How Farer Is Reimagining Classic Watch Design

Welcome to The Micro Collector, a podcast where I talk with the founders and operators behind some of the most exciting microbrands and independent watch companies. I'm your host, Justin Dorfman, and in today's episode, I'm joined by James Mulvale, Content and Community Manager at Farer. Farer is one of the brands that, to me, captures what makes modern independent watchmaking so exciting. The watches are rooted in classic genres, GMTs, World timers, moonphases, divers, chronographs, and pilot watches, but reinterpret them through distinctive color, texture, materials, and finishing in a way that feels unmistakably Farer.

In this conversation, we talk about James' path into the watch industry, the story behind Farer how the brand balances British design with Swiss manufacturing, and how it's built such a broad collection while maintaining a clear identity. We also get into some of Farer's most popular models and what's coming next. If you enjoy the episode, be sure to subscribe for more conversations with the people behind these incredible watch brands.

And with that, please enjoy my conversation with James Mulvale of Farer.

All right, James, welcome to The Micro Collector Podcast. I'm super excited to have you on today.

Likewise, thank you very much for the invite. No, it's always great to talk about watches with people. Yeah, that's the great thing about this community. So yeah, happy to be here. Thanks.

Yeah, absolutely. And by the way, I'm a big fan of Farer I have been for some time.

Just first of all, I'm a huge fan of cushion case-shaped watches. And I know that you have a couple in the collection. And I'm also a big fan of green dials. And there's some really amazing green dials. I think in general, I'm a fan of sort of classic style with modern colors and I think that's at the heart of what you guys do. So there's a number of models in the collection that I've just been, you know, at night scrolling through and just loving sort of deciding which one I'm going to add to the collection.

So in Dallas, as we were talking about at Windup, I actually got my first chance to feel them in the metal and they're just. Even better in person, even though the website does a great job, they're just even better in person. So I had to get you on the podcast and just hear the story behind the brand and a little bit more about what's coming. So thanks again for taking the time. For those maybe that aren't familiar with the brand or specifically you, why don't you give us a little bit of a background on yourself and how you came to lead content and community at Farer what that specifically means as well.

Yeah, sure. So, so, I've been into watches, you know, like a lot of us for a long, long time. You know, it's one of those things I've always had an interest in. My first job out of university or college for Americans was working in a watch store, retailing watches. Then, you know, years went on, one thing led to another, and I started writing about watches, you know, like a lot of us, like blogging. Doing sort of that, you know, is just a hobby. And then my first job in the industry, was six years ago maybe, was a WatchGecko, who were just down the road from me. They're a strap retailer, for those who don't know, but they also have like a magazine, YouTube channel. They did, they have a very broad range of things they do. So I started there, and I, again, I just did more journalism and content creation amongst a few other things before going back to sort of being a professional freelance journalist and content creator for a little bit. And that's when I met Paul, the owner and founder of Farer who reached out one day for, it was to promote the launch of the Aquamatic dive watch range at the time they were just coming out. So we did a piece on that. And then later in the year, one thing led to another and he was looking for someone, again, quite a broad set of skills, you know, in terms of being able to do photography, do writing, you know, attend events and all that. And I fit the bill. So yeah, he reached out to me and here we are, you know, over three years later or something. And yeah, and then today, yeah, my job.

It's a whole range of things. I'll try not to make it into a crazy long list, but it's a lot of the front end of the business of what you see day to day in terms of the website content, email, social media, in-person events, stuff like this. Yeah, a lot of that sort of varied front end, the sort of interaction of the customer and the brand, guess, is what you could sum it up as.

Yeah, you know, it's an interesting role and one that I think is ever increasingly more important in the watch world. You can imagine like, let's say 15, 20 years ago, it probably wasn't a role that existed for most, at least in-house, right, for most watch brands. And now with a move to direct to consumer, the importance of telling the story behind the brand and making that connection digitally with the audience. Is probably really important alongside also being able to showcase the watches in a beautiful way. So very, very interesting. And it must be a fun role as well. I think it sounds like you come from an enthusiast background. So you get to deal with watches every day and write about them. And the passion gets to show through the content. So that must be pretty fun.

Yeah, yeah, I mean.

It's, I think it's very key. Especially when you talked there about how things have changed so much and they really have with the rise of e-commerce and you've got to have that, that knowledge and authenticity when you write about, I guess any product, but you in particular with watches, can't sort of, you can't blag it and make you pretend you know what you're talking about. It just doesn't come across right if you don't know like the little details and the things that us enthusiasts look for in watches, know, it just doesn't work otherwise. So yeah.

Yeah. Maybe tell us a little bit about the story of Farer, sort of the origin story, what the original vision was. I know that I've looked at the website and it does a really good job at telling that story and sort of the focus on bringing something different to the market, something that kind of feels familiar but different in a way. And I see that through the watches, but maybe you can tell us a little bit about that original vision and sort of the journey up to this point.

Yeah, sure. So we've, we're just over 10 years old. We turned 10 last November, I think it was. Basically, Paul, who started the brand, has always had this artistic designer slant, right, to his personality and who he is. And so he, when he started Farer, it's obviously an opportunity, like for a lot of brand owners, to sort of put their own mark on a product, but he really wanted to lean into that design element and do it in a unique way that wasn't a rehash of existing elements that come out there.

So we always say, you know, we're inspired by this halcyon era of watchmaking, which, you know, to my eyes, probably like the 1950s through to the sort of 70s and just before the quartz crisis. But the key thing is, you know, as I'm sure we'll get onto is we don't just do a vintage reissue of something. It's very much a and look at how you can interpret those elements that come from that classic time and put a modern contemporary spin on them in a way that A is distinctive to us as a brand, but you know, that in general people won't have seen from somewhere else. You know, it's not, we're not out to create a Me Too product. We're out to create something that, you know, has its own niche and its own unique aesthetic.

Yeah, and I think that is why I think the collection really resonates with me. I've started to learn as a collector, 1950s through 1970s is really my sweet spot. That's really where I love those vintage watches. But there's so many new materials, textures, colors, even to strap materials and strap technology that today we benefit from. So being able to apply some of those new techniques and new trends to a classic watch character, I think is such a nice intersection of things that I personally like. Maybe you can tell us a little bit about the collection because at this point, you mentioned you guys have been around for 10 years. It's quite a vast collection, right? There's a number of different lines in the collection, different models within those lines.

So maybe you can give us a very high level overview of the collection and also a little bit about what you think pulls it together to be sort of the Farer overall collection.

Yeah, so it's interesting because we, as you say, we do a very broad range of things, which is by design.

For anyone who doesn't know, we do everything from a time only three hand watch to cushion cases, compressor dive watches, chronographs, world timers, moon phases, GMTs. There's really this whole sort of gamut of different genres and styles that make up the catalog. And like I said, that's entirely by design because rather than the approach some brands take, which, you know, there's nothing wrong with this, but a lot of brands, you know, you can see that their chronograph is very similar to their time only watch, because they like, they share, you know, a case shape or a case silhouette, if you like, and, you know, or a handset or something like that. There's a commonality of elements that that you see across their entire catalog, right, that gives them their signature brand aesthetic, you know. And like say, that absolutely fine. But for us it's about taking the opportunity of doing these individual collections to actually approach them not quite as a standalone thing, because obviously, you know, I think everything looks like a Farer, but not to be tied down by the idea of, you know, this is the Farer handset or this is the Farer case or anything like that. So whenever we do a new collection Like I say, we're always thinking of how to reinterpret what it means to be a dive watch a moonphase a GMT.

And yeah, we're generally, we're always looking to explore just ways to create something unique that isn't, you know, bound by a set of elements or rules just because it's something we've used on another collection. You know, we, of course we look at our other pieces and we go, oh, that color scheme might work on this range as well, or this element might work here. But like I said, we're not tied to it in this rigid sort of, you know, we have to do it this way. For example, one of the simplest but best examples is on our cushion case range we have the Lethbridge Gold, which as the name suggests is gold, right? And then last year we launched our Stratton Moonphase, which is a gold moonphase with an Eisenkiesel stone dial. You know, so the Moonphase is also used as a cushion case that's, very similar to the time only one but we didn't just go okay it's a gold you know it's a gold cushion case it's just a moonphase so it's the same gold. We did a different shade of gold for the PVD coating because we felt it matched the Eisenkiesel stone and the sort of gold coloration of that and the gold coloration of the moonphase better, you know. Like I say, we weren't just tied to this one thing. It was like, no, no, that's the wrong shade for this watch, let's tweak it slightly. So I think that's... Now that sort of illustrates perfectly, you know, how we approach things.

Yeah, and these are some of the things that I love so much about microbrands and independent watch brands because you take that additional effort and that attention to detail from a collector and enthusiast perspective. What are these small things that only a collector would sort of notice and that would be surprised or excited about? So I really, really love that.

In some way, don't know, you mentioned, know, it's interesting to hear from your perspective. Yes, every single one of these watches is unique in their own right. They don't have necessarily shared elements across, which a lot of brands do. But in some ways, I still think you have that consistent design language. I don't know what it is, but for some reason, when I see a Farer, even before looking at the logo on the dial, can feel, I think that's a Farer, yeah, it is a Farer, you know? And it's not as obvious as maybe some of the other brands out there because they use the same shape across, case shape across all their watches or the same handset. But for some reason, somehow you manage to pull together. Don't know if you have, you've been closer to the watches. Do you have a sense of what that might be? Because I've noticed that as I look at the watches.

Yeah, I mean, it is almost a certain, you know, indescribable something, right? Like, I don't know if we have a specific exact. I think, you know, if I have to give an answer, I think it boils down to our general approach to design, which we've touched on, right? Which is this reinterpretation. And for us, you know, that means giving these classic elements, you know, they have feel a luxury, you we're not, we're out to make a high-end product and also one that's very contemporary and you know as you've said we do that through colour and texture and material and I think it's sort of that marriage, right, of a very contemporary approach to product design. With these classic elements that do it. I always say when people talk to me about know Farer watch design I always say, but if you stripped our watches back to just a 2D black and white line drawing on a piece of paper, that wouldn't look necessarily particularly out there. It looked quite conventional, I think, for a lot of our watches, but it's when you add the depth, the different height of the elements, which is another key thing we look at, is having height and levels. You look at the textures, you look at the materials, You look at the colors and it's doing that in a way that, you know, is unusual, but it also, you know, they're not, we don't throw colors at it for the sake of it. We are, we spend a lot of time choosing different, you know, the exact shades of things and going through all sorts of different colors, trying to find a blends that work, that are unusual. And we take inspiration from all sorts of places, you know, be that sort of clothing or even things like ceramics, cars, arts, know, all sorts of things like that. We're always looking and thinking what combinations can we do that produce something, like I say, unexpected but that undeniably works together. It's cohesive. It's not random.

Yeah, you know, I was thinking about my own journey learning about Farer and you know, the cushion case watch was the first one that got on my radar with a green dial. And again, I was like, wow, that's, know, hits a mark on many things that I love. Then I saw the moonphase and again, cushion case, very, very interesting dial, you know, another green dial that was really, really nice. And it made sense how both those resonated with me. But then when I saw at Windup, the World Timer, there was something, it's completely different, right? It's not a cushion case, the dial is completely different, but there was something familiar and Farer about it, you know? And I suddenly, it was almost like, okay, when I get a Farer, I'm gonna get the cushion case. And it almost sort of like, man, this is really cool too, you know? Like this is something that really resonates with me. So I totally hear what you're saying. And maybe if you extract the colors, the shades, the textures from it wouldn't pull it together for me, but somehow those colors and those textures made it feel so familiar, but so unique at the same time. Know, talking about some of these models, what are some of the most popular ones? I'm sure, you know, there's a vast collection. So there's definitely a lot of opportunity for different people to like different things, but are there some that seem to stand out? You go to a lot of the shows or there's some that seem to pique people's interest the most and, or in your opinion, or like most representative of Farer, you know what you stand for your capabilities as well.

Yeah, I mean, it's genuinely a tough question to answer. I mean, it sounds like a bit of a sort of a politician's cop out to say they're all popular. But that is true to a certain extent. Mean, you know, I was thinking about this just before the call and you know, you sort of to cut yourself off almost. I say, which sounds silly, but it's true. You know, there's a reason we have this broad church of this broad catalog of products that we haven't narrowed down. And it's because there's a lot that does well for us. But broadly speaking, so the Moonphase we've talked about, they're very popular. The World Timers again, I mean, it says a lot that you've mentioned them already, right? Those are very popular as well. So Moonphase, World Timer, our Aqua Compressor Divers there. They're also very popular amongst dive watch enthusiasts. Know, again, the cushion case is very popular. Even some of our time only models themselves have gotten a lot of attention at the shows. You know, the newer ones with the newer colored dials. So we've got the Venture with a blue gradient and then the Alert with a red textured gradient. And those catch people's eye quite a lot. And then I need to mention our integrated bracelet watch which we launched last August, the Integra, which I think is probably, for me, it's sort of the pinnacle of what we represent in terms of the specs it ticks off the enthusiast and also the technical accomplishments in terms of design and refinement and all that. But I think broadly speaking those are some of our most popular. And of course the Lander I've got to mention the Lander GMT which for many is the quintessential Farer watch. We've had that years and we've sold, I think it's well over 3,000 units now and the watch has barely changed. You know, we do updates every now and again but it's still recognisable as the same model it was, you know, six years ago or so, I forget when we launched it. But yeah, so those are probably our most popular pieces.

And I think again the fact it's such a variety sort of it tells you a bit about us as a brand and what we're all about which is of course choice. We offer so many different things in so many different colour schemes and dial options that there's something for everyone. And generally like if you take stuff like the Moonphase and the World Timer I think part of the reason they're so popular is that they represent incredible value for money in terms of the quality and the complications specifically at their respective price point. You know, if you try and find a Swiss made World Timer or a Swiss made Moonphase, it's very difficult to find anything at a comparative price. That's without getting into you know the actual design of the watch, right, and what that's all about. So just from a, you know, pure black and white specs on paper point of view, I think I think they represent great value for money, and I think that's one of the reasons that, and the uniqueness of the designs, is why people gravitate towards those collections in particular.

Yeah, I was going to ask you about that. One thing that's really important to note about the watches, they're British design, and then they're Swiss manufactured. So I feel like when I think of Farer and I think of that particularly, there's this dedication to quality, yet somehow they're offered at a price point that is accessible.

How do you guys do that? I know there's some probably secret sauce there that is hard to put into words, but tell me a little bit about that. And I'm assuming at points in time there have been suggestions from outsiders or maybe even some, I don't know, pull towards, should we do this? In Asia or elsewhere, might be easier to get those margins and so on, but there's this dedication to that and it all comes around quality, I think. But yeah, maybe tell us a little bit about that mindset around British design and Swiss manufacture.

Well, I think you sort of actually hit the nail on the head there. And that's exactly what I'm going to say is that it is, think about quality in that, you know, as I mean, we're an entry level in a lot of ways, We're that sort of what people traditionally call the entry level luxury, which I think is a bit of a misnomer because, you know, for a lot of people, you know, a thousand pounds or whatever on a regardless of who it's from. That's a lot of money for a lot of people. I think entry level is a bit of a misnomer, but that's the sort of space we're in. We're always pushing the envelope of bang for buck and what quality people can expect from a watch at this price point. And yeah, the part of the reason we're able to do that is because of our Swiss manufacturing partners. They work, know, the supply chain that we have, you know, they produce for, you know, many, many of the well-known Swiss brands who obviously I can't name, but you and the listeners, et cetera, will all be for familiar with their household names, right? And because of that, our supply chain, as I said, they can then offer us a level of build quality across the board that enables us to bring our designs and our ideas to life. Mean, it's hard, I think, to get across for us just how technical some aspects are. Of our watches are and how tricky they are to produce on scale. An easy one for me to talk about in that way to illustrate the point is our moonphase watches. So for anyone who doesn't know, the moonphase discs we have are all hand painted for us in Switzerland and the moons are all luminous as well. So it's all hand applied. And you know, that is very difficult because, like, it's all hand done, so it's obviously quite time-consuming and labor-intensive. And to ensure consistency and quality across the board, right, is no, is no mean feat. And like I say, these are companies that work for, you know, many big Swiss brands out there, so, you know, it's not as if they aren't some of the most competent people at the business. But it's just the nature of the game that we are genuinely pushing the envelope at times with a lot of our elements as to what is possible to produce on a sort of mass production, right, of a few hundred units at a time for whatever model it might be.

Yeah, and I think what's really cool is that you guys stand by that quality with the five-year guarantee, right? Which is pretty unique. I see one year, I see two years. Five year is unique. So it's not just that you're saying the quality, it's you're standing by it, which is really amazing. I'm sure one of the big challenges though is, and we kind of talked about this a little bit at the beginning, and it's core to your role. Is communicating that quality through a direct to consumer sort of model, right?

Yeah.

What are some of the ways that you have seen be successful in doing that? Or what are some of the key strategies that you think about when it comes to that? And it doesn't have to be digital only, because I know you're going to shows and stuff like that, but just direct to consumer. How do you communicate the value that's, you know, collectors and enthusiasts get from the watches in this sort of world where there are tons of options, but also there's not that many opportunities to get the hands on the watches.

Yeah, that's a good question and it is the of the perennial problem of an independent e-commerce watch brand like ourselves because people can't see the products, you know, in front of they can't go down to their shopping mall or whatever and stroll into a dealership and try something on and compare it to other stuff. Yeah, it's probably like the biggest challenge. For us as a brand is to get that across. And in terms of strategy, I think really it's interesting because it's almost even though this is sort of like a marketing question, my answer is not really going to be a marketing one because I think, think what we have always done and will continue to do that is the best way to do this is to keep being product focused or focused on producing good quality product. And sort of then I feel like that comes across naturally then in how we talk about that, whether that online or, you know, on a podcast like this, or, you know, it shows. If the product is good, you know, no matter what product it is, I feel like everything else almost falls into place, and it's a lot easier then to pitch it and market it in general, because it's sort of apparent what you're being offered, you know. And this is the great thing actually about my job, is very quickly from when joined the company, we fell into this thing where Paul and I, know, Paul doesn't have to check the copy I'm writing, know, whether that's for the website or press releases or whatever. I mean, he gives it a once over, but we're both very product focused people and essentially just talking about all the little things that make our products the quality and the value they are.

And that I think just comes across quite naturally with our watches. And so we're really easily able to just get into a position where we talk about that and I think it translates. As we, again, as we talked about earlier, part of that is because I'm an enthusiast myself. So I know the sort of specs we look out for as watch enthusiasts and what matters to us and what's important.

And to illustrate it, if you're on our website, I mentioned them earlier, our three handpieces, the Venture and the Alert.

Some brands, right, they might, you're a marketer if they're not a watch person, they might take one of those models and they might be tempted to liken the venture's textured blue dial to something like the ocean or something, and try and conjure up imagery. But that's not the approach we took. Instead, we said, right, this is actually quite an involved complex process. So let's just tell people about that and explain that. Several steps that go through so they don't just look at it and go, that's a blue textured dial. They go, that's a nice looking blue textured dial, and it's actually pretty complex to make. So to go into it quickly, I won't bore people, but basically you get your dial blank, you press it with your texture, and then you spin it on its central axis really fast as you paint it, spray paint in it. And the spinning pushes the paint out and darkens the edges so you get a gradient. And then we coat the whole thing in a clear lacquer once the paint's dried. Then it's polished to a mirror shine. And then obviously you mount your battens, do your printing, et cetera. But by coating it in that resin, you trap the texture. So you have the rich and it gives it a rich luster and depth that you wouldn't have if it was just plain but it's quite interesting because you have what is clearly a textured dial but the surface is actually like glossy mirror smooth

Mmm.

So it's a really interesting effect that we're going to use a lot more I think going forward because you possibilities are endless right but As I've just said, we just describe it. We don't try and conjure up some sort of forced imagery that doesn't really relate to it or is shoehorned in because I don't think people care about that. People want to know that what they're buying is has genuine craftsmanship, has quality and is worth the asking price. You know, again, and you've said this earlier as well, like it is a crowded market. There's lots of people doing lots of things. You know, and it's the buyers have a wide range of choice. So the key thing for us is just getting across those little things that make us special and showing that we haven't skimped or cut corners when it comes to manufacturing. And then we are using top grade premium movements. We do a lot of custom decoration. We use the best LumiNova We do all these little things that obviously they add cost incrementally and they just separate our watches from, I don't know, something similar that might use the base version of the movement. Maybe they only have a flat dial, maybe they use a lower grade loom. It all adds up, right?

It's super interesting because I think you're absolutely right. The process of developing that dial is what a true watch enthusiast and collector cares about more than it looks like the ocean, right? And I think a key learning for me in hearing you talk about that is starting from the perspective of knowing who your target customer is, right? Your target consumer is in this case, it's a real watch collector enthusiast that cares about the process that goes into the watch that they're wearing, the wrist. They like talking about that too. When somebody points out, that's a beautiful dial, they'll say, this is how it's made. And they love telling that story and being able to communicate that story to them is probably really important. One last question on this topic is, how important are events in your strategy to be able to kind of go from telling that story of how these watches are made to actually giving people the opportunity to touch and feel the watches. And I know that I saw on your website that you guys have a showroom. I wasn't actually aware of that until I saw it on the website. Does that play a role in it as well? I'm just curious about sort of the in-person element of that buyer's journey, let's say.

Yeah, I mean, I think any opportunity people have to try on your product in person, it's invaluable in the long run, right? Because maybe someone isn't buying there and then at an event or wherever they're seeing the product, but just being able to hold it in your hand, compare it to what you thought of it online, your expectations, what you know of other watches on the market, et cetera. That's something that you can't really beat and so yeah We do many events throughout the year in a variety of locations around the globe and it's always good to give people an opportunity to get hands on because there's often, without doubt, there's always people that come up at the stand and they say, I've been a fan of a long time, like yourself, they go, I've been a fan for a long time, this is my first chance to see your watches in person. And yeah, it just helps them confirm that what they're seeing online, it's not some sort of Photoshop trickery or marketing BS. It just confirms that the quality that we know our watches are of, that is confirmed by being able to see it in person. And the same goes for our showroom, right? It's, again, just another chance for anyone who would prefer or wants to wait to make a purchase until they can see the watch in person, it just gives them that chance. And you know, it's often the way, right, if you're booking an appointment to the showroom, it's because you know what you're interested in, but you just want to confirm that it's the one for you, right? You want to try it on, see how it wears on the wrist and all that sort of stuff. So yeah, it's really key for us. It's been part of our sort of strategy strategy for a while now, good few years is to do these things and it will be for foreseeable future. We're not doing any fewer shows this year as compared to last etc.

So what's next for Farer? I know there's obviously, like we mentioned, shows coming up that you guys will be at. Maybe on the product side, any, I know sometimes you can't talk, give too many details about these things ahead of time. But anything that we enthusiasts, fans can be excited about that are coming down the pipe.

Always, always, lots and lots in the works. A lot I can't talk about because, well, they're just, they're looking towards the end of this year, start of next. But some quite exciting things. We're continuing to push the envelope in terms of you know, what luxury, what sort of luxury items you can expect at the respective price point. New things we've never done before, know, again, experimenting with materials, complications, all that sort of thing. So there's lots of exciting stuff coming. But in the near future, we have, at the end of April, we have our Pilot Watches Series II coming. And for those who know our Pilots I watches, they will some of us on entry level products, at the lower end of our price point. I think they're about $900. They've recently sold out and been discontinued. But like I say, Series II is coming and it is, real step change in terms of what we're offering. Like across the board, completely redesigned.

Everything's brand new about it much improved Specifications we're moving to more premium movement more premium lume higher water resistance Everything about it's better right? So that's gonna be really interesting. We're very excited to see what people make of that and again, you know, it's The pilots watch is something that I think is one of those genres that like field watches It's very easy for everything to look alike within that because I think people feel like there's a very rigid set of rules as to what makes a field watch and what makes a pilot's watch and that any deviation, you know isn't allowed We've sort of said now that that's nonsense. We'll do what we like. Thank you very much And so we've used again. We've used material. We've used everything we've used material color texture in a way that I Genuinely can't recall seeing anyone else do And like I say, it's backed up with some rock-solid specifications So I think those are gonna make people sit up and say oh wow did not expect Like to see a pilot's watch like this. It doesn't look like any I've seen yet. It's still obviously a pilot And then following that in May, I think we're looking to launch our racing chronographs which are an evolution of our Chrono Contempo collection we launched a couple of years back. Again, sold out discontinued and this is a visual, so the specs are still the same, but it's a visual evolution of that where we've, you know, reinterpreted it. It's very sort of bold, bright, a lot of the classic sort of bold colours that Farer are known for. And yeah, I think those are going to be perfect for summer. They're going to be very distinct and great for anyone that wants, yeah, just a nice fun chronograph that they can wear for the summer or all year round. They're going to stand there and I'm excited to again see how those new colors are received because there's a couple of models whose colorways we've not I don't think ever really done before so yeah again interested to see what people make of those.

Yeah, you got my attention. I go through phases as a collector of different categories of watches that I suddenly get obsessed with. And right now I'm in the pilot phase, so it's good timing.

Chronograph is always one of those staples for me that I just love, racing Chronos specifically. Those are two, but you're totally right. You know, most of the ones that I look at on the market, I love them, but they're very similar, right? And then it's hard to choose which one. So one that stands out, that brings some color and a new sort of take on a classic is again, you know, something that appeals to me and I think is a good representation of the brand. So really excited to see those come out. James, this has been really fun. You know, I think you can tell I'm a fan. You know, it's really awesome to sort of geek out a little bit on the story behind the brand, the collection, how you guys approach it, but also by trade, I'm a marketer. Digital marketer so understanding and getting your viewpoint on how do you communicate and tell that story in a digital world is also really interesting so thanks so

You.

Much for taking the time and going deep with us and if anybody wants to follow along you the brand where some of the best places they can go to just you know keep up to speed on what's coming

Yeah, sure. So, so, really, our email newsletter and our Instagram page are probably the two best places to keep up to date on any releases, any shows and events we're attending, anything like that. And to ask questions, you know, if you message the Instagram page, chances are, it'll either be me or Paul who answers. So yeah, any questions people have, feel free to reach out. We also have a Facebook group. That's sort of official unofficial. Like, I'm an admin, but we didn't start it. But yeah, lots of Farer collectors, again, great place to ask questions, you know, discover more about the brand. And yeah, I mean, you know, I'm always available if anyone wants to reach out, and yeah, with any sort of questions they might have. Yeah, always here and happy to answer.

Well, I'll include some of the links in the show notes, but thanks again and have a great rest of your day over there.

Cheers, thank you very much, Justin.