Superlative

About Superlative

This is Superlative: A Podcast about watches, the people behind them, and the worlds that inspire them. Spending time with great minds and interesting personalities from the watch community, while talking about things that matter for timepiece enthusiasts. Superlative is a talk show inspired podcast with weekly guests hosted by Ariel Adams, the Founder of aBlogtoWatch.com.

Publisher

Ariel Adams

Category

business

Language

en

Explicit

No

First episode

12 Oct 2020

Latest episode

23 Sept 2026

Latest episodes

137 of 311 episodes have a transcript.

1. 

   23 Sept 2026TRANSCRIPT

   Gary Girdvainis on the Unspoken Realities of the Watch Industry

   This week on the SUPERLATIVE Podcast, host and aBlogtoWatch Founder Ariel Adams is joined by longtime watch industry veteran Gary Girdvainis. Drawing on a career that stretches back to the early days of International Watch magazine, Gary reflects on decades spent inside the watch business and how dramatically the relationship between brands, media, retailers, and consumers has changed. Ariel and Gary discuss the realities behind watch journalism, the growing influence brands have sought over media, the shift from traditional publishing to today’s crowded creator landscape, and why simply following the Swiss playbook does not always lead to success.The conversation also goes behind the scenes of the business itself, including Gary’s experiences working alongside Danny Govberg, his time with Franck Muller, and what those roles revealed about inventory, distribution, marketing, and the less visible side of the Swiss watch industry. They explore why some European brands continue to struggle with the American market, the need for a major consumer facing watch show in the United States, and Gary’s current work with Nivada Grenchen and FTS. The episode closes with a deeper look at American watch manufacturing, the enormous challenges of producing components domestically, and why building a truly Made in USA watch is far more complicated than it might seem.Keep up with Gary and learn more about his work with FTS and Nivada Grenchen:FTS - https://www.ftsusa.us/ (https://www.ftsusa.us/) Nivada Grenchen - https://nivadagrenchenofficial.com/ (https://nivadagrenchenofficial.com/) SUPERLATIVE IS NOW ON YOUTUBE! To check out Superlative on Youtube as well as other ABTW content:- YouTube - https://www.youtube.com/@ablogtowatch (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/ (https://store.ablogtowatch.com/)To keep updated with everything Superlative, aBlogtoWatch Weekly, and aBlogtoWatch, check us out on:- Instagram - https://www.instagram.com/ablogtowatch/ (https://www.instagram.com/ablogtowatch/)- Twitter/X - https://twitter.com/ABLOGTOWATCH (https://twitter.com/ABLOGTOWATCH)- Website - https://www.ablogtowatch.com/ (https://www.ablogtowatch.com/)If you enjoy the show please Subscribe, Rate, and Review!Key Chapters:[00:36] Introduction and Gary Girdvainis’ Watch Industry Background[03:36] Breaking the Rules of the Swiss Watch Industry[06:33] Watch Media, Brand Control, and Staying Honest[12:52] The Wild West of Modern Watch Media[15:20] Gary’s History With International Watch Magazine[22:16] Pulling Back the Curtain on the Watch Industry[27:13] How Luxury Marketing Differs in America and Europe[30:45] What Happened to Franck Muller?[39:41] Why Swiss Watch Brands Struggle With the U.S. Market[42:29] The Reality of Working in Watch Media[50:34] Does America Need a Major Watch Show?[54:35] FTS and the Future of American Watchmaking[58:40] The Economics of Making Watches in America

2. 

   16 Sept 2026TRANSCRIPT

   Thomas Sandrin of WatchDNA on What Defines Watch Brands and Drives Consumer Choice

   Ariel Adams interviews Thomas Sandrin, founder of WatchDNA, exploring how brand identity and consumer choice shape the watch industry.

3. 

   9 Sept 2026TRANSCRIPT

   Nate Borgelt of Joopiter on Expanding What’s Collectible and the Future of Watch Auctions

   Host Ariel Adams interviews Nate Borgelt of Joopiter about expanding watch collectibility and the future of auctions, offering insights into market evolution and accessibility.

Inside a recent episode

Gary Girdvainis on the Unspoken Realities of the Watch Industry

Published 23 Sept 2026 · Transcript excerpt

[…] And again, we grew up within that context. So there wasn't other places to learn about new watches. Now there's arguably too many. Well, there's so much white noise out there. You're right. I mean, it's just overwhelming. You can find the same watch being vilified by one group or person and, you know, held on a pedestal by others. You know, Rolex is the almighty king wearing the crown. Other people say if you buy a Rolex, you're not really a proper watch person because you're just a sheep following everyone else. And somewhere between those two is the truth. They make a great watch, but they make millions of them. […]

Who has been a guest on Superlative

Names identified in recent episode analyses. Showing up to five guests.

• Thomas Sandrin
• Nate Borgelt
• Ahmad Shahriar
• Oscar Chabrat
• Gabe Oppenheim

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

YouTube views

78,413,844

Score snapshot 15 Sept 2025

Apple Podcasts (US)

4.4 / 5

35 ratings

Spotify

4.5 / 5

21 ratings

Podcast Authority Score: 93 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

94

Social presence

97

YouTube

93

Engagement

89

Pitching Superlative

Guest appearances

Books guests

Based on episode analysis; this does not confirm that the show is currently accepting pitches.

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Questions about Superlative