016: Microbrands and The Philly Watch Fair with Chris Serratore

Get the FREE WatchSmarts Beginner Buyer's Guide David Newman sits down with Chris Serratore, the owner of VirageShop.com and the founder of the Philly Watch Fair, to explore the vibrant world of micro-brands. Chris shares how his background in automotive restoration fueled a passion for mechanical perfection and a desire for "happy transactions" that the insurance-driven car industry lacked. They discuss why independent brands from Australia and Germany are leading the way with daring colors like sunburst purple and "buzzsaw" designs that major corporations are too afraid to produce. Chris explains why building a collection of five unique watches often brings more joy than chasing a single ten-thousand-dollar status symbol, especially when those watches offer a direct connection to the designers themselves.

⏱️ Timestamps

00:01 – Introducing the Micro-Brand Guru
• David welcomes Chris to discuss his role as a retailer and the organizer of the Philly Watch Fair.
• They touch on Chris's eclectic background, which includes a notable collection of Captain Crunch cereal boxes.

01:45 – From Muscle Cars to Mechanical Watches
• Chris explains how a career in automotive collision repair and restoration since the 1980s led to his love for mechanics.
• He describes the shift toward watches as a search for a more pleasant and creative business experience.

04:40 – The Freedom of Independent Design
• David and Chris explore why micro-brands can take risks with color and design that brands like Seiko or Citizen cannot.
• Chris emphasizes his preference for watches that remain practical tools for telling time despite their artistic flair.

07:11 – The Unique Story of Galvin Watches
• A look at Susan Galvin, a rare female founder in a male-dominated industry who assembles her own pieces.
• How her experience at Omega in Finland and Australia translated into a brand known for retro shapes and vibrant dials.

10:28 – The Heinrich Buzzsaw and the Power of Purple • Chris details his partnership with Wolfgang Heinrich and the striking "buzzsaw" blade design of his watches. • A discussion on why most people play it safe with black or silver dials and why purple is a sleeper hit for collectors.

18:02 – Launching the Philly Watch Fair
• The origin story of creating a dedicated watch event for the 6.5 million people in the greater Philadelphia area.
• Chris highlights the 17-foot bronze Benjamin Franklin statue that anchors the show's premier exhibition space.

20:00 – Creating a Better Show Experience
• Why the Philly Watch Fair focuses on manageable crowds and allowing brands the time to tell their stories.
• The addition of armed security to ensure that both vendors and enthusiasts feel completely safe while handling high-value pieces.

27:18 – The Practicality of the Mechanical Signal
• Chris shares the "meeting trick" of checking a watch vs. a phone to stay polite while tracking the time.
• David and Chris discuss the security benefit of an analog watch that cannot record conversations or spy on its wearer.

32:00 – Customer Service in the Micro-Brand World
• Why buying from a small brand often means dealing directly with the owner who took out a second mortgage to fund their vision.
• Chris explains how he takes casual "natural sunlight" photos to give customers an honest look at a watch's true color.

40:46 – Lightning Round: One vs. Five
• Chris reveals his preference for five good watches over one expensive icon to ensure variety in his daily wear.
• He makes the case that a 1,000-dollar micro-brand piece can often rival the quality of watches costing ten times as much.

A great watch is more than a status symbol; it is a mechanical vision that connects you to the designer and the milestones of your own life.

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