The Evolution of Jack Mason with Peter Cho

Ever wondered how an industrial designer transforms into a watchmaking maestro? Peter Cho from Jack Mason is here to share his remarkable journey with us. From his beginnings at Movado to designing high-profile watches for Hugo Boss and Tommy Hilfiger, Peter's story is filled with passion, creativity, and perseverance. Listen to how Swiss and Scandinavian design philosophies influenced his work and eventually led to the creation of Jack Mason in 2015, with a focus on timeless, high-quality, and affordable watches.

Peter doesn't just talk about watches; he delves deep into the core design philosophy that sets Jack Mason apart. Learn about the brand's evolution from its early days selling through Nordstrom to its current focus on e-commerce. Peter shares personal anecdotes, illustrating how Jack Mason watches have evolved in quality and design while maintaining their approachable, classic style. Discover the meticulous thought process behind iconic models like the Pursuit pilot watch and the impact of the Strata Timer on the brand's trajectory.

We also explore the behind-the-scenes challenges of building a watch brand from scratch. From transitioning from wholesale to e-commerce to striving for a place alongside reputable names in the watch industry, Peter opens up about the mental toughness required to grow Jack Mason. Hear about the brand's commitment to creating a memorable customer experience, right down to the thoughtful packaging of each timepiece. This episode is a treasure trove of insights for anyone passionate about watches or intrigued by the art of quality craftsmanship.

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https://jackmasonbrand.com/

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Episode Transcript

Blake Rea (00:01):
hey guys, welcome to another episode of lonely wrist
today.
Of course, if you're watchingfrom youtube, you can see my
buddy, peter from jack mason,sitting in front of us today.
What's up, peter?

Peter Cho (00:14):
how's it going guys?
Happy to be here for having megood to see you man

Blake Rea (00:20):
yeah, depending on the time, we have two watches
for or had two watches forreview.
I personally was in love withthe Hydra timer and, justin, I
know you had the.

Justin Summers (00:33):
Elum.
I had the Elum.
Yes, sir.

Blake Rea (00:36):
So thanks for that, Peter, and those were both
awesome yeah of course.
Justin was sending me wristpicks, probably like every day,
day with your watch on, I wassuper hyped man so yeah, let's
jump right into the firstquestion.
Uh like, why did you start,jack mason, and how did your
journey with watch design begin?

Peter Cho (00:59):
yeah, it goes back quite a bit, unlike a lot of the
other micro brands out there.
I'm a traditionally trainedwatch designer.
I went to design school,studied industrial design.
I got a job at a watch companyon the East Coast called Mobato

(01:25):
and that's where my watchjourney started.
I didn't know anything aboutwatches before that.
I just took the job because itwas a job out of college and
then, upon joining the companyand really getting introduced to
the world of watches, it reallyblew my mind.
And early on and I was, you know, early on I was like, okay,

(01:46):
this is something I want to do,uh, for a very long time.
And uh, you know, I was veryfortunate to also be um sent
over to their Swiss office in LaChaudifon.
So I spent some time therestudying watch design under some

(02:06):
of their more seasoneddesigners, and that's when I
really started to grow anappreciation for kind of the art
behind watches as opposed tojust like a commodity.
And ever since then that'sthat's just how I look at
watches.
It's, you know, the form factor, the just kind of the

(02:27):
relationship of all, how all thecomponents come together, you
know, and really trying to comeup with a design that that has
like a harmony to it, justvisual, but just how it wears,
the materials that you use, youknow all that sort of stuff, and
so it's kind of been ingrainedin my head and, you know, come

(02:53):
upon coming back to the States,you know I just gained more
experience.
I hopped around a bunch ofdifferent brands at Movado.
They, you know, they own a lotof uh licenses, so mainly in
like the fashion watch space.
So I was doing watches for Hugoboss, I was doing watches for
Tommy He'll figure, all those,all those brands that you see

(03:13):
like at a, you know, at a mall,um, but it was fun.
It was fun, um, and you know, II wanted to expand my skillset
and so I primarily was on men'swatches and so I really wanted
to learn uh women's watches andso, uh, I took a job, uh at

(03:33):
fossil group here in uh in theDallas area here in Texas.
That's why I moved down here,uh, and I took a job at.
Uhelle.
Watches is like a, you know,kind of a entry luxury women's
brand that just has a lot ofdiamonds on it and it's just
really uh, you know, flamboyantin a way, but um yeah, but uh,

(04:00):
it was just something differentand I was like you know, I just
this is really just to gainexperience.
And so, upon arriving here, Idid the same thing, just bounced
around different brands, workeda little bit on mainly Michelle
, but also kind of participatedin other brands, like Burberry

(04:23):
Armani brands like BurberryArmani, launched a few brands
there, like Tory Burch watchesand all these different things,
and so eventually I was onSkagen watches, which was really
cool.
I mean, that whole Scandinaviandesign philosophy, yep, they're

(04:43):
from Denmark right, yes, yeah,yeah.
Yeah, it was kind of like theearly, you know, just sort of
the suit.
They were known to be likesuper slim because they were
using really thin quartzmovements.
And then you, just the way youdesign the case and all that

(05:04):
stuff, um, and then you knowaround that time that that was
2014-ish, 2013-ish.
I kind of started formulatingin my head okay, you know, I, if
I were to start a brand, youknow what would it look like?
And so, uh, that's how thingsjust started, like uh, shaping

(05:34):
and uh, in parallel, uh, therewere a couple friends of mine
who had started this uh sort ofaccessories, uh accessories
brand and that was called JackMason brand, but they were not
doing, um, kind of like you know, higher end watches.
It was mainly um accessories,like wallets.
They did watches, but it waslike more, uh, just a lower end,

(05:56):
uh, more novelty style watchesand the whole, the whole uh
premise behind that brand was itwas collegiate licensing, so
they were making watches forlike 53 different universities,
wallets, handbags, you name itEverything.
And so, because that was theday it came from kind of the

(06:20):
sales background and so they hadkind of gotten this started.
I don't know a little less thana year prior.
And, you know, upon havingconversations with them, it was
like, hey, you know what, if abrand had started that was
originally a watch brand, to, to, to like an independent watch

(06:44):
brand and a little bit, you know, nicer quality than the ones
that were currently sitting atthe mall at that time.
So when you walk into anordstrom and you know, you see
kind of like all those, allthose brands that I have
previously worked for, um, youknow what would that look like.
And so that was 2015 when weofficially launched the brand.

(07:09):
So I joined forces and it wasjust a few of us and I came from
the design side, while my otherbusiness partners were more on
the operations and sales side ofthings.
And so it was kind of like a agreat perfect union from that
standpoint.

(07:29):
And I knew right out of thegate, like exactly what this
thing was going to look like.
The brand, yeah, just becauseof all the experience I had
gained, um, you know, at thatpoint in time, it was like, you
know, over 10 years of watchdesign experience.
And so, um, yeah, that's that'skind of how it started.
And, and you know, right out ofthe gate, we, uh, you know

(07:53):
they'd say timings, everything,and our timing was impeccable.
At that time, um, in thatfashion watch space, it was, uh,
it was at the height of MichaelKors watches.
Yeah, everybody knows, you know, it was everywhere.
You know you couldn't, youcouldn't pass a, uh, uh, uh, you
know a girl who is into fashion, uh, without you know, seeing a

(08:16):
Michael Kors on their wrist andso so, you know, kind of took
advantage of that.
Um, at that, at that time atleast, you know, in that market,
took advantage of that.
At that time, at least in thatmarket, we launched the
men's-focused brand and sawearly success.
That's how it started.

(08:36):
I designed an entire collection.
When you start a fashion brand,it's not just you start off
with one watch.
You've got to design an entirecase like 36.
A catalog, essentially Exactlyyeah, that had that that sits
inside a uh, inside a case at ata department store.

(08:56):
So you know, our Nordstrom wasour first account, um, and it
kind of blew up.
Blew up from there so there wasyeah.

Justin Summers (09:07):
So that that initial part of launching the
brand was really we were reallyfortunate, yeah, and that
probably got you guys a lot oftraffic and stuff, especially
you know the Nordstrom customersand and learning a brand
through those.
You know doors, that's a that'spretty awesome I didn't.
I didn't know about the, uh,the name name as well, so that
was really interesting to hearabout.
Um, yeah, so, peter, uh, canyou explain, like the design

(09:28):
philosophy, especially with youbeing, you know, big designer
yourself?

Peter Cho (09:32):
um, but explain the design philosophy, you know kind
of behind jack mason and howhas it, uh, you know, kind of
gone up throughout the years?
We fluctuated quite a bit,really trying to find ourselves

(10:01):
building a brand.
Building a brand was veryimportant to me and I'll get
into that in a little bit.
But you know one thing that, mebeing a design product guy, the
quality of the watch for who wewere selling it to was always

(10:22):
going to be better is that thatwas kind of the philosophy.
It was like always make thebest product you can for the
person you're selling it to.
So back then we were selling itto the guy who was walking into
a mall, wanted a nice lookingwatch, didn't want to pay, you
know, you know, not even athousand dollars, like actually
not even $500 dollars, right,for a watch that looked good, um

(10:47):
, and that wasn't kind of cheap,right, and so, um, you know,
for for me, when I started, Iwas like, okay, well, let's look
at all the um, the most iconicwatches in history.
So, so, you know, tool watches,so dive watch, uh, pilots watch
, racing watch, uh, you know,kind of a nautical themed watch,

(11:10):
field watch.
So that's how Jack Masonactually started.
We created all these buckets andwe fed into these buckets with
the, with the, with the product,and so the design philosophy
was always very American, it wasalways very classic, it was
always supposed to beapproachable and it still is
today.

(11:30):
I mean, you don't see us doingthe craziest colors and that's
kind of by design as well.
You know, it's supposed to beapproachable, it's supposed to
be a watch that you can wear,you know, every day.
I mean, it almost sounds likebad business practice when you
say you know, we're happy if youjust buy one watch that you can

(11:52):
buy, you can wear every day.
But ultimately, you know, ifyou were to buy one watch, you
know it, it'd be great if youowned one of ours, and so that's
kind of that's always been thephilosophy, and so, while the
product quality, um has nowevolved in the last three years

(12:12):
or so um, because our audiencehas evolved, you know but the
design, in terms of the actualdesign philosophy, that has
never changed since day one.
It's actually kind of funny whenwe were in Nordstrom and
selling to those guys, I mean,we were probably one of the very

(12:33):
few brands that wasn't likeSwiss made, that was using
Sapphire crystals we were using.
This was like 2015, when microbrands weren't really a thing.
I mean, I was throwing, youknow, the bg, super luminova,
bgw9, uh loom on our watches, uh, all sorts of interesting sort

(12:56):
of dial materials and techniquesand stuff like that, but for
that guy it went over their headyou were.

Justin Summers (13:03):
You were a pioneer in your time, man.

Peter Cho (13:05):
I was like oh man, you guys don't even know what
this, what?

Justin Summers (13:11):
what this is, what the hell is that it sounds
like too.

Blake Rea (13:14):
If you guys were, you know, using Nordstrom's as your
retail partner.
I mean, it sounds like you weresitting in a case next to a ton
of fashion brands, like you hadalready came from the design
experience, so you kind of werefamiliar with the type of
products they were putting outand how they were casing them,
how they were merchandising themand how they were using
distinct design language.
And I mean, once you know yousaid a Jack Mason next to

(13:38):
something like that, it'sprobably pretty easy to stand
out, you know.

Peter Cho (13:41):
Yeah, yeah, it was.

Blake Rea (13:43):
It was.
Of course you know having youknow, yeah, yeah, it was.
And of course you know, havingyou know little to new name
cachet.
You know you're sitting next toa versace watch, like everybody
knows versace, you know, butnobody at the time knows jack
mason, you know.
So, yeah, I guess it pushed youinto, you know, going up market
.
But still, you know, we, whenwe were, we were texting about
this kind of briefly, likebecause I have, uh, like one of

(14:05):
your early world timers, yeah,and I was going to europe and I
don't even know how I like Istumbled upon the brand but I
was like, hey, look, you know,I'm gonna be in europe, I'm
gonna be working remotely, likeI need a world timer and uh, and
I think I picked it up, I meanit was.
You guys were like clearingthem out you know, yeah, and so
picked it up.

(14:25):
I wore it for I don't know liketwo years.

Peter Cho (14:28):
I never had any issues with it and, uh, I think,
I actually think I justreplaced the battery on it oh
cool um but yeah, that had theuh, that had the Swiss uh, the
the Ronda GMT quartz movement,yeah is is all you needed.

Blake Rea (14:45):
I remember when it came in I think you guys were
just doing some marketing youguys were everywhere.
You guys plastered the brandeverywhere.
I was like hey, you can't beatthis for the value, of course,
naturally.
Then I think my friend boughtone too.
He bought one as well.
We bought one together.
It's just been crazy becauseyou know, I was an early

(15:09):
customer before you knew, beforeI knew you, and yeah, that's
crazy to know, yeah to see how,how you've evolved, um, and as
you've gone up market.
It's just, I mean now again, youknow, uh, obviously I've seen
your watches at the shows andyou know we brush shoulders
there.
But you know, having a chance,chance to spin one, for I don't
know how long I had, I probablyprobably longer should have, but

(15:33):
no, it was really.
It was a really fun experience.

Peter Cho (15:35):
And.

Blake Rea (15:35):
I mean, you have a really, really great product.
I mean it's hard.

Justin Summers (15:38):
Thank you, Value .
I'm sure I'm curious real quickand sorry to interject how long
have you guys been doing thered, white and blue on the
seconds tip?
Because I'm curious about thatSince day one.

Peter Cho (15:50):
Since day one Love it .
Literally two things that neverchanged was the red, white and
blue tip and then the lone staron the crown.
Those were two signaturemarkings.
I love that.

Justin Summers (16:02):
You essentially like we were talking about in
terms of design philosophy.
You already had that concretedBefore you even made this and
were like, oh, we're kind ofgoing upstream, let's do some
different things.
You were like, nope, I want todo these features that make us
stand out.
I think that's pretty cool.

Peter Cho (16:18):
No, and I think that kind of the experience factor
comes into play.
Right, it wasn't just like, hey, I'm just going to start a
watch brand and we'll.
You know, source fashion.
When we were a fashion brand,um, it was all the, all the
cases, all the everything I wasdesigned, it was, um, you know,

(16:56):
ground up design.
We pay for our own tools, wepay for it.
You know all that stuff.
And so, um, you know again, youknow, for me wanting to
establish ourselves as a brand,well, a brand has to have an
identity and the way you have anidentity is you have certain
signature, uh mark, whether it'smarkings or colors or whatever
it may be.
Um, you know, we knew we had toestablish that.

(17:19):
You know, from the get go, itwasn't going to be we'll just
try this and then try that andwhatever.
So it was really important tome to have some sort of brand
identity.
Um, you know, from the get-go,now that evolves through time,
the brand evolves through time.
But, um, we knew we wanted to beAmerican.

(17:40):
We knew we wanted to lean intoTexas a little bit, so that's
why we have the Lone StarAmerican.
We knew we wanted to lean intoTexas a little bit.
So that's why we have the LoneStar.
So I think that's where we havea lot of pride in ourselves.
And the experience factor.
I think it's actually, I feel,fortunate to be able to have

(18:01):
that kind of experience, to tothen translate that into um, you
know, our, our own brand yeah,what would you say is the most
challenging part of design?

Blake Rea (18:14):
um, you know, obviously, like I was when we
were texting, like and everybodywas listening like peter has an
awesome youtube series aboutdesigning the watches, which is
so cool to see how they cometogether and land on your wrist,
so everybody should definitelygo check that out.
But I'm curious.

(18:35):
I mean, when I think about awatch and I think about
challenging execution, I thinkabout, like, case shape and case
architecture and I think fromthere, shape and case
architecture, I think from thereeverything else could fall in.
What would you say is the mostchallenging part of watch design
?

Peter Cho (18:53):
I think the most challenging part is forming it
sounds almost philosophical, butforming the right relationship
between each component.
So, the case to the case, tothe dial opening, the dial

(19:15):
opening to the space between theindices and the dial opening,
and then how the indices playwith the, you know the form
factor of the hand, the handset,and even then you kind of like
go back to the case and you knowif, if, if the overall design
language is very angular, thendo you want to continue that

(19:39):
sort of form factor through theto the dial, you know, and all
that stuff, stuff which you very, you, very much can.
But, uh, but sometimes justbecause you know one part is
angular doesn't mean the entirewatch has to be angular, or one
part is rounded, it doesn't meanthe whole thing.
So then you start just kind ofplaying with with shapes, with

(20:04):
with different sort of surfacetechniques to balance the
overall appeal.
So it's very, all these littlenuances, because the watch is so
small, all these little nuancesmake every difference.
Like every quarter millimetermakes a difference.
And I think those are thethings that I feel like we're

(20:29):
pretty good at, just becausethroughout my career I've
designed now thousands ofwatches, whether it's a fashion
watch or a higher-end watch, itdoesn't matter, it's a watch.
And I think I have a prettymean, I have a pretty good idea
now on.
You know, for example, when youdesign a dial opening,

(20:56):
understanding where you shouldstart printing a minute track in
relationship to the case wall,because there has to be a
certain distance to where itdoesn't start distorting under a
crystal Like if that's not theintention, but you need to leave
some space there.
Then then, where the indicesstart from the minute track and

(21:19):
all these sorts of things.
And so what?
I?
What I?
Actually?
There was a.
There was a video that I saw along time ago and it was
actually about the Speedy andthe designer was talking about
the relationship of the speed,the indices and the hands and

(21:40):
all that.
It was really interesting.
So the hour hand is threequarters of the length of the
minute hand, the minute handlands at three quarters of the
length of the indices and, likeall, it sounds mathematical, but
when you put them all together,it.
That's what makes this visualharmony.
Yes, so, like you know, whenyou look at something, you're
like man.

(22:00):
This looks really good, but Ican't figure out why.
Well, it's because of thesethings that someone has thought
through, you know.

Justin Summers (22:08):
Yeah, there's.
There's a lot of instances that, at least I feel like I see a
lot of smaller brands, you know,starting up that are kind of in
that space and they're creatingthese watches and you know
they'll have a.
They'll have a really gooddesign, a really good dial, but
there's always just somethingthat it it feels like it's not
like a together piece, likethere's always something that's
a little different and I'vealways thought about that as

(22:30):
well.
Like cohesively, how does thisdial interact with the indices?
How do the hands interact with,you know, the minute tracks?
I mean there's all sorts ofthings that I feel like people,
you know you can really tell thedifference in between a good
quality startup compared to one.
That's just kind of learning,because they'll understand those
things.
Just like, as you said, youknow you look at a Jack Mason

(22:52):
watch and there's all theselittle intricacies that you
start to understand why theywere done that way, because, in
terms of a bigger picture, youglance at it and everything
looks like it has a perfect spot, right, right, yeah.

Peter Cho (23:06):
Go ahead.
You glance at it and everythinglooks like it has a perfect
spot.
So, right, right, yeah, goahead.

Blake Rea (23:08):
But something I've noticed too and, um, like, my
journey as a collector has beena very, very, very rocky road.
But my first real uh, I guessluxury watch was the omega
speedmaster reduced.
So you may be familiar with thewatch, but since there's a 39

(23:30):
millimeter version of a speedyand the sub dials, like, are
like miles apart from each other, you know, yeah, I could just,
I could just never get over it,you know.
And then, um, you know, so I, I, you know, when you look at
something every day, like youhave to love it, you know it has
to, it has to be like in theweirdest way, like close to

(23:52):
perfect, and so I moved it on.
And then I got the real speedyand I mean that's an absolutely
like stunner, you know, amazingwatch.
Um, and now I have three, threespeed speed masters.
But oh cool, um.
But then going back to you know,when you see, and I read like,
so I also have an iwc mark 18and the biggest critical like

(24:16):
point on that watch was peoplewere saying that the date window
was in like too centered andlike it was off balance and like
, and so people, people hated itand they, I personally, don't
see it.
But you know, as you wear thesewatches and they implement them
into your, your daily routine,like you start to notice those
small little imperfections.
And you know watch collectorsare, are technical people.

(24:39):
You know like we're car guys,we're gun guys, we're, you know
like everyday carry knife guysand you know guys.
Yeah, yeah, you know, guys,we're, you know, like everyday
carry knife, guys, and you knowguys, yeah, yeah, you know um,
so we're, we're into that andgood design like really is like
a I mean, it's a necessity for awatch you know it is, it is and
it's so hard to explain gooddesign.

Peter Cho (25:01):
It's, it's um it.
You know we are very much adesign forward company, not just
even the watches, our brandingwith our team internally, I mean
we do all of our like videocontent, our emails, all the

(25:21):
graphic design, our website, allthat's done in-house, and every
email we send, every post thatwe put on our Instagram.
We as a team, we sit togetherand we actually think through
what words we use and it soundsexcessive, but every word, the
tone in which you say somethingacross the internet, it could be

(25:43):
translated a million differentways.
We're extremely the word weusually like to use.
We're very, very intentionalwith everything we do.
Any sort of ad, any digital adwe throw out there, it is
extremely considered, like Isaid, because that's all part of

(26:06):
it's what I guess industry, whypeople start using the term
design.
Thinking is something that wedo, and so I think that's what.
Well, we have a true, deeppassion in it.
Just inherently, we enjoy doingthat kind of thing.
We actually enjoy spending timesitting down talking through,

(26:27):
like you know, deciding on whatword to use on the next email
headline.
You know that kind of thing.
It's just, I think, goingthrough that process, going
through, yeah, that sort ofexercise only just enhances the
brand experience.
And you know what?
Most people may not even get it, but but I think when you add

(26:50):
them all together it createsthis.
There's a natural attraction tocertain brands, you know.
But, like you know, I have myown brands that I love and the
way they do certain things, andit's just like, oh, wow, you
know they, they really thinkeverything through, and so guys
like me, guys like I watchpeople, honestly, you know there
is an appreciation for, youknow, every detail.

(27:13):
That's that's considered and sothat's that's certainly, you
know, a a philosophy of oursthat we'll just continue to uh,
try to improve upon, um, andtest certain things.
And uh, yeah, we've, we'vecertainly gone through a lot of

(27:33):
different phases, uh, of thebrand.
I mean next year will be 10years in business, which is a
long time for, you know, brandsin our space and so, um, so we
have some some uh, specialthings planned uh, for that.
I mean it'll be kind of like a10 year anniversary a year.

Justin Summers (27:54):
That's awesome.
I'm excited for that.
Yeah, you, you guys are justkind of past those like initial
you know a couple of years,whenever a lot of people don't
make it hate to say that youknow as negatively, negatively
as that sounds.
But there is that phase of ofstarting a company within any
industry and having those, thosetough times and, you know,
ultimately not succeeding.
So glad to see that you guysare doing well.

(28:15):
Um, I'm excited for the 10years.
I know that'll be a cool one.
Um what?

Blake Rea (28:20):
what, what has been?
You know, while we're on thisdesign topic and we're going to
evolve here to other questions,but designing thousands of
watches, I mean there's got tobe one that is probably the most
memorable I mean I know they'reall your babies right in the
weirdest, in the weirdest sense.

Justin Summers (28:36):
So what's your favorite child?

Blake Rea (28:38):
yeah, yeah, what's your favorite child?
There's got to be one thatyou're like.
This is like the, the tip of myuh like craft like I have
reached the peak of my of myexcellence here, you know yeah,
so there's a few that come tomind.

Peter Cho (28:57):
um, so, actually early on in my career this is
when I was actually at Movadothere was a company initiative
back in gosh that was 2008,maybe that was a long time ago

(29:23):
they wanted to launch a brand, asub brand within movado, called
mobado bold and uh, bovado boldat that time.
Uh, the whole, the whole ideabehind it was they wanted to
market to a younger demographicbecause, you know, movado's like
that old east coast brand thatyou're.
you know, obviously there's alot, especially in the new york,

(29:44):
new jersey area, just italiansyou know, they got their gold
chain and the gold Movado watchand, as that was the market, you
know, and so they wanted toappeal to a younger demographic.
And so, um, myself and a coupleother designers uh, at that
time there were two otherdesigners Uh, they were like hey
, we're going to, we want tolaunch this brand, you guys

(30:07):
launch it for us.
And so, uh, that was extremelyexciting, a, because that was
the first time, um, I was ableto, or we had basically full
autonomy on, like, um, what thisthing would actually look like.
Um, cause, the people who askedus to do it were the older
people.
They were like, hey, you youngguys, dream this up.

(30:30):
And so we actually went throughall this conceptualization.
It was really cool.
And then we came up with thefirst Movado bold which was made
out of.
It was made out of a plastic,they called it TR 90 plastic.
And we made the super badass uhcrystal, uh, that actually went

(30:50):
edge to edge like all the way,with a nice like bevel on it.
This was way back.
I don't even know if they makeit anymore, but the reverse of
color, the reverse of color inthe in the inner case wall, and
all that stuff and um launchedthat and I mean that thing just
blew.
It's still like bovado boltstill exists today.
It's not what it used to be,but, um, yeah, that was.

(31:12):
That was kind of a big um sortof sort of my last sort of big
project at bovado before I Icame to fossil.
So that's that's one memorablething.
And then I I would say, thesecond one was the first watch
we designed when I launched JackMason, and that was our sort of

(31:32):
pilot watch.
It was an early rendition ofkind of that world timer that
you have, like the.
We call it the pursuit, andthat watch is just sentimental
just because, just because youknow, it started the, it started
the brand and, um, a littleforeshadowing, it's probably

(31:55):
going to make a comeback for ourtenure and so you know, yeah,
that kind of that kind of thingand um, you and I would say this
yeah, go ahead yo, I was gonnasay you probably sold a crap ton
of those things, man yeah, yeah, we did, we did.
It was, I mean, it was like uhfor those who wanted an iwc.
You know, it was just kind ofthat, that sort of that sort of

(32:18):
uh.
It filled that leaguer styleyeah, yeah, um, and then this,
this watch here, the straddletimer.
This changed the game for thebrand.
It was a game changer for usand it's sort of like we were.
We realized that we had earned,earned the right in a way to

(32:43):
make product like this as abrand and appeal to the
enthusiast and collectorcommunity, and so, um, this is
certainly going to I mean, thestrata timer is certainly going
to be a watch that just, um, isforever going to be known as the
watch that change, change thechange the game for us.

Blake Rea (33:02):
So so you're going to do a 10, a 10 year anniversary
stratasimer is what I just heardactually, I think they're 10
years in the future.

Peter Cho (33:15):
10 years uh, 10 years um uh, of a an early style.
So we're really start, we'rereally pushing the envelope here
, um uh, with, uh, um thequality of our product, um just
the techniques that we're using.
Yeah, that kind of stuff.

Justin Summers (33:32):
That's awesome, man.
Yeah, I don't even know whatI'm planning for dinner tonight.
So you know, over a year, 10years.

Blake Rea (33:38):
Doesn't work for watch brands.
Yeah, for five years.

Justin Summers (33:46):
Yeah, I can tell my wife tonight hey, I've got
dinner planned for the next five, 10 years and she would like
she'd die.
She'd love it On to the nextone.
What were some of the biggestchallenges that you faced when
launching Jack Mason?
And then, if you can kind ofwrap it up and tell us, like,
how did you overcome thosechallenges?

Peter Cho (34:07):
Yeah, the biggest challenge early on was this is
interesting because we were notan e-commerce company.
We were.
We were a wholesale company.
That's how we started thebusiness.
We weren't selling onlinecompany.

(34:29):
That's how we started thebusiness.
We weren't selling online.
So the challenge was trying toget buyers to buy our product.
Then I put my sales salesmanhat on and that was brutal.
You get yeses and you get nos.
You obviously get more nos thanyou get yeses.
Brutal, you get.
You get yeses and you get no's.
You obviously get more no'sthan you get yeses.
Um, but I mean there were.

(34:49):
We were going on road showstraveling all over the country.
You know, in some casesliterally knocking on retail
doors with a suitcase of watchesand like in the store while
there are customers, I I wouldlay out like product and say hey
, is oh first.
It's like is your buyer in inthe store?
And yeah, and and like, showthem the product.

Justin Summers (35:11):
I mean you were like the Jehovah's.
You were the Jehovah's witnessof the watch industry.

Peter Cho (35:16):
Yeah, exactly, yeah, yeah, and that that was.
I mean, there were a lot ofrandom boutique shops in the
middle of Missouri that, likeyou know, that I, you know,
spent five minutes in, but thatthat was, you know, physically
taxing it was.

(35:37):
Mentally it wasn't as taxing,because I'm so passionate about,
I believed in our product andso it.
It was just like just a matterof, like you know, it's a, it's
a numbers game, um, it'll comeeventually, just just keep at it
, it'll, it'll happen.
Yeah, so that was probably themost challenging thing um,
trying to get brand recognitionout there the old school way.

(35:58):
It wasn't through digital ads,it wasn't through um, you know,
anything like that.
So, um, and then we overcamethat.
Uh, just through, uh, just youknow, pulling together mental
toughness.
I think mental toughness iskind of the biggest um, the
biggest thing was you have toalmost convince yourself to

(36:22):
believe that it's going to workout, and so that that was the um
.
You know a lot of just chats, alot of uh, like I said, pulling
together as a team.
Um, I can't imagine doing italone.
I know some brands out there doit.
There's like a one man show oreven a two man show.
That's, that's tough.
It's tough, that's theperseverance.

(36:43):
Yeah, it is, and so, um, yeah,think that's it's funny because
it has nothing to do withanything else other than, you
know, keeping your mind right,keeping your head in the game,
just focusing and actuallybelieving that you have the
right product, I think is whatdrives you, or it's what it's

(37:09):
what drove us forward, for sure.

Justin Summers (37:11):
Yeah, that's the first, I'm sure that.
So I was going to say I'm surethat a lot of like our viewers
and listeners would probablyappreciate hearing that as well,
because you know, a lot oftimes you know these brands and
people have you know all thesethese crazy extremities that
they go through, and for you itwas just like hey, like it's
just mind over matter, likepersevere through it, like don't
get down about it.

(37:31):
Um, if you have a good product,then of course your product
will ultimately shine throughbecause people will believe in
you.
It's just a matter of believingin yourself.
So I like that.
Yeah, sorry, blake.

Blake Rea (37:43):
I was waiting, cause we asked this question to pretty
much every brand and, uh, I'dsay like nine out of 10 times
where we always hear a supplychain rant, you know Um, which
is, I mean, another challenge initself, you know Um, but but
that was actually kind of likegrounding, you know that was a
great answer, you know no, itwas.

Peter Cho (38:06):
You know, supply chain is certainly, it's really
so.
That's the difference betweenus and a lot of these newer
micro brands is that, likesupply chain, I had down pat
because of all the experience Ihad.
I had all the connections, Ihad all the you know factory
connections, I knew how productdevelopment worked, I knew how

(38:31):
to plan for product ahead oftime to you know planning, all
that, the launch dates, all thatsort of stuff, so that I think
that really kind of we had alittle bit of an advantage there
.
So, you know, experience itmatters, you know, and so you
know, from that it matters, youknow.
And so, um, you know, from thatstandpoint it wasn't that hard.
It was really just.

(38:51):
It was really just, um, tryingto convince people hey, you know
, we, uh, you know we havesomething good here, um, and
just getting getting more peopleto to, to know about it.

Blake Rea (39:09):
I'm curious to get your perspective too.
I mean, as a designer, you'reclearly keeping your eyes out in
all corners of the watch market, looking for trends, bringing
those trends, experimenting withnew design concepts.
I mean trying to incorporatetrends into your design language
.
I mean trying to incorporatetrends into your design language
.
Are there any trends that you'dlike to speak about, that

(39:30):
you've spotted, that you areexcited about or that you see
are promising?
I mean, you see a lot of brandsthat are kind of catching on to
the materials trend, like doingtheir own materials and case

(39:50):
materials and things like.
But you know you don't see thatin the micro brand industry.

Peter Cho (39:53):
So I'd like to hear your perspective.
Yeah, yeah, it's interesting,uh, and and I'll drop, I'll drop
some nuggets here just becauseof the, the world that I came
from is a lot of these trendsthat you have been seeing uh
have been trends that existed inthe fashion watch space, like
10 years, over 10 years ago.
So when you see, uh, thingslike, uh, like moon phases, moon

(40:18):
phase watches that was in thefashion watch space a long time
ago.
No one even understood what itwas, and all of a sudden, you
see a whole bunch of them, right, um, and uh, uh, one one one
that I thought was interestingwas, you know, mosaic dials, uh,
mosaic dials.
When I joined the michellewatch brand, like in 2010 ish

(40:40):
time frame, we were doing mosaicand mother of pearl mosaic
dials like all the time, all day, like, like it's pretty cool.
Yeah, and so it's.
It's just interesting how youand what's interesting is
actually the higher end Swissbrands, heritage brands they
actually looked to the Americanfashion watch industry to gain

(41:03):
some like, some sort of likeinspiration and, like you know,
that sort of stuff, because wewere doing all sorts of stuff.
That was the beauty of workingat a huge conglomerate like
fossil group.
They owned their, they ownedtheir supply chain, so we were
able to experiment all sorts ofstuff.
It was just, you know, becauseyou, they have the capital, they

(41:23):
have that infrastructure to beable to really get crazy, and so
I mean diesel watches back inthe day they were doing the
absolute craziest thing.
I mean they were doing, yeah, Imean they, they had like half
stainless steel, half plasticwatches that were like molded
and screwed into the water.
It was just crazy, uh, but, um,you know it's and and I'm happy

(41:46):
to see all that stuff sort ofcoming back it's all sort of,
you know, cyclical, um, and Ithink that, um, what?
What I enjoy seeing is moreexperimentation, uh, in in the
industry right now, um,especially in more of the
independent, like micro brandspace.

(42:06):
You know it's, while theseheritage, yeah, these heritage
brands, even they continue tomove up market.
I mean, obviously, rolex isdropping solid gold watches and
all that sort of stuff, which islike, eh, kind of boring.
But it's once again, it's thissegment, that's, you know, the

(42:28):
micro brand, more of theindependent sort of smaller
brands that are pushing theindustry forward in terms of,
you know, being like moreinnovative and things like that.
You know, I like to see thatand we're going to start
incorporating more of that in inJack Mason.
Right now we're sort ofbuilding our catalog back up.

(42:49):
We've we've sort of been intransitioning or in transition
from, like our previous fashionfashion brand days into more of
this enthusiast brand.
So it's just taking time tokind of exit some of this
product and, you know, create aspace to to ramp up our catalog
back up.

Justin Summers (43:10):
Yeah, love that.
Um.
So I know, you guys, being guys, being you know, pretty close
to your community and everything, I'm sure that you guys, you
know, have a a pretty goodplethora of feedback that you
get from people.
Um, how does the feedback fromyour customers influence, uh,
the design and then, like,ultimately, that development

(43:30):
process at jack mason d?
Do you guys, you know, takeeverything as a grain of salt?
Do you like, like you know, youreally listen to people, like
just explain this through thatprocess.

Peter Cho (43:40):
Uh, no, definitely, Um, definitely, listen a lot, uh
, definitely, uh, take a lot offeedback in.
I, I take it very seriously.
I read all the reviews, I readall the um, um, you know,
suggestions, one-off suggestionthat someone would make Um,
because at the end of the day, Imean, I have 20 plus years of

(44:01):
watch design experience, but I,I still miss things, you know, I
still uh, there are things thatI just don't think about.
It just goes over my head, youknow, and and it's really
fascinating to see the communitybe so passionate about
something that they're eventhinking about things that, like

(44:22):
you know, someone, like myself,you know, just didn't even
think about.
We implement them.
I mean just, for example, ourstrata timers that we just
launched.
We launched three new colorways.
But one specific suggestion froma single customer was saying

(44:44):
for smaller wrists on thebracelet, because of the micro
adjusting clasp in there,adjusting uh, clasp in there, uh
, when you, when you have aneven amount of adjustable links
on each side, uh, and forsomeone who has to remove all
the adjustable links becausetheir wrist is so small, well,

(45:05):
when they activate the microadjusting the, the clasp
actually becomes off, centeredon the bottom of your wrist, and
so what we did with the new onewas we offset the amount, we
put more adjustable links on oneside than the other to sort of
offset that like clever micro.
Yeah, so I would have neverthought of that a because I

(45:27):
don't I don't have the smallestof wrists, so I would have never
thought I that that's somethingI don't consider.
And so you know, it's importantto us to make sure we're
listening to them, to makeproduct that is ultimately
customer centric, you know.
But then of course, you know,with that, a lot, of, a lot, of,
a lot of things do come throughthat are just, you know, you

(45:48):
just got to take with a grain ofsalt, you got to filter.

Justin Summers (45:56):
Yeah, I think, I think that we all have our fair
uh, you know, having somepeople that speak, you know,
pretty negatively, you've gotinternet trolls and things like
that, but it's good, you know,and, and ultimately, you know, I
I like that people you knowkind of keep you on your toes.
Uh, I think that it's prettyspecial that you personally go
through and, you know, read andlisten to people's feedback.
Feedback, um, yeah, that's oneof the ways that we grow, you
know, as a business, as humanbeings, um and so, yeah, I mean,

(46:20):
I think that it means a lot andI'm sure that you guys have
probably, you know, had a, had agood fair share of things that
people recommend that you'relike, wow, that's actually a
good idea, so let's do that.

Blake Rea (46:28):
Yeah, yeah absolutely I've sat on probably the past,
like I don't know, for the pastyear or so, like if the big
brands, the luxury, high-endbrands, like if they listened to
their customers and then youknow brands like jack mason or
you guys may not exist.
You know, you never know, right?
Um, yeah, because you knowthese brands aren't giving the

(46:52):
customer what they want.
You know so the fact that, uh,you know these brands aren't
giving the customer what theywant.
You know so the fact that, uh,you know that you're so design
forward and I mean it's probablychallenging.
You know where you have to sitback and say, hey, look like I
have to reassess, like this hugedesign element just to get you
know this feedback to toactually like or this, you know

(47:12):
to get this.
But then, to your own defense,like as a designer, like
everybody uses their watchesdifferently, yeah, like you're
going to use yours differently,I'm going to use mine
differently.
Justin totally uses thisdifferently and everybody the
same around the world.
So, um and so, as a designerlike you can't account for every
single like use case, you knowyou can't, and it's, it's

(47:36):
interesting.

Peter Cho (47:36):
And then I think that's where you really have to.
If you know, if you are a brandowner, you always have to be
hyper self-aware of you know,your like kind of catalog.
You know what do you, what doyou have in that catalog and are
you hitting each type ofcustomer?

(47:57):
And that has nothing to do withtrying to make something for
everyone, I don't think that'sright.
But you should have a catalogthat does kind of address
different types of wear, becausenot all watch collectors are,
are the same, you know.
And so, um, making a watchthat's more polished versus one

(48:19):
that's more tool watchy, morebrushed, and you know that sort
of stuff, and so, um, that's,yeah, it's, it's, it's, it's
always a moving target really.

Blake Rea (48:31):
Yeah, I'm, I'm curious as well.
Um, you know, obviously wetalked about planning dinner for
five years.
Where do you see the brandheading in the next five, ten
years?

Peter Cho (48:45):
um so, and then the second part of the question is
I'm sure you probably have some,some goals that you'd hope to
accomplish and, yeah, if youcould discuss those with us yeah
, yeah, I, I think, um, I thinkwithin the next five years, I,
what we're trying to pushtowards is becoming the first

(49:08):
brand you think of when youthink of american sort of luxury
, uh, like a premium brand.
Maybe luxury is not the rightword, but when you think of a
high quality watch, that is, umyou know, uh, a watch that you
buy from, like a swatch groupbrand, for example, um, you know

(49:31):
, entry level ish, uh, really upthere with the long jeans of
the world, the orases of theworld, things like that, I see
us really kind of taking thatspot.
That's what we're trying toaspire to, that's what we're
working towards, and we're beingextremely strategic and
methodical and like trying torebuild our catalog in that

(49:52):
manner to really hit that goal.
And it's not just makingexpensive watches for the sake
of making expensive watches.
I don't, I don't think that'sright.
Um, you know, we have been inbusiness, for next year will be
10 years and so, um, you know, Ibelieve we've sort of earned
our stripes in a way to kind ofgo in this direction.
Um, but we will do itresponsibly.

(50:15):
Um, you know, it's no matterwhat watch we put out there,
it's going to be extremely like,thought out and um, high in
quality, you know, and a lot ofvalue from that standpoint.
Um, and you know, like I, likeI said, in the next five years,
that's sort of the, the sort ofthe pedestal that we want to.

(50:38):
We, you know, we want to bestanding all I uh, like it'd be
great to have, you know, two,three watchmakers right behind

(50:59):
me, like putting all of ourwatches together in house, you
know, doing all that sort ofstuff.
I think that is the kind ofultimate goal we really want to
be known as uh, especially inour home state, here in Texas,
there is Texas pride is a wholenother level, you know, and and
we want to be the like, becomekind of a household name here.

(51:23):
So that's, we're definitelyworking towards that and, um,
you know, remain uh sort ofindependent, you know, um, and
we're not, we're never going tobe, we're not going to get into
like horology or anything like,you know, anything like that.
There's plenty of brands that inSwitzerland that can do that,

(51:44):
you know, and that's not a placethat we're going to try to even
like go into because, frankly,that's not who we want to be.
We just want to offer a highquality timepiece that's going
to last you a long time andreally, you know, with really
good design, you know, and to beable to say, hey, this is an

(52:04):
American brand that is missingright now.
Honestly, I mean, hamilton, youknow, went to and they are an
American brand, but they're aSwiss made.
They're owned by Swatch Group,right, or Richmont Swatch Group,
yeah, swatch.
So I mean, that's kind of the,that's kind of our aspirations

(52:33):
is to.
Really, I like to say we want tobe the Christopher ward of the
U S, you know.
Uh, now they're, they'regetting, they're doing all sorts
of crazy, incredible thingsover there and again, yeah,
that's, but that's not, that'snot who we want to be.
I mean, in in in many ways,that's not.
That's not American either.
Right, americans are just likelet's take what works and just

(52:56):
keep doing that repeat, rinseand repeat, do it really well.
It's like a, like an f-150truck, you know what I mean.
That thing has like the sameengine for the last 20 years or
whatever, just because it works.
You know what I mean.
It's solid, it's dependable.
I mean.
I think that's kind of um,that's kind of like that is sort
of the american spirit.
It's not we're's dependable, Imean.
I think that's kind of um,that's kind of like that is sort
of the American spirit.
It's not we're not, we're notthe most innovative, it's just

(53:21):
make something that's reliable,um that can last generations.
You know, I think that's that'ssort of the attitude, that, uh,
that we have.

Blake Rea (53:31):
Yeah, I mean it really shows.
I mean it really shows like itreally shows.
Like I said, um, you know,obviously it's one thing when
you you go to an intersect oryou know watch show or something
like that, and you just, youknow, see your watch for 10-5
minutes or whatever, and youknow you're kind of lost in the
sea of brands, um, but you know,I I would encourage a lot of

(53:55):
people out there, you know, notjust because you're here, but to
to obviously look at jack masonearly if you're considering on
getting a time piece, or youknow something that you know you
could feel confident in andsomething that's.
I mean, I mean, you know eventhat little keeper, you know
that little like keeper, thatthat little button that you
designed that holds the uh, youknow the strap down.

(54:18):
It's like I never seen thatbefore and at first it was weird
to me.
I was like this is super weird,you know, because I'm used to
looking down at my wrist andseeing like yeah, you know like
a little strap hanging up and Iit just.
It's just so familiar to me.
But yeah as, as I started usingit um, I was like, oh okay,
like this is, this is cool.

(54:39):
You know, it's super cool, youknow I thought that was a
christmas ornament.
I'm just kidding and then youknow, of course, packaging.
Right, you know, like wheneverI, you know, I I don't we don't
do the unboxing stuff like we dothe youtube reviews, and we
don't, I mean I I get the boxand the packaging is all part of
the experience.

(54:59):
But, um, you know, everythingjust felt so like intentional,
you know, like you said.
And then I mean you had like alittle note there.
You know that I mean, clearly,you said just a production watch
.
You know it wasn't like aprototype or something.
Yeah, and so I got to feel whatit would be like to be a Jack

(55:19):
Mason customer again the secondtime.

Peter Cho (55:22):
Yeah.

Blake Rea (55:24):
And yeah, I mean, even in the early days, you know
I would, I considered, you know, the Jack Mason experience,
like when I first got that watch, like I would wear it
everywhere, like I I don't wearit as much anymore.
Um, but you know I wear iteverywhere and then, yeah, at
the time I got it really earlyinto my collecting journey.

(55:46):
So you know, most collectors,when they first start, you know
they'll, they'll put their boxesup on like little, like
shelving units and use, makelike a little mini display and
and, yeah, for I don't knowthree to four years, you know,
your little jack mason box wasup there on my, you know my
little watch wall.
You know, and uh, that'sawesome and yeah, I wore it

(56:07):
through.
I don't know, like seven, eight,nine countries, wow that's cool
um and I've yeah, I've had some.
I mean, I've ended up taking offthe bracelet and putting it on
a nato and, and just dude, agreen nato rocked that thing out
, man oh nice yeah, um, yeah,and yeah it's, it's crazy to

(56:28):
think about and that's goingback to, I mean going back full
circle, right, like from thebeginning of the podcast.
Like you know, these areexperiences, you know.
Owning a watch is an experience, you know, and you build
moments and memories and shareyour life with your watch.
Yeah, and I mean for peoplethat don't understand watches,

(56:49):
don't understand that, you know.

Peter Cho (56:53):
Yeah, it experiences everything.
Experience is a huge part ofour brand.
It's that that's the reason whyI was telling you earlier.
It's, uh, even just coming upwith copy on our website is is
important because every time,every time there's an email or
social media post oradvertisement or whatever it may
be, that's's one touch pointwith with a potential customer

(57:17):
or even an existing customer,right, and so that touch point
is every day you might have fiveseconds with that customer and
so make an impression.
What can you, yeah, what can youdo in five seconds?
You know what I mean, and soyou want to make sure you're not
overlooking that it it means alot, you know it's.
So, at least we, we play, weput a lot of value in that, so

(57:39):
that, um, just, you know, whenit comes to the packaging and
that kind of stuff, I mean, whenyou look to the best of the
best, like apple products, forexample, god, that whole thing
is an experience.
Uh, you know, there's a reasonwhy they they put the product
for as soon as you open a box,you see the product, like that's
the first thing you see, andthen all the mess is underneath
it, right, um, all theaccessories and stuff are

(58:02):
underneath it.
Um, and that's intentional, youknow.
That's like hey you, we wantyou to see what you bought you
know, and so, um, those kinds ofthings make a difference.
I appreciate I have a highappreciation for that kind of
stuff and so, um, trying to, youknow, incorporate that into our
overall uh brand experience.
And you know we have some moreideas on uh how to, how to

(58:25):
enhance that even more, uh goingforward and as well as even uh
even sending off uh, you know,uh like press pieces for pieces,
for example, like what is thatexperience for you guys?
You know, um, uh, it's.
I think that's kind of a nextstep for us and we don't want to
just send you a watch, you know, in a box like every, every

(58:50):
other brand, you know what Imean it's like how do you yeah?

Blake Rea (58:53):
we've, we've gotten, I've gotten like prototype
watches that don't exist andI've gotten.
I've gotten um watches in grandSeiko, like roles that have not
you know what I mean and and umyou know it's literally.
I've gotten just a single watch.
Uh, like, in, like a littlelike um peanuts, like just just

(59:16):
just a watch, like just layingthere in the bottom of it, um,
and, of course, like you know,like I'm like all right, well,
since you sent the watch to methis way, I'm gonna send it back
to you.

Justin Summers (59:23):
This is the same way I take I take pride in my
stuff as well and you can.
You can ask blake, he canattest to this.
I'm very like ocd about takingcare of things, like making them
clean.
Of course, whenever I'mshooting you know product shots
and doing videos, photos, I'mtrying to make sure it's as
clean as possible.
You know to an extent.

(59:44):
But I mean same thing.
You know that that LM that youhad, of course, you know kind of
, let me have a little bitbeautiful watch.
Yeah, I was like man, I have tolike do justice, like sending
this back to peter because, likeit was, it was perfect.
I was like dude, like I'm, I'mgetting this virgin watch, I
don't want to mess it up.
So I mean I did, you know, Isent it back and I was as

(01:00:05):
precious as it could be with it,um, but I mean, yeah, I'm in
total agreement.
I think that it's part of theexperience, um, and I like that
you guys kind of take that intoconsideration, you know, because
a lot of people do.

Blake Rea (01:00:17):
You hold an epic title because you remember when
I was in San Francisco and webumped shoulders and I was there
with my wife and we were justlike doing some early circling
and then my wife like picked upthe LM right and she was like oh
, this is fucking cool.
You know this is amazing wife,like you have no idea, like my

(01:00:39):
wife has never said that my wifehates watches she, she would.

Justin Summers (01:00:43):
She hears watches 24 7 around him, so
whenever she hears the termwatch she's like the other way.
Well, she, she used to edit,she used to edit these podcasts.

Blake Rea (01:00:53):
And so, like you know , as we progressed, like we got
better at talking and keepingour flow together, and so I was
like all right, I can just spareyou from editing the podcast,
so that way I can talk aboutwatches a little bit more in the
normal life.
Crazy, because she, like I saidshe would burn, she would burn
all those watches at wind up ifshe could, you know, send them

(01:01:16):
back to the scrapyard, um, andthe fact that she like really
resonated with the lm, what waskind of cool.

Peter Cho (01:01:23):
You know, you were there, you saw so, yeah, it's
great to hear yeah, no you'redefinitely, you're definitely
onto something special.

Justin Summers (01:01:29):
Yeah and I agree , I think the linen dial and
everything is great.
I know you guys have haditerations before that, but that
just the light catches andstuff like at angles.
You know that little curvatureon the crystal dude, it's
beautiful.
We actually yeah, we actuallyjust posted a website article,
just kind of a little, you know,a little short.
You know, get some goodprofessional photos in there and
you can see some of that.

(01:01:50):
So for any viewers and listeners.
You guys can check that out.
It's on lonely wrist, um.
And then of course, we're, youknow, doing some video content
for some of those watches too.
So you guys can look forward toseeing that, and I know you're
excited for that, peter, so lookforward.

Blake Rea (01:02:03):
Yeah, definitely yeah , yeah, by the time this drops,
everybody will have seen ouryoutube reviews and all that.
So hopefully we'll we'll pairthem up and we'll save the LM
review for the date of thisdrops, and and so we'll sync
those up.
But yeah, we want, we wanted tothank you for spending, you
know, just an hour with us andtalking about the brand and

(01:02:23):
talking about the future and,you know, giving us some insight
.
We've been kind of doing thisweird little thing at the end
where we essentially turn ourplatform over to you.
So, you know, here is thespeaking floor.
You've been talking for an hour, of course.
So if you don't have anythingto say, I understand, but you
know, here's your opportunity tospeak directly to our listeners

(01:02:45):
and say something that maybe wedidn't talk or touch about.

Peter Cho (01:02:48):
So Sure, no, I appreciate it.
First of all, thanks for havingme on your guys' show.
Big fans of you guys, obviouslygood people, and that's why we
do it is to be able to meet newpeople and hang out and chat and
talk watches.
But I guess if there was amessage that I'd like to throw

(01:03:09):
out there is that, you know, Ido believe we have an
interesting story to tell.
Uh, jack Mason, I know, you know, when we kind of burst onto the
scene with our GMT watch, uh,we kind of burst onto the scene,
people were like, well, wheredid these guys come from?
And it's like, hey, we've kindof been here this entire time
flying under the radar.

(01:03:30):
The only reason why you didn'tsee us is because we were
selling to a different type ofcustomer, you know.
And so now that we've sort ofrepositioned ourselves, uh and
um, you know, been in sort ofrebranded in a way, uh, you know
, there's there's going to be alot more exciting things
happening uh, with the brand.

(01:03:51):
Um, you know now that, now thatall of our focus, my focus, is
on creating these reallyexquisite timepieces, yeah, I'm,
I'm, I'm eager to continue tosort of be more involved with
the community, with the watchcommunity.
It's been been awesome, uh,especially going to all these

(01:04:14):
shows and things like that.
Um, we have so much to share.
We have so much uh, passion anduh like love for our own brand.
There's a lot of pride thereand so, um, yeah, we're, uh,
like I said, we're we're justlooking forward to the uh, the
next 12 months.

(01:04:34):
Honestly, there's a lot ofgreat things that are going to
happen, a lot morecollaborations that are going to
happen.
Um, we are, um, dr Pepper.
We have renewed that, thatlicense, so we'll do another Dr
Pepper, but as well as, uh, someother, some other amazing,
amazing collaborations, so thatthat'll be coming down the

(01:04:56):
pipeline and yeah, where, like Isaid, I'm, I'm, I, I'm happy to
be here and I'm happy to tell,tell our story, because it is a
genuine one and we hope that youknow that comes across in
everything that we do.

Blake Rea (01:05:13):
So thank you guys.
Yeah, no, I mean, we knew, weknew we had to have you on.
I mean everything you like.
I said we're fans of yours aswell and we appreciate you know
everybody who you know we're.
We're early into the game, youknow.
We're just over a year now oflonely wrist and and the growth
has been crazy and insane.

(01:05:34):
Like you know, it's just me andJustin, you know, doing this
thing from from zero, so, uh, so, yeah, I mean, the fact is, you
know that brands like yourssupport us.
You know, and help us and helpus get hands-on with your
products and and help us buildcontent.
You know it's amazing.
So we, so we, so we, we loveand appreciate you, you as a

(01:05:55):
brand, and and uh, and yeah,we're looking forward to the
next 12 months as well awesomeall right, everybody.
that wraps up our interview withpeter from jack mason.
Make sure you check out jackmason online jackmasonbrandcom.
I will plug and link all thedescriptions, or plug and link
all the links in the descriptionso you can check Peter out.

(01:06:18):
Definitely, go on to theirwebsite and watch that series
that I talked about, where youreally get to kind of see Peter
do his magic and build thesewatches.
I would highly recommend it.
I highly enjoyed watching everysingle episode, so I'd
encourage everybody to do thatand, of course, you know, if you
like Jack Mason, pick your oneup.

(01:06:39):
We will see everybody on thenext episode.

Justin Summers (01:06:44):
Thanks everybody .