이 에피소드에 관해
This week on SUPERLATIVE, aBlogtoWatch founder, Ariel Adams, is joined by Vjeko Miloradovic, founder of VELM, a men's jewelry brand bringing the precision, craftsmanship, and engineering of Swiss watchmaking into the world of luxury accessories. Drawing on decades of experience designing watches for brands including Fossil, Burberry, and MVMT, Vjeko shares his journey through the watch industry and explains why he chose to create watch-inspired jewelry rather than launch another watch brand.
Ariel and Vjeko explore the challenges of innovation in the watch industry, why established Swiss brands often rely on heritage instead of new designs, and how branding and marketing influence the perceived value of luxury watches. They also dive into the philosophy behind VELM, from ceramic bracelets and titanium accessories to precision-engineered clasps inspired by mechanical watches. Along the way, they discuss the importance of prototyping, the relationship between design and functionality, and how Vjeko is bringing a fresh perspective to men's jewelry by applying the same attention to detail traditionally reserved for fine timepieces.
Check Out VELM Jewelry:
Website - https://thevelm.com/
Instagram - https://www.instagram.com/the.velm/
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Key Chapters:
00:00 Introduction to Vjeko Miloradovic and VELM
01:40 The early days of watch blogging
06:00 Working in the Swiss watch industry
10:10 Why Swiss watch brands struggle to innovate
13:00 Heritage, limited editions, and originality
15:00 Challenges of introducing new designs
19:15 Vjeko's watch design career
22:00 Prototyping and Swiss watchmaking
28:00 Watch quality and luxury pricing
31:15 The rise of MVMT
35:45 Lessons in branding and marketing
40:15 The inspiration behind VELM
42:45 Rethinking traditional jewelry
44:30 Bringing watchmaking precision to jewelry
47:15 What makes VELM different
49:40 Watch-inspired cufflinks and finishing
51:55 Reinventing ceramic bead bracelets
54:00 Engineering precision clasp systems
59:00 Craftsmanship, pricing, and value
01:01:00 The future of VELM
01:03:30 Closing remarks
