This week on the SUPERLATIVE Podcast, host and aBlogtoWatch founder, Ariel Adams, is joined by Lilian Thibault, founder of AWAKE Watches. They discuss the evolution of AWAKE and how the brand found its identity by embracing Métiers d’Art, traditional craftsmanship, and a more focused creative direction. Lilian explains why launching a watch brand may be easier than ever, while building one that lasts has become increasingly difficult. He also shares how AWAKE’s handmade dials and use of techniques such as Vietnamese Son Mài lacquer have helped the brand offer collectors something distinctive at a more accessible price point.
Ariel and Lilian also explore why watches have become expressions of personality and emotion, the freedom founder-led brands have to take creative risks, and why AWAKE has no ambition to become a high volume watch company. They discuss the growing appeal of independent brands, changing collector attitudes toward resale value, and the importance of creating a more personal relationship between brands and their customers. Lilian also explains how AWAKE searches around the world for talented artisans, why great craftsmanship is not defined by where it comes from, and how the brand plans to bring greater sophistication to its watches while remaining committed to Métiers d’Art and accessible pricing.
Keep up with Lilian and AWAKE Watches:
Website - https://awakewatches.com/
Instagram - https://www.instagram.com/awake.concept/
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Key Chapters:
0:36 Lilian Thibault and the Evolution of AWAKE Watches
2:32 Why Starting a Watch Brand Is Easier Than Ever
4:47 Finding the Idea That Made AWAKE Different
7:52 Making Métiers d’Art More Accessible
10:47 Defining Métiers d’Art and Preserving Traditional Craftsmanship
13:42 Why Presentation Matters as Much as the Watch
17:26 Watches, Emotion, and Personal Expression
20:00 Reinventing AWAKE and Its Brand Identity
25:36 Why Founder Led Brands Can Take More Risks
27:54 Why AWAKE Does Not Want to Become a High Volume Brand
32:12 Moving Beyond the Investment Watch Era
36:18 Why Collectors Are Turning to Independent Brands
41:49 Navigating U.S. Tariffs and the Customer Experience
46:50 The Challenge of Affordable Artisanal Watch Dials
48:15 Why “Talent Has No Passport”
53:23 Finding Artisans Around the World
58:37 Why Developing New Craft Techniques Takes Years
1:00:45 What Comes Next for AWAKE Watches