Superlative

New day, same great conversations. Catch new episodes of SUPERLATIVE every Wednesday!On this episode of Superlative, aBlogtoWatch founder and our host Ariel Adams is joined by Sylvain Berneron, founder of Berneron Watches, for an in depth conversation about independent watchmaking, creative risk, and what it takes to build a lasting brand. Best known for the unconventional Mirage collection and his bold approach to design, Sylvain shares why he left the corporate world behind, invested his own savings into launching Berneron, and chose to follow his creative convictions rather than market trends. From asymmetric movements and precious metal construction to the challenges of bringing truly original ideas to life, he explains the philosophy that drives both his watches and his business.Their discussion also explores the unique structure behind Berneron Watches, including local manufacturing, employee ownership, transparent allocations, and long term planning in an industry often focused on short term results. Sylvain reflects on the importance of craftsmanship, durability, and authenticity, while offering a candid look at the realities of building an independent watch brand from the ground up. For collectors, enthusiasts, and anyone interested in the future of luxury watchmaking, this is a fascinating conversation with one of the industry's most distinctive voices.Learn more about Berneron:- Instagram - https://www.instagram.com/berneron/ - Website - https://www.berneron.ch/ SUPERLATIVE IS NOW ON YOUTUBE! To check out Superlative on Youtube as well as other ABTW content:- YouTube - https://www.youtube.com/@ablogtowatch To check out the ABTW Shop where you can see our products inspired by our love of Horology:- Shop ABTW - https://store.ablogtowatch.com/To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on:- Instagram - https://www.instagram.com/ablogtowatch/- Twitter/X - https://twitter.com/ABLOGTOWATCH- Website - https://www.ablogtowatch.com/If you enjoy the show please Subscribe, Rate, and Review!Key Timestamps:[0:00:36] Introducing Sylvain Berneron[0:02:59] Challenges Facing Modern Watchmaking[0:08:02] Leaving Corporate Life Behind[0:20:34] Why Everything Is Made Locally[0:22:45] A Different Way To Run A Company[0:35:55] Building Watches To Last Generations[0:44:01] The Story Behind The Mirage[0:49:20] Risk, Timing, And New Ideas[0:56:37] Managing Three Years Of Demand[1:02:18] Why Fairness Matters

On this episode of Superlative, our host and aBlogtoWatch founder Ariel Adams is joined by Richard Benc, founder of Studio Underd0g, to discuss the evolution of one of the most recognizable modern microbrands. Richard explains how the brand grew from a small proof of concept release into producing thousands of watches per year, and why focusing on long term decision making has been critical to building a sustainable business in a crowded watch market. The conversation explores how Studio Underd0g scaled production, built supplier relationships, and eventually acquired its UK assembly partner Horologium in order to maintain quality control and strengthen the brand’s manufacturing capabilities.While Ariel and Richard dive into the creative philosophy behind Studio Underd0g’s playful and colorful designs, Richard also shares how the brand intentionally creates watches inspired by positive associations such as food, fruit, and everyday experiences that people connect with emotionally. They also discuss the brand’s distinctive drop model sales strategy, the role of collaborations in building credibility, and the broader challenges facing microbrands as they try to grow beyond the passion project stage while maintaining authenticity and agility in the watch industry.Follow Richard and check out Studio Underd0g:- Website - https://underd0g.com/ - Instagram - https://www.instagram.com/studio.underd0g/ SUPERLATIVE IS NOW ON YOUTUBE! To check out Superlative on Youtube as well as other ABTW content:- YouTube - https://www.youtube.com/@ablogtowatch To check out the ABTW Shop where you can see our products inspired by our love of Horology:- Shop ABTW - https://store.ablogtowatch.com/To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on:- Instagram - https://www.instagram.com/ablogtowatch/- Twitter - https://twitter.com/ABLOGTOWATCH- Website - https://www.ablogtowatch.com/If you enjoy the show please Subscribe, Rate, and Review!

On this episode of Superlative, our host and aBlogtoWatch founder Ariel Adams speaks with Jose and Anita Salas, founders of Santurce Collection, about their journey from passionate collectors in Puerto Rico to launching their own enthusiast driven watch brand. Drawing from years of experience attending boutique events and building community gatherings, they share how hospitality, trust, and belonging became the foundation of their philosophy. Together they dive into why watches are not inventory but stories, and how every sale is rooted in long term relationships rather than short term transactions. The conversation explores the rise of microbrands, the disconnect between large Swiss brands and collectors, and why community based accountability keeps smaller brands honest on pricing and quality. Jose and Anita also discuss the realities of self financing a watch company, designing from scratch, and building a brand identity tied to Santurce and Puerto Rican culture. It is an honest look at what it means to create watches for friends first and customers second, and why authentic connection remains the most powerful force in modern watch collecting.Follow the Santurce Collection:- Instagram - https://www.instagram.com/santurcecollection - Personal Instagrams - https://www.instagram.com/thetimeofman/ - https://www.instagram.com/thetimeofwoman/ - Website - https://santurcecollection.store/ SUPERLATIVE IS NOW ON YOUTUBE! To check out Superlative on Youtube as well as other ABTW content:- YouTube - https://www.youtube.com/@ablogtowatch To check out the ABTW Shop where you can see our products inspired by our love of Horology:- Shop ABTW - https://store.ablogtowatch.com/To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on:- Instagram - https://www.instagram.com/ablogtowatch/- Twitter - https://twitter.com/ABLOGTOWATCH- Website - https://www.ablogtowatch.com/If you enjoy the show please Subscribe, Rate, and Review!

In this episode of the Superlative Podcast, host and aBlogtoWatch founder Ariel Adams sits down with Abduljabar Totonji, better known as Jabs, for a wide ranging conversation about what it really means to be a modern watch collector. Jabs shares how he started collecting over a decade ago, how informal meetups turned into thriving local communities, and why seeing watches in person still matters in an internet first industry. Together they explore how collector groups form, why brands increasingly rely on real world experiences, and how enthusiasm, friendship, and hands-on exposure often drive purchasing decisions more than marketing ever could. Their discussion also dives into value retention, hype culture, and the difference between chasing exclusivity versus genuinely loving watches. Jabs explains his approach to buying both new and pre owned pieces, creating unique custom watches, and building long term relationships with brands. Ariel and Jabs unpack how community acts as a powerful catalyst for collecting, why collectors become more selective over time, and how today’s flood of creative watchmaking may be viewed as a golden age in the decades ahead. It is an honest look at consumer psychology, brand strategy, and the joy of sharing a hobby with people who truly get it.Follow Jabs:Instagram - https://www.instagram.com/watchjabs SUPERLATIVE IS NOW ON YOUTUBE! To check out Superlative on Youtube as well as other ABTW content:- YouTube - https://www.youtube.com/@ablogtowatch To check out the ABTW Shop where you can see our products inspired by our love of Horology:- Shop ABTW - https://store.ablogtowatch.com/To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on:- Instagram - https://www.instagram.com/ablogtowatch/- Twitter - https://twitter.com/ABLOGTOWATCH- Website - https://www.ablogtowatch.com/If you enjoy the show please Subscribe, Rate, and Review!

In this episode of Superlative, Ariel Adams sits down with Sébastien Chaulmontet, founder and owner of Albishorn Watches and Director of Innovation and Marketing at Sellita, for a wide ranging and candid discussion on the realities of modern watchmaking. Drawing on decades of experience across design, movement development, and independent brands, Sébastien shares insights into chronograph history, the intent behind his book Chronograph for Collectors, and why true mastery in watchmaking requires time, engineering discipline, and long term thinking rather than early hype. Their conversation expands into a deeper critique of speculation culture, investment driven buying, and the pressures placed on independent watchmakers to sell themselves rather than simply make watches. Ariel and Sébastien unpack how pricing, desirability, distribution, and media narratives have reshaped the industry, why most watches are not investments, and why buying a watch you genuinely want to wear remains the only answer that actually holds up over time.Check out:Albishorn Watches - https://albishorn-watches.ch/ Albishorn on Instagram - https://www.instagram.com/albishorn_watches SUPERLATIVE IS NOW ON YOUTUBE! To check out Superlative on Youtube as well as other ABTW content:- YouTube - https://www.youtube.com/@ablogtowatch To check out the ABTW Shop where you can see our products inspired by our love of Horology:- Shop ABTW - https://store.ablogtowatch.com/To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on:- Instagram - https://www.instagram.com/ablogtowatch/- Twitter - https://twitter.com/ABLOGTOWATCH- Website - https://www.ablogtowatch.com/If you enjoy the show please Subscribe, Rate, and Review!

In this episode of the Superlative Podcast, host Ariel Adams speaks with John Isaac, founder, CEO, and creative director of Artisans de Genève, about what it truly means to personalize a watch at the highest level. John traces his journey from early restoration work in Paris to building one of the world’s most respected bespoke watch ateliers in Geneva, shaped by his grandfather’s philosophy of dedicating one’s life to serving individual clients. The conversation explores why Artisans de Genève is not a watch brand but a complementary workshop, how legal and cultural realities shape the customization space, and why modifying iconic watches like Rolex, Patek Philippe, and Audemars Piguet requires deep respect for the original DNA. Ariel and John unpack the psychology behind skeletonization, the courage required for first-time customization, why pricing can’t exist without a design process, and how true luxury shifts from transactional ownership to emotional experience. The episode also examines why customization is rarely a collector’s first step, how personalization mirrors the car world more than traditional watchmaking, and why knowing the client, not the product, is the atelier’s most valuable asset.Check out Artisans de Genève:Instagram - https://www.instagram.com/artisansdegeneve/ Website - https://www.artisansdegeneve.com/ SUPERLATIVE IS NOW ON YOUTUBE! To check out Superlative on Youtube as well as other ABTW content:- YouTube - https://www.youtube.com/@ablogtowatch To check out the ABTW Shop where you can see our products inspired by our love of Horology:- Shop ABTW - https://store.ablogtowatch.com/To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on:- Instagram - https://www.instagram.com/ablogtowatch/- Twitter - https://twitter.com/ABLOGTOWATCH- Website - https://www.ablogtowatch.com/If you enjoy the show please Subscribe, Rate, and Review!

In this episode of Superlative, host and aBlogtoWatch founder Ariel Adams sits down with professional big wave surfer and TAG Heuer brand ambassador Kai Lenny for an in depth conversation about risk, preparation, and what timing really means when nature is in full control. Growing up in Hawaii with some of the most powerful surf breaks in the world just minutes from his home, Kai explains how learning to read the ocean from land shaped his approach long before he ever paddled into massive waves, and why wave selection is as much a mental calculation as it is physical commitment. The discussion explores the realities of big wave surfing, from the physics of underwater pressure and the danger of impact over drowning, to the evolving role of safety equipment, communication systems, and training that allow surfers to operate at the edge of survivability. Ariel and Kai also unpack why surfing is fundamentally a time based sport, how tides, wave sets, and forecasting dictate every decision, and why a reliable dive watch remains a critical tool even in a world of advanced analytics. Along the way, Kai shares how working closely with TAG Heuer goes far beyond sponsorship, offering insight into testing watches in conditions that cannot be simulated on land, providing real world feedback on durability and ergonomics, and drawing inspiration from Swiss watchmaking craftsmanship to refine his own approach to equipment, performance, and constant improvement. The conversation closes with a thoughtful reflection on parenthood, legacy, and how confronting nature’s power reshapes perspective, revealing why for those who live at the extremes, timepieces are not just accessories but quiet companions that measure moments most people will never experience.Follow Kai and check out TAG Heuer Watches:Kai - https://www.instagram.com/kai_lenny/ TAG Heuer - https://www.tagheuer.com/ SUPERLATIVE IS NOW ON YOUTUBE! To check out Superlative on Youtube as well as other ABTW content:- YouTube - https://www.youtube.com/@ablogtowatch To check out the ABTW Shop where you can see our products inspired by our love of Horology:- Shop ABTW - https://store.ablogtowatch.com/To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on:- Instagram - https://www.instagram.com/ablogtowatch/- Twitter - https://twitter.com/ABLOGTOWATCH- Website - https://www.ablogtowatch.com/If you enjoy the show please Subscribe, Rate, and Review!