An Interview with Michael Berrios of Bernhardt Watch Co

Q: Tell us a bit about yourself and how you came to be involved with Bernhardt.

A: Well, I started as a Bernhardt customer! I moved to NC after college, and as my collection developed, I started looking for a watch from my new home. I found Fred Amos & Bernhardt, and drove up to High Point a week later. I bought a watch and made a lifelong friend! After Fred’s passing, I spoke with his wife Jamie to see if there was anything I could do to help keep Fred’s legacy alive through the brand, and 2.5 years later I’m here!

Q: There are lots of microbrands out there in the world of horology. What do you think sets Bernhardt apart in this regard?

A: We’re one of the first! Bernhardt started in 2005, and we’re really proud of those early days. Fred formed incredible relationships with each of his customers, so customer service was really the foundation at the start of the company, and we do our best to uphold that high standard. A lot has changed in the microbrand industry in 19 years, and Jamie and I spend a lot of our time focusing on how to best position Bernhardt to be as relevant now as we were back when we were one of the only ones. Much of that is just awareness of the brand, but we’re seeing growth there as we start to introduce new models to the lineup!

Q: Tell us about your design influences at Bernhardt.

A: A ton of fun going on with design right now! Outside of custom contract watches, Fred released more than 10 different models over the years- and countless iterations of each. So we have a ton of inspiration to pull from our catalogue, and in the coming years we certainly will- be it the Diver, or even the Officer. For our current release though, the Starboard, we really wanted to start fresh and introduce a new model to our collection. Historically, we’ve really leaned into the nautical theme, and we honour that heritage with the Starboard.. but we’ll start to expand into some other theming as well as we continue to roll out some of our new collections.

Q: How long have you been interested in watches? Where does your passion for timepieces come from?

A: Is always a fair answer? I’ve loved watches for as long as I can remember. We actually found a photo recently of the day I received my first watch, Christmas 2001. It was a 24mm Fossil on a steel bracelet, and that watch didn’t leave my wrist for years. More than 20 years later, I’m not sure my wrist has seen the sun, and I’ve got the watch-tan lines to prove it! My excitement and passion has evolved over time, and this phase, getting to be a part of Bernhardt where I can help design watches, connect with customers at shows across the country, and talk Jamie’s ear off about my next big idea.. it’s really special.

Q: What type of timepiece is your favourite and what is your current favourite watch – both from Bernhardt and other watchmakers?

A: I’m really going through a dress watch phase as of late.. And I say that cautiously, because I don’t really own a proper dress watch, but feel the category has expanded. You’ll see these really beautiful and intricate JLC perpetual calendars paired with jeans and trainers, and I just love it! The industry is doing a great job dressing down the category while maintaining the elements that make these watches stunning- so it’s an exciting time to love a dress watch! My favourite watch from Bernhardt is certainly the Starboard. So much effort went into the design, rendering, production, and testing of this watch, that I can’t help but smile each time I look at it. I learned a ton about myself through the process, and it really gives me a sense of belonging and excitement for all things Bernhardt. Outside of Bernhardt.. my favourite.. that’s a tough one. To affirm my newfound affinity for the dress watch segment, I’d say the Datograph Up/Down Lumen from Lange is probably one of the best-looking watches I’ve ever seen. I’m not certain I’ll ever get to see one in the metal, but that watch has spent quite a bit of time on my phone screen.

Q: We find that photography makes such a big difference when it comes to marketing watches. You guys have got great imagery at Bernhardt – have you found it makes selling the watches easier when you’ve got quality photos?

A: Well first, thank you! After buying my watch from Fred all those years ago, I took on the role as Bernhardt’s photographer- so I’m thrilled you enjoy the photos! The fun thing about being in this seat, is that I spend a TON of time with each of Bernhardt’s watches, so the photos aren’t just staging and revolving the collection, but really making sure that each picture captures the true look and feel of the watch.

Q: Bernhardt seem to have a very loyal fan base of customers. Why do you think this is?

A: It all goes back to the relationship Fred built with his customers. There’s a genuine connection we have to the community, and we’re really blessed to have the “Fred Heads” in our corner. When I came on board with Jamie, we were so worried about the future, and whether folks would still be as enthusiastic about the brand without Fred at the helm. In the last couple years, those concerns have completely subsided, and we’re just really honoured to be able to keep Fred’s legacy alive through Bernhardt.

Q: What is the most challenging part of being a microbrand watch company?

A: I think the most challenging part from a brand perspective, is the most exciting thing from a consumer perspective, which is the crowded market. Nearly 20 years ago when Bernhardt was getting started, we were one of a few brands in the micro space. Now, we’re one of hundreds if not thousands in the category! The great thing about this industry though, is the genuine appreciation and enthusiasm for watches, and as brands, we don’t really compete with each other; it’s more exciting to continue to hear people’s stories and see their passions come through in their own designs.

Q: What does the future hold for Bernhardt? Tell us what you’ve got on the horizon…

A: Your word choice is timely! The Starboard is actually part of what we’ve called The Horizon Collection- a three-watch series covering adventures by sea, air, and land. The Starboard is part one, with the Tempest- our air theme coming this Fall, followed by land in 2025. Next year also marks Bernhardt’s 20^th anniversary! So we’ve got something really exciting in store to celebrate that milestone!

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