, telling them that they had the first version and they really like it... without that collaboration, I could not have done it full time as I'm doing now."
[04:20]
The collaboration with Miffy, a beloved Dutch character, played a pivotal role in elevating Reiche and Company's profile. Limited edition Miffy watches became collector's items, fostering customer loyalty and expanding the brand's reach. Lawrence emphasizes the significance of this partnership in sustaining his entrepreneurial endeavors.
Crafting Exquisite Enamel Dials
Aloma Joseph:
"In my hands, I have an amazing watch with a very high degree of enamel finishing... it's been done more and more, which I salute. But this is an actual painting done in glass."
[05:00 – 05:25]
Lawrence details the intricate process behind creating enamel dials, likening it to "painting with glass." Collaborating with illustrator Guy Allen, he aimed to infuse romantic and artistic elements inspired by the Amalfi Coast into his watch designs. The partnership involved multiple iterations to perfect themes around land, sea, and air, each reflecting the brand's driving motif.
Lawrence de Reiche:
"We chose to etch away all the material and then leave the cavities and then fill that with enamel... we do the pet printing ourselves."
[09:25]
This method diverges from traditional cloisonné techniques, allowing for more precise and time-efficient production. Lawrence's dedication to craftsmanship ensures that each enamel dial is a unique work of art, enhancing the overall aesthetic appeal of his watches.
In-House Production and Engineering Excellence
Lawrence de Reiche:
"The focus is on design and engineering. We begin often with an ID. Then I start working on in SolidWorks and a CAD program... making the base of the dials... all the finishing themselves."
[10:36 – 13:23]
Reiche and Company prides itself on maintaining a high level of in-house production to ensure quality and flexibility in small-scale manufacturing. From designing and engineering the watch cases to polishing and engraving, every step is meticulously handled within the workshop. This hands-on approach allows for innovative tweaks and rapid scaling when necessary.
Technical Specifications and Caliber Choices
Aloma Joseph:
"What calibers do you use?"
[13:23]
Lawrence de Reiche:
"At the moment we're using the Sellita SW300 and for the Miffy Moon phase, it's a Sellita SW288... make the Moon phase bigger and we also add a little bit of a height to the dial... super Luminova."
[13:24 – 14:04]
Lawrence selects reputable calibers like Sellita's SW300 and SW288 to ensure reliable performance. Modifications such as enlarging the moon phase disc and enhancing luminescence showcase his commitment to both functionality and aesthetic innovation.
The Thrill of Watchmaking Entrepreneurship
Lawrence de Reiche:
"What I like the most is creating it gives me immense joy... How can we make this possible? The enamel, how can we. How can we achieve it? That's it then."
[14:09 – 14:54]
Creating unique watches offers Lawrence a continuous source of excitement and fulfillment. The iterative process of design and problem-solving drives him to explore new materials, like ceramic cases, and refine his techniques, fostering perpetual growth and innovation within the brand.
Navigating Licensing with Miffy
Lawrence de Reiche:
"They do it very seriously... They do a lot of lawsuits with people who do it illegally... I've heard stories from the people. It's true."
[21:01 – 22:27]
Securing and maintaining a licensing agreement with Miffy's family foundation was a rigorous process. Strict guidelines govern the use of the character, ensuring that collaborations align with the brand's integrity. Lawrence expresses cautious optimism about future licensing opportunities, contingent on originality and brand compatibility.
Retail Partnership with Jonathan Seidel
Jonathan Seidel (Chai Town):
"I think his story is his biggest differentiator... the imagery itself is captivating... enthusiasts of both the craft within the watchmaking realm and also the imagery."
[19:38 – 20:23]
Jonathan Seidel discusses Reiche and Company's integration into his retail portfolio, highlighting the brand's unique storytelling and artistic appeal. The limited editions and handcrafted enamel dials cater to discerning collectors who appreciate both technical excellence and aesthetic beauty.
Final Remarks and Future Prospects
The episode concludes with heartfelt acknowledgments of Lawrence's contributions to watchmaking and the seamless integration of artistic elements into functional designs. Hosts and guests alike commend the brand's elegance, technical prowess, and innovative spirit.
Rob:
"I saw the watches because I was helping out with Dennison in the mornings... These dials that Guy Allen has designed for the brand are really just heavenly... Congratulations to Guy Allen as well for a lovely contribution to the watchmaking industry."
[25:26 – 26:42]
Lawrence's dedication to marrying art with engineering positions Reiche and Company as a standout brand in the competitive watch industry, promising exciting developments in the years to come.
Conclusion
This episode of The Real Time Show offers an insightful exploration into Reiche and Company's journey under Lawrence de Reiche's leadership. From innovative designs and artistic collaborations to overcoming technical challenges and forging meaningful retail partnerships, the discussion encapsulates the essence of what makes Reiche and Company a beacon of creativity and craftsmanship in the watchmaking world. Listeners can anticipate future episodes featuring more groundbreaking developments from this dynamic brand.
Find Reiche and Company Watches:
- Instagram: @dragandco
- Website: dragandco.com