Welcome to the business of watches, where horology meets high finance and each tick tells a story of markets, margins, mishaps, and mechanical mastery.

I'm your host, Andy Hoffman, senior business editor at Haudinkie.

In this series, we dive deep into the global watch industry, a place where centuries-old

craftsmanship intersects with billion-dollar valuations, executive brand strategy, and investor

speculation. From Swiss valleys to Silicon Valley, we trace the movements shaping this uniquely

resilient sector. Just how big is the business of timekeeping?

Well, some estimates place the entire watch industry from ultra-luxury mazons to smart watches and microbrands

and north of $100 billion globally.

But behind that figure is a complex web of legacy, innovation, and ever-shifting consumer

taste and demand. This is the podcast for collectors, analysts, watch buyers, and sellers,

and anyone who's fascinated by the intersection of riskwear and wealth. Because if time is money,

then money is most certainly time.

So let's get down to business. Antoine Pinn is on track. The Tag Hoyer CEO is leading the brand through

one of the most important years in its

history. This is the first year Tag Hoyer is the official timekeeper of Formula One. It is part of a

decade-long multi-brand deal for Tag Hoyer owner LVMH said to be worth about $1 billion. The agreement marks a major

shift in visibility for the brand, and last year, it brought back the iconic Formula One model

to coincide with the new Formula One sponsorship. So, have Pin and Tag Hoyer been able to take advantage?

Amid an industry-wide downturn and demand, he has been cautious about overproducing

when consumers are dealing with economic shifts and upheaval.

But Tag is also innovating.

After a first attempt in 2019 proved to have issues,

...