If it was me, I'd take over Seiko. Completely reposition Presage upmarket. Make it exclusively 6R movements etc. Change Seiko 5 to effectively be the rival to the microbrands. Ditch Hardlex, go all in on sapphire and go for volume over margin, and then finally do an "Adrian" on Grand Seiko. Trim it all right back to just 10 tool watches and 5 dress watches and have them be the very best, with real names as opposed to SKUs.
Disagree completely. One of Seiko’s greats, the MM300, will soon be discontinued, to be replaced by a ‘reinterpretation’ using the lesser 6L in a non monocoque case with lesser spec and cheaper finishing - volume over margin indeed. Personally, I’d have kept the MM300 true to its tool watch origins, keeping the aluminium bezel and Hardlex crystal as the most durable materials for that purpose. I believe Seiko wish to make the distinction between Seiko and GS ever more apparent and the end of the MM300 is one of the casualties. With GS, they only really have 5 ranges, it just seems much greater as they have a large number of releases each year. Personally, I like the choice they provide; you may have the same case design appearing each year with varying choices of dial and movement combinations. Want a 44GS but prefer a quartz/ high-beat/hand-wound/spring drive? GS provides the choice.
100% cop out for George! Agree with Adrian, too many variations dilutes how cool a model is. Dont de-coolify your awesome and original watch design by flooding your crappy clunky website with a thousand types of speedsters and seamsters.
Total cop out, George. Sorry, you are infinitely more experienced than anyone in the comments, but as Andrew put it, it was the opinion that was to be valued in the programme. There's no brand that you want to change? That you love and that you feel have lost their way? That you would love to grab with both hands and remould? If I could get my hands on my own English Department, in my choice of school, I would take that opportunity and run with it. You have the utmost respect for the CEOs you know, but you've sidestepped the topic. Fair play to Andrew and Adrian: to use a Northern Irish idiom, if they got the opportunity, Breguet and Omega wouldn't know what was sticking to them.
@@bobj8877this is how it felt to me, too. Lots of friends in the industry and didn’t want to step on any toes. They even joked about it at the start of the episode!
This was the first time I’ve fast-forwarded through a part of an AET episode - when George completely copped out of the actual question and then tried to defend/save it…ugh. Adrian and Andrew both had excellent takes on the question. Loved the passion that came through! Solid episode 👍🏼
Andrew couldn't be any more right. What has happened to Breguet is a travesty! Did you guys know that Breguet's name is written on the Eiffel Tower along with some of the greatest inventors in French history? As a Frenchman, I was ashamed I only found that out relatively recently. Breguet's history is being destroyed due to Swatch Groups idiocracy. I've always argued, from day one of my watch collecting hobby, that Breguet should be the pinnacle, the Everest, the HOLY GRAIL, of the Holy Trinity. No other brand is more deserving.
agree - and Swatch group is a bit of a master of none, and a brand like Breguet will never flourish properly in that business model. Breaks my heart to see them churn out a carbon fibre dial XX Transatlantique that could be mistaken for something made by Rip Curl.
Adrian saying Tudor are less clinical for using robots and Omega are more clinical for using watchmakers makes very little sense 😂 I agree Omega need to reduce the number of limited editions and could do with scaling down their offering slightly, however, I fear if they did this too much they could very much start down the Rolex path of having models becoming unavailable to people that deserve them. Regarding their boutiques, I've always had an amazing experience there and the staff have often been extremely knowledgeable (I agree Breitling boutiques are also great). Love the podcast guys.
Exactly. I'd rather Omega be as it is then approach Rolex. Part of their charm is that they don't just release the same watch every year with a different bezel color or half a millimeter difference in size. Most importantly, you can walk in and buy what you want. Some people want a black ceramic speedmaster or a bronze gold Seamaster, and Omega lets them have it right away without any games. Easy to say too many special editions, but when some of them are as great as the NTTD then who cares.
Yeah this is one really odd thing about Adrian. He seems to have strange justifications for criticising Omega while uplifting Tudor to another level. It's really weird. I suspect it's due to his Rolex bias (I don't mean that in a bad way, just stating a fact). Still, he often doesn't make much sense on this. Oh and before anyone says I'm just an upset Omega owner - I own both Omega and Rolex watches, and don't necessarily disagree with Adrian on some of his criticisms of Omega. Just saying sometimes he really doesn't make sense.
I love the options Omega delivers on their models. Watches are a way of expression and is nice to choose just the right variation of the watch I like. Totally agree with Andrew. Thanks for the content.
If last time it was Marcus's video and (deserved) time to shine, this episode is all about Andrew. Kudos and respect for being the one to care the most about the assignment and audience, and bringing original thought leadership, honesty, and passion to this video! Spot on re: Breguet. Great observations and clarity of suggestions. I do also agree, Omega do need to sort their bracelets, simplify their line-up, and split out a heritage range. This is a point that has been well-made by many people for some time.
Great episode! George should not be so humble about his “brand”. He got a shout out on the most recent Talking Watches. Made me smile! Keep up the good work gentlemen ❤
In terms of Seamaster, I wish omega went back to 2531 / 2254 era of Seamasters. 11mm thick, very elegant case, solid case backs...arrow hands even.. THAT watch with a tapered micro adjust bracelet would be absolutely superb... and the old ones can be bought for half the price of the new ones....most modern Omegas are just too chunky and expensive
Breguet is such an interesting choice.. vast historical significance and yes, I agree with the visibility of the brand these days. So much quick wins for sure to reinvigorate the brand
Andrew- Spot on. Make Breguet great again! Adrian- Streamlining Omega's lineup would help them so much! Make Captain Boring become Thanos! George- Did the dog eat your homework? Make George do the assignment!
The one thing I would do as a CEO is just go out and meet your clients, they need to get out more and be involved with the watch community. One CEO that does a great job at this is non other then Mike Frances of Christopher Ward.
Adrian sounds like Steve Jobs when he went back to Apple - he saw their extensive offering and went "nope, scratch that, stop that, do away with this" and before you knew it, Apple had a small handful of products. That helped save the company. I am with Adrian on this one. Like. how many versions of the Speedy are there?????
Adrian, I don’t agree with you about Omega needs to change the Sedna Gold or the Seamaster bracelet among other things you mentioned. These qualities are iconic parts of Omega heritage. Look at Zenith with the El Premerio movement or Rolex removing the fluted bezel from their line up. This would be devastating to their brands. It’s ok to introduce other types of “surprises “ but to remove what works for them would absolutely hurt the Omega brand.
Blancpain and Panerai take second and third place behind Breguet. Kudos for tackling a tough topic. You should be able to be critical from a place of love.
Jumping in a bit cold here: Yep, George sort of whiffed on the CEO question, but nailed the House situation: I look at Swatch Group the way I looked at General Motors pre-2007: too much overlap, too many hollowed-out names with me-too product, too many questionable variations on existing products. Ignoring brands (yep, Breguet) with genuine depth. Great presentation again.
Yes, Andrew. These are fantastic suggestions regarding Breguet. This is a watch brand mentioned twice in The Count of Monte Christo as being the height of luxury during the French Empire period. A brand that should be up there with Patek! And yet they are just trading on the name offering very little within Swatch!
Andrew smashed this one. Man, when he gets on a roll - compelling. It's not stewardship by Swatch, its benign neglect at best. Totally agree with Adrian about Omega. George where art thou ??. Brilliant episode.
I also love Omega as a brand and how much they contributed to the watch industry but I agree on cutting down the variants of all the current offerings of their product line. My grail is a Speedy but every time I visit their website there are “100+” more variants to choose from. That execution and strategy is diluting the brand’s reputation by a considerable margin.
Just watched this video, very interesting. Just going off the discussion around Omega and how they come across as corporate and only there to make money and you were discussing alternatives, I would say bremont. Last November I purchased my first luxury watch, I spent the day and visited a number of watch dealers and boutiques for Omega, Breitling & Tudor and eventually settled for a Bremont S500. I love the story behind bremont, the salesman was not hard selling, informative, relaxing, great service all round. After purchasing the watch I have since had a follow up call from the salesman at the boutique to check i was happy with the watch, i received a christmas card, invite to a boutique cocktail evening and will be attending a tour of the wing. I have felt really looked after by them. Just want to throw that out there
Great episode. Enjoyed Andrew's section in particular, really great opinions on Breguet and obviously born from a place of caring. 👏 It seems to be quite hard to escape journalists, channels, magazines etc where they aren't trying to protect certain brand relations, pedal the watches they sell in their online shops, promote a collaboration they're part of etc. It's nice that AET seems (for the most part) above that... 🤨 GB Keep up the great work everyone, really enjoy your work 💛
I kind of agree with you Andrew to a point, but I'd stop short of binning off the Marine. I've got a Marine Bucherer Blue edition and it is hands down the best watch I own. It's a stunning watch.
Fair call that, I have no actual issue with the watch or its design - just not the heart of what represents Breguet, and sometimes the good must make way for the great - Andrew
What a great excersize!, to bad George didn't want to play today., totally agree on the Omega and Breguet attack plan., and would do the same thing with Bulova, get rid of all the fashion models at malls, and keep the five or ten icons with AD's, not department stores. Greetings!
100% agree on Breitling boutiques. I once went in a boutique in Belgrade while traveling. Wanted to see their new vintage style chronographes. Salesman and I were talking about the dive watches and obviously the super ocean. I was pointing out it was a bit pricey for my taste and he seconded by saying that my Omega Seamaster ( I was wearing) was the superior watch. Incredible to hear ! Genuine watch guy conversation. I will get a Navitimer someday!
Great choice with Breguet. I've been in contact with the CEO there, because another thing they need to do is bring back (or sell to me!!) the Lemania brand.
Having literally spent an afternoon trying on omegas yesterday I agree with Adrian on some points. The seamaster bracelet need a massive overhaul, I’ll be getting one on a strap. There are FAR TOO MANY variants of the speedmaster (for years there have been far too many) however I do plan on getting a sedna gold and black seamaster and having a good number of seamaster variants has helped me find an almost perfect watch for me which I genuinely appreciate. So I do think they should reduce the offerings and a seamaster for every olympics is also totally unnecessary. Slim it down yes, but not quite by 95% cos not all of us want just a white or black dial plain looking watch Adrian 😁💜
A watch company for a day? A novel concept, but for me it would be difficult to decide because there's several different watch companies with specific models I'd like to "fix" The one that jumps to mind is the TAG F1. I always liked the styling, but it's ridiculously priced for a quartz/battery powered watch. So either add a solar movement or add a reasonably priced automatic version.
Another awesome Ep! Firstly im Glad to be the part of helping those Koalas..Amazing watch and gives me courage and big smile when its on the wrist! Adrian that Hublot looks stunning on you mate, your right Omega should update the Seamaster Bracelet honestly... And can we all file a petition to let Chris/IWC make a collab with George please!! Lastly....i agree with Andrew on Breguet completely. Thank you guys for your hard work and putting out all these awesome content!
Great stuff! The omega bracelet needs changed, thinned down to make it lighter, maybe tapered if possible for that design and an alternative choice like I think they used to have around 10 years ago? A certain Mr Mosso had a show stopping finally this weekend, it started with the Seamaster 300M, but ended with 2 original Breguets, jaw dropping! 😲
JLC are making some great watches at the moment, but… those prices! They cannot be selling many at those levels! You surely cannot sell a stainless steel Master Ultra Thin Moon (a three hand watch with a date and moon complication) for £11,600 when Rolex are selling the Sub for £8,600 and a GMT for £9,000, and VC are doing the fifty six for less!
Couldn't agree more with Adrian regarding Omega and the diluted catalogue. I looked into getting a speedmaster but there were so many variants I felt buyer's paralysis as Adrian mentioned.
Breguet should be concentrating on making watches like JLCs higher end pieces like the Duometre, Celestrial complications. Make them truly high end, special pieces
Yeah, I’m afraid a fail from George on the topic. Definitely a win for Andrew with Breguet, gotta love the passion. The fact that the iPhone I’m typing on doesn’t even recognise the word Breguet kinda indicates it is not the brand it could or should be. All I have to do is type “role” and I get an auto complete to Rolex, If I type “Tag H” it auto completes, if I type “iwc” it corrects to IWC but poor old Breguet gets the red squiggles.
Guys you are doing an amazing job and have raised the bar very high for yourself. In this episode only Andrew did it right and 100% agree with his points. Adrian, tried to reformulate Omega’s strategy bringing some valid points and Seamaster’s bracelet… too much to cram in 10 minutes… George… no comments
Omega need to look back at the reference 2254.50 for inspiration on where to go with the SMP; perfect size, thickness, dial layout, with much nicer sword hands, and a Speedmaster style (tapered) bracelet - They already got it so right years ago, just reissue the bloody watch and it'll sell like hot cakes!🔥
They also have way too many limited releases. People want to know that a model will be available for the long term so they can save and aspire to purchase it.
I am so glad you mentioned Breguet, I have been looking at the blue enamel dial classique for a while now and have come close to pulling the trigger a few times. Who knows maybe one day ill do it.
From just a money making perspective. I would love to take over Fossil - and I would develop a “watch nerd” side of the brand. A line of field watches, dive watches, and chronograph watches. All mechanical no quartz no homages. Each line would have its own identity and not be just a bunch of random stuff that they have now. I would put the products on every “just one more watch” type of you tube channel I could get it on. I think that would give a shot in the arm to a struggling brand.
Really really really really wish George would talk about Rolex more, very interested on his thoughts about that brand and what he can do to give it a different spin.
Adrian’s take of omega is so true. Increasing prices to try beat Rolex as “premium”.. but at the same time losing the smart buyers and watch fans who loved innovation. They have lost me and I’m sure many more. No other brand will ever be Rolex. They should have just kept being omega, and if they did, I would have bought another one
Yea but Omega in attempt to please everyone, seems to listen to the watch enthusiast. Rolex listens to no one. Omega has too many special editions but with Rolex, 90% of their catalog looks like either a datejust or a submariner at 15 feet. Breitling is a good example of a middle ground (as stated).
Definite cop out by George. Totally agree with Andrew, though I’m not entirely sold on Adrian’s pitch… Omega sells a lot of watches and I’m curious what the data says (except for the Seamaster bracelet, thing needs an upgrade).
Adrian wearing a Hublot talking about omega as a watch brand there just to make money 🤔😂 Although I agree with the omega comments… it’s stopped me from buying another since I got my original Seamaster 300 20 years ago…
Once again, Andrew comes through with a well-thought-out, passionate, unbiased, and relevant proposal. I honestly think you can do much better. The Omega argumentation was naïve and annoyingly simplistic, to say the least, and George's evasion was quite disappointing. Step up the game, guys. This project was suppose to go places.
@Andrew brilliant ideas on Breguet! I would say for Rolex their best move might be to raise prices to cut out the flipping segment. It disconnects them from their best customers, the ones who will push a brand they will buy today to become better tomorrow. Would be painful to execute but it's where the market is. Current allocation process seems unsustainable long term given newly heightened competition.
Great video ! IMHO, Breguet could use with a new sports model ; perhaps brand association or ambassador at some point … and maybe an affordable entry level under 10K doesn’t hurt with some sales
I think the fact that most Breguet watches have the same straight style lugs is a big reason why they arent as desirable as they could be for most people.
George totally blew the assignment, sorry 🤷🏻♂️
Agree, being a ceo for bamford, detaching from the business element and the emotional side was always going to be tough
Breguet is a brilliant choice. So much history to build from and it’s absolutely squandered.
…and George’s “choice” was a total cop-out!
Make Breguet great again!
@@AboutEffingTime Make George Answer Questions Again
If it was me, I'd take over Seiko. Completely reposition Presage upmarket. Make it exclusively 6R movements etc. Change Seiko 5 to effectively be the rival to the microbrands. Ditch Hardlex, go all in on sapphire and go for volume over margin, and then finally do an "Adrian" on Grand Seiko. Trim it all right back to just 10 tool watches and 5 dress watches and have them be the very best, with real names as opposed to SKUs.
Bold, like it.
Disagree completely. One of Seiko’s greats, the MM300, will soon be discontinued, to be replaced by a ‘reinterpretation’ using the lesser 6L in a non monocoque case with lesser spec and cheaper finishing - volume over margin indeed. Personally, I’d have kept the MM300 true to its tool watch origins, keeping the aluminium bezel and Hardlex crystal as the most durable materials for that purpose. I believe Seiko wish to make the distinction between Seiko and GS ever more apparent and the end of the MM300 is one of the casualties. With GS, they only really have 5 ranges, it just seems much greater as they have a large number of releases each year. Personally, I like the choice they provide; you may have the same case design appearing each year with varying choices of dial and movement combinations. Want a 44GS but prefer a quartz/ high-beat/hand-wound/spring drive? GS provides the choice.
Adrian and Andrew were spot on! George needs to record an extra episode to answer this questions properly
100% cop out for George! Agree with Adrian, too many variations dilutes how cool a model is. Dont de-coolify your awesome and original watch design by flooding your crappy clunky website with a thousand types of speedsters and seamsters.
Total cop out, George. Sorry, you are infinitely more experienced than anyone in the comments, but as Andrew put it, it was the opinion that was to be valued in the programme. There's no brand that you want to change? That you love and that you feel have lost their way? That you would love to grab with both hands and remould? If I could get my hands on my own English Department, in my choice of school, I would take that opportunity and run with it. You have the utmost respect for the CEOs you know, but you've sidestepped the topic. Fair play to Andrew and Adrian: to use a Northern Irish idiom, if they got the opportunity, Breguet and Omega wouldn't know what was sticking to them.
Came off like he didn't want to offend his friends.
@@bobj8877this is how it felt to me, too. Lots of friends in the industry and didn’t want to step on any toes. They even joked about it at the start of the episode!
Dude George copped out so hard it's actually crazy
This was the first time I’ve fast-forwarded through a part of an AET episode - when George completely copped out of the actual question and then tried to defend/save it…ugh. Adrian and Andrew both had excellent takes on the question. Loved the passion that came through! Solid episode 👍🏼
Andrew couldn't be any more right. What has happened to Breguet is a travesty! Did you guys know that Breguet's name is written on the Eiffel Tower along with some of the greatest inventors in French history? As a Frenchman, I was ashamed I only found that out relatively recently. Breguet's history is being destroyed due to Swatch Groups idiocracy. I've always argued, from day one of my watch collecting hobby, that Breguet should be the pinnacle, the Everest, the HOLY GRAIL, of the Holy Trinity. No other brand is more deserving.
🥹🥹 👏🏻
The only connection between the brand Breguet currently is and Louis Breguet is the name
👏
Breguet is Mont Everest of the horology and history of horology and no one can take it from him, not even swatch.
agree - and Swatch group is a bit of a master of none, and a brand like Breguet will never flourish properly in that business model. Breaks my heart to see them churn out a carbon fibre dial XX Transatlantique that could be mistaken for something made by Rip Curl.
Adrian saying Tudor are less clinical for using robots and Omega are more clinical for using watchmakers makes very little sense 😂 I agree Omega need to reduce the number of limited editions and could do with scaling down their offering slightly, however, I fear if they did this too much they could very much start down the Rolex path of having models becoming unavailable to people that deserve them. Regarding their boutiques, I've always had an amazing experience there and the staff have often been extremely knowledgeable (I agree Breitling boutiques are also great). Love the podcast guys.
Exactly. I'd rather Omega be as it is then approach Rolex. Part of their charm is that they don't just release the same watch every year with a different bezel color or half a millimeter difference in size. Most importantly, you can walk in and buy what you want. Some people want a black ceramic speedmaster or a bronze gold Seamaster, and Omega lets them have it right away without any games. Easy to say too many special editions, but when some of them are as great as the NTTD then who cares.
Yeah this is one really odd thing about Adrian. He seems to have strange justifications for criticising Omega while uplifting Tudor to another level. It's really weird. I suspect it's due to his Rolex bias (I don't mean that in a bad way, just stating a fact). Still, he often doesn't make much sense on this. Oh and before anyone says I'm just an upset Omega owner - I own both Omega and Rolex watches, and don't necessarily disagree with Adrian on some of his criticisms of Omega. Just saying sometimes he really doesn't make sense.
I love the options Omega delivers on their models. Watches are a way of expression and is nice to choose just the right variation of the watch I like.
Totally agree with Andrew.
Thanks for the content.
Andrew nailed it.
Breguet never occurred to me...and thats precisely the point.
If last time it was Marcus's video and (deserved) time to shine, this episode is all about Andrew. Kudos and respect for being the one to care the most about the assignment and audience, and bringing original thought leadership, honesty, and passion to this video! Spot on re: Breguet. Great observations and clarity of suggestions. I do also agree, Omega do need to sort their bracelets, simplify their line-up, and split out a heritage range. This is a point that has been well-made by many people for some time.
Adrian in a dinosaur costume never gets old
Never ever ever 🦖
Adrian is spot on with Omega. George kissing up to the big boys!!! lol 😂😂
Great episode! George should not be so humble about his “brand”. He got a shout out on the most recent Talking Watches. Made me smile! Keep up the good work gentlemen ❤
🙌
In terms of Seamaster, I wish omega went back to 2531 / 2254 era of Seamasters. 11mm thick, very elegant case, solid case backs...arrow hands even.. THAT watch with a tapered micro adjust bracelet would be absolutely superb... and the old ones can be bought for half the price of the new ones....most modern Omegas are just too chunky and expensive
Breguet is such an interesting choice.. vast historical significance and yes, I agree with the visibility of the brand these days. So much quick wins for sure to reinvigorate the brand
20:10 “I want to know what their smoking” lmfao
Andrew- Spot on. Make Breguet great again!
Adrian- Streamlining Omega's lineup would help them so much! Make Captain Boring become Thanos!
George- Did the dog eat your homework? Make George do the assignment!
An example of omega not being there to make money is not removing the helium escape valve from the sea master. They would absolutely sell more
George spent all night awake thinking of how to dodge the question by rephrasing the concept instead.
Precisely!
The one thing I would do as a CEO is just go out and meet your clients, they need to get out more and be involved with the watch community. One CEO that does a great job at this is non other then Mike Frances of Christopher Ward.
Great point - come down from the Ivory Tower!
Great point. He does a fantastic job. Chris Granger is also very good at this.
This was the best of class that you have done. Love two of them. Shame George was lame. Powerful comments on Briguet! Wow! Keep it going!
I would take over Tudor and put date functions on their most popular black bay divers.
Adrian sounds like Steve Jobs when he went back to Apple - he saw their extensive offering and went "nope, scratch that, stop that, do away with this" and before you knew it, Apple had a small handful of products. That helped save the company. I am with Adrian on this one. Like. how many versions of the Speedy are there?????
Adrian, I don’t agree with you about Omega needs to change the Sedna Gold or the Seamaster bracelet among other things you mentioned. These qualities are iconic parts of Omega heritage. Look at Zenith with the El Premerio movement or Rolex removing the fluted bezel from their line up. This would be devastating to their brands. It’s ok to introduce other types of “surprises “ but to remove what works for them would absolutely hurt the Omega brand.
Blancpain and Panerai take second and third place behind Breguet. Kudos for tackling a tough topic. You should be able to be critical from a place of love.
Great wind up Adrian. The ETA 2892/ Sellita SW 300 are brilliant movements.
Jumping in a bit cold here: Yep, George sort of whiffed on the CEO question, but nailed the House situation: I look at Swatch Group the way I looked at General Motors pre-2007: too much overlap, too many hollowed-out names with me-too product, too many questionable variations on existing products. Ignoring brands (yep, Breguet) with genuine depth. Great presentation again.
Andrew - so many time you and I differ in opinions…I loved that you picked Breguet.
💕
Yes, Andrew. These are fantastic suggestions regarding Breguet. This is a watch brand mentioned twice in The Count of Monte Christo as being the height of luxury during the French Empire period. A brand that should be up there with Patek! And yet they are just trading on the name offering very little within Swatch!
Couldn't agree more, Breguet is embroidered in folklore in and out of watches - the true OG.
Yes, and also mentioned in a Baudelaire poem!
Andrew smashed this one. Man, when he gets on a roll - compelling. It's not stewardship by Swatch, its benign neglect at best. Totally agree with Adrian about Omega. George where art thou ??. Brilliant episode.
Hell hath no fury like Andrew on a roll 🗣️
Neglect worked best with Glashütte Original!
if I was CEO of Grand Seiko, I'd slow down with the bloody dials and make a micro adjustable bracelet 😅
I also love Omega as a brand and how much they contributed to the watch industry but I agree on cutting down the variants of all the current offerings of their product line. My grail is a Speedy but every time I visit their website there are “100+” more variants to choose from. That execution and strategy is diluting the brand’s reputation by a considerable margin.
George 💯% copped out on that one, bring on the therapy session.
Love Andrew’s passion for breguet.
Just watched this video, very interesting. Just going off the discussion around Omega and how they come across as corporate and only there to make money and you were discussing alternatives, I would say bremont. Last November I purchased my first luxury watch, I spent the day and visited a number of watch dealers and boutiques for Omega, Breitling & Tudor and eventually settled for a Bremont S500. I love the story behind bremont, the salesman was not hard selling, informative, relaxing, great service all round. After purchasing the watch I have since had a follow up call from the salesman at the boutique to check i was happy with the watch, i received a christmas card, invite to a boutique cocktail evening and will be attending a tour of the wing. I have felt really looked after by them. Just want to throw that out there
Great episode. Enjoyed Andrew's section in particular, really great opinions on Breguet and obviously born from a place of caring. 👏
It seems to be quite hard to escape journalists, channels, magazines etc where they aren't trying to protect certain brand relations, pedal the watches they sell in their online shops, promote a collaboration they're part of etc. It's nice that AET seems (for the most part) above that... 🤨 GB
Keep up the great work everyone, really enjoy your work 💛
I kind of agree with you Andrew to a point, but I'd stop short of binning off the Marine. I've got a Marine Bucherer Blue edition and it is hands down the best watch I own. It's a stunning watch.
Fair call that, I have no actual issue with the watch or its design - just not the heart of what represents Breguet, and sometimes the good must make way for the great - Andrew
What a great excersize!, to bad George didn't want to play today., totally agree on the Omega and Breguet attack plan., and would do the same thing with Bulova, get rid of all the fashion models at malls, and keep the five or ten icons with AD's, not department stores. Greetings!
I don’t agree with Tudor being more personal, they’re just more personal with Adrian
100% agree on Breitling boutiques. I once went in a boutique in Belgrade while traveling. Wanted to see their new vintage style chronographes. Salesman and I were talking about the dive watches and obviously the super ocean. I was pointing out it was a bit pricey for my taste and he seconded by saying that my Omega Seamaster ( I was wearing) was the superior watch. Incredible to hear ! Genuine watch guy conversation. I will get a Navitimer someday!
George's copout was so off brand from the whole about effing time ethos. Glad that they held him to task and didn't let him sneak out that way.
Great choice with Breguet. I've been in contact with the CEO there, because another thing they need to do is bring back (or sell to me!!) the Lemania brand.
Having literally spent an afternoon trying on omegas yesterday I agree with Adrian on some points. The seamaster bracelet need a massive overhaul, I’ll be getting one on a strap. There are FAR TOO MANY variants of the speedmaster (for years there have been far too many) however I do plan on getting a sedna gold and black seamaster and having a good number of seamaster variants has helped me find an almost perfect watch for me which I genuinely appreciate. So I do think they should reduce the offerings and a seamaster for every olympics is also totally unnecessary. Slim it down yes, but not quite by 95% cos not all of us want just a white or black dial plain looking watch Adrian 😁💜
A watch company for a day? A novel concept, but for me it would be difficult to decide because there's several different watch companies with specific models I'd like to "fix"
The one that jumps to mind is the TAG F1. I always liked the styling, but it's ridiculously priced for a quartz/battery powered watch. So either add a solar movement or add a reasonably priced automatic version.
We dream of similar
Fascinating perspectives from Andrew and Adrian this episode, this was a great question.
Another awesome Ep! Firstly im Glad to be the part of helping those Koalas..Amazing watch and gives me courage and big smile when its on the wrist! Adrian that Hublot looks stunning on you mate, your right Omega should update the Seamaster Bracelet honestly... And can we all file a petition to let Chris/IWC make a collab with George please!! Lastly....i agree with Andrew on Breguet completely. Thank you guys for your hard work and putting out all these awesome content!
Thanks so much, we see your support and appreciate it!
Great stuff! The omega bracelet needs changed, thinned down to make it lighter, maybe tapered if possible for that design and an alternative choice like I think they used to have around 10 years ago?
A certain Mr Mosso had a show stopping finally this weekend, it started with the Seamaster 300M, but ended with 2 original Breguets, jaw dropping! 😲
the first and biggest principle for supply demand is you have to supply what is demanded, Breguet is keep making a product that is not demanded
The modern world is a case of creating demand and awareness and then slightly undersupply - Breguet is doing none of the former.
JLC are making some great watches at the moment, but… those prices! They cannot be selling many at those levels! You surely cannot sell a stainless steel Master Ultra Thin Moon (a three hand watch with a date and moon complication) for £11,600 when Rolex are selling the Sub for £8,600 and a GMT for £9,000, and VC are doing the fifty six for less!
Great episode, was almost ruined by George's cop out though. Hopefully he can redeem himself on the therapy session
Couldn't agree more with Adrian regarding Omega and the diluted catalogue. I looked into getting a speedmaster but there were so many variants I felt buyer's paralysis as Adrian mentioned.
Breguet should be concentrating on making watches like JLCs higher end pieces like the Duometre, Celestrial complications. Make them truly high end, special pieces
Before even booting the video, knew Adrian would pick Omega and poke at the seamaster bracelet. Stay away from my favorite bracelet! 😂
You can see that GB is the businessman out of the three
Wow, George really didn’t get the point of this exercise lol, that being said he is the only CEO and already fills that role
Wearing my Bamford G shock as I watch this. Great episode...
Bremont is run personally and has superb designs tudor is a sister company to rolex ...
OMG u guys are amazing ....I love your knowledge and your banter is fab. As for the watch info your giving us its top dollar of watch discussion.⌚
What Tudor are doing with the Blackbay is 100% from the omega playbook.
Yeah, I’m afraid a fail from George on the topic. Definitely a win for Andrew with Breguet, gotta love the passion. The fact that the iPhone I’m typing on doesn’t even recognise the word Breguet kinda indicates it is not the brand it could or should be. All I have to do is type “role” and I get an auto complete to Rolex, If I type “Tag H” it auto completes, if I type “iwc” it corrects to IWC but poor old Breguet gets the red squiggles.
Please continue to make AET podcasts 🙏
George, the least politically correct person, gives the most politically correct answer 😂
Guys you are doing an amazing job and have raised the bar very high for yourself.
In this episode only Andrew did it right and 100% agree with his points.
Adrian, tried to reformulate Omega’s strategy bringing some valid points and Seamaster’s bracelet… too much to cram in 10 minutes…
George… no comments
It was Andrew's chosen topic from the community suggestion bucket, so that helped.
@@AboutEffingTimenot a difficult concept to understand though haha. George, you copped out! Give us some push ups lol.
Swap the Omega 300M bracelet with the one off the Planet Ocean… that is one chunky, comfortable bracelet. You’re welcome. 👍🇬🇧
Another great video fellas!! So many good points made 👍🏻
Bring on 100k. This is happening FAR too slow. You guys have one of the best channels here
Good things take time, but thank you!
Omega need to look back at the reference 2254.50 for inspiration on where to go with the SMP; perfect size, thickness, dial layout, with much nicer sword hands, and a Speedmaster style (tapered) bracelet - They already got it so right years ago, just reissue the bloody watch and it'll sell like hot cakes!🔥
Has to be Grand Seiko.
Fix the bracelets and clasps and watch the sales skyrocket.
Nope. Their designs are boring or childish.
They also have way too many limited releases. People want to know that a model will be available for the long term so they can save and aspire to purchase it.
20:34 - “Why do you need to change?” Coming from George BAMFORD! 😂
Well said Adrian. Omega needs to clean it up!
I am so glad you mentioned Breguet, I have been looking at the blue enamel dial classique for a while now and have come close to pulling the trigger a few times. Who knows maybe one day ill do it.
A sleeping giant
Andrew - pure passion💯🔥! You gave me goosebumps! You’re hired!
When does he start??
@@AboutEffingTime Effective Immediately! 😎
From just a money making perspective. I would love to take over Fossil - and I would develop a “watch nerd” side of the brand. A line of field watches, dive watches, and chronograph watches. All mechanical no quartz no homages. Each line would have its own identity and not be just a bunch of random stuff that they have now. I would put the products on every “just one more watch” type of you tube channel I could get it on. I think that would give a shot in the arm to a struggling brand.
Instead of doing this, Fossil bought a legit watch nerd brand - ZODIAC!! A better strategy in my opinion - Andrew
@@AboutEffingTime Ahh.. didn’t know that. Well I pat myself on the back for being somewhat on the right track.
Really really really really wish George would talk about Rolex more, very interested on his thoughts about that brand and what he can do to give it a different spin.
Adrian’s take of omega is so true. Increasing prices to try beat Rolex as “premium”.. but at the same time losing the smart buyers and watch fans who loved innovation. They have lost me and I’m sure many more. No other brand will ever be Rolex. They should have just kept being omega, and if they did, I would have bought another one
Yea but Omega in attempt to please everyone, seems to listen to the watch enthusiast. Rolex listens to no one. Omega has too many special editions but with Rolex, 90% of their catalog looks like either a datejust or a submariner at 15 feet. Breitling is a good example of a middle ground (as stated).
Definite cop out by George. Totally agree with Andrew, though I’m not entirely sold on Adrian’s pitch… Omega sells a lot of watches and I’m curious what the data says (except for the Seamaster bracelet, thing needs an upgrade).
Adrian wearing a Hublot talking about omega as a watch brand there just to make money 🤔😂
Although I agree with the omega comments… it’s stopped me from buying another since I got my original Seamaster 300 20 years ago…
Georgie boy, sorry mister. Do what it says on the tin. It’s why I tuned In. Would have loved to hear what you would do with brand X
I'd love to take over Movado and restore it back to it's glory days.
I completely agree on the problem of the Seamaster's bracelet...it's awful.
Andrew’s contribution was brilliant… kudos!!!
Adrian's comments on the Seamaster 300M bracelet are right on. And Omega has already used the Speedmaster bracelet on it before. Like the 2264.50
Andrew on point but George runaway from task in lawyer style . Well done Andrew well said 👏 I’m surprised no one said Blacpain
Great episode and total copout from George. You should make him come back in another episode and play the game properly
I’d become CEO of JLC and immediately fire the accounting department so they can stop with all the silly price rises.
Once again, Andrew comes through with a well-thought-out, passionate, unbiased, and relevant proposal. I honestly think you can do much better. The Omega argumentation was naïve and annoyingly simplistic, to say the least, and George's evasion was quite disappointing. Step up the game, guys. This project was suppose to go places.
Awesome job guys!!!! Love the Nivada Grechen 💯👌
Very suprised George didnt say Tag just to get the Formula 1 back
The boys never fail to deliver, great content lads ,big shout out to Marcus, who works so hard
Legend!
Timex, bring luxury watches back to the US
@Andrew brilliant ideas on Breguet! I would say for Rolex their best move might be to raise prices to cut out the flipping segment. It disconnects them from their best customers, the ones who will push a brand they will buy today to become better tomorrow. Would be painful to execute but it's where the market is. Current allocation process seems unsustainable long term given newly heightened competition.
George: I’m not mad at you, I’m just disappointed in you.
Ouchhhhh
Great video ! IMHO, Breguet could use with a new sports model ; perhaps brand association or ambassador at some point … and maybe an affordable entry level under 10K doesn’t hurt with some sales
I think the fact that most Breguet watches have the same straight style lugs is a big reason why they arent as desirable as they could be for most people.
If Andrew’s biceps get any bigger they’ll need their own seats at the table.
🎫 🎫 😂
Can you guys tell me where you get the wall clocks from? I cannot find them online
Instead of Omega and Breguet, you could've chosen to be the CEO of the Swatch group and hit two birds with one stone!
That would be cheating haha