About this episode

Ariel Adams interviews Frederic Gasser about B.R.M's journey in the American watch market and the importance of niche branding.

New day, same great conversations. Catch new episodes of SUPERLATIVE every Wednesday! In this episode of SUPERLATIVE, aBlogtoWatch founder and our host Ariel Adams sits down with Frederic Gasser, President of B.R.M North America, to discuss the unconventional story of bringing the French motorsport inspired watch brand to the United States. Frederic shares how a phone call, a handful of watches, and an unexpected first sale helped launch B.R.M in America, eventually leading to early opportunities with Neiman Marcus and retailers across the country. He also explains how B.R.M translates the colors, materials, mechanics, and energy of the racetrack into its watches, why the brand has remained committed to its distinctive racing identity, and how customization has helped build a passionate collector base. The conversation also explores the changing realities of the American watch market, from the growing influence of major brands over retailers to the challenges independent companies face in traditional wholesale. Frederic discusses B.R.M’s shift toward direct relationships with collectors, bespoke watches, and creative collaborations, while sharing why smaller brands need to stay…

People in this episode

Host: Ariel Adams

Guest: Frederic Gasser

Topics covered

• watch industry
• motorsport
• American retail
• niche marketing
• customization
• independent brands

Keywords

• B.R.M
• watches
• motorsport
• American market
• retail
• customization
• independent brands

Mentioned in this episode

Organizations: B.R.M North America, Neiman Marcus

Places: United States, France

More episodes of Superlative

• Thomas Baillod On Challenging Swiss Watchmaking Traditions At BA111OD · July 8, 2026 · 1h 5m
• Nathan Clapp Of Wraven Labs On Designing For True Watch Enthusiasts · July 1, 2026 · 1h 4m
• Sylvain Berneron On Watch Design Without Compromise · June 24, 2026 · 1h 4m
• Becca Florence Davis Of CHP Caliber On The Future Of Independent Watch Brands · June 17, 2026 · 1h 4m

Explore listener stats, chart rankings, contacts and more on the Superlative podcast page.