SPEAKER_02 0:00

Hey guys, how you doing? Today I am excited because we are in front of the Pillow Co. store here in Geneva. So obviously, in town, a lot of people are here for watching wonders, time to watches. But something that is very important as well is to meet and discover the true community in Geneva, the watchmakers, the brand that actually started here. So, to my understanding, this is a neighborhood that where watchmaking started, which is amazing. And our friend Amaril Dorf, the founder of Pelo and Co. will actually tell us all about it. So, hey Thomas. Hey Amaril, how are you doing? Nice to see you. I'm excited because when we were on the phone, you told me that this neighborhood is like where watchmaking started. Absolutely. I want to know everything.

SPEAKER_00 0:39

You have here around all the place of the cabinoty. In each window, you can see 200 years ago a watchmaker who is working only the day they was working with the light of the sun. And here it's brands like Vachron Constantin who start.

SPEAKER_01 0:55

No way.

SPEAKER_00 0:56

Yeah, absolutely. And it's uh for this that we choose to open our first boutique at this place, so important for Geneva and for the watchmaking industry. When did you open the boutique? We opened in 2000. 26 years ago. Absolutely yes. Okay. We try our first prototypes at this boutique without talking with no one. And after we see that okay, we have some potential, we patent the brand in 2001 and start to develop the brand.

SPEAKER_02 1:22

I want to know more about the story, but I also want to see some toys. So can we check it out? Let's enter. Uh let's go.

SPEAKER_00 1:31

So welcome to the world of Pilant Company. Thank you. You are here in everything we have built for 25 years now. The colors of the brand, orange and black. We build many prototypes for the boutique only, sunglasses, javelin, and the watches from the beginning, and winders now. We try to build our world to build something that we think we can after give to our child to perpetuate.

SPEAKER_02 1:57

Okay, beautiful. I remember the first time we met was in Hong Kong at the Hong Kong Fair. What's new for Pillow since uh for the last six months?

SPEAKER_00 2:05

The last six months, you have to understand that this year it's the most important year of these five last years. We are doing in 2026 25 years of the company. So important moment. We have absolutely to bring some novelties. We start with exhibition maybe each month. We do uh Vicenza Oro in Italy in January, in Oriental in February, now we are in Geneva, yeah, after Singapore, Hong Kong, Mexico. So busy man. Wow, okay. Yeah. This year we'll be a little more busy. We have many novelties, mono pusher from the movement that ETA built and stopped because it was very high value. At the time in 86 or 40 years of movement, the Mecha Quartz one. We make the Monte Cristo Monopulsante, one pusher, the mono pusher. We start well to sell the carbon fiber monoblock with meteorite dial, automatic movement with power serve, and domet and catette sapphire crystal. Okay. This watch has exactly 83 grams. It's mono block carbon fiber, meteorite dial felt in Sweden, Luminox numbers enhance the movement, it's automatic with power reserve. And look this beautiful movement, Code de Geneve and Perlé. It's a huge powerful watch. We are doing 25 in carbon fiber with green dials or full black. 25 with green and 25 full black. It's the most higher level of what we are doing from 25 years. Easy clip on the strap as well, so very easy to stretch the straps. Absolutely. And look this glass.

SPEAKER_02 3:40

Beautiful, look at this.

SPEAKER_00 3:41

Not many fabrics. Can you bond it, cut it on the side, and to see the power reserve, you have a round part here. Yeah, yeah, yeah. You can see that. That is very delicate. How long is the power reserve for? This is 42.

SPEAKER_02 3:54

So coming back on movement, you mentioned eta movement. And what are the other movements that you use within the brand?

SPEAKER_00 4:02

We try to stay stable and more and more independent. Means that from 25 years we have to a lot of eta movements. Yeah. But slowly, slowly we see that we cannot have, and we start to check other opportunities at the same time how to stay stable in terms of independent company. So I choose Soprod, it's very stable. We do the first collection of the extra neo fully with so prod, and now the second collection of the Superleggera with Soprod movement.

SPEAKER_02 4:32

Can we just sit down and maybe you can show us a little bit closely 2-3 model? What do you think?

SPEAKER_00 4:37

Yeah, is that alright? So I'm starting first with something typical that Pillow starts from 25. It was the bridge we fixed 25 years ago, the first collection, it was a tempo one, not exactly this one, but we start, we were the first to do the fixed balance wheel with the bridge. The idea is something who looks like a Tubion, but notice it's not a Trubion. And you have fantastic movement from Ata 2024 with engraving and something like a tractor of the industry who is working for years and will take pleasure from any style in ceramic, different colors. Here we have kind of top color, ash color in steel or plating. Wow, this is gorgeous. On the back you have orange, typical orange of green and orange are my color.

SPEAKER_02 5:23

Green is my color and orange is my son's color. And the combination, orange and green looks very nice. Obviously, as you mentioned, ETA, I'm somehow familiar with eta through my swatch group time, but uh it is a gorgeous movement.

SPEAKER_00 5:36

And the client and the people who know us, they know very well that we mostly 95% modify the so it's not it's the original eta movement for sure, yeah, but we cut it with plating because you don't have eta in a rose gold color. Okay, it's existing just in white and yellow.

SPEAKER_01 5:55

Yeah.

SPEAKER_00 5:56

So we do the job ourselves, like watchmakers, and we try to bring our touch and something sensitive about the client. Always we stay in limited editions, we do small quantities, even sometimes we don't ride it. People know that they have in hand maybe one of the 50 or 100 pieces we do per model.

SPEAKER_02 6:16

I see the 30 uh 30 meters uh water resistance as well.

SPEAKER_01 6:19

Absolutely love the combination. I would definitely wear that. As I said, it's fantastic, it's a 51. Cool, perfect.

SPEAKER_00 6:25

So that's the first one.

SPEAKER_01 6:26

What do you have now?

SPEAKER_00 6:27

The novelty of this year is the Monte Cristo monoposa. We do it in exactly three colors and two more serious colors.

SPEAKER_02 6:36

Okay.

SPEAKER_00 6:36

The colors are green, blue, and red, and we do something more traditional, if we can tell, uh black and gray. In the center, you have the wall who is protected by a second layer of transparent film, and we fix the dial with the side with the ring on the side. So it's three layers dial. The movement is from 86. Omega and Javier Go want absolutely to do a movement quartz movement, so they develop different movements because in Switzerland most of the time we are doing just mechanical or automatic watch, and they developed this movement who Ita fabric, and they stop in 86. They stop because the movement is fully mechanical with the battery, but the cost was so high that they cannot compete with the Japanese. So after 40 years we see this movement, I was really surprised because it's the only mono pusher of the market in Quarter. And I decide with the 320 movements we ought to do something with the thinking of the time, so we stay retro like the movement, even in the bracelet. So it's a kind of historical watch. We have done only 320, 60, 60, 60 about the colors and 70 and 70 about the traditional one, very limited. Something special. What is this movement? It's the eta 551241. I think it's the first time I see a chrono with one pusher. If you see the pictures of the movement in our website, you can understand how beautiful is the movement, it's totally mechanic with the battery. So it's a beautiful one to remember finally the history of Switzerland and to make something that our clients can love it. The price stays stable. We are for 699 Swiss francs. Okay. So they have something very cool that we cannot have in the market because the movement doesn't exist anymore.

SPEAKER_02 8:25

Alright, and I see you have the same one in blue. So this is all the colors. You can see how the movement is working. Actually, I never saw this movement, and I feel like it's very clean. It doesn't look like a chrono, but it is a crono, it's a mono pusher.

SPEAKER_00 8:37

Wow, okay, about the history. Maybe only three brands have used this movement at the time. Really? It was Gucci, Versace and Movado. We are the fourth one. Yeah after 40 years. Wow, very nice. Happy to do something different. Alright, I see two more, and I love the color already. So this is the extra nails. In Latin means the foreigner. Something very special. I do it for the people who travel. It's a mix of different colors.

unknown 9:03

They have a culture.

SPEAKER_00 9:04

You have in the beginning a very well done case with 1380 and shiny in the angles. Excellent quality of case, through crown, and down, sapphire crystal. We put the movement from up because the size of the case is just 40. So I want a bigger dial, and the people can see well. Three layers of uh dial. You have the ring in steel and the green base in brass.

SPEAKER_01 9:29

And the Roman numeral as well.

SPEAKER_00 9:30

Roman numeral at the end, it's the hands. So this hands we have developed it for more than it was the clocks of the years 20 that we miniaturize. We patent ourselves.

SPEAKER_01 9:44

Oh really? Okay.

SPEAKER_00 9:45

It's the only hands we have patented until now. I try to bring every time something historical and to show to the people what for generations the Swiss watch industry have. For the strap, you have a rubber strap.

SPEAKER_01 9:58

Yeah.

SPEAKER_00 9:59

On the back, we have put orange leather so people don't see even the difference between the rubber and the leather. And up we have done a printed crocodile leather. So it's something really sportive. People can buy the watch even with metallic bracelet. Okay. And the same collection, but something very light.

SPEAKER_01 10:17

Really? Okay.

SPEAKER_00 10:18

Oh wow. Titanium watch we have.

SPEAKER_01 10:20

This is very light. You don't even feel it.

SPEAKER_00 10:23

It's fantastic watch, totally in titanium, full PVD emboitment from the app. We put the movement double ring. We do because a limited edition of 111 pieces. Yeah. We put the colors of the brand, black and orange.

SPEAKER_02 10:39

Okay. Beautiful. Alright. So I have one question for you, which is a question that I love to ask. There's two types of customers. There's one customer who loves the pillow watches, he wants to buy one, he comes to your store, he goes to your website, great. There's another customer, they are ready to purchase, but there's a lot of brands out there. What will you tell this customer that is looking for maybe his first watch? Tell them why pillow.

SPEAKER_00 11:02

Now we are not more young anymore. We have 25 years, so we have experience and we are in the market from long term. It means that we are serious and we will follow with this history from long time. Second, because the second generation of my family, David, my son, is following so the people can be happy with the small house that we have due and with the small quantities we give to them. Third, because the price, and this is maybe the most important, is very affordable. We start from 300 Swiss francs, so it's the beginning of something nice in the wash industry, and everything is Swiss made. They can have in hand something very elegant and limited in quantity. For me, the understanding of actual life is how to be different in life and to choose the things that nobody has. We do small quantities, we are affordable in price, we are a small enterprise. So we do our maximum to be serious and bring to the customer something totally different. They will take it for a long time.

SPEAKER_02 11:59

Okay, amazing. I love it. You guys, if you want to learn more about the brand, make sure you go on watchdna.com slash pillow. As of now in our directory, we have more than 450 brands. The idea is to educate people about all the brands out there the small ones, the big ones, the micro brands, the independent brands. If you go on the side, you can learn about the brands, you can have the latest articles, you can also very soon have products in our buyers' guide that, as you know, guys, we don't sell. But the idea is we're building a database of all the watches so people can look at it, compare based on filters and the new features that we have now. We have augmented reality, so people can actually try a pillow from their couch in the States or in China or whatever, virtually, and still it looks, yeah, it's crazy AI and all this technology, so it's good. Uh, so yeah, so make sure you go watchgena.com slash pillow, and also we have a star locator because here we are the boutique in Geneva. But I know that we spoke about you have a distribution around the world, and so and as we know, 85% of watch is actually sold in person because we are emotional product, we are emotional industry, so it's all about going online, trying virtually, but connecting with the retailers that sells the brands. Listen, thank you so much. I really uh enjoy the time and thank you for having us in your universe.

SPEAKER_00 13:08

I really thank you to come here to show us like your last meeting, yeah, and to see our beautiful products.

SPEAKER_02 13:15

Amazing, thank you. See ya later, guys.