Interview with the founders of Linde Werdelin
Recently I had a chance to interview the founders of Linde Werdelin. Morten Linde (Creative Director) is standing and Jorn Werdelin (Managing Director) is seated.
1- At what age did you become a fan of watches?
JW- At the age of 6! My family owned a chain of jewellery shops so I had the luxury of being introduced to the fascinating world of watches at a young age.
ML- For me it wasn't until I was 10. It was the first time I remember myself being interested in how something worked as well as how it was put together or rather the designed. I must admit my curiosity as a child led to a couple or so broken watches. Thankfully none of them too expensive!
2- What specific timepiece are you currently wearing?
JW- Our Oktopus Moonphase model launched at BaselWorld earlier this year.
ML- SpidoLite SA titanium version
3- Who are some of the other watch brands or watchmakers you admire?
ML- There are a lot of well designed and made watches out there. I admire Gerald Genta's beautiful designs from the 1970's and from more recent brands, Urwerk. In both cases, the designs are incredibly well thought through, have amazing details and are of course of high quality.
JW- As Morten said, there are a lot of well designed watches. For me, apart from the well established manufactures I also admire independent brands like the ones Morten mentioned. Design-wise I tend to like sports watches that stand the test of time.
4- Do you prefer a strap or bracelet?
ML- I personally prefer a strap. Reason being you can change the look of your watch instantly. Dress it up or make it sportier and in most cases like the LW watches, you can do this by yourself no need to run to your local watchmaker.
JW- I agree with Morten.
5- What is the ideal case diameter for a men's timepiece? and for Ladies'?
JW- For men it has to be between 42 to 46mm and for ladies it depends but I would say 38 to 42mm.
ML- For me, a man's watch should be 46mm. The size of a ladies watch can be more flexible and according to occasion. They can wear a small dressy watch to a man sized one.
6- What is your opinion of DLC (Diamond Like Carbon)? What about using DLC in movements?
JW- DLC is a coating material we use a lot at LW. It looks good and it's durable. As for DLC'ing the movements I think it is a great idea.
ML- I love the feeling of a black watch. Using DLC on the movement would look great - perhaps you will see that on LW watches one day!
7- Where do you see your brand in five on ten years?
JW- It generally takes five years for a brand to start being established. We have been operating for three and a half years now. In the long run, I would like LW to remain an independent, small and organic brand.
ML- I would like to see LW as a well established watch brand in the watch industry.
8- What makes your brand great? Price, quality, value, heritage, resale, brand name, etc.....
JW- Concept & idea, craftsmanship, design, innovation, integrity & personality!
ML- We are very passionate about watches and this passion is certainly the driving force of the company for both the watches and instruments. Value and quality are very important for us and I believe that that comes across in our products. I also think people generally like the fact the brand philosophy itself is innovative.
9- Can you tell us any details about any future or upcoming Linde Werdelin timepieces? Any teasers?
JW- You will have to wait until end of August!
10- If you were not in the watch industry, what other profession would you choose?
JW- I would still be an entrepreneur!
ML- Not many people actually know this but I have a degree in psychotherapy. Should I have not been a designer, I think I would have combined business with psychotherapy!
11- Who or what has inspired you throughout your career?
JW- Various family members and other entrepreneurs. Creating something out of just an idea has always thrilled me.
ML- I consider myself an inquisitive mind. Always in search of making things better in terms of functionality and quality. Then there is the search for the next 'new thing' that excites and inspires me.
12- What do you think about silicon escapements and their performance benefits in relation to service and accuracy?
JW- The idea to be able to improve on existing methods and material is great. Nevertheless I would be cautious using any 'new' materials unless tried and tested over time, especially when it comes to movements.
13- I have heard the Linde Werdelin has become a collector's timepiece, what are your thoughts on this?
ML- We can't but be delighted when customers like our timepieces. We also encourage feedback from them. It is important for us to communicate with them, one of the reasons we have created The Lab. A window into LW's Universe.
14- You have recently started using Frederic Piguet movements in some of your timepieces. How is this working out?
JW- We are very happy to work with such quality movements for our Oktopus Tattoo and Moonphase models.
ML- Using quality movements for our watches is certainly what you can expect to see more of from LW in the future.
15- It appears that Linde Werdelin rarely uses print advertising. However, your ads are seen on many of the popular timepiece websites around the world. Many watch brands say they are focused on the internet, but still use print as their main means to communicate with customers. Linde Werdelin, is one of the few exceptions. Your brand actually spends more on internet ads than print ads? How has this affected your business?
JW- As a small independent brand we need engaging two-way communication. We believe in communicating with our customers in an intelligent way and online has proven to be for us, the best way to do so.
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