Today we spoke to Dutch Dials, also known as Ivo Braggaar, about his relatively new vintage watch business founded in early 2020. There has been a lot of businesses both opened and closed throughout this tumultuous year, Ivo talked to us about what he did to get Dutch Dials off the ground and keep it going!
Ivo Braggaar
Andres Ibarguen: Dutch Dials was founded only at the beginning of this year! How did you start the new business?
Ivo Braggaar: Nice question, sharp! I actually started my account just in watch photography. Later I decided to sell some pieces through my own platform. That was how it started rolling.
AI: Why did you decide to found Dutch Dials?
IB: First, because I am very passionate about watches. I started collecting more than I should, but also was always eyeing new pieces. To enable this, some pieces had to leave again. To speed things up, I launched my own website with the help of my brother. Everything is made by the two of us and I am very proud of it.
AI: Being a new business, how did you fair throughout the first round of lockdowns?
IB: To be honest, for me it worked out well. I used to commute two hours a day which I can now spend on photography and sourcing. Working from home also allows multiple visits to the watchmaker during office hours. I think people that collect watches are not reluctant to buying new pieces because they also sell themselves. I think the business of watches is very alive in this time of year as well.
AI: What types of watches did you select for your initial stock? Do you continue to look for and sell the same kinds of timepieces?
IB: I best source watches I am very familiar with to know what a good deal is, for example on Polerouters. On the other hand, sometimes I try something new, dive in literature and source. An example of this is my current Heuer Autavia. I am glad that I tried but it is not for me, so I won’t be buying them in the future. My heart is at smaller, mostly gold, pieces.
One of Ivo’s Omegas
AI: How did you get your initial customers when you started in early 2020?
IB: I consciously want to grow organically. It is not fast, but I want people to connect with me, feel at ease, and know I am approachable. Instagram has been my only channel to create engagement so far, and for now it is working just fine.
AI: How do you maintain ties with your customers? Do you see a lot of them coming back looking for new pieces?
IB: I notice that my customers are usually also collectors, so I see a lot of my watches pop up on Instagram after begin sold. I am always in contact with them if they want to talk watches, in the end, we are all enthusiasts.
AI: What types of marketing tricks would you offer someone else thinking of starting the sell watches or perhaps already doing so?
IB: Keep doing you!
AI: What did you do before Dutch Dials? Were you already in the watch business or perhaps a connoisseur?
IB: Personally, I think, especially in the vintage field, you need to educate yourself before you buy. Therefore, I am active on different forums, and also browse IG a lot. I don’t know if I am a connoisseur, but I do have knowledge about that what interests me.
AI: Do you remember the first vintage watch that ever came into your possession?
IB: It was an Omega Seamaster Cosmic. Cute and small, however the repairs costed me a small fortune. I don’t regret selling it at a loss.
AI: Do you have a grail watch?
IB: Photography wise I’d say an Evil Clapton or another Exotic Compax. Truth is I actually enjoy small watches and am very satisfied with my own Polerouter and my Unisonic. I think I am a bit of a ‘less is more’ kind of guy. If I had to choose one that is currently not in my possession, I would go for an Omega Triple Date Cosmic with moonphase. Yes, it is not an UG, but it is lovely nonetheless.
AI: What are your plans for the future of Dutch Dials?
IB: My ambition is not to be very big, but to sell the pieces I actually enjoy myself, and want to share with others. Right now, I am employed full-time besides this and work with an external watchmaker. It slows business down and services take longer than I’d want, honestly. If I had a dedicated watchmaker, I’d be more than satisfied.
Thanks for speaking to us, Ivo!