Podcast Summary: The Real Time Show – "Time To Watches: Exaequo"
Episode Information
- Title: Time To Watches: Exaequo
- Hosts: Rob Nudds & Alon Ben Joseph
- Release Date: June 14, 2025
- Description: Real questions. Real Answers. Real talk. The world's most interactive watchmaking podcast, hosted by Rob Nudds and Alon Ben Joseph.
Introduction
In the June 14, 2025 episode of The Real Time Show, hosts Rob Nudds and Alon Ben Joseph delve into an engaging conversation with Chris from Exaequo at the prestigious Time To Watches fair held at Villa Sarasan. This episode offers listeners an in-depth look into Exaequo’s rich history, their unique watch designs, and strategic market approaches that blend tradition with modern artistry.
Exaequo's History and Legacy
Chris’s Insights on Exaequo’s Origins
Chris begins by recounting the origins of Exaequo, highlighting its establishment in the 1980s in Geneva. He explains the brand's inception with a mission to create watches that harmoniously balance modern artistic flair with traditional Swiss watchmaking values.
"Exequo started in the '80s as a brand in Geneva, aiming to create watches that are both modern and artistic while preserving tradition—the essence of Swiss watchmaking."
[00:59]
The collaboration with renowned artist Salvador Dalí marked a significant milestone, leading to the creation of the iconic Ixico Dali watch. This partnership not only elevated the brand’s prestige but also resulted in the production of the Exequo Dali watches, celebrated by celebrities like Paul McCartney and Jim Carrey.
"They joined forces with Salvador Dalí, creating the Ixico Dali watch, which sold millions and was embraced by celebrities such as Paul McCartney and Jim Carrey."
[04:47]
After a period of inactivity, Exaequo was relaunched a year prior to the interview, rejuvenating their flagship product—the melting watch—and reintroducing it to a new generation of watch enthusiasts.
Product Offerings: The Melting Watch Collection
Reviving Iconic Designs with Modern Enhancements
Chris showcases three distinct models from Exaequo’s latest collection: the Classic Melting Watch, Revolve, and Polyhedron.
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Classic Melting Watch
- Description: A revival of the original design with a modern twist.
- Enhancements: Features a two-level dial and four screw-on backs, allowing for easier battery changes and movement servicing.
- Quote:
"We improved the Classic by adding a two-level dial and screw-on backs for easier maintenance, something the original 80s model lacked."
[09:02]
-
Revolve
- Description: Inspired by an 80s sketch resembling a pair of lips, designed by Italo Fontana.
- Features: Modern elements like a butterfly buckle, silicone band, black oil fill, and Luminova for enhanced visibility.
- Quote:
"The Revolve combines modern style with surrealist philosophy, featuring a unique butterfly buckle and a completely modern dial."
[12:41]
-
Polyhedron
- Description: An evolution of the classic model, crafted from sterling silver 925.
- Unique Selling Point: Each case undergoes a meticulous two-day production process involving both CNC machining and handwork.
- Limited Edition: Only 101 pieces available, commemorating 101 years of surrealism.
- Quote:
"The Polyhedron watch is not just a timepiece but a piece of art and jewelry, limited to 101 pieces to celebrate surrealism."
[13:05]
Pricing Strategy
Chris outlines the pricing tiers for the collection:
- Classic Melting Watch: CHF 520 - 585 (excluding VAT)
- Revolve: CHF 650 - 700
- Polyhedron: CHF 2,250
"Our Classic ranges from CHF 520 to 585, Revolve is priced between CHF 650 and 700, and the Polyhedron, being a limited edition, is CHF 2,250."
[13:33]
Market Strategy and Community Engagement
Expanding Beyond E-Commerce
Chris discusses Exaequo’s strategic move to participate in Time To Watches to enhance their market presence beyond e-commerce. With a presence in over 40 countries and growing interest from retailers, Exaequo aims to establish offline stores to offer customers the tactile experience of their unique watches.
"While our e-commerce platform is thriving, we believe establishing offline stores is crucial for providing the tactile experience that our customers cherish."
[05:59]
Building Relationships and Brand Loyalty
Exaequo values the relationships built at events like Time To Watches, emphasizing the importance of connecting with both private clients and retailers. Chris highlights the joy of interacting with passionate individuals who share a love for the brand.
"Meeting clients and building friendships with collectors, retailers, and distributors is the best part because it’s not just business; it's about sharing a passion."
[08:02]
Discussion and Opinions
Host and Guest Perspectives
Alon and an unnamed speaker (likely Alan) provide their perspectives on Exaequo’s offerings, discussing the brand’s uniqueness and market positioning. They compare Exaequo’s melting watch to other iconic designs like Cartier’s Crash and the Mirage, noting Exaequo’s distinct homage to Salvador Dalí’s surrealist movement.
"Exequo's products are their own entity, openly referencing Dalí’s persistence of memory, unlike the Crash or Mirage which have their unique identities."
[20:10]
Critique on Branding and Design
While appreciating the artistic value, the speakers express mixed feelings about the brand’s name and design intricacies. They acknowledge the creativity but suggest improvements in branding to enhance memorability and aesthetic appeal.
"The name 'Exequo' is a bit complicated and might benefit from a more straightforward branding approach to better resonate with consumers."
[21:29]
Product Appeal and Market Viability
The speakers agree that Exaequo targets a niche market, appealing to watch enthusiasts who appreciate unique and artistic timepieces. They discuss the balance between exclusivity and accessibility, noting that limited editions and unique designs can foster a dedicated customer base.
"Despite being in the mid-market segment, Exaequo's limited editions and unique designs create a specialized market that values exclusivity."
[19:02]
Conclusion
The episode wraps up with acknowledgments of Exaequo’s contributions to the watchmaking industry and anticipation for future discussions. Chris expresses gratitude for the opportunity, reinforcing his passion for watches and the brand’s dedication to artistic excellence.
"Thank you for the invitation. I love watches."
[14:28]
Rob Nudds concludes by expressing excitement to feature Exaequo in future episodes, highlighting the brand’s potential for continued growth and innovation.
"It's a pleasure to have brands like yours here at Villa Sarasan, and I look forward to having you back on The Real Time Show."
[14:07]
Listener Engagement
The episode encourages listeners to share their thoughts and questions about Exaequo, acknowledging that the brand’s unique approach may be a point of division among watch enthusiasts. The hosts invite feedback to facilitate a deeper understanding and discussion in future episodes.
"If anyone in the audience has got any questions or feelings about this brand, because it is obviously a divisive one, then please do get in touch and we'll pass them on to the brand."
[23:03]
Key Takeaways
- Exaequo's Heritage: A blend of modern artistry and traditional Swiss watchmaking.
- Iconic Designs: Revival of the melting watch with modern enhancements.
- Limited Editions: Exclusive models like the Polyhedron create a sense of rarity and prestige.
- Market Strategy: Expanding from e-commerce to offline retail to enhance customer experience.
- Community Focus: Building strong relationships with collectors, retailers, and distributors.
- Brand Identity: Balancing unique artistic expression with memorable branding.
This episode of The Real Time Show offers a comprehensive exploration of Exaequo’s journey, products, and market strategies, providing valuable insights for watch enthusiasts and industry professionals alike.