Lonely Wrist: All Things Watches & Horology
Lonely Wrist dives deep into the intricate world of watches, unearthing the stories, craft, and passion behind every ticking piece. From timeless classics to modern marvels, this podcast winds through the history, mechanics, and cultural significance of timepieces. Whether you're an avid horologist or just someone who admires the beauty of a well-crafted watch, Lonely Wrist offers a unique perspective, uniting enthusiasts and curious minds. Join us every episode as we explore the art of watchmaking, discuss the latest trends, and interview watch industry experts, all while appreciating the silent yet profound voice of every watch's lonely wrist.
Lonely Wrist: All Things Watches & Horology
Family, Innovation, and Watchmaking Excellence with Andreas Leibundgut of Delma Watches
Discover the rich tapestry of history, innovation, and family legacy as Andreas Leibundgut from Delma Watches takes us through a century of watchmaking excellence. We unwrap the pivotal 1960s era when Andreas's grandfather ushered Delma into the exhilarating world of sports and dive watches, laying the foundation for the brand's current identity. Andreas shares fascinating insights into his family's unwavering dedication to maintaining Delma's independence and agility, enabling them to pivot quickly in response to market demands and customer needs, even in the face of industry upheavals like the quartz crisis.
Feel the palpable personal connection as Andreas recounts the emotional journey from encountering his father's Swiss timepiece to embracing a lifelong passion for horology. The conversation uncovers the unique benefits of Delma's family ownership, highlighting their nimble approach to product development and the deep relationships they nurture with customers. We also delve into the challenges of managing both Delma and its sister brand, Delbana, with a close-knit team that thrives on collaboration and innovation.
Join us for a thrilling exploration of Delma's pioneering strides in watch design, from the groundbreaking engineering of the Blue Shark series to the versatile Delma Quattro. Andreas reveals how collaborations with adventurers and environmentalists underscore the brand's commitment to ocean conservation and sustainability. As we conclude, anticipation builds for upcoming watch releases and future projects that promise to blend tradition with modern innovation, expanding Delma's 1924 line into a broader collection that resonates with both history and contemporary style.
Check out Delma Watches -http://www.delmawatches.com
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hello everybody. Welcome to another episode of lonely wrist. Today we have one of my favorite micro brands, delma delmo watches. We have andreas here. What's up, buddy?
Andreas Leibundgut:hi, how you doing. Thanks for having me yeah, yeah, we're.
Blake Rea:This is gonna be the first, though, andreas, we don't. We don't video for him, but we do have a youtube video that we filmed with him at uh, at their factory and their manufacturer, and that should be live, hopefully, by now, but it's been a long time coming. I'm sure you're probably wondering if I'm still alive, so, uh. So let's start off with, like, maybe, the early days of Delma. When I was there, you guys were celebrating 100 years of watchmaking, 1924. Insane. What's one story or moment, would you say, from the brand's early days that kind of really defines what delma is today?
Andreas Leibundgut:well, the the 60s were were kind of crucial for delma um, not only because um it defined how it went on. In the 60s my grandfather took over Delma from one of the remaining of the two brothers and so certainly for the, the brand or the company, but also for for us, that has been defining. It's very defining for me as it kind of led to my path of what I do now but then also of what they did once they took over the company. I mean, they, they've always been doing sports watches, but then they really went into the dive watches and that whole diving culture and that has been defining for them until today, um, with the current collection and things that we do yeah, and um, I know it's been so it's with the gilliman brothers, right.
Blake Rea:and then your family took over and I know your your dad, is overseeing the brand now and you you've I mean, you're the only person I think you're the only person I've ever communicated with at telma, except for when I was there at the factory and I saw some of the watchmakers and some of the admin team and stuff. But I'm assuming you're probably going to step up when your dad decides to retire. Is that what's going to happen?
Andreas Leibundgut:Yeah, what's gonna happen, or? Uh, yeah, so yeah, my my grandfather took over in 66, um, when there was only one of the two remaining, uh, the gilliam brothers, and they didn't have anybody to take over the company, and so he took over from them. Then, since 96, my dad has been at the company too. Uh, he's quite young, uh, still, so he will probably work for another year or two. Um, then at some point, uh, I will take over.
Blake Rea:Yes, nice, nice, and then also uh, sister brand which we don't talk too much about, but delbana. I mean, it seems like you have a lot of stuff going on, kind of you're overseeing. Delbana too. Is that right yeah?
Andreas Leibundgut:that's right, I mean it's yeah, it's a funny coincidence. So just, delbana is a brand that's originally from Gremchen, the town next to where we are from, and Daniel Kessler, who's been running the brand with his family for quite some time. He joined us in early 2000s and ever since then we operate both brands together and so Delbana is part of of Delma. We integrated them and the collection and everything, and so, yes, we're overseeing the two brands.
Blake Rea:That seems like a lot of work. It is. Yes, it is.
Andreas Leibundgut:And, yeah, sometimes you have a bit of a dilemma on. You know when you need to prioritize as a small, as a small company and small team, when resources are scarce, sometimes you need to do prioritization. So it's not always easy, but it's. It's very interesting, it's fun to to be able to work on on both sides yeah, I mean, and there's not.
Blake Rea:I mean, from out of the brands that we work with, right, there's not a lot of brands that have been out there on the market as long as you guys you know. I can only say a handful of brands that I work with have been around 100 years, you know. So that's such a crazy milestone for a micro brand, right, considering all the shaking in the watch industry. Right, considering all the the shaking in the watch industry. And if you look at the 70s, you know I mean the quartz crisis and all of that. You know, everybody has a video about the quartz crisis, but or talks about it. The fact that you guys kind of, you know, like stuck through and continued to produce watches in such a tumultuous period, uh, really says a lot about the brand and the leadership and the structure in in how you, uh, you know how you continue to kind of push forward.
Andreas Leibundgut:You know, yeah, I mean there's a lot, I mean there's several brands that are older than delma, older than 100 years but there's not that many brands that actually have continuously been operational throughout all the years. There's many brands that have been revived after 50-odd years of sleeping. But yeah, Delma and Delbano both of them have always been operational and have always been making watches, and so that's something to be a little bit proud of.
Blake Rea:Yeah, I think so I, I think so too, and when I was there too, uh, you know, we, we talked and you showed me around the uh, the manufacturer, and to still see that you guys are in the same building that you've always been in, uh, like, you told me like, oh, this is the original building that we founded in and yeah, that's super cool, you know it is.
Andreas Leibundgut:Yeah, it's quite cool because it has a lot of little details. There's something like on the balcony reeling, there's the HE kind of in the metal engraved and all that. So it's fun. It's filled with heritage and history At the same time. It's a very old building, um, so logistics aren't always the easiest, um, so stuff like that um, but it has a lot of, yeah, little treasures and and a lot of history of it.
Blake Rea:yeah yeah, and I remember too, when we were, when we were shooting and we were going through um, like some of the archives, you know, like you had some of the archive pieces that we were kind of shooting next to because, uh, I remember I think we shot with one of the earlier quattros. Uh, if I'm not mistaken, um, we definitely shot with one of the first shell stars, but yeah, I mean just to see kind of like some of the historical pieces, especially the pieces that I've seen online. You know, it was a very I was telling my wife it was like a very surreal experience because, you know, you guys are a brand that I've had probably, I'd say, the longest relationship with. I mean, you were one of the first brands really to kind of help me get into the industry and to give me kind of the opportunity to work with you and to kind of see, you know, behind the curtain and uh, and so when I came back from um, from filming last year in january, it was just kind of surreal. You know, I told my wife I was like, oh, my god, like I got, you know, because here, here it is like we, you and I have talked like I don't know hundreds of times right, maybe like yeah many times and you know, for the first time I got to like actually spend some real time with you, you know, and uh and
Blake Rea:film and and kind of get to see, like every you know, the inner workings and and just to kind of to see that curtain kind of pulled back. You know, it was just so, so surreal and um and so cool, um and and yeah, so it's one of those things that I'll always, I'll always remember for sure, and uh, and so, yeah, the YouTube video that we worked on people will be seeing that probably by the time we publish this. So, uh, so yeah, I just been trying to catch up but uh, but yeah, yeah, so I really enjoyed that and uh, I'm glad that you got you guys kind of gave me the opportunity to kind of to kind of to get involved. You know, and and now, I think Delmo was one of the earlier brands, cause I think I told you, um, but my dad wore a Delmo and uh, and so that was kind of like what kind of exposed me to the brand.
Blake Rea:You know, uh, I think I don't know the whole story, but I think my dad got a watch at like a pawn shop or something. You know, you guys have made so many watches and I mean in the Delma fan group on Facebook. We've got the fan group there, uh, just to see the people that send messages in and put messages, put stuff on the board of like these random watches that, like you guys, have made so many watches and a hundred years. It's crazy to to just even think about. But but yeah, I think you gotta watch it.
Blake Rea:A pawn shop and um, and when I was trying to get one of my first like swiss swiss watches, uh, it was, it was a delma, so you know how awesome is that that's very nice yeah, and so I mean you guys have been independent and and, yeah, how would you say that being independent, being family owned, has kind of shaped the, the brand more so to you know, most people may know or may not know, but a lot of the watch brands are owned by these conglomerates, these umbrella corporations that own movement manufacturers and case suppliers and hairspray suppliers, all this. But, um, how would you say that being independent has kind of helped delma, you know, not only in the manufacturing process but being agile, um, bringing great products to market, and help kind of shape the brand to where you are now?
Andreas Leibundgut:Well, I think it had a huge influence on on the company overall, but, um, but also both brands, um, I think one of it is certainly that you were, as you said, independent, because we're a rather small company, we are quite quick and when my dad and I we can decide something, we can develop stuff quickly, and so we can certainly have the agility as an advantage in terms of bringing stuff to market or speed to market. The other is that we're also quite close to the customer. We know, you know what's going on your constant exchange, so it feeds back into the process of not only the development but also the feedback of you know, you get to know the customer quite easily because you're dealing with them directly. I think that's a big help.
Andreas Leibundgut:There's, of course, also a couple of downsides of being small and independent, and that is that you know the resources are sometimes a bit more scarce than if you're a big brand or if you're a brand in a big conglomerate where, at least at the beginning, you you have more resources to to plan stuff with. So we, you know we gotta be profitable as a company and and what we do and that has a, that has an element to it as well. You don't have endless amounts to work with, but that also makes it very interesting, because you work with what you have and you need to be creative and, yeah, it's a good adventure.
Blake Rea:It's a very fun thing to to do. Yeah, I think I think agility, you know, like you mentioned, being able to kind of pivot very quickly, um, especially considering how slow I think I don't know, maybe slow is the right word. But uh, all the other brands that I've worked with and not to not to slander any of them, but it seems like there's just so many moving parts that they don't have the ability to kind of turn or pivot or position very quickly. And and yeah, I definitely think that's an advantage you said in the sixties you guys kind of transitioned into doing dive watches and kind of, uh, you know, putting your eggs in that basket and shifting the way and the utility behind watches, uh, what would you say inspired that kind of pivot to dive watches?
Andreas Leibundgut:well, delma has always been doing sports watches. They've been doing chronographs in in the forties, Um, and so it wasn't a totally unfamiliar field. But in the sixties the whole diving culture, and especially for the, the watches that increase or kind of became a much bigger field. And I think the key element to it as well is my grandfather used to work for Yenny watches. Yenny watches isn't around, I mean, they're not that big these days, but back then they were quite important and they were early on in the dive watch field and so I think there was a great inspiration of that coming with him when he took over the company and he implemented that and so I think that kind of had certainly an inspiration on him of what he wanted to do over the next years most people don't know this and I guess you may not know, but yinni watches is still around and they're still producing watches, but most people know them now as doxa.
Blake Rea:So yinni watches manufacturers, doxa watches, which, um, yeah, it's just a weird kind of weird thing, but it's a very, it's a very popular brand. Um, it was a very popular brand back in the day and now you just don't don't see them, um, and and yeah. So you know, dive watches are particularly challenging because it seems like every brand wants to do like, or at least they have a divers watch in their portfolio. And coming from chronographs, um, you know how, how do you feel, like delma kind of, uh, struck that balance between not only having like a functional diver but chronographs are particularly a little bit, I w I would say. I mean, I guess from my understanding that not only if we're putting the construction aside, like the movement, the complication, all that stuff.
Blake Rea:But you know, it seems that a chronograph is, but, um, you know, it seems that a chronograph is would probably be easier to to bring to market, um, based on like case shape and things like that. I mean, you guys have a very unique case profile. Um, you know, your dive watches are particularly tough. If you look at the, the blue shark now, um, I mean, it goes to like what was it like? 10 000 was 10 000 feet or something, or something crazy yeah, more it's.
Andreas Leibundgut:Uh, it's 5 000 meters, so it's a 16 400 yeah, I mean, um, what, what?
Blake Rea:how did you guys kind of decide to just say, hey, not only are we going to get into, did you guys kind of decide to just say, hey, not only are we going to get into divers watches, but we're going to get into like ultra deep, like deep diving watches? Like when did that kind of foster? Because I think the first blue shark was? It was in the 90s, wasn't it? No, the first blue shark was in 2011.
Andreas Leibundgut:Okay, okay, um, it was 3 000 meters back then, uh, and then, with the different iterations, we, we increased in in depth, uh, and by now, the blue shark 4 goes to 5 000 meters.
Andreas Leibundgut:Um, yeah, I mean, it's, it's pushing, it's pushing the boundaries, you, you try to try to do something that goes a little further. You could make a watch that goes beyond 10K meters, but then is it still bearable on a daily basis, and so I think for us, the approach is to push the boundary in terms of performance but, at the same time, create a watch that is still bearable beyond just being in the water, because you want it to work in the water and you want it to be absolutely performing and robust and everything that it needs to be in the water so that it does deliver, but you also want to watch it. You know has a certain element of style and that looks good on land when you're not diving, and I think that's the the key to connect the two and to bring that together, and I think with some of the models we've, we've achieved it yeah, another watch that I think doesn't get the the love that it probably deserves is, uh, and, and this is a watch that I wish I owned, uh, but but the quattro.
Blake Rea:I mean, the quattro is such a cool watch because you can take the head of the watch off. You have the rapid bracelet exchange system where you can just take the movement in the head of the watch out and put it in a decompression table, which I haven't really seen anybody doing anything like that, you know, beyond Delma, right, mean, it's, it's just such a unique system and yeah, in the 70s, 80s there were a couple of brands doing it, um, and it was, I mean, back then it was much more common and much more used than today.
Andreas Leibundgut:Today most divers, or all divers, use a computer on the side as well. Um, you wouldn't just go down only with the mechanical watch. You would. You'll have an electronic computer that tells you, you know when you need to decompress, for how long, and so on when you go back up um. But back then 70s, 80s, um, that wasn't the case, or not, as in the 80s, not as much. And delma did a lot of the, a lot of dive shows and fairs, especially in florida, and so that was something that we developed for that. And the current quattro is a yeah, it's more of a nostalgia piece kind of. It's a bit more niche because it's more special in the way that also the shape of the watches is done. But I think it's a very cool piece and the idea behind it I mean it was 40 something years ago when they did it and it still works. It's still. The system is simple but yet still super robust. It works in the water and works out of the water and I think it's a it's a very cool idea.
Blake Rea:It's an amazing idea, it's an amazing concept, it's super cool, and I remember when I was there, I got hands on with, uh, with the, the shell star titanium, which I was super impressed with, and that's what. Thank you, because, because I have, I have one now, um, and I love wearing it, um, oh, thank you you all you also just released. Was it the new Midland? Is that?
Andreas Leibundgut:Yeah, we released the Midland last year in Geneva and now this January we released a new version of it with a purple dial, and there is more to come in the field of the Midlands. It's been a model that's we've been very happy with. It's been quite successful and it fits what Delma has been doing very well. It's, it's sporty, it's cheap, but it's a robust, stainless watch and it's kind of a fusion of both worlds, and so, yeah, we're definitely bringing on more of this, and so the latest one that we released just beginning of January was the purple version.
Blake Rea:I also saw the release of the Ocean Master, oliver, uh, her. Is that how you pronounce the last name, oliver her?
Blake Rea:hair yeah oliver hair racing, which I think was, I mean, super cool full-loom dial, and uh, one of one of my first uh, delmo watches was was actually an ocean master and uh, I remember because you know, obviously I get the emails and everything and when I saw that you released it and, um, you sent out an email saying like hey, cool, like here's a new release, like here's the watch we designed with him, and then you had to, of course, the pictures of him wearing it and then uh, and then you could track him, like on sea, because he was like like sailing around the ocean, you know, like, and uh, and you could track him, I guess, if I remember correctly, because I think I went to the website and you could see how, like his progress bar on, like where he's at on the map and everything, and I was like that's cool, that's super cool. How did you guys get connected with him?
Andreas Leibundgut:Well, he's also Swiss, german as we are, so he's not too far away from us, um. So, yeah, the oliver or ollie, um very inspiring story, um, the whole monday globe is. I find it super, super inspiring. For those that don't know what the monday globe is, it's a solo around the world, unassisted sailing race, so it's crazy the people that they go.
Andreas Leibundgut:They leave lisabla delon in france, west coast of france, um, and they go around the world um, without ever going on land in between, on land in between. And oliver just made it back yesterday as we record this, um, after 99 days and five hours at sea and it's just, yeah, it's incredible what they do, um, the conditions that they're in, the, just the not only the physical but also the mental toughness of these sailors is absolutely incredible and so, yeah, it's a great match for us in terms of you know what they stand for and what they do. You know it's all about reliability, um, you know it's, it's all about reliability. Um, when you're out there for 100 days at sea, um, you not only the watch, but you know most of the things that you have on your boats. They need to be super reliable.
Andreas Leibundgut:The things needs, everything needs to work, because if something breaks, they need to repair it on at sea, and so the, the conditions that they go through, you know, especially in this ocean, is incredibly tough, extremely high, not you know gusts, a lot of winds, constantly winds, constantly waves and so on. So it's very hard to navigate and I think it's a very good connection. It's very good for us to also have it as a testing field. So Oli has had several different things that we tested and I think it's a very good match. Um and I. I find it super inspiring. Inspiring um, but they do I I'd say so.
Blake Rea:I mean there's not too many people out there that can do what he just did? Um, I'd be. I think it'd be interesting, for, uh, I'm sure maybe you've seen pictures of the watch now that it came back, just to see how it held up.
Andreas Leibundgut:Actually I have not, because, well, oli got back into France yesterday and so we haven't seen him, I haven't talked to him yet he, first and foremost, was probably happy to see his family and everybody, of course.
Andreas Leibundgut:We haven't seen the watch. We know that the watch has been working throughout the 100 days at sea. It has stood the test, but we haven't seen it. I'll be keen to see. Just during the 100 days he has had several incidents that have been quite tough, with things that broke or things that he had to fix um, and so it's. It's good to know that he was able to rely on on his ocean master yeah, no, that's so cool.
Blake Rea:Yeah, you have to keep me updated. So, like quite a series of pictures. Um, when you guys are working on a new watch, um, how would you say that you guys prioritize more tradition versus kind of going into a newer direction?
Andreas Leibundgut:um, well, if you're 100 years old as a company, then you certainly have a certain foundation, or you have a good foundation of.
Andreas Leibundgut:You know stuff that you have made, um, and so that often draws as a an inspiration for things that are to come, or as a base that things that are to come, and it, uh, it gives, it provides certain values.
Andreas Leibundgut:Um, you know the craftsmanship that goes into it, um, the direction in terms of. You know the robustness of the watches, the certain aspects that lay a foundation, especially if we're talking now dive watches and sports watches, sports watches and then, at the same time, there is a certain drive to to push the boundaries and to stay contemporary or modern in the, the materials that we try to integrate, and you know things that we try to to do that we haven't done. So that's, yeah, I would say it's a blend between the two worlds, um, but what's important is that you, or that we, stay true to the, the dna of the brand, and to the core of the brand, while having the liberty to explore certain areas or certain materials or certain things, um, and I think that's that's what makes our job very fun I, I definitely think you guys, uh, you guys, yeah, you guys are doing it right.
Blake Rea:Um, especially when I got hands-on with some of the archive pieces, like the vintage shell star that you guys had to me. It was just such a cool watch and I've got my eyes on a few of them on ebay right now because I, I won't, and there's one, um, there's one up right now I don't want to say too much because somebody might, you know, buy it before I can get to it but, um, there's one shell star that, uh, that's on, that has actually like a world timer bezel, um, which I think, I mean, is super, super cool, um, and and so that that might be one that, I add, I think, is undervalued personally, but, uh, but no, no, no, like that's what I'm thinking about adding, and, uh, and so, having such an extensive archive, I'm sure you guys, I mean, can literally revive any piece at any time um, but having such a large portfolio of watches, how do you kind of decide, like, okay, this is something that we need to bring back or this is something that needs to kind of come to market again?
Andreas Leibundgut:Yeah, as you said, the amount of SKUs that one has in the portfolio, I think, is a constant struggle that many, many companies, not just in the watch world, have, and you try to navigate the amount.
Andreas Leibundgut:I think currently, or over the past couple of years, we've been more focused on reducing the portfolio, because the portfolio has gotten quite large and in order to understand, one must also understand why it has grown.
Andreas Leibundgut:One must also understand the reasons, and so we operate in different areas, different regions in the world, with very diverse tastes, and so we have, you know, dress watches that are much more purposeful for areas like the Middle East or Asia, and then you have sports watches that are much more directed at, you know, the US or North America, and so the portfolio is something that's constantly managed, so to say, and we, you know, you take pieces out and you bring your pieces in pieces out, and you, you bring your pieces in um the.
Andreas Leibundgut:The important thing, I think, is that, with such a long and diverse history, is to bring the pieces back. That fits the dna and not just bring any piece back, even though you know it could fit a trend, um that's happening somewhere at some point, but you want to, to bring back the pieces that match the DNA and the values that you hold as a brand today, or have held for a while as a brand, but that you want to communicate as well today, and so for us, that means that we focus on the key sports pieces that we've had over the past 100 years. We've recently relaunched a bi-compact chronograph. We've relaunched the Shell Star a while ago before, but these are pieces that are important for us, that have defined the course of the company and stuff have really made a mark on on the brand's history, and so I think it's these are pieces to to bring back. Um, then we have others that we can, uh, look away from look away from.
Blake Rea:Yeah, I'd say that's a good, a good kind of way to think about it. Um, and I'm super curious, you know we talked a little bit about the blue shark, um, being a beast and then, um, you know, obviously it seems like you guys are focusing really on kind of building watches for extreme environments. You know, I think it's a good way to put it. And you know, obviously we just talked about oliver and him coming around the world. But beyond that, would you, what would you say? I mean, maybe you may or not, may not know, but what would you say? Or that you're aware of is the most extreme environment that a Delma has kind of been through.
Andreas Leibundgut:One that stands out was when we did the Blue Shark 3, we did with a team of divers. We went to lake baikal and did ice diving and it wasn't potentially the the absolute toughest test for the watches. Um, it was certainly extreme, with temperatures dropping around negative 20 Celsius, that is, and it made it very challenging for the team. So we were filming as we were diving and we were filming underwater, but one of the key things was to get the gear assembled to film and, with stuff not freezing up and coming out of the water and going back into the water, stuff like that, with things being wet, stuff would freeze quite quickly and so I think it was definitely a testament of durability for for watches, um, and certainly um, yeah, for the ones that were there, it was. It was very cold, um, and the guys and girls that were diving it during that week they were very resilient and, yeah, that was a that was a tough one, I think.
Blake Rea:I, I saw the video. I saw the video. I saw the video. Um, it definitely looked extreme the fact that you guys were not only focusing on on trying trying to like safety right, you know safety but you guys were filming a video at the same time like a marketing video.
Andreas Leibundgut:I was like, holy shit, like this is crazy yeah it was tough to get it all together, but it was a very interesting experience because the infrastructure was also not the simplest and so it was very demanding for the team, but I think it was well worth the trip it was.
Blake Rea:It was a cool experience yeah, no, I, um, I didn't tell you about this, but remember how I told you about my friend who does underwater photography and I sent you you know her, her, um, her like website and everything. And uh, she, she, she went to Indonesia for a diving, uh trip and, um, I was actually going to surprise you guys, so I, I gave her a shell star to take one of my personal watches, uh, to take with her to Indonesia. And uh, and anyway, she wore the shell star the entire trip and uh, and she got so comfortable wearing it it's funny and because she was going to take pictures with it in underwater in Indonesia on this journey, and she got so comfortable wearing it, she forgot to take pictures with it.
Blake Rea:And of course I'm very happy to hear that she liked it yeah, yeah, no, she, she had it for maybe like six months or so and, um, and yeah, she, she wore it from my understanding every day in indonesia. Um, she'd sent me some like tests. You know, she has a pool in her backyard. She was like going underwater, like taking picture, because she never shot product photography underwater, which is, I mean, a separate challenge, um, but no, so she was testing it in the pool, uh, and then, you know, she sent me some of those pictures and I was like cool, like when are you going to indonesia? Like you know, because meanwhile I'm in my head like all right, like that's, that's amazing, like when am I gonna get my watch back? Like, um, but that was one of the, the first, the first shell stars, and sadly I don't have any pictures to show you. Um, but no, she, she totally, totally enjoyed it and I just got that watch back, maybe, uh, maybe like a couple months ago and and yeah, I mean six months. You know, she was in indonesia for maybe like a really long time, I think, and uh, and it looks just as good as when it left. You know, besides the fact there are some marks on the bezel, um, because, for that specific reference, the, the bezel is aluminum, um, but still, I mean it looks awesome.
Blake Rea:Um, I know, uh, you guys are bringing the brand more into america. We talked, I mean you and I have talked offline about this, but, um, you know when, when do you think people can start to see delmo more locally? You know, because I, you know, I've been pressing you guys to to do that for a while like to to get distributors or not to get distributors, but to get retail locations, um, here, I know you have a service center here and and you guys have a distributor now and you guys are starting to get accounts around the us. Um, but curious as to how that's kind of, uh, how that's going and, uh, when you guys can expect to kind of get a little bit larger of a footprint, you know, in the united states yes, we have started a while ago to expand our retail network with a distributor in the US and we have now around seven to nine points of sales in the US spread out across different regions.
Andreas Leibundgut:We're working on expanding it in an organic way. The aim for us is not, to, by next year, to have 100 accounts. By all means. That's not sustainable 100%. It's also not the goal for us. We're going to be happy with good partnerships that work for us and for the accounts, and so we aim to grow a little bit more, but not incredibly, over the next years, but we can certainly expect a couple of new stores to come on board.
Blake Rea:That's it. I mean that's it, you know, because if you grow too fast, you're not able to support your core accounts. You know, support their business, support them to grow the brand. You know you have to be more strategic. Support them um to grow the brand. You know you have to be more strategic. And obviously, when I was um, when I was in Iowa, so I told you about like all that happened over the summer, um, when I took my, my holiday, I went to Iowa, um, and I texted you when I was there, cause, uh, the place, my friend, yeah, watching clock junction, uh, he, uh, he took me there and I didn't even know like I didn't do any research, you know, and it was so cool to see, uh, to see delma there, um, especially coming back from, uh, you know, from the manufacturer in january and then in july, uh, doing, you know, doing the trip there and then seeing, you know, the tourbillon.
Blake Rea:You know I was like, oh, yeah, did, did you guys see the new tourbillon?
Blake Rea:yet, like that, we haven't even got a chance to talk about that yet, the anniversary tourbillon, um, but they're like, yeah, we got one and I was like, oh, like, and they pulled it out and I was like, you know, I got to see it again and they were like, yeah, we just, I think they, I think they had ordered it for a customer um, if I'm not mistaken and and yeah, I mean just to see everything kind of there, um, considering, you know you guys don't have again you know like a ton of ton of retail presence here, um, but but it was just very cool to see kind of one of your accounts and to kind of get to, to learn with them and they're they're really happy, you know, being um like selling your watches, like they are so happy to be, to be a retailer for you guys.
Blake Rea:Just because I talked to him, I talked to him about it to them, you know I was like, oh, like you know, what do you think you know I was doing, doing, doing a little bit of inside research for you guys? Um, I was like, oh, what do you think you know?
Blake Rea:like how, how do you like the brand, like, how do you know?
Blake Rea:And everybody just had only good things to say about, like the, your team, you know, um, and in the watches and, and you know they, they said that they've, out of all the domo washes, they've sold it, they.
Blake Rea:I don't think they've ever ever got somebody like had to return one or like who hasn't been happy with it. Um, but you know they, we talked at at length about it for maybe about an hour and uh, you know he, the, the owner, jerry, kind of jumps around topics, but no, we talked at length about it and it was very kind of cool to see what I would consider to be the ground of the passion for the brand here in the United States, to see a retailer who's having such good success with the brand, who's having such good success with the brand. I mean the fact that they're selling some of your tourbillon watches, I mean is awesome, considering, you know, you guys are just kind of coming back overseas into the United States and focusing on this market to see that they're having success and selling the tourbillon, you know was kind of crazy, you know, to me at least, so maybe not.
Andreas Leibundgut:No, I we're, you know we're delighted with, with Jerry and the team, but I think they embody exactly what you know, what I was just saying before Thelma doesn't need a hundred accounts. We don't need an account. We don't need retailers where Thelma is number 75 in their portfolio. What we are seeking is much more. What Jerry and the team stands for, which is somebody who is very passionate about the brand, and I think that shows. Think that that shows, um, it shows also when he talks to the customers and he's able to bring across what we stand for, and so that's for us, that's very important and, uh, that's what you know brings, makes it a success for us and makes it a success for them, but is ultimately also the best case for the customer, because they get the service that they need and they they desire, and you're not just left here shopping by yourself, so to say, when you look at a smaller brand. So now we're very happy and this is exactly the approach that we will do, or the type of retail we'll seek when going forward.
Blake Rea:I'd say that's a great strategy.
Blake Rea:Curious to get your take, especially now here in the United States.
Blake Rea:I mean, obviously, micro brands are kind of all the rage right now and you've been in the watch industry for a long time now and your family what have you kind of seen change in the watch industry and evolve? As you've been in the industry, you know, I know that people are pushing more towards micros, because before people didn't care about, care about micros, people didn't care about, you know, tons of great brands that have great storied histories, but now you see customers that are kind of more open. If not, they prefer having a micro brand watch over over a big box brand. Right, you know, because of the exact same reason you talked about. You know, the fact is like if I, uh, if I own one of your watches and I send you know you an email, like you guys are responding and and it's it's very much like a family kind of business and that vibe kind of comes across. Um, but since you've been in the industry, what have you kind of noticed change, uh, in the watch industry?
Andreas Leibundgut:have you kind of noticed change in the watch industry. Well, I think there's many changes in this regard. When it comes to approaching the customer, I think we we've seen a change with, you know, overall, with the fares there's, I think you know, with the exception of COVID or the time of COVID, you see that there's a lot more direct-to-consumer fares. They provide a great platform for micro-brands such as ourselves, but also for slightly or bigger brands, not the very big brands, but I think that's a very good platform for consumers to connect with the brands and I think, at the same time, that helps to drive interest for the brands as well. And I think that's new, or or not new, but at least that has increased over the past.
Andreas Leibundgut:I would say five to ten years, with the exception of a couple of years maybe couldn't do shows, um, I think there's also a bigger focus on collectors, um, at least I think for for I can't speak for super high end brands, you know um, at least from from our, on our level, um, but I think that there is a stronger focus um, not just to deliver to retailers and you know here are the watches and then they sell them off but much more to do you know, to connect with the customers, and so we've had, especially during and we saw it specifically with the Tourbillon, where we had almost a tour around the world with meetings with collectors of retailers, so the retailers had dinners and we went there and we, you know, explained them the brand.
Andreas Leibundgut:We explained to them what we do, the watch and so on, and so there's much more of a direct connection with these collectors and I think there's also a stronger focus on these collectors, and I think you know it goes hand in hand collectors and people interested in watches, they uh, they're also more open to to the smaller brands and I think uh, at least for us, uh over the past couple of years, that that's certainly been beneficial.
Blake Rea:I definitely say so. I mean it's working right. I mean there's just such a strong connection and I promise I mean if you listen to any of my other podcasts I don't say this to everybody but there's such a strong connection that I feel with the brand, a strong connection that I feel with uh, with the brand, um, not just because I know you guys, but just because of how I was introduced, uh to you guys and uh and I I hope you know, when I have children, that they can feel the same way about, like my watches or you know my collection or whatever, obviously having I think I've got four, four delmo watches or five or something in my collection or whatever, and obviously having I think I've got four, four delmo watches or five or something in my collection, um, but hopefully they'll feel the same way that I feel I'll have to say like hey, this was, this was your grandpa's like first swiss watch.
Blake Rea:Okay, like hang on to it, you know, because, uh, I I think I actually sent you a picture of it um, like one of his, his watches like his watches.
Andreas Leibundgut:You showed it to me once, yeah yeah, yeah, um.
Blake Rea:Are there any models that you feel like have a cult following that you guys put out that you didn't expect, you know to to move as quickly?
Andreas Leibundgut:There's certainly a couple of models that we have that move better than, or, you know, have very strong desire, sure, sure, but I wouldn't be able to say, like you know, it's this one model. I was super surprised. I mean, one of the models is the Quattro, which is quite a niche product, so to say, but then strong interest from various I couldn't even say, you know, it's only selling in this region, so it's very interesting. It's a very specific product. I think the quattro is a good example. Um, and then we're, we're also super happy with, with the tourbillon that we have done. Uh, sure, that's a, that's a special one for us as well. Um, now there's a yeah, there's a special one for us as well. Now there's a couple, not one specific fair enough as a brand.
Blake Rea:I'm sure this is a challenging one that a lot of brands face. But just kind of jumping in between, we talked about kind of staying grounded while pushing the envelope. But with this whole kind of resurgent on, you know, you see, a lot of brands are getting experimental with like materials and and things like that. Um, you know, how do you guys kind of uh play in that sandbox per se? You know, um, like, I know you guys have a lot of fun with titanium. Um, I know you guys are doing like like bronze and like dlc. Um, I mean, you guys are using ceramics and and things like that. But, um, are there any materials that you guys, uh like, are particularly interested in, kind of like learning, interested in bringing into your watches that you haven't yet? Or how do you keep up in that regards?
Andreas Leibundgut:We're always looking you know, just keeping track on things that we could implement or new things. I think carbon is certainly an interesting one that we've experimented with a bit. That's a topic at the moment as well. There are other materials that we have, um that we're looking into, and then, of course, there's always the precious metals. Um, you know that has been a thing very much in the past as well, um, delma has done quite a few gold watches, um in the 80s and 90s, um, it's always a topic, um, but yeah, it's always a. Materials, different materials to integrate or new things to integrate is always a topic I did.
Blake Rea:I did talk about that. I said, hey look, if you guys come out with a carbon, a forged carbon shell star with a forged carbon dial and orange accents, I would be one of the first buyer, one of the first buyers.
Andreas Leibundgut:We'll make.
Blake Rea:We'll make you one, yeah that that would be insane, especially in the 40, the 41 size. Now I think I'm getting used to this, um, but even even if I I'm sure this is much more challenging, but even a carbon bracelet would be crazy. I'm curious and you may not be able to say, but you know what's kind of next for the brand, you know, is there any kind of hints or anything that you can kind of like give us about like the future, maybe what you guys are planning, because I know you guys, as a watch brand brand, you have to be like years out right. You know you're talking about watches now that you're going to be producing three or four years from now. Um, are there any kind of hints as as to what you, you guys, are going to be doing in the next couple years, or maybe the directions on how you're going to kind of shape the brand?
Andreas Leibundgut:I cannot tell you anything. No, I'm just joking.
Andreas Leibundgut:Okay now you're talking like a corporate brand. No, so we have a obviously for this year. Things are already in the back, so to say, sure, sure, with a couple of things coming, more or less in a month from now, when we go to Geneva and we're going to release a new ladies piece. There's going to be some dive watches, there's going to be new chronographs, then we're going to have a couple of things coming in the summer, also something coming on the 1924 line as well.
Andreas Leibundgut:And, yeah, then further down the road, things are in the pipeline that being worked on, but nothing yet that's, you know, fully locked, but nothing yet that's fully locked. We'll certainly explore stuff that is within the core of the brand. I mean, dive watches are always a topic. Making them slightly smaller than some of our other models are that we have currently in the collection, and then also the work on smaller than some of our other models are that we have currently in the collection, and then also the work on contemporary parts. And, last but not least, what we also have is we're also working on a proprietary movement in the direction of what we have done with the Tourbillon.
Blake Rea:But there nothing can be disclosed yet. Sure, sure, I understand. Um, we haven't had a chance to talk about the tourbillon, so I guess this is a good kind of chance to bring it up. Um, you know, obviously you guys did your tourbillon for your your 100 100th anniversary. Um, how did you guys did your tourbillon for your your 100th anniversary? Um, how did you guys kind of come to that conclusion like, okay, cool, like we're gonna do a tourbillon? Um, you know, like where was that the first tourbillon that you guys have ever done as a brand? And uh, how did how did that kind of whole project kind of come to life?
Andreas Leibundgut:It is the first tour beyond that we've ever done. My father has always wanted to create a tour beyond, and so he's been looking into different options for a while and just exploring you know, not just suppliers and you know of movements, but also, um, how we could build it in a way that it fits our brand and it fits the dna of delma. And at some point a couple of years ago, we were like, well, it would be a perfect occasion to do it for the 100 years. And we, uh, through connections, got to a guy called oliver mori, or Olivier Mori, and we then developed the movement based off his tour beyond movement for us, and took us, I'd say, two and a half to three years to build the movement the way we wanted to have it, and then also quite some time to build the case and design everything. And so it's been the first tour beyond we've made. We've been very happy with how it's been received, and so, yeah, I think it was a in terms of.
Andreas Leibundgut:I think the tourbillon is. It's just a fascinating complication, it's just something that's very pleasant to to view, um, because of the movement, and I think it's still a bit of a, a grail, so to say in terms of, uh, totally of complication, even though there's there's more complicated complications, but it's still from a visual aspect, I think it's a. It's a very interesting and very pleasing um complication. I think, yeah, that's why we uh he always wanted to have that done. I think that was a, that was a good idea, um, so we've been very happy with it. Um, we have, off the hundred pieces, just a handful left, and so that's why there's something new coming on that 1924 line through and down this year.
Blake Rea:Wow. So not only was it just an anniversary piece, but if I understand you correctly, are you guys going to do a whole kind of 1924 collection now.
Andreas Leibundgut:Yeah, the 1924, the idea was always to bring the 1924 a bit more to the front. As we said at the beginning of the talk, there's not that many brands that are older than 100 years, and there's even fewer brands that have been fully operational for a hundred years, and so we, we felt like the 1924 should be communicated a bit more strongly. Um, and we we want to build a collection on that, uh, and it's not just going to be a one-off tour beyond piece, it's going to be more, more than that, and so there's uh, more things to come in in that direction.
Blake Rea:Yeah amazing, curious now that your dad has created his dream tour beyond is. Is that the watch that he wears every day? Because I I shared to you, you know, the watch that my dad wore every day. So now, now I'm curious. So what, what?
Andreas Leibundgut:is it. Well, he, he got himself the number one. Um, that was clear from the very beginning. There was no. There was no debating on that one. Um, and he wears it very often. Yeah, he, he does. Um, I wouldn't say every day, but, uh, he wears it quite often. Yeah, I wouldn't say every day, but he wears it quite often.
Blake Rea:Amazing. This is probably one of the tougher questions that we have. But if there was one Delmo watch that you could wear for the rest of your life, what would it be? I know, when I sit through these questions up front I was like, yeah well.
Andreas Leibundgut:I thought about that but then I kind of forgot about it. No, it is a tough one because I have an old Klondike. Back in the 90s, delma used to make these limited edition gold and platinum watches quite dressy and I have one with a chronograph with a moon face and it's tonal shaped and I like it. I often wear it for more dressy occasions but it's too fancy for an everyday watch. But I love the piece and I think for an everyday watch, I think a Shell Star Titanium is very good. I don't want to, you know, do advertising or promote.
Andreas Leibundgut:No, no, no, but I think the Shell Star Titanium is super cool. Every day, you know, watched. It's lightweight, super comfortable, rugged, so it's perfect. Yeah, I think that's a good choice. I can tell you that over the past I would say, six months, the piece that I've been wearing most is the Midland Black Dial, and that's just a super easy, cool, stylish watch that just fits with almost every outfit. That's not too bad.
Blake Rea:I'd say yeah, no.
Andreas Leibundgut:I'm very happy with that piece too, yeah.
Blake Rea:But it's a tough one.
Andreas Leibundgut:There's too many options to always wear the same watch.
Blake Rea:I know and I feel bad for putting you on the spot like that, but, uh, I I think when, uh, when I was there, um, I think the because the midland you just read, you just reissued. Right, you guys just came out it's been about a year now.
Andreas Leibundgut:Maybe the midland, so it's a new release, um, but the watch, the design of the watch overall, and, uh, it's a new release, but the design of the watch overall and it's totally new case shape, everything. The name Midland has been used for many different collections. As a matter of fact, when the Gilliman brothers founded the company back in 1924, they used four collection or brand names, so to say, and one of them already was Midland. And so Midland has always been used for chronographs and sports pieces, in the 60s and 80s, so throughout the company's time. And so this one is a new model, but it's not a. The name is not new, so to say.
Blake Rea:No, I mean, yeah, I think, when I was there and we were filming and, like, you reached out, I saw that watch and I was like, oh, what is that, you know? And you're like, oh, that's coming, that's coming. And I was like, oh, okay, that does make sense because it is incredibly versatile. I mean, like I said, I have the Shellstar Titanium, obviously the orange one, the orange dial, and I'm absolutely obsessed with it. Um, I love wearing it and I mean you can see, like some of the, like the, the, my buckle it's hard to tell from the or my deployant, um, but it it is.
Blake Rea:It is definitely getting some, some love marks on it from from how much I've been wearing it. So, um, I'm curious to, uh, what is probably one of the more inspiring stories that maybe you've heard about? The brand, or maybe somebody even wearing a watch? I know we talked about oliver super cool. Um, I know we talked a little bit, I mean, obviously, about my father, um, but what would you say is probably one of the more crazier or inspiring stories that you've heard about? Maybe somebody wearing a watch, or maybe a customer, or just even the brand?
Andreas Leibundgut:Yeah, I think Oliver is a very recent and truly inspiring one. We've done quite a bit of work with other adventurers that have been very inspiring. We've done stuff with Nick Maloney, another sailor. He went for the 200 year anniversary of Antarctica's discovery. They traveled down to one of the islands just in front of Antarctica and sailed, sailed, around Antarctic not around full continent, but in that area and so we've then also done a collaboration with Nick and ASOC for the Ocean Master Antarctica. That was a very inspiring project.
Andreas Leibundgut:In terms of just somebody doing something or wearing the watch is a hard thing to just single out, so to say, but I think, yeah, nick has done a lot of inspiring stuff. We've also worked with a guy, with Magnus. He's a diver and ocean conservantist and he has done a lot of work with sharks and that's very inspiring as well when you know, applying the watch, using the watch in its field. He was doing stuff in the azores to preserve the habitat of the sharks where they breed, and, yeah, I think that was a very For us. It was a very insightful project as well to do, not just from a time piece or from a watch perspective, because he was using the, the blue shark and was testing it, and but it was a and quite a an emotional um project to see how these sharks maneuver and how the the breeding rounds are affected by what we do.
Blake Rea:Yeah, yeah, because that was the. You guys did the the blue shark. Azores yes, exactly that was the watch. That kind of came from that, I'm not mistaken. Yeah, and it was like uh, was it like a? It was like a bronze or something, wasn't it?
Andreas Leibundgut:no, it was a stainless steel one, but it had it was. So there were two iterations. Oh, that's right there was a blue had a gray in dial. Yeah, so they were. Yeah, that's right. That's right, the one that was more kind of the deep ocean one, and the one that was more, uh, closer to shore, so to say, in terms of the colors sure, sure, sure.
Blake Rea:Um. Final question, and you know you don't have to kind of think in terms of watchmakers, but if you guys could collaborate with another brand or maybe, uh, bring on like a new ambassador, um, maybe somebody in a different industry, or you know, get feedback from somebody, or or you know, if you could collaborate with anybody, it doesn't matter who it is in history, right, or or brand who would that be and what would that look like? And that's another super hard one, but people do want to know, I promise.
Andreas Leibundgut:And that's another super hard one, but people do want to know. I promise it's a good question. There's a, there's a couple of well, I would need to differentiate a little bit between within the industry or outside the industry. There's a, there's a couple of the, a couple of watchmakers or brands within the industry that I admire for what they do and I wouldn't mind collaborating with them. The question is whether they would want to collaborate with Delamar.
Blake Rea:Sure, sure, sure.
Andreas Leibundgut:But no one of them that I think is very cool is Kari Wojtyla, and what he does in terms of movement work and style work is incredible. And Anderson they do really cool stuff which I really like. Yeah, these are two from the industry that I just kind of like. Outside the industry it's a different route I would much more go like. I like Patagonia, oh yeah.
Andreas Leibundgut:Nice Especially. You know what they do beyond their products, but what they do in terms of um, you know giving back um, in terms of sustainability, what they they. I think they're a very good example of reuse, recycle kind of that mentality, but not in a way of just, you know, bringing your paper to the recycling store, but really making sure that you create something with the materials that you have at hand and giving back to communities and the environment. And they're a very kind of adventure-driven brand, like we are. So I think that would be interesting.
Blake Rea:Yeah, you heard it first here Delma Patagonia Collaboration coming soon. No, I'm just kidding. No, thank you so much for for spending time with us, uh, as always. Uh, I'm looking forward to seeing you guys uh again in in Geneva. Uh, and and I I'm glad that we finally got this podcast. This is one of the, the, the earlier podcast. Here we are like third. I we're like almost 40 episodes now, so this is one of the ones that I originally thought about recording like in episode one or two yeah, it took us a while it did, it did, and for a good reason.
Blake Rea:I mean, you guys have been busy. You guys have obviously been been doing a lot, you know, with uh, with the uh, with the, the time that you have the little time that we all have and uh, and. So, yeah, I'm finally glad we were able to kind of get this all scheduled and get this recorded and get this behind us, and I can't wait to see some of the new releases uh and and Geneva and and. Yeah, hopefully, you know, outside of the show we'll be able to to connect uh again and and and step aside. You know, outside of the show we'll be able to connect again and step aside, you know, you know, maybe when we're not both working.
Andreas Leibundgut:Yeah Well, thanks so much for having me. It's been a pleasure. It's been a while, yeah, since we talked about doing this, so I'm very pleased to have finally achieved it yeah, and yeah, we'll be happy to welcome you in geneva um we'll be there all week and so uh, yeah, anytime amazing everybody.
Blake Rea:We are going to link all of delma's websites online store. Make sure you definitely check them out. Like I said, this is uh and I promise I don't say this for everybody that listens, but this is a brand that I really kind of hold hold close to heart. Um, for the reasons that you probably just heard, but my dad's first swiss watch and uh, and so, yeah, everybody, definitely I think there's something in their catalog for everybody. So, definitely, if you haven't heard of them, go check them out. And if you have heard of them, I'm wondering why you don't own one of their watches. So, thank you so much for coming on.
Blake Rea:And I will talk to you, of course, very soon.
Andreas Leibundgut:Thank you very much.
Blake Rea:Bye-bye.
