Oct 9, 2026 · 46 min · 10 segments
In this episode, we speak with CEO of The Americas at Oris VJ Geromino about all things Oris! We discuss some of their marquee models and how they toe the line between vintage and modern design. TC…
Thomas CalaraHostVijay GeronimoGuestas far as what's happening around the watch world right now, I think that there's some controversy in brand catalog that I want to address.
And that is brands offering more entry-level watches into their catalog to try and attract a younger audience, a new audience, maybe buyers who never thought that they could get into that brand who now can.
This is something we've seen historically in watches, and we're seeing it again now, But it stirred up some conversations in forums and social media where people look at it as potentially devaluing the brand or punching down.
Instead of doing full gold cases, they're doing gold vermeil over top of sterling silver.
But a lot of them were courts and then eventually some mechanical simpler dial simpler executions and it did it attracted a new audience to Cartier it put the tank on more people's wrists but there are some who look at that and think well it cheapened the tank more so than I wanted it to where do you find yourself falling in that argument.
Yeah, I think, you know, in terms of your point about bringing a new audience in, I think that's what it's supposed to do, right? I think entry-level watches are supposed to get people into the door, introduce that person to the brand if they weren't familiar with the brand or just familiar in watches overall.
But I think the whole idea of it is to get new people into watches and essentially halfway into the door, right? The must tank, right? I feel like that's a solid example.
But I think the caveat there is, do you feel like you have less, right? So then you do, you know, do you feel like, okay, maybe I should just get the Cartier tank or does the must tank feel less than the Cartier tank? I think that's like the line there.
And I think the the entry-level watch has to be done properly i think in my opinion i think it has to be um you know there there has to be some design language something about the brand that like its core um theme like in in that watch but slightly different to where you know maybe it's like a refresh for the brand or if it's something that's a little bit different than what they offer to get people in the door sure yeah
see i i think we should rephrase the entire category because i use at entry level i think i said entry level and that's the phrase that a lot of us use in the watch industry we talk about entry level watches it's the cheapest watch that you can buy into a more luxury brand a high horology brand I don't like that term because I think it devalues what the watch is.
And I think that it paints a negative picture of that watch, of the collection, of the category.
They're there for the enthusiast to explore a new brand or a new category or whatever the case may be.
as far as what's happening around the watch world right now, I think that there's some controversy in brand catalog that I want to address.
And that is brands offering more entry-level watches into their catalog to try and attract a younger audience, a new audience, maybe buyers who never thought that they could get into that brand who now can.
This is something we've seen historically in watches, and we're seeing it again now, But it stirred up some conversations in forums and social media where people look at it as potentially devaluing the brand or punching down.
Instead of doing full gold cases, they're doing gold vermeil over top of sterling silver.
But a lot of them were courts and then eventually some mechanical simpler dial simpler executions and it did it attracted a new audience to Cartier it put the tank on more people's wrists but there are some who look at that and think well it cheapened the tank more so than I wanted it to where do you find yourself falling in that argument.
Yeah, I think, you know, in terms of your point about bringing a new audience in, I think that's what it's supposed to do, right? I think entry-level watches are supposed to get people into the door, introduce that person to the brand if they weren't familiar with the brand or just familiar in watches overall.
But I think the whole idea of it is to get new people into watches and essentially halfway into the door, right? The must tank, right? I feel like that's a solid example.
But I think the caveat there is, do you feel like you have less, right? So then you do, you know, do you feel like, okay, maybe I should just get the Cartier tank or does the must tank feel less than the Cartier tank? I think that's like the line there.
And I think the the entry-level watch has to be done properly i think in my opinion i think it has to be um you know there there has to be some design language something about the brand that like its core um theme like in in that watch but slightly different to where you know maybe it's like a refresh for the brand or if it's something that's a little bit different than what they offer to get people in the door sure yeah
see i i think we should rephrase the entire category because i use at entry level i think i said entry level and that's the phrase that a lot of us use in the watch industry we talk about entry level watches it's the cheapest watch that you can buy into a more luxury brand a high horology brand I don't like that term because I think it devalues what the watch is.
And I think that it paints a negative picture of that watch, of the collection, of the category.
They're there for the enthusiast to explore a new brand or a new category or whatever the case may be.
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