How Emerton Scott Builds Big Value Watches with Scott Lancaster

Rolex waitlists, microbrand value, and what “great design” actually looks like when you live with a watch every day. That’s where this conversation goes with Scott Lancaster, the founder of Emerton Scott, an independent brand that started years ago, detoured through branding and marketing work, and came roaring back with a clear mission: build watches that punch above their weight and celebrate the human spirit behind the grind. We get practical about the stuff enthusiasts care about but bra...