A Trademark Fight With Pirelli Forced A Brand Reinvention with Brent of Serket Watch Co.

A global tire company nearly ends a watch brand before it even begins, and somehow that becomes the origin story. I’m joined by Brent Fedrizzi, founder of Serket Watch Company, to talk about what it actually looks like to build an independent watch brand from scratch, stay small on purpose, and still put genuinely compelling watches on wrists. We get into the early days of direct-to-consumer microbrand watches before social media, the first Scorpion-branded run, and the jaw-dropping moment B...