Time To Watches: White Star

Summary

Podcast Summary: The Real Time Show – "Time To Watches: White Star"

Podcast Information:

• Title: The Real Time Show
• Hosts: Rob Nudds & Alon Ben Joseph
• Episode: Time To Watches: White Star
• Release Date: June 7, 2025
• Description: Real questions. Real Answers. Real talk. The world's most interactive watchmaking podcast, hosted by Rob Nudds and Alon Ben Joseph.

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Introduction

In the June 7, 2025 episode of The Real Time Show, hosts Rob Nudds and Alon Ben Joseph delve into the captivating world of White Star Watches. Filmed live from Villa Saracen in Geneva during the Time To Watches 2025 event, the episode features an insightful conversation with Cedric from the White Star Company. The discussion centers around White Star's rich heritage, their latest watch models, design philosophies, and future ambitions in the Swiss watchmaking industry.

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Welcome and Setting the Scene

Rob Nudds opens the episode with a warm welcome from the picturesque Villa Saracen in Geneva, noting the sunny weather and the unique environment of the glass igloo:

Rob Nudds [00:06]: "And welcome to another edition of the Real Time show with me, your friendly neighborhood watchmaker, Rob Nudds. Calling in from the Villa Saracen in Geneva for the time to watches 2025 event."

Cedric, representing White Star, joins him, and the hosts humorously discuss the warm greenhouse environment:

Cedric [00:26]: "Hi, Herb, how are you?"

Rob Nudds [00:28]: "I am very well. We're both baking inside the glass igloo because the sun has been shining all day."

The light-hearted banter sets an engaging and personable tone for the episode.

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White Star Watch Company: A Legacy Revisited

Rob invites Cedric to provide an overview of White Star's storied history. Cedric recounts the origins of the company, founded in 1895 by Mr. Henry Weiss, a master watchmaker who transitioned from crafting pocket watches under his name to establishing the White Star brand. The company thrived through four generations until the late 20th century, when the advent of quartz and electronic movements prompted the last family member to wind down operations, maintaining a focus solely on mechanical watches.

Cedric [01:47]: "The company has been founded in 1895 by Mr. Henry Weiss... Still the crisis of the watch industry just before 1980... decided to stop and to go slowly with the brand because the quartz and electronic was not for him, because White watches, only mechanical watches, for sure."

Rob then inquires about Cedric's role in the company:

Rob Nudds [01:43]: "So give me a rundown of the company's history."

Cedric explains how he took over the brand two years prior, bringing his extensive 30-year experience from renowned groups like Swatch and Richemont. His vision involves revitalizing White Star through development, marketing, and establishing a strong public presence.

Cedric [02:49]: "I had the possibility opportunity to take this brand in my hands... after one year of activity about this brand, in terms of development, marketing strategy, we are now in the first contact with our public and this is very, very interesting."

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Goals at Time To Watches 2025

Rob probes into Cedric's objectives for participating in the Time To Watches 2025 event. Cedric articulates a multifaceted strategy aimed at brand expansion:

Cedric [04:13]: "We are looking for everything that means we are looking for people, buyers and also distributor, retailers and maybe investor. ...we have a lot of good feedback and the brand and watches are good success, for sure, very good success."

He emphasizes the ambition to elevate White Star's position within the Swiss watch industry over the next two years, leveraging their legacy and storytelling prowess.

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Showcasing the New Collection

Transitioning to the heart of the episode, Cedric presents White Star's latest offerings, highlighting the brand's dedication to reviving classic designs from the 20th century. He introduces three specific models, beginning with the emblematic Diagraphic model from 1951. Due to the discontinuation of the original movement, White Star engineered a new movement that mirrors the original's complications and functions.

Cedric [05:11]: "We have decided to start with the year 1950 with three specific models. ... we have developed a new movement in order to have almost exact same complication and function. We have seven functions and complications on this watch."

Rob expresses his fascination, noting the watch's uniqueness and precision:

Rob Nudds [06:24]: "This is very unusual because the secondhand tip, it's kind of like a. Well, it's a lollipop secondhand... extremely precise. Again, very nicely done."

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Detailed Features and Design

Cedric delves into the intricate features of the Diagraphic model, such as the unique day-night function and the sun and stars indicator system:

Cedric [06:31]: "At 12 you can see a small dial. ... the sun is turning... three stars appearing showing that the night is coming."

Rob and Cedric engage in a playful comparison of their UV lamps, adding a touch of humor to the technical discussion.

The conversation progresses to the Neographic model, a moon phase watch with a distinct sunray dial:

Cedric [07:40]: "This is the second model is Neographic. ... we have a very specific sunray dial with a right balance."

Rob commends the watch's design and craftsmanship:

Rob Nudds [09:20]: "They are absolutely laser sharp, no buttery edges, A completely even light bend around every surface. Quality is superb."

The third model, Uni Graphic, is introduced as a freehand model featuring a constellation of stars illuminated by a UV lamp:

Cedric [10:22]: "This is a blue model with a constellation of stars. If you use a UV lamp, you will see."

Rob praises the innovative design of the seconds hand, likening it to a "lollipop secondhand" with an intricate star pattern.

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Pricing and Market Positioning

Cedric outlines the pricing structure for the new models, positioning White Star as a small independent brand with competitive pricing and high-quality craftsmanship:

Cedric [09:38]: "For this Neographic, we are between 2003 or 500 Swiss francs."

Cedric [09:49]: "the Diagraphic is between 4 and 5,000 Swiss francs. We have the gold model in 18 carat with a small diamond on the crown which is at 22,000 Swiss francs."

Rob acknowledges the brand's positioning, highlighting the balance between affordability and premium features:

Rob Nudds [10:06]: "So it's not a micro brand, it's a small independent with proper pricing and proper, proper complications and excellent, excellent finishing."

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Host and Co-host Perspectives

As the episode progresses, Alon Ben Joseph (referred to as Host 1) shares additional insights and critiques about White Star Watches. He compares the brand to other notable names in the industry, discussing the aesthetic and functional aspects:

Alon Ben Joseph [13:47]: "The diagraphic I think looks great... It could have been an Oris, it could have been a Volcan, it could have been a Nevada Grenchen."

He elaborates on the brand's unique DNA and character, drawing parallels to the steampunk-esque universe inspired by The Golden Compass:

Alon Ben Joseph [14:20]: "It has that kind of vibe to it... I get a real sense of the world in which this brand exists... there's a lot that can be done here."

Rob concludes his segment by expressing admiration for the watches and extending an invitation for further exploration:

Rob Nudds [12:31]: "I'm impressed. And I'm gonna have to come and spend more time at your booth to study the remainder of Pleasure."

Alon further emphasizes the brand's potential and encourages listeners to engage with White Star:

Alon Ben Joseph [18:34]: "I am literally oblivious and I'm digesting this content like a watch collector... We would love to hear your opinion about White Star."

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Concluding Remarks

Rob wraps up the episode by thanking Cedric and expressing hope for future in-depth discussions:

Rob Nudds [12:39]: "So we're going to wrap up the episode there. It was really nice to meet you, Cedric... I wish you a successful end to time to watches."

Alon reinforces the call to action, urging listeners to visit White Star's website and share their thoughts on the brand.

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Key Takeaways

• Heritage and Revival: White Star Watches boasts a legacy dating back to 1895, with Cedric spearheading its revival to honor traditional mechanical watchmaking amidst modern challenges.

• Innovative Designs: The latest collection features meticulously crafted models like the Diagraphic, Neographic, and Uni Graphic, each blending classic aesthetics with contemporary functionality.

• Competitive Pricing: Positioned as a small independent brand, White Star offers high-quality, complication-rich watches at competitive price points, appealing to enthusiasts seeking both value and craftsmanship.

• Future Ambitions: Cedric aims to expand White Star's presence in the Swiss watch industry through strategic partnerships, distribution channels, and continued innovation.

• Host Endorsements: Both Rob Nudds and Alon Ben Joseph commend White Star's dedication to quality and design, highlighting its potential to resonate with a broad audience.

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Notable Quotes

• Rob Nudds [00:06]: "And welcome to another edition of the Real Time show with me, your friendly neighborhood watchmaker..."

• Cedric [02:49]: "...after one year of activity about this brand, in terms of development, marketing strategy, we are now in the first contact with our public and this is very, very interesting."

• Rob Nudds [09:20]: "They are absolutely laser sharp, no buttery edges, A completely even light bend around every surface. Quality is superb."

• Alon Ben Joseph [14:20]: "...I get a real sense of the world in which this brand exists and I think there's a lot that can be done here."

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Conclusion

This episode of The Real Time Show offers an in-depth look into White Star Watches, blending historical context with modern innovation. Through Cedric's passionate insights and the hosts' expert evaluations, listeners gain a comprehensive understanding of White Star's current offerings and future trajectory in the competitive landscape of Swiss watchmaking.

Transcript

[Host 1]

Foreign.

[Rob Nudds]

And welcome to another edition of the Real Time show with me, your friendly neighborhood watchmaker, Rob Nudds. Calling in from the Villa Saracen in Geneva for the time to watches 2025 event. I'm joined by Cedric from the White Star Company and we are about to learn about his watches, about the novelties, and about his experience of the fair so far. Welcome, Cedric.

[Cedric]

Hi, Herb, how are you?

[Rob Nudds]

I am very well. We're both baking inside the glass igloo because the sun has been shining all day.

[Cedric]

Exactly.

[Rob Nudds]

And we're in a little greenhouse.

[Cedric]

We're going to melt.

[Rob Nudds]

There's some ice right next to you, which you can put that on the back of your shirt.

[Cedric]

But for the moment, it's okay. Maybe in the next 20 minutes, I don't know. But right now, okay, if the recording.

[Rob Nudds]

Suddenly stops, one of us has passed out. But don't worry, we have medical attention on site.

[Cedric]

Oh, great.

[Rob Nudds]

So, Cedric, you've been showing your watches just around the corner from the villa in the Anne. Now, that annex is known for having excellent light. Actually, that's what everyone says. All the journalists say that it's very easy to photograph the watches in that area. The villa, of course, less so because it's much more enclosed and a historic building. How have you found the reception to your pieces being shown in that environment in the annex?

[Cedric]

Okay, for the moment, it's very great because, you know, this is our first exhibition and we had no idea about how people will see and feel our new brand and new watches. But for the moment, right now, we are very happy because we have a lot of good feedback and the brand and watches are good success, for sure, very good success. We are very happy.

[Rob Nudds]

So give me a rundown of the company's history.

[Cedric]

Okay. The company has been founded in 1895 by Mr. Henry Weiss. He was a watchmaker before to become a master of watchmaker. And he signed the first watches, pocket watches, at this moment with his own name or device before to create the company Y star watch in 1895. And this family had four generations. Still the crisis of the watch industry just before 1980. And at this moment, the last member of this family, a little bit old, without any children, he decided to stop and to go slowly with the brand because the quartz and electronic was not for him, because white watches, only mechanical watches, for sure.

[Rob Nudds]

Okay, and when did you get involved?

[Cedric]

When? Myself?

[Rob Nudds]

Yeah.

[Cedric]

Yeah, two years ago. I had the possibility opportunity to take this brand in my hands. And it was very great for me because, you know, I come from the same town, l' Argo de Fonds. Not the same year for sure, fortunately. And it was a great opportunity for me because I spent 30 years in the watch industry. I've been working for swatch group for seven years and Richemont group for 12 years. And it was great to work for specific company like Piaget and some others. But at this moment it was the opportunity and the possibility to have my own brand and to see something completely different is to be in the other side of the activity. And this is great for me because after one year of activity about this brand, in terms of development, marketing strategy, we are now in the first contact with our public and this is very, very interesting.

[Rob Nudds]

What were your goals when you came here to Geneva for this event? Was it to simply get feedback from everybody that visited your booth? Or was it to find retail partners? Was it to establish relationships with media? Or was it to actually sell watches to the end consumer?

[Cedric]

My reply will be very simple. We are looking for everything that means we are looking for people, buyers and also distributor, retailers and maybe investor. Why not? Because we have to develop this brand in another dimension, which is very important for us because we have legitimacy, credibility, beautiful brand with a great storytelling. And we are very ambitious and we expect to do the best in the next two years in order to put his brand in the firmament, in the sky of the watch Swiss industry.

[Rob Nudds]

Well, I wish you all the best in that pursuit. Let's talk about the novelties that you're showing today at the fair or throughout this week. Should I say you have a few watches with you? Would you be kind enough to describe some of them to me and let me have a look.

[Cedric]

In fact, just before I have to explain the philosophy of the brand we have. We have a great. How to say that a great history and many, many pieces has been produced by this brand during 20th century. And the idea, the concept of the brand is to go back in the past and to discover the nicest watches they have produced during Belle Epoque, Art Nouveau, Art Deco, Disco, Flower power. Many, many years in the 20th century. And at this moment we have decided to start with the year 1950 with three specific models. While the third model is emblematic. This is a diagraphic model created in 1951. And for this new edition we had to create a new movement because the movement, original movement, disappeared for sure after so many years. And we have developed a new movement in order to have almost exact same complication and function. We have seven functions and complications on this watch.

[Rob Nudds]

May I take A look?

[Cedric]

Yeah, for sure.

[Rob Nudds]

I'm really intrigued by this. Okay, thank you very much. Please go ahead.

[Cedric]

At 12 you can see a small dial. And here we have the day of the week combined with the day night function. That means the sun is turning. And when it is exactly at the line with the day, we know that it is Monday or Tuesday or Wednesday, for example. And this is the day. During the evening, late in the evening, the sun disappeared. And we have three stars appearing showing that the night is coming. And early in the morning the sun. The stars are disappeared. And we have again the sun indicating the exact day. I have a uv. UV lamp, if you prefer.

[Rob Nudds]

Sorry.

[Cedric]

As you see. Uv. Okay. Wow. You have everything we can prepare. You are specialist. But mine is nicer than your.

[Rob Nudds]

Oh yeah, yours is much nicer than mine. We're doing that classic watch nerd thing where we're comparing UV lamps. It's a very strange male fascination. Go on then. Let me have a go on yours. Okay, come on. Yours bigger than mine. Thank you very much.

[Cedric]

There you go.

[Rob Nudds]

Often. Carry on, please. Synchronic.

[Cedric]

Okay, this is the first model, the most emblematic for us. The second model is Neographic. This is a moon phase with day night function. The date and the Crown are at 2 o' clock. And we have a very specific sunray dial with a right balance. You can see from the back. Because at the beginning I'm jeweler and for me it was very important to go as deep as possible in terms of quality and design. Every square millimeter has been sought. We made a lot of prototype in order to find the right shape. About every component of the case, for example, and the back case and every other component. And this Neographic has been created in 1958 with more interpretation because the previous model diagraphic is almost identical. This one has more interpretation.

[Rob Nudds]

This is a very strange thing to observe because it is unlike anything I've ever seen before. But it feels like I've seen it before, which I've always said being fresh and familiar, that's the way I describe it frequently in my articles. Is. Is the goal really of a novelty? It should be new, but it shouldn't be jarringly so. I think what is maybe unusual about this is it's a very classically styled case, but extremely precisely machined. Gorgeous transitions from the finishing, from the polishing to the brushing.

[Cedric]

Exactly.

[Rob Nudds]

They're absolutely laser sharp, no buttery edges, A completely even light bend around every surface. Quality is superb. Wow, I am impressed. Yeah, these are very, very, very nice watches. And what's the price point for these.

[Cedric]

For this neographic, we are between Swiss francs is okay for you?

[Rob Nudds]

Yeah, totally fine.

[Cedric]

This is between 2003 or 500 Swiss francs. Wow.

[Rob Nudds]

There's a lot of complications.

[Cedric]

For the money and the previous one, the Diagraphic is between 4 and 5,000 Swiss francs. We have the gold model in 18 carat with a small diamond on the crown which is at 22,000 cheese francs.

[Rob Nudds]

Okay.

[Cedric]

Okay.

[Rob Nudds]

So it's, it's not a micro brand, it's a small independent with proper pricing and proper, proper complications and excellent, excellent finishing. So thank you very much. Congratulations. It's very obvious. It's. It's definitely a product people will need to see in hand. I think it's very important.

[Cedric]

Exactly. Because yeah, if you don't have it in hand, it's difficult, very difficult to imagine. This is what we have seen that when we post some images on Instagram or LinkedIn we have to make a lot of focus in order for the people to see all details. Because the details are well known in this watch. This is very important. This watch is the third model. This is uni graphic. This is a freehand model also with the crown at 2 o' clock. And this one is a blue model with a constellation of stars. If you use a UV lamp, you will see.

[Rob Nudds]

Huh. Wow. Okay. The entire constellation blazes to life. Is there lume in the star on the tip of the seconds hand as well?

[Cedric]

Yep.

[Rob Nudds]

Wow, that's nice.

[Cedric]

You can see the small stars on the second hand moving. Yeah.

[Rob Nudds]

This is unusual because the secondhand tip, it's kind of like a. Well, it's a lollipop secondhand in terms of layout. But the lollipop itself is actually a star. But rather than just being an outline of a star that's infilled with liquid lume from the back, it is a star with a star within it. And so it's the outline of a star that is glowing in the dark so it comes across. Extremely precise. Again, very nicely done. I'm getting as close to it as I possibly can without a loop and it looks like flawless application. So again, very well done. And what's the price of this piece? Closed case back on this one with a nice deeply. Oh, is this engraved or embossed?

[Cedric]

It's engraved.

[Rob Nudds]

Engraved. Okay, that explains it.

[Cedric]

In order to have the right quality as possible.

[Rob Nudds]

Yeah, okay. Yeah, that's really obvious. The depth of it is superb. The depth of the case back logo with a really cool. Well, it's an eight pointed star or should I say two four pointed stars overlaid one another with a W in the middle of them. That's the logo. And the word mark appears on the other side of the dial. Slightly curved above or in between 12 and center. Really, really fantastic stuff.

[Host 1]

I'm.

[Rob Nudds]

I'm impressed. And I'm gonna have to come and spend more time at your booth to study the remainder of Pleasure.

[Cedric]

You will be welcome.

[Rob Nudds]

So we're going to wrap up the episode there. It was really nice to meet you, Cedric. I hope that we can get you back on the Real Time show for a full one hour episode so we can dive deeper into your history and also the future of White Star Watch. Thank you. And I wish you a successful end to time to watches.

[Cedric]

Thank you a lot, Rob. Thank you.

[Host 1]

All right. Sailing into town. A brand I know you've not had any exposure to in the past, Alan. So asking you what you think of it is a bit of a stretch. But I will tell you what I think about it straight off the bat. White Star Watch company, incredible product. Maybe not everyone's cup of tea stylistically. Totally understand that if it's not your thing. But I have to say, everything comes together really, really well. Extremely wearable, I think. Very classic in most cases. Couple of things here and there. I would maybe change if I'm being ultra picky. But specifically, the diagraphic model is really, really top stuff. So you've not had them in hand? I have. I think the quality is great. What do you think looking at this brand from afar?

[Herb]

So I. I've said this several times now that I am bummed out. I missed interviews. White Star actually was very high on my list because I've never seen one. Not vintage, not new. I honestly did not know they were revived. And that begs the question, are they revived? Were they always running? The diagraphic I think looks great. That being said, it could have been an Oris, it could have been a Volcan, it could have been a Nevada Grenchen. And I don't mean this disrespectfully, but you see that they push the envelope a bit. What I like about the moonphased diagraphic is that they have these little balls as day indicators running over the sun, moon, disc or whatever that is. It does have its own character and it's not a one model brand. The neographic also very much resonates with me. The unigraphic could be a Tissot, a Union, a Certina, which spoke about the Volcan Grand Prix. It could have been all of those. But two out of three have their own DNA and character. Now have you seen the neographic rob? For 27 and a half Swiss francs and is it expensive? Is it worth the money or do they punch above their weight? And have they been relaunched or have they always been going since 1895?

[Host 1]

I believe there was a period of, shall we say, dormancy? Dormancy, yeah. But 130 years of traceable history at the very least is still quite impressive. And I think a lot of the know how accrued over those decades is on display with the execution of the NEO graphic. Now I don't like the style layout very much. This is one thing that I would steer clear of. I think that it's, it's ambitious. I don't think this one lands as well as the diagraphic. And if I had my way with a diagraphic I would do a non moon phase version because I think the black dial cleaned up without that moon phase with a full 12 o' clock indicator would look absolutely gorgeous. The neographic 2,900 francs. I think you can't quibble with the price of these pieces to be fair because of the way that they are made. You may not like the aesthetic and like I said, this one wouldn't be for me, but they are worth the money. They are an interesting brand to be operating at this price point because you can get a lot of much better known stuff at that price and lower. You can also get a lot more experimental, subtle or interesting stuff at that price point or lower. But what they do do well is they, they have this slightly out of the box take on classical watchmaking that will very much have an audience. You can just feel it, you know, this makes me think, it makes me think of the Golden Compass movie or his Dark Materials by Philip Pullman. What was it called? The first one, Northern Lights, Subtle Knife in the Amber Spyglass, that trilogy of kids books where they exist in a kind of steampunk esque future. It has that kind of vibe to it. To me it's the kind of thing I could imagine an airship pilot wearing sea docked with a skyscraper in, in an alternate future. So I can, I get a real sense of the world in which this brand exists and I think I get the sense of transportation maybe because the name makes me think of Titanic and I get a sense of like new technology at the dawn of its understanding. Like I see telescopes, I see Newton's cradles, I see navigational instruments like sextants or you know, old maps laid out on a table and ink wells and whatnot that's the kind of vibe I get from this. And I like that. I like the way that it can communicate a whole universe to me without doing that much. That's wild. And also in the case of the neographic, doing something I particularly like. So I like the sense that I get from the whole collection. I like the sense that I get from the watches, even though each individual watch is not for me. Although I am so in on the diagraphic and think that there is so much potential with that line to be even better, that I'm going to keep a very close eye on the White Star watch company and actually, I think, you know, reach out to them and see if they want to work on some stuff together because I think there's a lot that can be done here.

[Herb]

Interesting. And thank you for those insights because it's cool. I have now experienced what our listeners experience, so I am literally oblivious and I'm digesting this content like a watch collector. So thank you, Rob. And I definitely agree with you that there could be some synergy, especially if you interact with them. So, dear listeners, we would love to hear your opinion about White Star. And if you don't know anything, check their website.

[Rob Nudds]

It.