Time To Watches: De Rijke

Summary

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

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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Find Reiche and Company Watches:

• Instagram: @dragandco
• Website: dragandco.com

Transcript

[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.

[Lawrence de Reiche]

Thank you. Thank you for, for having me. It's nice to see you here as well.

[Aloma Joseph]

Definitely.

[Lawrence de Reiche]

It's a nice venue. It's better than downstairs. I mean, here's the sun shining. Yeah, it's nice.

[Aloma Joseph]

So you are in the, in the. In the dungeons of Villa Sarsa.

[Lawrence de Reiche]

Exactly. Yeah.

[Aloma Joseph]

But the coolest brands are actually down there.

[Lawrence de Reiche]

There are a few cool brands down there, yeah.

[Aloma Joseph]

Yeah. Is this the first time you're exhibiting at Time to watch this, Lawrence?

[Lawrence de Reiche]

Yeah, this is the first time. It's actually only the second time that we're doing a show like this. So it's, it's kind of new to me. First one was in New York and now this one.

[Aloma Joseph]

Wind up.

[Lawrence de Reiche]

Wind up. Yeah.

[Aloma Joseph]

More of a consumer oriented event, I think.

[Lawrence de Reiche]

Yeah, that's where. So, yeah, this is totally different. I mean, spoken a lot of retailers, distributors. Yeah, you name it. Names big names from the industry. So it's different. Different event, more network, but very interesting for sure. Yeah.

[Aloma Joseph]

So mer culpa, on my behalf, I've invited Lawrence to come on the Realtime show for full length one hour episode. Because it's actually an awesome journey he has made as an entrepreneur, watch design, and even engineer. And today you also assemble watches.

[Lawrence de Reiche]

Yep.

[Aloma Joseph]

So autodidactic. Very cool story. Very modest guy. Elegant guy.

[Lawrence de Reiche]

Thank you. Thank you.

[Aloma Joseph]

I have some novelties in my hands, but maybe we need to do a quick elevator pitch for our listeners that don't know you. Because the listeners of the time to watch this podcast might know not know you either.

[Lawrence de Reiche]

No, it's a short story. Five years ago, I launched a brand I developed. I have a background as an industrial design engineer. So when I was graduating, I had the idea to develop a watch that I could rotate under an angle so the dial shifts from. From the 12th position to the, to the 2 o' clock position or the 3 o' clock position. So it's an angle of up to 90 degrees. It's very subtle, it's completely hidden. And it was one of the goals to make it so subtle. So I wanted to make a watch that I could wear when I was riding my motorcycle or my old Vespa and then I could still properly see the time with my hands on the on the steering wheel. And that was the first watch we launched Amofi series. And after that, business was difficult. I mean, if you're a new brand, people have to get to know you. So first years was very hard. Second year I went back to work full time as an engineer. And then after two years working as an engineer, I came up with the idea from Miffy and I did the Miffy Moon phase, and that was a huge hit. And most people know me from that one watch. And then most people knew me as the mythic guy and I didn't want to be only the mythic guy. So we decided to go back to the driving theme. And we did that with a series of free watches with enamel dials around the Amalfi coast with the driving theme, with the air, land and sea. And that's where we are now.

[Aloma Joseph]

Very good. Miffy is maybe the Dutch Disney bunny. You teamed up with our mutual friend, Waco of Revolution.

[Lawrence de Reiche]

Yep.

[Aloma Joseph]

You did two limiteds with Miffy.

[Lawrence de Reiche]

Yep.

[Aloma Joseph]

What did that do to your brand?

[Lawrence de Reiche]

A lot. Especially the first one I still have here. People were collectors coming to me, telling them, telling me that they had the first version and they really like it. And I've had many, many clients that. That bought a second and a third watch after that first one. So it's given quite a lot of recognition and, of course, also publicity. So, yeah, without that collaboration, I could not have done it full time as I'm doing now. So, yeah, I owe a lot to it.

[Aloma Joseph]

Interesting to hear. So, in my hands, I have an amazing watch with a very high degree of enamel finishing. But not only that, because it's been done more and more, which I salute.

[Lawrence de Reiche]

Mm.

[Aloma Joseph]

But this is an actual painting done in glass. What enamel is, is painting with glass.

[Lawrence de Reiche]

Yeah, definitely.

[Aloma Joseph]

Tell us the concept behind it, the actual execution and how it's performing.

[Lawrence de Reiche]

Yeah, so definitely. Interestingly enough, five years ago, when I really launched my brand, I approached a guy from the uk, Guy Allen, and I asked him because I called my first watch the Amalfi series. It's called after the Amalfi coast in Italy. Most people will know it. And I needed some illustrations to back up this story and to give more of the romantic feel that I was going after. And I found an illustrator from the uk, Guy Allen, who I thought was very talented, and I thought he's the man who could do this, who could do this kind of illustrations. And he appeared to be a super nice guy, super friendly, and he actually did the first illustrations for free. And since this five years ago. We've been in touch and he's been incredibly helpful, so we've stayed in touch. And like I said, after the Miffy, I wanted to do something back with the driving theme again. So one of the obvious things for me was to get in touch with Guy, because he's also very creative. And so I asked him, so what can we do together? Because I think we are two creative minds and if we come together, maybe we can do something really nice. And it's been quite a long creative process. But in the end, at one point, I had the idea that I thought, if we can take these enamel dials that Patek Philippe has done in the past with the racing themes, but if we can sort of translate this to a more modern time. And I thought, the Guy has the talent to do that. And it took him a while to understand exactly what I meant, or to. How do you say? Well, nailifs.

[Rob]

Yeah.

[Aloma Joseph]

So it all fell into place.

[Lawrence de Reiche]

Yeah. So at one point, and then he came up with three iterations. He first had the car and then said, yeah, but we can also do the plane and we can do a boat. And then we have all the theme around Amalfi with. And then we have the Amalfi land, sea and air. And I thought, okay, that's a super nice idea. And they drew the other ones. And I was immediately blown away and. But then became a difficulty to find enameling artist or enamel dial supplier. We spoke with a really famous one here in Switzerland, Donze, or Donze, I'm not sure how you pronounce it, but. And then you get ridiculous prices, or, I mean, fair prices, but too expensive for the watch. The prices we are in the.

[Aloma Joseph]

So.

[Lawrence de Reiche]

And then we spoke with other suppliers and we did different trials, but what we found out is that every enameling artist has its own preference in colors, preference in working. So it was really hard to get the colors right because we had colors in our mind. The three matched together. The colors in the schemes, they match together. We have the blue, light blue with the darker blue. We have a red transparent with a red opaque. And it all had to match. And we had the vision on how it should match. And in the end, we ended up with an enameling guy from the uk, actually, and he is not traditionally not from the watch industry, but he's a guy that's restoring old enamel boxes and all this kind of stuff. It's like a really knowledgeable craftsman who's been doing this for his second generation, and he's doing a great job, but it's a collaboration also with him. I make the base of the dials. We make it from 9 to 5 silver. I turn it on the lathe. I have a fiber laser. We etch away all the material and that's one of the novelties kind of this way because traditionally this is done with. It's not champlain but cloisonnet. You know, you use the wires to make the patterns. That's. I mean that's one of the things we did. We. The wires is very time intensive. So we chose to etch away all the material and then leave the cavities and then fill that with enamel and we do the pet printing ourselves. And then the applying of the dial feet is also done in the workshop. So, yeah.

[Aloma Joseph]

You'Re making my life easy as an interviewer. So my next question was how much do you do in house? So maybe walk us through from A to Z. You can go from inside out or from outside in because your DNA is obviously the driver's watch function. So you choose where you want to start.

[Lawrence de Reiche]

I'll choose with design and engineering. The focus. What I want, where I want to be the focus on. Is on design and engineering. That's what I love to do. I love to create new stuff. I love to create new, like to. To shake up the watch world a little bit as far as we can, but just to do new things that don't exist yet and to do it in a sort of affordable way and in small series. So focus on engineering design. So what we do, I do, we begin often with an ID. Then I start working on in SolidWorks and a CAD program. We work it out, try to make it engineering and to make the ideas into a reality and push the ideas in the engineering. So we do the complete engineering of the case, construction of the watch and then also a large part of production, which is often also a result of just suppliers who cannot meet our demand or a consequence of we want to work in small quantities and that means we have to do small series. So we have to do a lot of the stuff in house so we can do this small series. So for instance, making these base dials and working with enamel artists from the uk so we're not stuck also with the case. The first cases I completely made myself in the workshop so I could launch with like 10 watches in stock or, or on a made to order base. And then we teamed up with a specialized milling company in the Netherlands who started making part of the case. So we could scale to say 100 pieces, which still is Not a lot, but we still had to do the finishing ourselves. So we still do the polishing of the case in the workshop, the brushing of the case done in the workshop. For this limited series, we do the engraving. There's a nice engraving in the side of the case. Took us a lot of time to figure it out. I bought a special laser to do it. We are now working on a new enamel series. Because the first one, the car and the boat are almost sold out. We're working on a new series and for that, just to illustrate how we work, I'm buying a new laser to do a new kind of engraving, 3D engraving. So buying machines to make things possible. And that's what I also really like to do. And then it pushes you to do new stuff and etc. And it's like a snowball effect. Yeah. So. And for instance, casebacks. We completely engraved the case backs of the limited series. Now it's a lot, but it's a lot of fun.

[Aloma Joseph]

What calibers do you use?

[Lawrence de Reiche]

At the moment we're using the Sellita SW300 and for the Miffy Moon phase, it's a Sellita SW288. And for the 288 we take out the date and we enlarge the Moon phase disc. And so we make the Moonphase disk ourselves and we make the Moon phase bigger and we also add a little bit of a height to the dial. So the. Which means that the Moon phase disc can be properly filled with super Luminova. And we make the hands a bit higher so we have more room and then nice big high crystal. And yeah, that's the package.

[Aloma Joseph]

What do you enjoy most of being an entrepreneur in the watch industry the most?

[Lawrence de Reiche]

What I like the most is creating it gives me immense joy and I know that's just. And a rush. Like every time you think of you, you think of something on paper and then we forgot. This is super nice. Can we do it? Can we make it? How can we make this possible? The enamel, how can we. How can we achieve it? That's it then. That's the challenge. And then if it works out or works out, then it's super nice and you have a. But then I'm already looking forward to the next challenge anew and a new project. So we're already working with new on new things. Working on a ceramic case which already took us three years in development, which has been very hard to find suppliers.

[Aloma Joseph]

Because your case is built up of several parts. How many parts is the.

[Lawrence de Reiche]

Basically, it's It's, It's. It's two. Two parts. Basically. We have the main case, which uses all the critical components, and then we have the. The. The case that you. That has the lux. So the. That holds the strap, and that's a separate component, but they are crucial and they're very. There are tight tolerances within these two because we need the movement, but we don't want to. Too much free play. So you can feel it. So it's a. Yeah, it's a tight, tight interaction between these two. So it's a critical component. More critical than the usual watch case, which makes it extra difficult, especially as ceramic. It is already hard to develop a ceramic, especially in the numbers we work. I mean, we're in the ceramic case. We probably do 100 pieces a year. So we're ordering. Ordering 150 cases.

[Aloma Joseph]

And yeah, the Swiss and German pride themselves in their engineering, but the Dutch are good too. Just listen to this. And this is the driver's watch going up and down. Solid. Well done, Lawrence. I'm a big fan.

[Lawrence de Reiche]

Thank you.

[Aloma Joseph]

I know you're very busy here. I want to thank you for coming in to the glass igloo to sit down with me.

[Lawrence de Reiche]

Thank you very much.

[Aloma Joseph]

We're going to record soon, I promise to our dear listeners. Where should we direct them if they're not in Switzerland and they can't come to time to watch us? Where can they find the Rainco watches?

[Lawrence de Reiche]

It's at the moment still mostly online, so on Instagram, @dragandco, on our website, dragandco.com that being said, we are slowly making our way into selling through retailers. I know we have been discussing with you and I think we should discuss a bit more. So hope maybe soon in Amsterdam as well.

[Aloma Joseph]

Outside of the igloo, Rob finally came back with a beautiful lady. I'm doing the hard work here. We have a speaker outside so they can actually hear me since today. Thank you, Rob, for letting me sit here alone. And you're having fun. But we have the king of retail in North America standing next to Rob.

[Lawrence de Reiche]

I just spoke with him yesterday.

[Aloma Joseph]

Dude, come in. Jonathan Seidel of Sydel Sydal from Chai Town. Buddy, what's up? I'm opening that mic for you. Are you going to retail? The Reich and Company?

[Lawrence de Reiche]

Happily.

[Aloma Joseph]

Okay, Lawrence, on this podcast in Igloo, you got two retailers.

[Lawrence de Reiche]

Yeah, super. Nice. John, see you again. Good to see you again.

[Aloma Joseph]

What's up, buddy?

[Jonathan Seidel]

Thanks for having me in the igloo.

[Aloma Joseph]

I'm honored that you.

[Jonathan Seidel]

So great you're not sweating in here.

[Aloma Joseph]

Well, I have nice. I took off my jacket, my tie.

[Jonathan Seidel]

I'm about to do the same.

[Lawrence de Reiche]

Jonathan, Sorry to interrupt.

[Aloma Joseph]

Yeah, Jonathan just came from Palexpo next door with a group of 4C.

[Jonathan Seidel]

They're not there.

[Aloma Joseph]

Bag? They're not there. They're at La Rive. La Reserve. La Reserve, sorry. I'm thinking of the Riva boats on the dials of the Reichen Co watches. Jonathan.

[Jonathan Seidel]

Yes, sir.

[Lawrence de Reiche]

You.

[Aloma Joseph]

Are connoisseur. You're a collector yourself. You guys are family owned, family run many generations. Retailers make your own jewelry. You design, you manufacture. You guys, you specifically love the duchies. You rep Grnefeld. What do you love so much about Dutch watches?

[Jonathan Seidel]

Dude, I don't know. I think it's the vibe of the, the manufacturers, the people. You know, we, we don't have as good of a drinking habit, but we, we can keep up. You know, if you've come to Chicago at the right time of the year where they dye the river green, you know, it's a little different part of the world, but we can hold our own. And you know, to me the business is about the people as much as it is the product. I love dealing with, you know, people I enjoy working with. I don't know, the language of the watches too, I think really resonates with me. And the passion behind the guy is, you know, making it. It just seems to land in that part of the world.

[Aloma Joseph]

How are you going to position the Reich within your portfolio, into your collecting community? How are you presenting this? And what kind of collector picks this up?

[Jonathan Seidel]

I think his story is his biggest differentiator. In addition to the, you know, the cloisonne element, it's a very forward thinking utilization of that. I think we have plenty of enthusiasts of both the craft within the watchmaking realm and also the imagery. Maybe with the exception of Miffy. We gotta tell the story of Miffy a little bit. I gotta Amazon me some Miffy stories, but I don't think the American culture knows that so much. But the imagery itself is captivating. And I didn't know about it, you know, kind of coming into it, but now I do. And even the story of how he got.

[Lawrence de Reiche]

It's funny that I've, I've, I've collectors from USA who bought a Miffy watch or a few and they told me, yeah, I became a Miffy collector because of your. What are you guys so the other way around.

[Aloma Joseph]

So the Brian should pay you and not vice versa you a license fee.

[Lawrence de Reiche]

Yeah.

[Aloma Joseph]

John, we need to Coach Lawrence a bit.

[Jonathan Seidel]

Well, you know, I think that's how he got the license. He was very genuine about it. He said it was a difficult license. And he had heard stories of people that, you know, weren't able to obtain the license. And licensing is a challenge. You know, it's not often the artist that owns the license. It's. It's the family, it's the, you know, it's the protection of that.

[Aloma Joseph]

So, Lawrence, can we discuss this on air? That there is a quota on what you can use, isn't it? It's not like Marvel or Disney that do collabs with whomever. Timex, Jacob and company.

[Lawrence de Reiche]

I think they're so, so busy there, but only saying yes or no. So. I mean, there's so much coming to them. They just have to make a collection or like. Yeah. They have to make a selection of people they want to work with. It's as simple as that. They don't do anything themselves apart from publishing books and all the rest is licensing deals. So it's the way they make a living. And they do it very seriously. They do a lot of lawsuits with people who do it illegally. And they're really protective. Everything I do, they have to know about. I made the display for. For here. And they have to know. They want to see the total product and then they have to approve it and then I can use it. Yeah, it's really strict. And I've heard stories from the people. It's true. What, what they said. Sorry, that. I mean, they're. They're. Yeah. Some people ask me, how did you do it? And I don't know. This was just my story and they like it and that's it. But it was. It was quite difficult to work with them, to be honest, because they're so strict.

[Aloma Joseph]

Would you do another license with any. Any other.

[Lawrence de Reiche]

I've been asked this before and it's not necessarily. If it fits the brand, then. Then. Yes. And. And we would do it in a really new and really nice way.

[Jonathan Seidel]

Like he does everything original.

[Lawrence de Reiche]

Well, I want to do. Exactly. Original is the key. I mean, it would be too easy to just put a picture on a dial and say, this is our new release. And with Miffy, it was so nice. I mean, it's so fitting to the Netherlands and to the Dutch people. And then. The way you are. Yeah, the way we did it. And not to give myself a clap on the Perazzo shoulders.

[Jonathan Seidel]

Yeah.

[Lawrence de Reiche]

But I mean, it was a coincidence. There's a picture of Miffy on the moon. So Putting her in a moon phase was like, one on one is two. And it was super nice. And then I thought, okay, we have to do it. Very good. So we have to do a 3D and we have to do her with Super Luminova. So she also. I mean, it was some coincidence, but, I mean, it all fit in the end. And if we do another license, it has to fit. It has to be original in some kind of way. And preferably it has to fit the brand. And that's what Miffy was perhaps.

[Jonathan Seidel]

Chicago license.

[Aloma Joseph]

Red Sox, Cubs, Bulls. Thank you so much, gentlemen. This was awesome. And I'm quite sure I'll see the both of you.

[Jonathan Seidel]

Thanks for having me very soon.

[Lawrence de Reiche]

Thank you very much.

[Aloma Joseph]

Thank you.

[Unnamed Speaker]

I had the honor to have a little Dutch party with Lawrence de Reiche. Great guy, elegant guy, modest guy. I am a big fan. I think it's super cool that a Dutch guy, a Dutch brand, brought Miffy to the watch world because it's the Dutch Rajumon or hello Kitty of the Netherlands. All the Dutch kids grew up with Mifi Nanke in Dutch. So did I, and so do my kids still today. Dick Brunner, the designer, passed, but the family foundation is very strict in what is possible, what isn't. There is actually an actual Miffy museum in Utrecht, and they gave a strict quota to Lawrence how many watches he can make. If I remember correctly, he has one more go to make a series of Miffy watches that I think are coming in 2025. He did not have them at the show. What he did have presents were three stunning pieces with enamel dials where he teamed up with an English graphic designer. And they made three themes to stay in the Lake Como vibes of Breva. So a beautiful boat, plane and I believe, train.

[Rob]

Car.

[Unnamed Speaker]

Car, of course. Well done, Rob. You weren't there and you still know.

[Rob]

Well, you know, I saw the watches because I was helping out with Dennison in the mornings, as you know, downstairs in the Villa Saracen, right next to De Ryke. Is it De Ryke? I always say it wrong. De Rike. I think you gave him a great introduction there. He's extremely elegant. He's been around for quite some time now, hasn't he? Like, his original concept was the. The driving watch, really, with the rotating dial. Did the dial still rotate?

[Unnamed Speaker]

Yes. So basically it's not the dial so much, but he literally made an inner case.

[Rob]

Yeah.

[Unnamed Speaker]

So you basically take the crown, unscrew the crown, and then you slide it the whole module in the case. You can't Take it apart like the old JP or the HE watches. So those are clickable systems where you can interchange cases. That's not the case, no pun intended, sorry, with this watch. But it's meant that to create a true driver's watch. Because why did he come up with this brand? He did, did a Silk Route tour with his Vespa motorbike and then he was in need of a driver's watch and that's why he came up with his own design.

[Rob]

So just to explain to anyone that doesn't know what constitutes a driver's watch, it was something that was popularized, I guess around the 20s, I would assume with the sort of advent of the motorcar and watches being worn on the wrist in that era. And all it is is a watch whose dial is tilted. How many degrees would you say is. It's probably around 22 degrees. Isn't it 22 and a half degrees or something? No, probably around 45 degrees. So that the 12 o' clock point is where the two o' clock or half two around there. Oh wait, hang on. Where the say half one point would normally be on the watch. So that when your hand is on the steering wheel your the time is presented vertically to your eyes as you look at your wrist so you don't have to take your hand off the wheel to check the time. And it was something I was obsessed with when I was younger. I think the earliest ones that really piqued my interest was some Basher and Constantine cushion shaped driving watches. I thought it was so elegant and so cool, so beautiful. You won't believe this, but in 2010 while I was doing my apprenticeship, I actually designed a watch with exactly the mechanism that Lawrence has brought to life in Dirayke here with a sliding inner case. And I thought that it would be cool as hell to be able to switch between a daily wear and a driving watch for when you got in the car. But I abandoned the concept thinking that it wouldn't be possible to maintain water resistance. But thanks to the wonders of modern machining and his perseverance and ingenuity, he has obviously managed that. The watches are water resistant to 50 meters, despite that movable inner case. And they look a million bucks. These dials that Guy Allen has designed for the brand are really just heavenly, aren't they? I mean they look like some kind of dreamscape, each one of them. I've always wanted one, I've not got one yet. I do think that these pieces offer something that we haven't seen from the brand before. Something very, very artful. And given their limit to 25 pieces each, I'm sure that they will fly off the shelves if they haven't already flown. Let's. Let's have a look. I'm on the website. The sea has gone. The air is available, interestingly. And the land, which is maybe my favorite, is also gone. So only the air is still available. That was a quick turnaround from Lawrence. Congratulations. And congratulations to Guy Allen as well for a lovely contribution to the watchmaking industry. And may we hope to see more of from Daraka in the future.