Time To Watches: Squale

Summary

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

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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.

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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."

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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."

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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.

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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."

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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."

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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."

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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.

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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.

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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.

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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."

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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.

Transcript

[Alan]

Foreign.

[Rob]

Hello watch fans and welcome to another edition of the Real Time show here at Villa Saracen for the time to Watches event. We are here with our last meeting of the day. It's been a long day, but this is one we've been looking forward to with Andrea from Squal, one of our favorite brands. One of the most popular brands certainly in my home turf back in England. Welcome to the show, Andrea.

[Andrea]

Thank you very much. I'm very happy to be here and to be interviewed by you.

[Rob]

So how has your first day experience of the fair been so sincerely speaking?

[Andrea]

Comparing with the last year is much better I think. First the position we were in the last show of the 2024 in the other location close to the university and this year here Bill Sarrazin and is a fantastic location close to the big name and. And also we found a lot more interest this year compared with the last year. So we're happy because we started this morning, we were thinking now is a real marathon for us because seven days, six days from morning to. To night, from eight to eight. But was very, very short time because we were working all the day with a lot of people. Okay. Not only new customer because it would be a dream. No, not the reality. But anyway a lot of interest, a lot of friends and was very, very positive. I hope it will last for the whole week so I can work without bit tiring. This is very important for us.

[Rob]

Well, it's good to hear that. It's energizing to have so many people coming by the stand. I mean it is a great location because we're only a couple of minutes walk from Plexpo. So so different from Hedge and EV when we had people traveling across town and having to dedicate days to each particular fare. Now you've got journalists, collectors and retailers alike able to pop from one location to the other and everyone's more relaxed, right?

[Andrea]

Exactly. And also for the customer, I mean I met just a customer that he was before he spent all the day in the Washington one. They said fantastic, we can have a meeting today, maybe I will come tomorrow and go there. And so before was impossible. And so I think also maybe many potential customers that they were thinking that a time to watch was too far from maybe they will come the next day. I'm very, very positive and very happy to be here.

[Rob]

So have you had any novelties on display for this fair?

[Andrea]

Sincerely speaking? Yes. I mean we introduced one month ago a new collection that 2001 that is a. We say we made this watch in the. In the 60s already we introduced again. No, was a very. This watch is linked to the squale history. Very very deep, deeply. Because for instance we introduced. We made this watch for Jacques Cousteau in the past. It was a gift of the Jacques Cousteau to the Calypso cruise in the past. And it was yes, something that we discovered in the last year thanks to a collector that gave us the original watch with engraving the. The Jacques Cousteau to one of the. Of the. Of the member crews of the. Of the Calypso. And so we made this watch again. And I see a lot of interest coming for this brand for this watch.

[Dave]

So for you to come to a fair, is it primarily for your retailers, agents and wholesalers and. Or media or even consumers?

[Andrea]

No, this show of despair is mainly for looking for new people and to meet our customer really. But business to business, sincerely speaking. And to look for new potential doors coming for instance, today we met some new potential customer. We signed something. We met some people that maybe we talk only by Google Meet or something like this. And we have the chance to meet them. And it helps a lot to meet the people not only talking or maybe to be by computer not a face. And I think this is the. The most important show of the year for us. We also. I don't know, we go to New York. We go so in. In. We were last week, last month in. In Germany, in Argenta. It's good, but nothing to compare with Geneva. So speaking.

[Dave]

That brings me back to my beloved Basel World. I was speaking to my dad on yesterday actually about before I came here. Your family have added many pages to the history book of the watch industry. How do you look back on the fact that Baselworld is not here and how do you compare it to the fairest today?

[Andrea]

I think it's a little bit to come back also in the sort of the past. Because time to watch. For instance, not watching Wonder is another. Is a. Is a show in a villa. Nothing to compare with the giant of Baselworld in the last year. Do you remember? I'm sure you remember the building was okay, crazy nice the steel, but with another approach to the market for my. And also if you Compare the last 10 years, you see also the big difference how the media increase in terms of important for the industry. And not only this and also the new people of the job. That is totally different from the past distributors. Now there are still many distributors. But now because of the media of the Internet everything you don't need anymore this big giant. From my point of view, you need a spot like this, a place like this. And it's more close to our business now. Much better I think.

[Rob]

Much more intimate, much more personally.

[Andrea]

That's why for instance you see now many new show in the world. The company are looking for not anymore the business to business, but B2C because now the people they want to see the watches and after they have the power to bring the watches in one market. So it's a different approach to the market. And I think this kind of show is more close to the real market now. It's not anymore. The Basel was very, very different from my point of view.

[Dave]

So you've been around quite some time, you've been around quite some time in the watch industry. Looking ahead, coming from the past too much. Well, what is your outlook for the coming five, ten years for the watch industry? And if you want to zoom in.

[Andrea]

For squad for squale, for what concerns quality, I think the. We want to be more global. So the squire was it's important for us to be in more countries because we are a brand with our back. But there are a lot of potential for us brand not only in terms of spending in some market, but in the global world. So this is what I'm looking for. Not to increase the sales in one market, but to have more market and in our portfolio for the watch industry. I think we'd be. I'm very happy that now the independent brands are coming back in the sun. There's not any more the big giant. Okay. They, they are, they must be because they catch the interest for the people. For the people. But now there are a lot of in new brands and not only build a different approach to the market. This will be the big fight for the future and also the good chance for the future, I think.

[Rob]

Which markets globally are you currently performing very well in and which ones would you like to perform better in?

[Andrea]

So I have one market that is zero, that is China.

[Dave]

Zero.

[Rob]

Zero. Wow, Dave.

[Andrea]

Thanks. God. Maybe because in the past it was very good man. Now so we would like to start a little bit more there. And also in the. We are also alive in Korea. We want to approach a little bit more Japan. The best market we have is United States. And we like to increase the United States because it is very good market mainly for the diving watch, for the sport watch. There's a lot of people interested in this kind of watching in the United States. And for what concern Europe. The north of Europe.

[Rob]

The north of Europe, Yeah. So England.

[Andrea]

England, Scandinavia.

[Rob]

Okay, okay. Very different exclusive market. I Reckon that you might do very well in Norway. They like a nice rugged wash.

[Andrea]

Yes.

[Rob]

Yeah. You just need the right representatives to.

[Andrea]

Understand we have to find the right people. Of course, it's not easy to find the right people.

[Rob]

No, but once you find them, they could be partners for life. Because it's not a huge market itself, but it's something that's worth exploiting.

[Andrea]

It's funny, but it's true. I mean, it's still. The work with the people are important, even if we talk about artificial intelligence, but all media. But anyway, the contact, the people you meet is very. Still the focus, very important for expanding the brand, to meet reliable people, good people, when you can start a good relation.

[Rob]

I mean, watches are an emotional product, aren't they? And without that humanness and that understanding, that ability to explain, then a lot of it is lost. Because otherwise people who aren't in the industry would just look at 10 watches and go, well, they're watches. What's the difference? What makes this one special? What makes that one more desirable than the other? Going back to the China situation, having basically no business in China, what's your strategy there? Because I was speaking to a Chinese brand, Atelier Wen. I don't know if you've heard of them. They're a luxury Chinese brand that have been around for the last few years, and they are famous for making guilloche dials and beautiful. Yeah, yeah, very affordable, about €3,000. But they also have no market in China, despite being Chinese. They sell well in Europe because the value proposition is well understood within our culture. And I spoke to their founder and he said, you know, our goal is to grow the reputation in Europe so that the Chinese market looks at it with prestige. Now, a lot of young emerging independents have a huge market share in the United States, or their share is huge.

[Alan]

In the United States.

[Rob]

But that doesn't seem to have the same cachet with the Chinese market. Do you plan on trying to boost the already healthy reputation of Skwal in Europe to target China, or do you have another strategy for getting back into China?

[Andrea]

China, you know, is very. For us is still far in a certain way in order to approach the culture is very. For instance, we have a good relation with our customer in Singapore. They are Chinese. I mean, they. The family is Chinese. We try together to open a market in China because I think they also have the mentality more close to them. This for me, can be a good approach, a potential approach. Now they try to open the market. They are building a company in China in order to help us to. To. To go in China. I think that of course now we. We try to be more active in terms of media with media partner revolution that they also are quite known in Asia and China. In order that maybe the echo of our watch arrived to. To China. But I think there are Chinese so they know better than us what work in China. And this is the big problem. We are a European company, Swiss company and we have our mental approach. It doesn't mean that is the right approach. That's why we have other people helping us. But they are from Singapore. They still are. I mean, they have a middle mentality. East, far Eastern, also West. I hope it will work. You will see in the future we will see.

[Dave]

One last bonus question. Maybe that will help our dear Asian listeners to grasp the brand Squal better and to know how epic you guys are. We obviously know the story. Just maybe shine a light on the heritage of Squall linking Van Buren and the obviously famous Blancpain cases into the mix, please.

[Andrea]

Yeah, it's very easy to answer because when Squale start working they were immediately committed to making diving case watch case made for diving. So because we have to think we go in the past, in the 50s where also the diving was not so easy and also not so popular at all with the starting point. So squale Mr. Von Buren attended the brand with the shark with the logo to mean that the watch is a real diver is a reliable case for diving. So the approach was very easy that Blancpain they were making diving watch the same approach. They asked Fumurant to make watches for them. And there are two different 50 fathom made by Squalano and. And the shark was at above 6 hours to check and that the watch the case is a real diver. In this case, the printing the shark, the logo shark means this watch is a real diver. Now you know the importance of the brand is nothing to compare with the past. In the past was important to make watches. Now is the brand more than before. So that's why I think it would be quite impossible now to have a Squale printed on a blend pain not more. And in the past it was possible.

[Dave]

So for our younger listeners that might have not encountered those Google themselves they exist. You'll see the co branded dials and cases with Blancpain and Squal. So if you know The Swatch Blancpain 50Fathoms. It's not new. It's been done already.

[Rob]

It's been done. One last opportunity. Do you have any questions for us?

[Andrea]

Okay. What about the whiskey? No, no. I'm very happy to be here again with you. Was the last. When the last interview was the first.

[Dave]

We did last year we did a full time episode. So if you love this episode, definitely scroll back. We did a full one hour with Andrea. Very much worthwhile listening to.

[Andrea]

Yeah.

[Rob]

Yeah. And we'd be honored to have you back again in the future.

[Andrea]

Yeah.

[Rob]

About the development.

[Andrea]

A lot of Chinese school farm.

[Rob]

Well, we look forward to having that discussion. Okay, well, thank you for your time. We wish you a great Esther.

[Andrea]

Thank you.

[Dave]

Grati.

[Alan]

Squal. Okay. Still the hardest watch brand to pronounce. Not because any of its many pronunciations are difficult, but because nobody knows what it is. Even in the conversation with people from the brand, they'll call it Squal. Squale. Squalo. You know, all throughout the conversation. You have no idea. I have no idea. What is it, Alan? Is it squal or is it squale? I think it's squal. But you know, whether you come down.

[Dave]

On it, we got schooled squalled by Andrea. It pains me to hear an Italian say it's a French word and he pronounces it as French. So it is unfortunately squal. I love Squale more. And this is a shout out to our Dutch colleagues, Manen van der Tight, the Dutch podcast. They have a running joke. They end every episode with Squale because Source is a big fan of Squale. But they can't have Andrea or anybody on the show because the podcast is in Dutch. I'm like, dudes, make an exception. Record one in English. So the Dutch actually love Squale a lot. But you know what, Rob? I'm going to stick to Squale because it's an Italian brand and they're infamous in Italy. I love the guy, I love the watches. I have one myself, the 1521 military. And it's not militar, but military. Love it. One of my favorite ones is the cola with our dear friend Roman Andre, where the shark actually jumps and takes a bite out of the minute hand. I think that this year they launched the Coralo NOS 2008. Great watch.

[Alan]

300P worldwide. Good luck getting one of those.

[Dave]

Yeah.

[Andrea]

Only.

[Dave]

Yeah. No, but you know, I love everything about it. If you don't know too much about the brand or you've missed the episode where Andrea sat down one hour with us, seek it out, find it or just google it. It's very interesting, the history both of the brand Squal, Squale and the history Von Buren and how Andrea's family became the owner of the brand.

[Andrea]

It's.

[Dave]

It's super interesting.

[Alan]

It is. It's a. It's a brand with very deep roots and, yeah, a lovely backstory, really. And the new Corallo is still available and it looks to be one of the best watches they've ever done, I think. I think it's got great character to it. I love the. The domed bezel and then the domed glass and how those two curves interact so perfectly together. I love the way that the Corallo typeface sits beneath the SQUAL logo, the little bent shark there. It's just a cool looking piece, a lot of fun. Less than €2,000 and, yeah, a brand which is beloved amongst real watch dudes. You know what I was thinking? You missed this because I had the interviewers in on my own during Time to Watch, as I made an absolute tit of myself talking to Sabine because I said, you want to have a look at that website of yours? It's a bit, you know, and she was like, when was the last time you went on the website? And I had to admit, I saw probably at six months and shot. We've changed it, we've brought it up to date, we've brought it into the 21st century. And, you know, obviously they knew that Zinn's website has long been a point of some amusement for us, but now they've updated it and it's all flashy and swanky and it works and it's really cool and modern and graphically led. I miss the old one. I missed the crap website now. I realized, I didn't realize it at the time, but I realized after the fact that it spoke of a sort of quality to the watches that, like, our watches are so good, our website can be this bad and it doesn't matter. And the Squirrel's got a little bit of that about the website, where it's like, yeah, does it really work? No, not really, but the watches do, so don't worry about that. And so Squirrel, don't change your website. Leave it as it is. I think that it perfectly expresses exactly where your focus is and the seriousness with which you take the brand. What are your thoughts on that?

[Dave]

I totally agree with you. I'm with you 100%. Don't make it too polished, don't make it too new, don't make it too flashy. Your brand is not either and doesn't need to be all good. For all of those that think they recognize Blancpain cases when you look at squall. You're 100% right, because they used to make the cases for Blancpain and the 50 Fathoms.

[Alan]

What a claim to fame that is, right? So let's keep our eyes on Squall. Let's. Let's do a TRTS special edition with him, shall we? Because I think that's something that the community would love. Let us know what you'd like to see from that by dropping us a line. Either our email address is Rob or alonherealtime show or via the Instagram handle herealtime Show.

[Dave]

Sam.