Show notes
Welcome to another episode of The Disruptors Podcast. In this episode, Rob Moore interviews Co-founder and chief designer of luxury watch brand Urwerk, Martin Frei. Rob and Martin discuss business, art, entrepreneurship and innovation in this captivating interview.
Discover the evolution of Urwerk and the mastery of Martin’s designs. Learn how these beautiful watches are taken from concept to creation and the lessons learnt along the way. Find out more about what it means to be truly creative, to really innovate and to undoubtedly create a piece of art.
KEY TAKEAWAYS
Art is an extension of one’s self and carriers themes throughout. The true expertise of an artist is creating something different and expressive.
In order to be the master of machines you need to challenge yourselves and the need to be creative. However, the form has to follow function and the watches have to work.
A concept is created from a set of collective experiences and concepts and inspiration is taken from films architecture toys and much more.
Smart Watches work against the concept of individualistic expression. Art in the watch industry is discovering how to display time and an individualistic piece of machinery.
It’s important not to grow too quickly and become slow as a company. The laws of nature demand that you grow, but it must be in a creative manner a way to grow that includes innovation.
Rob: How do you balance growth and honouring your lineage?
Martin: You need to ensure the growth matches the innovation, we have had to stop production of watches in order to achieve that. We focus on creating a more contemporary and classic design that also addresses the futuristic side of watch evolution. This creates a fiction.
Rob: Why do you only make 150 watches per year?
Martin: We don’t necessarily want to grow and we have found an equilibrium with this number. If we made more you might find the watch itself might change. Right now we are able to be creative and innovative and try a lot of things.
Rob: Can you summarise the ethos and vision of Urwerk?
Martin: We want to create innovative machines and as long as people continue to want them it’s the perfect situation for us to continue to create these crazy designs.
Rob: How long does it take to make one of these watches?
Martin: Quite a long time, the EMC project took 8 years. Normally it will take 2-3 years although lots of prototype versions are developed in order to create a finished piece.
BEST MOMENTS
“Tried to escape the technocrats, so I went to study art, to solve problems and create something beautiful.”
“You allow yourself to be inventive in the very last moment, you need to keep this possible for as long as possible"
“Watchmaking originated in medieval times, it’s an ancient art.”
“Someone who wears a Urwerk watch is only trying to be noticed by a select who people, who know what a Urwerk is.”
“If there is any company that could embrace the movement of smartwatches it would be Urwerk with how you’re redefining and re-commenting on the concept of time.”
“Sometimes you have to not work as hard in order to stop lean listen and experience the things happening around you.”
ABOUT THE GUEST
Martin Frei (co-founder and chief designer) and Felix Baumgartner (co-founder and master watchmaker) first met in 1995 to discuss developing a watch. The young men were united by their common passion for measuring and portraying time. A long discussion, a sharing of philosophies and dreams, culminated in a decision to create their own vision of time. They founded URWERK in 1997 and presented their first timepiece with the AHCI at Baselworld that same year.
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ABOUT THE HOST
Rob Moore is an author of 9 business books, 5 UK bestsellers, holds 3 world records for public speaking, entrepreneur, property investor, and property educator. Author of the global bestseller “Life Leverage” Host of UK’s No.1 business podcast “Disruptors”
“If you don't risk anything, you risk everything”
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