The Real Time Show: Time To Watches – Laco
Release Date: May 28, 2025
Hosts: Rob Nudds & Alon Ben Joseph
Introduction
In this episode of The Real Time Show, hosts Rob Nudds and Alon Ben Joseph delve into an in-depth conversation with Sarah Ruman from Laco, a renowned German watchmaking brand celebrating its centenary. Filmed at Villa Sara San during the Time To Watches event, the discussion covers Laco's rich heritage, current offerings, and future plans.
Laco’s Centennial Celebration
Sarah Ruman opens the dialogue by highlighting the significance of Laco's 100th anniversary, marking a century of craftsmanship and innovation in watchmaking. She mentions ongoing developments and encourages listeners to follow Laco’s social media and newsletter for upcoming announcements.
Sarah Ruman (01:44): "There's a lot of going on behind the scenes, but we are early this year, so we have April now and most of the action will come in fall and winter."
Heritage and Specialization
Laco, founded in 1925, is celebrated as Germany’s second most prominent watchmaking nation after Switzerland. The brand is esteemed for its pilot or Flieger watches, originally designed for military use in the 1940s.
Sarah Ruman (02:16): "So a lot of tradition and heritage. And it's mostly known for the pilot watches or also the Flieger watches."
Rob showcases a vintage Laco thigh watch, emphasizing its historical design and sheer size, which reflects its original purpose for pilots.
Rob Nudds (03:08): "That is a museum piece if ever I've seen one. Wow."
Current Collections and New Releases
Sarah introduces Laco's latest offerings, including the Flieger chronograph available in white and black, with a forthcoming blue variant in response to customer feedback. The chronograph is praised for its robust build and excellent value.
Sarah Ruman (04:46): "It's our Flieger chronograph. So we have it in white already and in black."
Rob shares his personal experience with the Laco Squadron Amazonas watch, commending its durability and design.
Rob Nudds (06:21): "I have respect for IWC, but when it comes to getting that feel, that sense, that genuineness for not much money at all, it's an incredible value proposition."
Design and Functionality Insights
The discussion delves into the meticulous design elements of Laco watches. Rob highlights the exceptional quality of the rotating bezel and diverse dial fonts, which collectively contribute to the watches' unique aesthetic and functionality.
Rob Nudds (08:11): "The machining must be absolutely on point to achieve that kind of robustness and that kind of solidity with every movement."
Sarah explains the feedback-driven approach to design, ensuring that new models like the Flieger chronograph meet customer expectations while maintaining heritage values.
Limited Edition and Special Projects
Laco celebrates its 100th anniversary with exclusive projects, including a limited edition watch only available through giveaways—100 pieces to commemorate each year of the brand’s existence. Additionally, they are set to release the Edition 100 in late 2025, promising a unique and unforeseen design.
Sarah Ruman (15:46): "So we have our 100th anniversary this year, and we plan a very special project for this year."
Rob eagerly anticipates the Edition 100, praising its exceptional execution and unique design elements without revealing specific details.
Rob Nudds (20:16): "It's unlike anything that's in the collection right now. One of the most notable things is the case flank engraving."
Customer Engagement and Community
Laco maintains a strong connection with its customer base, ranging from dedicated collectors to first-time buyers. The brand prioritizes stable pricing and actively listens to customer feedback to introduce new colorways and models that resonate with their audience.
Sarah Ruman (05:37): "We have some Laco collectors who really know the whole collection sometimes better than other colleagues."
Controversial Aspects and Brand Evolution
Alon introduces a thoughtful discussion on the historical context of Laco's pilot watches, addressing the sensitive heritage tied to the German military. He emphasizes the importance of acknowledging history while appreciating the craftsmanship and value Laco continues to offer.
Alon Ben Joseph (22:12): "We didn't touch on any of the, well, we can say controversial aspects of the collection... it's a sensitive topic."
He advocates for an open dialogue to explore how Laco navigates its historical legacy amidst evolving societal perspectives.
Alon Ben Joseph (27:25): "I'm very keen to have that dialogue, so I hope they'll come on."
Conclusion
The episode wraps up with the hosts expressing their admiration for Laco's commitment to quality, heritage, and customer satisfaction. They encourage listeners to stay tuned for more from Laco as the brand embarks on its centennial celebrations.
Rob Nudds (21:33): "Sarah, thanks for bringing this wonderful box of tricks. And keep your eyes peeled on what Laco is doing this year is going to be one to remember."
Key Takeaways
- Heritage: Laco's 100-year legacy in German watchmaking, known for its pilot and Flieger watches.
- Current Offerings: Introduction of the Flieger chronograph and other robust, stylish models.
- Limited Editions: Exclusive projects celebrating anniversaries with highly limited releases.
- Design Excellence: Attention to detail in functionality and aesthetics, ensuring durability and unique style.
- Community Focus: Strong engagement with both loyal collectors and new customers, maintaining accessible pricing.
- Historical Context: Acknowledgment of the brand’s historical ties and the importance of ongoing dialogue regarding its legacy.
Stay Connected:
Follow Laco on their social media channels and subscribe to their newsletter to stay updated on new releases and exclusive giveaways.
This summary provides a comprehensive overview of the episode, capturing the essence of the conversation and the key points discussed about Laco.