Fratello Talks: What Makes A Watch Brand Great?

Welcome to this episode of Fratello Talks, in which Nacho, Lex, and Laurits try to answer the question: what makes a watch brand great? It’s not as obvious as one might imagine. There are as many factors to consider as there are parts in a watch movement. However, a handful of specific criteria come into play in separating the few from the many, including heritage, storytelling, and, ultimately, the product itself. Make sure to tune in to this week’s discussion for a nuanced dive into the topic as the guys share their opinions. Before we jump into it, though, here are the watches on their wrists this week.

Wrist check

We start with Lex, who is wearing a Fratello limited edition, the Oris Big Crown Pointer Date. This model from 2020 features a bronze case and an oxblood dial per the concept dreamed up by our very own Mike Stockton. Lex has opted to wear it on the OEM gray suede strap. This eye-catching combination is one that you’ll see on 300 lucky people out there (including a handful of Fratello team members) who picked one up when they were made available a few years ago.

Laurits, in keeping with the theme of Fratello limited editions, is wearing the Fratello × Nivada Grenchen Racing Chronograph. He has opted for the tropical-dial variant on the bracelet. But he’s also keen on the reverse panda model, which he often wears on an upcoming pigskin strap. The ’70s vibes are strong with this retro racing chronograph. From the 38mm cushion case to the tapering orange seconds hand, it’s one funky number.

Finally, Nacho is wearing his Breitling Avenger (ref. E13360) on an elastic strap from NDC Straps. This chunky 44mm titanium chronograph is the epitome of rugged functionality. It’s the Series III Land Rover Defender of watches. It’s an all-terrain tool with a 300m water resistance rating, a sapphire crystal, and a unidirectional dive bezel. The strap is made from the same elastic used by members of the French Marine Nationale to fasten their issued timepieces onto their wrists. If you want to know more, check out Nacho’s deep dive into the NDC strap.

What makes a watch brand great?

Today’s topic is a valid question and one that we don’t ask ourselves nearly as often as we should. Many tend to judge a brand by a single model or its latest release. But a brand is so much more than just one watch. While many may have famous models or true icons in their lineup, some brands even go as far as to expel them so as not to become synonymous with and, therefore, defined by them. Some brands stumble through several reimaginings of their image and catalog while trying to figure it out. Other brands seem to constantly be on the right track and able to do no wrong. This can change over time, and brands will go through natural highs and lows as enthusiasts’ and buyers’ tastes change over time. However, if you want to get a feel for the secret formula for success, listen to today’s podcast.

As always, leave your thoughts in the comments section, and tune in next week for another episode of Fratello Talks!