Podcast Summary: The Real Time Show

Episode: Wakey, Wakey! Awake's Lilian Thibault Shares A Watchmaking Message For The Future
Release Date: January 19, 2025
Hosts: Rob Nudds & Alon Ben Joseph
Guest: Lilian Thibault, Founder and CEO of Awake

Introduction

In this engaging episode of The Real Time Show, hosts Rob Nudds and Alon Ben Joseph welcome Lilian Thibault, the visionary founder and CEO of Awake, a progressive watchmaking brand. The conversation delves deep into Lilian's journey in the watch industry, Awake's unique philosophy, innovative collaborations, and future aspirations.

Lilian Thibault’s Journey into Watchmaking

Discovering Watch Enthusiasm (02:28)
Lilian shares his longstanding passion for watches, spanning over two decades. His fascination ignited during a lunch meeting in 2003 when he first encountered an exquisite timepiece. This moment transformed his perception, leading him to establish his own studio and immerse himself in the intricate world of watchmaking.

Founding Awake with Purpose (05:50)
In 2018, faced with the impending arrival of twins, Lilian's concerns about the future and environmental sustainability inspired him to create Awake. He envisioned a brand that transcended conventional watchmaking by embedding deep values and a message of awareness and appreciation for the world's beauty.

Lilian Thibault (05:59): "The mission is in the name—raising awareness of what's truly important in life. How we connect with time and what we do with our own time is crucial."

Awake’s Philosophy and Mission

Embracing Sustainability and Innovation (02:28 – 05:50)
Awake was born from Lilian’s desire to create a watch brand that not only tells time but also serves as a symbol of sustainability and mindfulness. By utilizing recycled materials, Awake aims to highlight the beauty and fragility of the world, encouraging wearers to appreciate the present moment and the environment.

Balancing Technology and Humanity (07:03)
Lilian addresses the paradox of using digital platforms to promote a message that advocates for reduced digital dependency. He emphasizes the importance of leveraging technology responsibly to spread Awake’s mission.

Lilian Thibault (07:03): "We have to use social media in the right way—pulling the message where they are, hoping it makes people reconsider their digital habits."

Innovative Collaborations: NASA Partnership

Breaking New Ground with NASA (08:46 – 11:46)
One of Awake’s most notable collaborations is with NASA. Lilian explains how Awake integrated an NFC chip into sapphire glass, connecting the watch to the International Space Station (ISS) cameras. This partnership allowed wearers to experience live views from space, blending mechanical watchmaking with cutting-edge technology.

Lilian Thibault (08:46): "We were the first to use an NFC chip in sapphire glass to connect to the blockchain, providing access to ISS cameras—a unique blend of tradition and innovation."

Process and Approach (09:32 – 11:46)
Lilian details the collaborative process with NASA, highlighting the uniqueness of their approach compared to other brands. Awake’s goal was not merely to adorn watches with NASA logos but to create an immersive experience that underscores the brand’s commitment to innovation and environmental appreciation.

Rob Nudz (11:46): "You've succeeded in creating the most stunning collaboration I can remember NASA ever doing. Integrating the experience of viewing Earth from space into a watch is truly remarkable."

Evolution of Awake’s Collections

From Recycled Materials to Mechanical Mastery (12:57 – 18:18)
Lilian recounts Awake’s transition from using recycled fishing nets in their first collection to developing sophisticated mechanical watches. The shift was driven by a desire to enhance horological excellence while maintaining the brand’s core values of sustainability and innovation.

Lilian Thibault (12:57): "Our first watch made from recycled fishing nets was about turning environmental threats into sustainable materials. But as we grew, so did our aspirations towards more horological excellence."

Introduction of Son Mai Technique (37:58 – 47:09)
The new Sommeil collection showcases the Son Mai technique, a traditional Vietnamese lacquer method enhanced with modern innovations. This painstaking process involves multiple layers of lacquer and silver leaf, resulting in dials that play with light and color in unprecedented ways. The technique honors craftsmanship while pushing the boundaries of watch design.

Lilian Thibault (37:58): "With Son Mai, we blend traditional Vietnamese lacquer with innovative techniques, creating dials that are not just visually stunning but also deeply connected to our brand’s mission."

Personal Insights and Passion for Watchmaking

Lilian’s Watch Collection (29:24 – 35:25)
Beyond his professional endeavors, Lilian is an avid watch collector. He shares his journey from iconic pieces like the Rolex Daytona to more unique timepieces such as the Patek Philippe World Time Enamel Cloisonne. This personal passion fuels his dedication to creating watches that resonate emotionally with wearers.

Lilian Thibault (29:24): "My collection reflects my journey—from must-have icons to unique pieces that tell a story. It’s about connecting with the wearer on a deeper level."

Balancing Multiple Ventures (22:18 – 28:21)
Lilian discusses his ability to manage multiple projects simultaneously, attributing his success to focused time management and a commitment to adding value to each venture he undertakes.

Lilian Thibault (28:21): "It's all about using your time in the right way—being focused and bringing value to every project I handle."

Future Plans and Growth Strategies

Expanding Presence and Distribution (53:37 – 54:01)
Looking ahead, Awake aims to balance limited editions with core collections to ensure sustained availability and brand presence. Lilian outlines strategies to increase retail partnerships selectively and participate in more watch shows to enhance brand visibility.

Lilian Thibault (54:01): "We aim to be more present in retail, but selectively—partnering with those who truly resonate with our mission and can effectively communicate our story."

Sustaining Innovation (54:01 – End)
Awake plans to continue exploring new materials and techniques, ensuring each collection aligns with their foundational values. Lilian emphasizes the importance of consistency and long-term vision in establishing Awake as a lasting and respected name in watchmaking.

Lilian Thibault (54:01): "Our goal is to maintain innovation while staying true to our mission. Awake of 2025 is just the beginning—we're building a legacy that will endure for decades."

Conclusion

This episode of The Real Time Show offers a comprehensive look into Lilian Thibault’s inspiring journey with Awake. From sustainable beginnings to groundbreaking collaborations and a relentless pursuit of horological excellence, Lilian embodies the spirit of innovation and mindfulness. Listeners gain valuable insights into the intricate balance between tradition and modernity, personal passion, and strategic growth—all driving forces behind Awake’s distinctive presence in the watchmaking world.

For more information about Awake and their unique timepieces, visit awakewatches.com.

Stay tuned to The Real Time Show for more in-depth conversations with leaders and innovators in the watchmaking industry. Until next time, keep appreciating the beauty of time.