The Real Time Show: Time To Watches - Squale Episode Summary

Release Date: June 10, 2025
Hosts: Rob Nudds & Alon Ben Joseph
Guest: Andrea from Squale

Introduction

In this engaging episode of The Real Time Show, hosts Rob Nudds and Alon Ben Joseph delve into an insightful conversation with Andrea from Squale, one of the most beloved independent watchmaking brands. Filmed at the Villa Saracen during the Time To Watches event, this episode offers a comprehensive look into Squale’s current endeavors, market strategies, and the evolving landscape of the watch industry.

First Day at Time To Watches Fair

Rob opens the discussion by welcoming Andrea to the show and inquiring about Squale’s experience at the fair's opening day.

Rob [00:05]: "Hello watch fans and welcome to another edition of the Real Time Show here at Villa Saracen for the Time To Watches event."

Andrea shares a positive comparison to the previous year, highlighting the improved location and increased interest.

Andrea [00:37]: "Comparing with the last year is much better I think... we found a lot more interest this year compared with the last year."

Location and Attendance

The strategic placement of the Squale stand at Villa Saracen, contrasted with last year's location near a university, has significantly enhanced foot traffic and engagement.

Rob [02:09]: "We're only a couple of minutes walk from Plexpo... everyone's more relaxed, right?"

Andrea emphasizes the ease for attendees to visit multiple stands, fostering a more dynamic and interactive environment.

Andrea [02:44]: "We met some people that maybe we talk only by Google Meet... it helps a lot to meet the people."

New Collections and Heritage

Rob probes into Squale’s new offerings at the fair. Andrea introduces the 2001 Collection, a homage to Squale’s rich history, particularly their collaboration with Jacques Cousteau.

Andrea [02:47]: "We say we made this watch in the 60s already... we made this watch again. And I see a lot of interest coming for this brand for this watch."

This revival underscores Squale’s commitment to preserving and celebrating its heritage while catering to contemporary tastes.

Business to Business and Market Strategies

The conversation shifts to Squale’s primary focus at the fair—business-to-business interactions, aiming to forge new partnerships and expand their distribution channels.

Andrea [04:07]: "This show is mainly for looking for new people and to meet our customer really. But business to business, sincerely speaking."

Rob highlights the importance of face-to-face meetings in building lasting business relationships.

Andrea [11:08]: "The contact, the people you meet is very... still the focus, very important for expanding the brand."

The Changing Landscape: From Baselworld to Independent Shows

Dave raises a poignant question about the absence of Baselworld and how Time To Watches compares in the current market scenario.

Dave [05:42]: "How do you look back on the fact that Baselworld is not here and how do you compare it to the fairs today?"

Andrea reflects on the shift from grand exhibitions to more intimate and targeted shows like Time To Watches, emphasizing the relevance of smaller venues in the digital age.

Andrea [07:01]: "It's more close to our business now. Much better I think."

Future Outlook for Squale and the Watch Industry

Looking ahead, Andrea outlines Squale’s strategic vision for global expansion, particularly focusing on untapped markets and the resurgence of independent brands in the industry.

Andrea [08:05]: "For Squale, what concerns quality, I think we want to be more global... to have more markets in our portfolio."

She also underscores the competitive edge of independent brands in attracting consumer interest without relying on the erstwhile giants like Baselworld.

Andrea [08:05]: "Independent brands are coming back in the sun... this will be the big fight for the future."

Global Market Performance and Strategies

A significant portion of the discussion revolves around Squale’s performance across different global markets. While the United States remains their strongest market, Andrea candidly discusses the challenges and aspirations regarding China—noting a current absence but outlining plans for re-entry.

Andrea [09:34]: "We have one market that is zero, that is China."

She elaborates on collaborative efforts with partners proficient in the Chinese market to navigate cultural nuances and establish a foothold.

Andrea [12:26]: "We try together to open a market in China... building a company in China to help us."

Rob and Dave further explore the potential in regions like Japan, Korea, and Scandinavia, emphasizing the need for the right local representatives to tap into these markets effectively.

Branding and Heritage: Squale and Blancpain

Dave introduces a fascinating aspect of Squale’s heritage—its historical collaboration with Blancpain in producing cases for iconic models like the 50 Fathoms.

Dave [14:04]: "Maybe shine a light on the heritage of Squale linking Van Buren and the obviously famous Blancpain cases."

Andrea delves into the significance of this partnership, highlighting how the mutual dedication to quality diving watches cemented Squale’s reputation.

Andrea [14:29]: "Squale was immediately committed to making diving watch cases... made by Squalano and the shark was above."

This legacy not only underscores Squale’s craftsmanship but also its enduring presence in the high-end watch industry.

Audience Interaction and Final Thoughts

As the episode winds down, the hosts and Andrea engage in lighthearted banter about the pronunciation and perception of the Squale brand, reinforcing the community's deep-rooted affection for the brand.

Dave [17:54]: "It's unfortunate squal. I love Squale more."

Alan adds a personal touch by sharing his admiration for specific Squale models, further cementing the brand's appeal among watch enthusiasts.

Alan [19:52]: "It's a brand with very deep roots and, yeah, a lovely backstory, really."

The episode concludes with invitations for listeners to engage and suggestions for future special editions, ensuring continued community interaction and brand support.

Notable Quotes with Timestamps

• Andrea [00:37]: "Comparing with the last year is much better I think... we found a lot more interest this year compared with the last year."
• Rob [02:09]: "We're only a couple of minutes walk from Plexpo... everyone's more relaxed, right?"
• Andrea [02:47]: "We made this watch for Jacques Cousteau in the past... and we made this watch again."
• Andrea [08:05]: "Independent brands are coming back in the sun... this will be the big fight for the future."
• Rob [07:46]: "Much more intimate, much more personally."
• Dave [14:29]: "Squale was immediately committed to making diving watch cases... made by Squalano."
• Andrea [12:26]: "We try together to open a market in China... building a company in China to help us."

Conclusion

This episode of The Real Time Show offers a deep dive into Squale’s strategic movements within the watch industry, reflecting on historical legacies, current market dynamics, and future aspirations. Andrea’s candid insights, coupled with the hosts’ thoughtful inquiries, provide listeners with a nuanced understanding of what makes Squale a cherished brand among watch aficionados. Whether you're a seasoned collector or new to the world of horology, this episode is a must-listen for its rich content and engaging discussions.