Ditching the Luxury Script for Independent Watches – Geoff Souder (Collective)

In this episode of Openwork, we talk with our sales director, Geoff Souder, about what fundamentally changes when you move from selling traditional luxury watches to selling independent brands. Drawing on decades of experience with mainstream names like Rolex and Patek Philippe, Geoff explains how scale and standardization create a polished but often homogenous retail experience, then contrasts that with the realities of independence—where there is no built-in foot traffic and every relationship must be earned.

The conversation centers on how independent watches shift the meaning of ownership inward, away from status and recognition and toward personal connection, artistic intent, and patronage, ultimately reshaping not just how watches are sold, but how they’re understood and valued.

Hosted by Asher Rapkin and Gabe Reilly, co-founders of Collective Horology, Openwork goes inside the watch industry.

You can find us online at collectivehorology.com. To get in touch with suggestions, feedback or questions, email [e-mail].