This week on SUPERLATIVE, aBlogtoWatch founder Ariel Adams is joined by Guy Allen, Head of Sales at Elliot Brown Watches. Guy reflects on more than four decades in the watch industry, from his early work with LEGO watches to finding his place at Elliot Brown. He shares how the British brand developed its reputation for rugged tool watches, including its work with the UK Tier One Special Forces community and the development of the Holton. Guy and Ariel also discuss what authenticity means for an independent watch brand, why collectors increasingly buy across vastly different price points, and how events and enthusiast communities have transformed the relationship between brands and their customers.
The conversation then turns to the changing economics of the watch industry, including Elliot Brown's move toward a direct-to-consumer model and the growing opportunities for independent brands. Guy offers his perspective on escalating Swiss watch prices and questions the value proposition of familiar watches that now cost dramatically more, while Ariel examines why major Swiss brands have increasingly pursued higher prices and lower volumes. They also discuss the growing strength of non-Swiss and independent watchmakers and a developing movement-supply problem that is making popular Japanese movements more expensive and difficult for smaller brands to source.
Keep up with Guy and Elliot Brown Watches:
Website - https://elliotbrownwatches.com/
Instagram - https://www.instagram.com/ebwatches/
SUPERLATIVE IS NOW ON YOUTUBE!
To check out Superlative on Youtube as well as other ABTW content:
- YouTube - https://www.youtube.com/@ablogtowatch
To check out the ABTW Shop where you can see our products inspired by our love of Horology:
- Shop ABTW - https://store.ablogtowatch.com/
To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on:
- Instagram - https://www.instagram.com/ablogtowatch/
- Twitter/X - https://twitter.com/ABLOGTOWATCH
- Website - https://www.ablogtowatch.com/
If you enjoy the show please Subscribe, Rate, and Review!
Key Chapters:
00:00 Introduction
00:59 Guy Allen’s History With LEGO Watches
07:24 Joining Elliot Brown
10:17 Creating Watches for Special Forces
14:31 How Tough Is the Elliot Brown Holton?
17:42 Building an Authentic Independent Watch Brand
19:26 Why Elliot Brown Went Direct-to-Consumer
24:05 Watch Collecting and the Power of Community
28:02 How Watch Shows Changed the Industry
36:18 Why In-Person Watch Shows Are Here to Stay
39:50 Solving the Watch Resale Problem
47:32 Managing the Growing Watch Show Circuit
51:08 How Lockdown Transformed the Watch Business
53:47 Why the Watch Hobby Is Winning
56:49 Why Swiss Watch Prices Have Gone Too Far
01:04:47 The Looming Watch Movement Supply Crisis
01:08:28 Where to Learn More and Closing Remarks