Podcast Summary: The Real Time Show – "Time To Watches: Zeppelin"

Release Date: June 16, 2025
Host/Authors: Rob Nudds & Alon Ben Joseph
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 "Time To Watches: Zeppelin" episode of The Real Time Show, hosts Rob Nudds and Alon Ben Joseph engage in an insightful conversation with Natalie Burke, Managing Director of Pointek. The discussion delves into Pointek's unique portfolio of watch brands, their design philosophies, market strategies, and future prospects. [00:00 - 13:44]

Pointek’s Multi-Brand Strategy

Overview of the Three Brands

Natalie Burke introduces the trio of brands under Pointek: Zeppelin, Bauhaus, and Ruler. She explains the genesis and evolution of each brand, highlighting the strategic acquisition and development that led to the current portfolio.

"We started with the development of the brand Zeppelin in 2002 and then in 2019 we took over a production facility based in Ruler... a Bauhaus building." [00:06 - 00:23]

• Zeppelin: Inspired by the era of airships, featuring intricate designs reminiscent of Zeppelin airships. The 100 Year Series exemplifies this with unique case constructions resembling airship structures.
• Bauhaus: Reflects the classic and functional design principles of the Bauhaus design school in Dessau, emphasizing form following function.
• Ruler: Revived due to significant interest and heritage, adding diversity to the brand lineup.

Unified Management and Production

All three brands operate under Pointek’s management, emphasizing a cohesive family-run business model.

"We are a family business. Our headquarters in Munich and our production facility is in Ruler." [01:19 - 01:31]

Rob Nudds probes the rationale behind managing multiple brands, and Natalie clarifies that the primary driver is design differentiation rather than targeting varied price points or demographics.

"Basically it's the design. So each brand has its own design." [01:40 - 01:44]

Design Philosophies and Inspirations

Zeppelin

Zeppelin watches draw inspiration from airships, incorporating design elements that echo the historical significance and architectural nuances of Zeppelin airships.

"You have a lot of details in the watches that remind on this history." [02:00 - 02:04]

Notable are the rings on the side of the case and the unique construction that mimic the structure of airships.

Bauhaus

Bauhaus embodies the minimalist and functional aesthetics of the Bauhaus school, focusing on classical and functional design where form meets function seamlessly.

"It's a very classical design, classical and functional design with a concept form for this function." [02:30 - 02:35]

Ruler

Ruler caters to an existing customer base familiar with the brand. The introduction of Ruler adds depth to Pointek’s offerings, addressing specific preferences and interests.

"A lot of people asked us or that still knew the brand or the name Ruler... so there was a lot of interest." [02:55 - 03:00]

Price Points and Movement Details

Pricing Strategy

All three brands maintain similar pricing structures, ensuring accessibility without compromising on quality.

"Our core price range is in between 300 to 600 Euro." [03:02 - 03:15]

Additionally, select models, termed "talking pieces," are priced above the core range, catering to enthusiasts seeking unique timepieces.

Watch Movements

Pointek employs a mix of Swiss and Japanese movements across its brands:

• Entry-Level: Utilizes Ronda (Swiss) and Miyota (Japanese) movements for quartz watches, ensuring reliability and affordability.
• Mid to High-End: Features Sellita movements, including three-hand automatics and Regulateur movements, priced at €599 retail. Automatic chronographs are also available within this tier.

"In the entry price level we are using Swiss movements from Ronda for the quartz watches and Miyota... for the automatic watches... with the three hand automatic movement from Sellita." [03:15 - 03:56]

Rob expresses surprise and approval at the competitive pricing of high-quality movements.

"I did hear you correctly. That's pretty good." [03:56 - 04:00]

Company Background and Heritage

Legacy and Evolution

Pointek, established in 1987, has a rich history in watchmaking, initially launching with the Poyntag brand. The transition to Zeppelin in 2002 coincided with a surge in popularity for pilot watches, aligning with the company's strategic vision.

"The company was founded in 1987... started with Poyntag... in the year 2002, pilot watches got more." [06:44 - 07:18]

Second-Generation Leadership

Natalie Burke, as the second-generation leader, emphasizes the continuity and evolution of the family business, steering it towards innovation while honoring its heritage.

"I'm also part of the family and I'm the second generation. So I'm managing director of this company." [08:09 - 08:23]

New Releases and Innovations at Time To Watchers 2025

Zeppelin’s New Models

Pointek unveiled several novelties at the Time To Watchers event:

• Captain's Line: Introduces Ultramarine, a deep dark blue achieved through multiple layers of lacquer, giving the dial a rich, almost purplish hue.
• Skeleton Watches: Adds a new dimension to Zeppelin's portfolio, catering to enthusiasts who appreciate intricate mechanical designs.
• Automatic Watches: Features simplistic designs with a 40mm case diameter, targeted towards younger demographics, priced attractively at €279.

"We have some new models... new color which is called ultramarine... we have the feeling that younger people prefer this kind of style." [04:06 - 05:30]

Rob is keenly interested in these new releases, particularly the skeleton and automatic models, recognizing their potential appeal.

Target Demographics and Market Strategy

Customer Profile

Pointek targets a broad adult demographic, primarily aged 30 to 60 years. The company’s philosophy centers on offering high-quality watches at reasonable price points, ensuring wide accessibility.

"Our target is really to produce high quality watches at a quite Reasonable price point for the end consumer." [05:55 - 06:02]

Rob concurs that the age range is broad, a sentiment echoed by the podcast’s dialogue.

Market Reach and Expansion

While Germany remains the primary market, Pointek has expanded its distribution across Europe. The company is actively seeking to penetrate international markets, leveraging events like Time To Watchers to forge new partnerships and attract global customers.

"Our main market is Europe... the goal also to go even further and develop... more markets for all the brands." [08:43 - 09:21]

Industry Insights and Personal Reflections

Natalie’s Passion for Watchmaking

Natalie shares her personal connection to watchmaking, highlighting her role as both a professional and enthusiast. She emphasizes the importance of individual design and brand identity, drawing inspiration from esteemed brands while maintaining Pointek’s unique vision.

"We design our own individual design... stand behind your brand. So yeah, and I'm passionate about this." [10:45 - 11:28]

Inspirations and Quality Standards

When probed about inspirations, Natalie cites prestigious brands like Cartier and Patek Philippe, acknowledging their craftsmanship and design excellence. She underscores Pointek’s commitment to maintaining high-quality standards, comparable to top-tier brands.

"There are some, like Cartier, like Patek Philippe... a lot of nice watches around in the industry." [11:54 - 12:08]

Wearable Examples

Natalie showcases a personal favorite from Pointek’s collection—the Friedrichshafen ladies' watch, highlighting its intricate embossing and design elements that reflect Zeppelin’s airship heritage.

"I wear a new design from this year, so it's a ladies watch... really nice embossing on the dial and also diamentation around the opening for the balance wheel." [12:17 - 13:02]

Rob expresses keen interest in Pointek’s collections, promising to explore the brands further at the event.

"I'm really keen to learn about the other brands as well. So thank you, Natalie, for your time." [12:59 - 13:44]

Post-Interview Analysis and Community Engagement

After the in-depth interview, hosts Rob and Alon provide additional commentary, expanding on Pointek's brand structure and market positioning.

Comparative Analysis

Alon compares Pointek’s multi-brand strategy to that of other industry players like CDM Lec and Guillaume Ladet's brands, noting the streamlined operations and cohesive brand management as competitive advantages.

"Working with one company for four brands like this is much more straightforward than working with four different brands." [16:23 - 20:50]

Quality Assurance and Manufacturing Insights

The discussion touches upon manufacturing practices, highlighting the balance between Asian manufacturing for cost efficiency and European finishing for quality assurance. Alon emphasizes the importance of maintaining high standards through meticulous finishing processes.

"If you pursue this strategy... you’re going to get a good quality product for a much better price than you would expect." [17:52 - 18:35]

Consumer Perspectives and Community Feedback

Rob and Alon invite listeners to share their opinions on Pointek’s multi-brand approach, fostering community engagement and encouraging discussions within the Real Time Show community.

"Dear Listener, do you like the fact that one group, producer, manufacturer, entrepreneur has more brands and intertwines them as much as Pointek does?" [20:50 - 21:44]

They express eagerness to hear diverse viewpoints, underscoring the value of listener feedback in shaping future discussions.

Conclusion

The "Time To Watches: Zeppelin" episode offers a comprehensive look into Pointek’s strategic brand management, design philosophies, and market approaches. Natalie Burke’s insights reveal a company deeply rooted in heritage yet forward-looking in its innovations and expansions. The episode not only highlights the intricate balance between maintaining brand identity and achieving market flexibility but also invites the watchmaking community to engage in meaningful discourse.

Listeners are left with a nuanced understanding of how Pointek navigates the competitive landscape of watchmaking through its diverse brand portfolio, commitment to quality, and strategic market positioning.

Notable Quotes

• Natalie Burke [00:06]: "We started with the development of the brand Zeppelin in 2002 and then in 2019 we took over a production facility based in Ruler... a Bauhaus building."

• Natalie Burke [01:40]: "Basically it's the design. So each brand has its own design."

• Rob Nudds [03:56]: "I did hear you correctly. That's pretty good."

• Natalie Burke [05:55]: "Our target is really to produce high quality watches at a quite Reasonable price point for the end consumer."

• Natalie Burke [11:54]: "There are some, like Cartier, like Patek Philippe... a lot of nice watches around in the industry."

• Rob Nudds [12:59]: "I'm really keen to learn about the other brands as well. So thank you, Natalie, for your time."

This detailed summary encapsulates the essence of the "Time To Watches: Zeppelin" episode, providing listeners with a thorough understanding of the discussion and insights shared by Natalie Burke on Pointek’s multi-brand strategy and watchmaking ethos.