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In this episode of SUPERLATIVE, aBlogtoWatch founder and our host Ariel Adams sits down with Frederic Gasser, President of B.R.M North America, to discuss the unconventional story of bringing the French motorsport inspired watch brand to the United States. Frederic shares how a phone call, a handful of watches, and an unexpected first sale helped launch B.R.M in America, eventually leading to early opportunities with Neiman Marcus and retailers across the country. He also explains how B.R.M translates the colors, materials, mechanics, and energy of the racetrack into its watches, why the brand has remained committed to its distinctive racing identity, and how customization has helped build a passionate collector base.
The conversation also explores the changing realities of the American watch market, from the growing influence of major brands over retailers to the challenges independent companies face in traditional wholesale. Frederic discusses B.R.M’s shift toward direct relationships with collectors, bespoke watches, and creative collaborations, while sharing why smaller brands need to stay focused rather than chase every market opportunity. Ariel and Frederic also examine the challenges European watch companies face when entering the United States, the importance of having a genuine local presence, and why finding your own niche may be more valuable than just pursuing volume.
Learn more about B.R.M:
- Instagram - https://www.instagram.com/brmchronographes/
- Website - https://brm-chronographes.com/
This week's episode is sponsored by the Movado Heritage Kingmatic collection, learn more at the link below:
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Key Timestamps:
[0:35] Intro & B.R.M Origins
[3:58] Frederic Brings B.R.M to America
[9:26] Early U.S. Growth & Retail Expansion
[11:08] How B.R.M Manufactures Its Watches
[13:19] B.R.M’s Racing Inspired Design
[19:54] Richard Mille Comparisons & Staying Focused
[23:47] Doing Fewer Things Well
[24:31] The Power of Human Connection
[26:00] Polarizing Design & Passionate Collectors
[30:47] Technical Innovation & Lightweight Watches
[35:08] Pricing & Customization
[36:32] The Shift to Direct & Bespoke
[39:12] Retailers & Big Brand Pressure
[45:30] U.S. vs. European Discounting
[47:23] Why the U.S. Market Is So Difficult
[56:26] The Importance of the U.S. Market
[58:10] Why Brands Need a Local Presence
[1:00:47] Watches and Wonders & B.R.M’s Future
[1:04:23] Closing