SUPERLATIVE Podcast: Frederic Gasser on B.R.M.’s Racing DNA, American Retail, and Niche Focus
The episode features a conversation between aBlogtoWatch founder Ariel Adams and Frederic Gasser, President of B.R.M North America, detailing how the French motorsport‑inspired watch brand entered the U.S. market. Gasser recounts how a simple phone call and a handful of watches led to the brand’s first American sale, paving the way for partnerships with major retailers such as Neiman Marcus. He explains how B.R.M translates the colors, materials, mechanics, and energy of the racetrack into its timepieces, maintaining a distinctive racing identity while using customization to build a passionate collector base. The discussion also examines broader trends in the American watch industry, highlighting the growing influence of large brands over retailers and the challenges independent companies face in traditional wholesale models. Gasser emphasizes the importance of direct relationships with collectors, bespoke watches, and focused niche strategies, arguing that staying true to a specific market segment is more valuable than chasing volume. The episode is sponsored by the Movado Heritage Kingmatic collection.
Buying Time Analysis: This episode highlights how B.R.M’s focused, niche-driven strategy and direct collector relationships enable a small watch brand to successfully enter and thrive in the competitive American market.
