Episode 101 -Cameron Lazanich (of Nodus)
Published on Wed, 30 Sep 2020 21:34:40 -0700
Synopsis
This episode features an interview with Cameron Lizonich, the newest member of the watch brand Notice. Cameron shares his journey into the watch world, starting with a Seiko Turtle that sparked his passion for micro brands. He discusses his role at Notice, working alongside founders Wes and Colin, and the brand's focus on creating unique, high-quality watches for enthusiasts. The conversation covers the newly released Contrail 2 watch, with details on its improved design and features like the innovative 90-click bezel. Cameron also provides insights into Notice's future plans, including upcoming releases in their popular Sector and Retro lines. The interview offers a behind-the-scenes look at a passionate micro brand staying true to its enthusiast roots while evolving and growing.
The hosts also discuss various other topics like fantasy book series, casting ideas for the upcoming Dune movie, new golf equipment purchases, and Andrew's experience with the Garment T8 boots during a grueling hunting trip. The friendly, free-flowing conversation exemplifies the show's focus on exploring shared interests beyond just watches.
Links
Transcript
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Andrew | Hello fellow watch lovers, nerds, enthusiasts, or however you identify. This is 40 in 20, the Watch Clicker podcast with your host Andrew and my good friend Everett. Here we talk about watches, food, drinks, cymbal sounds, and other things we like. Everett, besides your fingers working improperly, how are you? |
Everett | Well, you put a little extra style on the intro, so I felt I was feeling like I needed to get in there. I'm doing really well, man. I like raspberries. I've missed you. Yum berry. Yum berry sounds good. It does. It sounds yummy. Yeah. |
Andrew | I missed you. |
Everett | You were gone last week. |
Andrew | I was gone for 10 days and it was delightful. I messaged our watch clicker crew that it was my 10 day spa trip when I hiked like a neighborhood of 170 miles and about 20,000 feet in elevation gain and loss. Oh, that's crazy. My feet hurt. My legs hurt. My body hurts. I'm banged up. |
Everett | And you did not even recover an animal. |
Andrew | Didn't even shoot an animal, didn't let a single arrow fly. Isn't that disappointing? It was disappointing, but it's still so... I have two hunting partners, like two guys that I hunt with every year. And we were talking about the disappointment of this year, because this year we had probably more, no, not probably, more near misses than we've ever had. It was the difference between like a couple pine needles and me making a pee pee on the ground when we think, when I thought we were going to leave and just a whole lot of little things that. Just felt really. That were the linchpin to the difference between success and failure. Yeah. But that's part of bow hunting, you know. It's a really unforgiving sport. There is absolutely no forgiveness in it. So if we were rifle hunters, we'd have tagged out the third day, but we aren't rifle hunters. We're bow hunting and we had a lot of fun. We interacted with a lot of elk and saw a lot of elk and. |
Everett | You pay a price. You pay a price for that purity. |
Andrew | Yeah, you do. You do. And that's not the reward. The process is the reward. Sure. It would have been really nice to put a couple hundred pounds of meat in my freezer, but not this year. |
Everett | Yeah. Well, there's a couple bucks that have been hanging out in my backyard. They're deer, but you can anytime you want to. |
Andrew | You know, I've got some friends with some property who have some bears and deer that they'd like cleared off their property. I can't imagine bear tastes terrible. So I've had bear and it's very good. It all comes in the way you make it. Like you can't just, like people have bear steaks and bear steak is pretty okay. It's not beef. It's all, it's all in the preparation. Bear ham is really good. I've, I've got a recipe for bear pastrami that I understand is very tasty. Yeah. I think pastrami anything, right? Yeah. But it's, it's all in the preparation, right? Like you can't, you can't blend beef and be like, here's your beef smoothie. it's going to be delicious and expect anyone to think it's delicious because it's not going to be. That's right. Like you, you, you can't, you can't put enough ketchup on a turd to make it good. You can make a ketchup flavored turd. So it's all in preparation. We had some squirrel while we're out there. |
Everett | I was wondering if you are ever tempted to pick off like a squirrel, but it sounds like you are. |
Andrew | We popped a couple of squirrels, just, uh, just, um, breaded them in a little bit of flour and fried them up. And I've heard squirrel tastes fantastic. It's very similar to pork. oddly enough. I have no reason for why. Similar diets, right? Yeah, I mean, I guess so. But yeah, very, very similar to pork, similar consistency, similar colored meat, similar flavor. Interesting. |
Everett | Yeah. Interesting. Well, I'm really glad to have you back. |
Andrew | I'm happy to be home. I'm sorry I missed the hundredth episode, but this is our Dalmatian episode. So, right. |
Everett | You know, it was, I don't know what I thought. I mean, it's a little anticlimactic. I mean, part of the reason it's anticlimactic is because we didn't There was no climax. You know, we sort of are the ones that make the show. Yeah, that's right. So if we're going to get there, we're going to have to work at it. And we didn't. And part of the reason was because you weren't here. |
Andrew | But, you know, I think it's... It feels like a milestone, but it doesn't feel significant. We're going to keep going. It's not like, hey, 100 and we're done. |
Everett | Yeah. |
Andrew | It's like it's like your 30th birthday. It's like, OK, cool. I have another one next year. |
Everett | Yeah, that's right. Exactly. Right. OK, here we go. I will say, It was it was kind of satisfying writing that three digit episode, you know, episode dot dot dot was kind of was kind of exciting. |
Andrew | So. So I had just gotten back to camp because we we have a base camp and I just got back to my truck and plugged my phone in and was getting all my text messages from the day and I saw the FaceTime for the hundredth episode recording was still live and I tried to join it but it didn't have enough service to get into the FaceTime. Dude that would have been awesome. |
Everett | Just missed it. Yeah, too bad. That would have been fun. Well, we are not alone here. |
Andrew | No. |
Everett | And the folks that are at home listening probably know that, although it's a surprise to us. |
Andrew | Some of our listeners, I believe, are illiterate, though, because they get surprised. |
Everett | So we've actually got the pleasure of the only member of Notice that we haven't had on the show previously. And the newest member of Notice. We've now completed the trifecta. Someone who we've interviewed for the website before, but who we've never had on the show. We've got Cameron Lizonich, the newest member of Notice. Cameron, how are you? |
Cameron Lizonich | I'm doing great. Thank you for having me, guys. I'm honored to be on your 101st episode, you know. Here's to the 100 more. Yeah, thank you. What are you drinking tonight? I'm drinking an old tub bourbon. Um, it's like a fancy gym beam. Is it because you put it in ice cube or like, no, no, it's like a, it's like a, a small batch unfiltered bourbon. Um, it's a little bit higher proof. Um, it's really tasty. |
Andrew | I was going to say, I was going to say it looked like you had some, some ginger concoction in there. Cause it's just a little bit. |
Everett | No, it's just a little, Oh, that's just the glass. The grass, the glass was a little frosty. It looks good. |
Cameron Lizonich | Yeah. I'm honored to be on here guys. Thanks for having me. |
Andrew | Well, thanks for coming. We're excited. We love having people on because it saves us from having to have original thoughts. We just get to pick your brain. |
Everett | That's right. Preparation for interviews is always real easy. People, you know, and sometimes, sometimes the folks that we interview want a little more of us. They're like, well, what are you going to, what are we going to talk about? We'll figure it out. |
Andrew | We'll get there. And sometimes we've had a couple of people on who we wish we'd had more, uh, more talking points. It was like pulling teeth. It's like, come on dude, just give me something. I need more than two words from your answer. And then other people, like we get to like, hey man, how are you? And then suddenly we're at an hour and a half. We're like, all right, well, we gotta go. |
Cameron Lizonich | I think we'll have plenty to talk about. |
Andrew | I think so too. Just in our little, our little pre-talk in the, before the, before the record button. |
Everett | So what do we call that? The pre-show? Yeah. Before play? We call it before the clap. |
Andrew | Yeah. |
Everett | So this is post, this is post. That's not true. We don't call it that. Somebody else calls it that. Uh, yeah, I don't know. We call it whatever. Uh, it's the time we were talking before the episode. I like foreplay. But foreplay. Yeah. So Kim, by way of introduction, uh, I say you work for, for notice, but that makes it sound like, uh, you know, and you're a new, the newest member of notice, but really, really. that is just sort of an evolution of your involvement in the watch community because you've been around you've been around for years right you've been heavily involved in the instagram community and and i think just the watch community in general uh you're sort of pioneering member of hashtag team plexi thank you i think is accurate because you're you like myself and i think andrew maybe to a lesser extent very much hashtag team plexi i am yeah I am oftentimes arguing the merits of the acrylic crystal to folks that just simply don't want to hear. |
Andrew | Even to folks on our watch clicker team. Right. That's actually a pretty regular topic in our group chat. |
Everett | They're like, look, it is objectively worse material. And I'm like, yeah, that's why it's better. Yeah, exactly. And I think people have a hard time with that. But really, you've been involved in watches for many years. Going back, going back, sort of give us a little bit of an introduction to Cameron, the watch guy. |
Cameron Lizonich | Well, first of all, you make it sound like I have much more importance and notice than I actually do. |
Everett | Well, you are of notice. I mean, I think that's fair. |
Cameron Lizonich | Yeah. Yeah. So I've kind of always been a bit into watches all the way back from about high school. But It all started really the deep dive into the community started with my turtle, my Seiko turtle. I don't I don't really know what happened next. I started diving deep into I think I bought every color of toxic nato that Terry sold. And excuse me, you watch co. Yes, it will then toxic. Yeah, that's right. Yes. Yeah, I I think I had just about every color he sold for my turtle and I would basically just switch out, you know, most watch people switch their watch every day. I switched my strap every day. Sure. And it got, and it got to the point where the people I worked with, uh, were joking that I had one strap for every day of the week. Um, and you were like, I got, I got one for every day of the month. I got way more than that. I got a bag full. Um, yeah. And then, and then I, uh, slowly discovered, you know, micro brands. And I mean, I don't know which, you know, micro brand I first became aware of, probably like Mark Two or Hallios. One of these OGs. Yeah. Yeah. I think that was around the time of like the Hallios Delphin way back. That's a while back. And then and then notice, I think they threw up their Trieste. It was on sale and I saw it for the first time and I was like, man, this thing's dope. Like this thing is, it's not like anything else on the market. Uh, you know, it's got the, the umbrella, the backwards umbrella hands. Uh, it just, you know, like, yeah, it looks like a home and like an homage watch, but it wasn't really like anything else at the time. And I, I literally like was texting that, that watch to all of my friends and, uh, just, I was just fanboying over it. Hardcore. |
Everett | Now, Kim, I want to say the Tris came out like, 2016. Yeah. |
Cameron Lizonich | Right. |
Everett | Right around 2016. So that's so I think I maybe followed a similar trajectory. Right. I bought my S.K.X. in October of 2015. And sure. And it was the same thing. Right. NATO's. And, you know, now I'm on Watch You Seek and I'm posting. And I were I. I remember very vividly when the Trieste came out. Uh, there was a couple of other watches that came out that year that were pretty interesting. It's like, what is this? I think Hampton made their debut that year. And I was like, uh, gosh, that's interesting with the Trieste. And I had that same reaction. I was like, Whoa, this is way different than anything else on the market. |
Cameron Lizonich | Yeah. |
Everett | And I actually don't even remember thinking that's Omaji. I remember thinking that's totally different. |
Cameron Lizonich | Yeah. I mean, this is at the time when I was like, I was reading every watch news news site uh available and i was just like i was just absorbing all the information i could get um and and i saw it and i was just kind of blown away and i was like you know i really want one but i didn't really have the money at the time and um one of my friends he actually uh my buddy nate he was one of the first people to buy one uh and he had he had this massive collection at the time and uh He ended up loaning it to me for a little bit and I and I fell in love with it. And he said, you know what? You know, send me a little bit of money and you can keep it. And I was like, well, shit. |
Andrew | OK. So I would have sent him 86 cents. |
Cameron Lizonich | Well, he told me a specific amount. |
Everett | Do you guys remember that time when four hundred and twenty five dollars sounded like an exorbitant amount to spend on a watch? |
Cameron Lizonich | Yeah. |
Everett | Yeah. Do you remember that time? |
Cameron Lizonich | I remember spending $350 on my turtle and thinking, what am I doing? This could be a really nice pocket knife. |
Andrew | So, so the turtle, was that your first, was that your first watch? A turtle? |
Cameron Lizonich | No, I had a, my girlfriend gave me a Seiko feel, a green, the 42 millimeter green field watch. SNZG or whatever. Yeah. I always forget the code on that one. I actually have one in pieces on my desk right now. Um, uh, yeah, so I wore that for, a year or so before I got the turtle. And before that, I was an Invicta guy. |
Everett | The Invicta quartz diver, right? |
Cameron Lizonich | Yeah, the faint. No, it was a chronograph. |
Everett | Oh, I see. |
Cameron Lizonich | I see. It was a hideous black and silver chronograph that I tell people if you dive deep enough on my Instagram, you can still find it. |
Everett | Well, you know, it's an interesting thing that you say. You call it hideous, and I think you're partially being self-deprecating. Was it actually hideous? I mean, it's pretty bad. |
Andrew | Is it pretty bad? It's like 48 millimeters. |
Cameron Lizonich | And no, no, it's actually very reasonably sized. It's just it's just I would more call it gaudy. You know, it's like the center links were like black painted, not even like a PVD. And they were like checkered textured. And then yeah. And then the bezel, it had a dive bezel on it. And it was like a big crenellated bezel. And then the dial was like this, like silver wave dial almost. And my dad, my dad gave it to me because he couldn't read the dial because it had silver hands on a silver dial with silver markers. |
Everett | So just illegible. |
Cameron Lizonich | Yeah. Yeah. Uh, I loved the shit out of the watch and wore it through high school and then, um, and then into, into college and then discovered automatics and stuff from my, my dad, he had a, um, he had a, the automatic, Invicta diver, the titanium one. |
Everett | The big grand diver? |
Cameron Lizonich | No, no. Like the actual like homage, sub homage one that's not ginormous. It's just the titanium. The pro diver. Yeah, the pro diver. Yeah. He wore that thing until it died and then he started wearing his Seiko's more. And then he actually bought a Seiko Shogun, you know, titanium case and bracelet to replace that. And he wore that watch basically exclusively for like three years. |
Everett | Which I got maybe maybe one of the coolest Seiko. |
Cameron Lizonich | Oh, it's one of the best that nobody knows about. Yeah. Yeah. Yeah. |
Everett | Didn't make a ton of them. They're not super popular, but titanium Shogun case. Holy shit. |
Cameron Lizonich | And and he he specifically looked for a pre prospects one. So he actually paid kind sort of exorbitantly for a pre prospects Shogun, which is even more uncommon. |
Everett | That's like legitimate. That's like legitimate neckbeard watch fandom. |
Cameron Lizonich | Yep. Yep. Yep. That's full on full on. How do you get there? |
Andrew | How do you get there from Invicta? Because Invicta buyers typically aren't so discerning. How do you make that jump from an Invicta buyer to a Shogun? Yeah. |
Everett | Yeah, that's a big jump, right? It's not an SKX. |
Andrew | That's like a that's a real watch nerd watch. |
Cameron Lizonich | Yeah. To a thousand plus dollar Seiko. |
Everett | Right. You think, okay, you know, I think Invictus maybe a little, it's not the coolest. I'm going to get an eco drive, right? Yeah. Right. |
Cameron Lizonich | You upgrade to citizen. Yeah. So in 1976, my dad bought a 6105 brand new and wore that thing basically until it died. And then he put it in a drawer for, you know, 30 years. Um, so that was his first real watch. Was it, was a six, what's the, uh, apocalypse now, the Willard. Yeah. That's, you know, with the reissues being super popular right now. So that was his actual real first watch. And that's what prompted me to buy the turtle was, you know, I knew the turtle was the evolution of the 6 1 0 5 to the 6 3 0 9. And so that being the reissue, I was like, I need this watch because, you know, wasn't going to wait four years for the, Willard issue to come out. |
Everett | So because at the time, you probably didn't know about that. |
Cameron Lizonich | It didn't exist. |
Everett | Yeah, yeah, it probably did exist. They probably did. They are already making them. Yeah. Four years ago. So well, so you get the turtle. You sort of immerse yourself into this weird, weird, wacky world in which we find ourselves part of today. Deep dive. You deep dive. You find notice just by the same way we all did. Right. Yep. Like, holy shit, these guys are cool. You come up with the Trieste, come up on loot. You wind up with the Trieste. |
Cameron Lizonich | And I was talking to Wes this whole time, you know, just in DMs, just chatting, just shooting the shit. Um, who at the time is the, is the perky, uh, upstart back when he had energy before he became swamped with, you know, you know, You know, he seemed different models. |
Andrew | He seemed pretty good in Macau. He's like, he seemed a little bit on edge. Like, yeah, I can't. I got a lot of things that I'd like to be doing, but he seemed pretty good when he was in Macau. |
Everett | He seemed to chill as fuck wearing no shoes on a balcony. Yeah. 75 degrees basically on the beach. |
Cameron Lizonich | Wes is the oldest young person I know. Yes. That sounds, that sounds accurate. Cause he's younger than me, but I, but like I don't know, like mentally, emotionally or whatever. He's like 10 years older than me. It's crazy. |
Everett | Maybe more than that. Right. He really seems very sad when you're talking to him and like the most grounded person I've ever talked to. |
Cameron Lizonich | Yeah. Yeah. So anyways. Yeah. So then, you know, I was talking with Wes a bunch. I had the Trieste. I loved it. They announced the retro. And that was like the most expensive watch I had bought at the time. I think it was $425 on pre-order or whatever. And the retro obsidian stainless steel. And then I basically wore that for a long time and then I started getting all these other dumb watches. |
Everett | Yeah. Yeah. Watches. |
Andrew | Are you talking about like a whole bunch of prototypes that you're only going to show us after we record? |
Cameron Lizonich | Are you talking like, no, no, I mean, just mean I, I, I started, you know, I was still developing my taste. So I was buying, you know, a ton of different, well, not a ton of different watches. I had no money. Um, I was accumulating, uh, random watches here and there, but then also this was, I was, um, a the large group of people I've met on Instagram that we've formed a collective chat group. And we would loan watches back and forth. So that also allowed me to broaden my horological horizons. That's a good podcast name. |
Andrew | We just trademarked it. |
Everett | Trademarked it. Yeah. Sorry. |
Cameron Lizonich | Thank you for that, though. You're welcome. You're welcome. I'm happy to contribute. So yeah, and then I feel like right now I've really settled into like a groove of what I like. So I'm also terrible at getting rid of watches. Yeah, me too. So I, I don't have a collection. I have a hoard. Okay, I like that. Yeah, yeah, there's no rhyme or reason to what I have. Like, you know, I see all these people on Instagram who have actual collections they think about The, uh, you know, like ideology of their watches. And I just have one watch in 20 ways. Yeah. Yeah. And I just have a bunch of random shit, you know, plus a drawer full of like half broken vintage watches. |
Everett | Yeah. Yeah. I mean, really, really same, you know, uh, it's interesting when you, when we, sent you that interview for WatchClicker. And full disclosure, you guys, that wasn't an in-person interview, right? That's the way everybody does written interviews these days. We sent questions. He responded in writing. But I remember reading you say that. I don't refer to myself as a collector. And it's hard when you in that context, right? Is this a principled thing? And I gather hearing you say the words out loud now, it's not principled. It's just a distinction that you've discovered over time. It's not something I try at. And does that is that sort of, you know, the very nature of it not being principled, I think, means that you're not philosophizing about it. But how is that approach to the hobby, if that's a fair way to say that? How does how does that approach to the hobby? You know, what do you think the benefits to that approach are versus a more I don't know if you've talked to Timely Moments, Dan, he's the military watch guy from the UK that we've had on the show. He's been on a number of podcasts. He is an absolute expert on military watches. He's a savant. He's a savant, perhaps. How does that sort of more ad hoc approach, how does that affect the way you enter the hobby and the watches you come across? |
Cameron Lizonich | Yeah you know I really admire people who can really like focus on an ideal and and collect watches within that scope. I think I've been financially limited being a student through my hobby so far that I haven't really been financially able to to explore all of the watches I like It usually ends up, I like a watch, I see online, and then it usually gets to a point down the line through months and months of months of obsessing where it either I either decide, yeah, that's not right for me, or it's like, okay, I need to buy this. Yeah, I mean, I've only sold a few watches that I just don't end up wearing anymore. But those are usually watches that are have higher value than some of my others, so. Yeah, I don't know if the horde mentality yields a meaningful collection or not, but. |
Andrew | But it doesn't have to be meaningful to anybody else. It has to be meaningful to you. |
Cameron Lizonich | No, no. |
Andrew | It's watches that you like to wear. Yeah. Like my mind spans from, I mean, like I have an F91, I have a Q Timex, and I wore a custom Nemo today. Who cares if it's a cohesive collection, air quoting? It's the shit you like. |
Cameron Lizonich | It's also kind of freeing. It's also very freeing, though. There's some people I follow who they're like, oh, I already have a diver. I already have a chronograph. I have a dress watch. I feel like that's very limiting. I don't need a dress watch. I like dress watches. I would like to have an opportunity to wear dress watches because I think they're really cool design-wise. you know, I, I have my last, like, would it, would it, would a reasonable collector, would their last three watches be blue dial, you know, watches if maybe, I guess if they collected blue dial watches, but, um, you know, but like that, that's, that wasn't like a conscious effort. It just, you know, I happened to get my blue Avalon and then I bought a, my Laurier or maybe it was the Chris Ward. And then I bought from will actually. and then I bought my Laurier. And and it just like they just all happened to be blue watches. My next one, I promise, won't be. But we'll see. |
Andrew | You might be. I wills Blue Bay 58. Yeah, no, I've heard he's not thrilled with the blue. |
Cameron Lizonich | Oh, it's that's a joke. Because it's not a real blue. It's pretty OK, blue. |
Everett | Yeah, that's right. It's not just blue. It's a speckled blue. You know, that's interesting. It's interesting, Cam, because you you've made an interesting comment, which that you're the way you approach the hobby is sort of determined by your financial capabilities. And I think Andrew and I are probably today in a place where we could spend more money on the hobby. And have. And have. And have. And from time to time, do. Do. Yeah. With that said, I think our general approach to this thing is still very sort of frugal. I think that might be the right word. Value. Value. Value is what we're looking at. Value-oriented. Yeah. And I think at some point, well, I'll say, I think the soul of 40 and 20, what makes 40 and 20 different from some of the other podcasts. And I don't say, I don't say this, you know, that sounds like a humble brag, right? And I don't mean it in that sense, right? Because we, we really, really enjoy many of these other podcasts. It's not a brag, it's really just a neutral defining characteristic, which is that our podcast, I think, is driven by that frugal mentality. We both consider ourselves super shoppers, right? In a way, which is to say, you know, we want to find the thing that gives us this bang for the buck, right? Um, whether that be knives or, you know, to speak to some of the things that, that I know you're interested in, mechanical pencils or, um, you know, or as you talked about as pocket knives, that's pocket knives. |
Cameron Lizonich | Yeah, that's right. |
Everett | Rifles, um, guns, you know, the thing, the thing we want is the, the experience of a high-end machine. Yeah. The experience of a high-end machine without the price tag of the high-end machine. And you can find it. You can. |
Andrew | It just takes really, really deliberate effort. |
Everett | That's right. A dedication to those things. And it comes automatically, right? You know, I think you mentioned in your interview with us the sound, the clack of a pitching wedge. uh yeah and and i totally know what you're saying and i have just gone through this thing where i wanted to find the best set of irons i could find for x amount of dollars and i found them and it was great but it was i read that and i thought yeah this guy this guy does it like us now some people graduate college which which you're studying right now you're going to get a degree and and you're going to do something different you're going to have more financial capabilities i suspect that you may get your 14 to 70 or whatever at some point. |
Cameron Lizonich | I'm not going to go, you know, splurging on Tudors and Rolexes, but we'll see that based on the way you talk about special occasion. |
Everett | Maybe you're you're going to be that guy, right? I'm going to I'm a partner at a law firm. I still look for the that awesome sub five hundred dollar watch. And that's a moving target, right? |
Andrew | It's always a moving target. And with you guys, it makes it a a much harder target to to stay on track of because right now the the microban industry and and I mean you being among them you're you're constantly constantly somehow finding a way to keep that sub five sub six hundred dollar watch better. Yep. I don't I mean I don't know how you do it. |
Cameron Lizonich | Bringing bringing more value to that. Yeah I mean I've I've always kind of gravitated towards high quality. I mean, obviously, you know, quality over quantity is going to be better, you know, 10 out of 10 times. Unless you're talking about chicken wings. Yeah, unless you're talking about chicken wings. But more is always better there. It doesn't matter how good they are. You know, whether it's whether it's it's finding. And I think this is also made easier by just the time we live in with the Internet, with direct to consumer. I hate that term. companies. |
Everett | Because it's kind of a BS term. |
Cameron Lizonich | Yeah, because it's really not direct to consumer. There's always middlemen. |
Everett | And in your case, they just hire you. You are the in-house middleman. Sure. Yeah. |
Cameron Lizonich | But, you know, you look at companies like Warby Parker, you know, they were one of the big eyeglass companies to really break the mold of like the luxury you know, glasses makers companies, you know, selling to like lens crafters and all the opticians and all that, you know, they were one of the first, probably the first company to just go and straight, just, you know, sell them right there. You want a prescription? Tell us what you need. We'll fit you in the store and you can get like a shameless plug. I own like four pairs of Warby Parker's, but, um, I guess it's not a plug. I don't own any part of Warby Parker, but you own four of them. So I guess I guess. But, you know, like they're really they're really high quality. No, they're not per souls. But, you know, they're they're really high quality eyeglass for, you know, and they blew up overnight. |
Everett | Right. They were like, how do we use this tool, this tool, a.k.a. the Internet in an effective way? How do we focus on customer service in a way that's going to blow people's minds? And they did, right? We'll send you five pair of glasses to try on. For free. For free. No money. Nothing. And then when you pick the one, it's going to be $130. And you can bill it to your insurance if you want to. But who does? With your prescription. Because it's just $130. Yeah. You know, we can do it. The costs are manageable. We can make a bucket load of money. And they did, right? |
Cameron Lizonich | And they're nice. And they're nice. And they're designed well. And they fit well. Yeah, I mean, yeah, I can't I, I like their stuff, you know, but then also finding whether it's quality apparel, finding companies that are actually like really doing good things, because the apparel industry is one of the most wasteful industries in, you know, in the world, or, yeah, right now. So finding companies that are doing things to help offset that or, you know, recycling clothing or just making small batch clothing that isn't just going to go to waste and using quality components in that. And that comes from my background working in the apparel industry when I lived in San Francisco. So I worked for a company there that made really, you know, high quality apparel made in the Bay Area made in California. And, you know, the profit margins are pretty low. But what that allowed you to do was have a really high quality product, you know, for a decent price. You know, you could sell it for two hundred dollars less than the next competitor. And they're making their stuff in Vietnam or wherever. |
Everett | Yeah, that's right. That's right. You know, I think it really it the Internet, our ability to connect in this way has has done a number of things. One, it's really allowed the conscious consumer to figure out a lot about their purchases, but not everybody wants to do that. And so I think that there's some pitfalls to it too, right? For every sort of really good apparel company that is making like seriously neat, affordable, quote unquote, direct to consumer stuff, you've got a whole bunch of shit that has disguised itself like that, right? The same is true with glasses, right? There's all these pop-up Warby Parker lookalikes, and some of them are good, some of them are actually that thing, and others are doing a different thing, right? You know, you've got... that exists, and so the challenge still exists for the consumer, right? You know, the challenge still exists to be able to enter into that, and I think that In watches, you know, I'd be loathe probably to name any names, but I think we see that right now, right? We see watch companies that perhaps look like micro brands and in many ways operate like micro brands. Absolutely. But perhaps maybe aren't that micro. |
Andrew | Not perhaps, they are not. |
Cameron Lizonich | No, they're 100% not. |
Everett | And maybe that's not the important characteristic, but rather, it's not the size of the company. but it's the fact that they've disguised themselves as this thoughtful boutique, perhaps is a better term, company, when they're really, you're getting none of the benefits of that. |
Andrew | So, none of the value in it. Because it's not the benefits, it's the value. I mean, the value of a notice comes not just in the watch that you're purchasing. Because if you buy it, and you never have any interaction with any of the notice team, you're buying a valuable product. at a reasonable price. You're getting bang for your buck. The value comes in the company. When you reach out, you're talking to these guys. You're talking to the people who have a vested interest in the design, the production, and the delivery. Whereas if you reach out to these companies who are disguised as such, you're talking to some dude probably in a call center. who is using Google Translate to communicate with you. |
Everett | So, I mean, what are the tangible, for you, what are the tangible manifestations of that? |
Andrew | It's all, for me, the tangible manifestation is if I get this. And you're holding a brand new notice. And I'm holding a Contrail 2. I've got a Contrail 2. And the fucking rotor falls off. |
Everett | It didn't fall off the notice, just to clarify. Just to clarify. Hypothetically. That's not hypothetically. But should it? Yeah. |
Andrew | I'm going to reach out and I'm going to talk to one of three dudes and be like, hey man, this happened. And so now what? I've just reached out to you like, hey dude, my rotor fell off. |
Everett | And likely, Kim, he's talking to you in this situation, right? |
Cameron Lizonich | Yeah, probably. Yeah, me or Wes. |
Andrew | So I slide into your DMs and go, hey man, my rotor fell off. |
Cameron Lizonich | Probably ask for some pictures. |
Andrew | You're going to get more than you bargained for. |
Cameron Lizonich | Clothes on, please. Okay. |
Andrew | I noticed you removed one layer. I did. I was getting a little more. Yeah. |
Everett | I have that effect on people. It does look like the rotor fell off and that's a really big penis. Well done. |
Cameron Lizonich | We'd get a shipping label to you right away so we can get that fixed and get it back to you. |
Andrew | And there it is. It's the human interaction. It's the passion. And you guys talked about this in our 100th episode, the passion project. And this isn't Notice isn't just a passion project. It's not like, I want to create this watch. It's an idea, a business plan idea of, we want to create this product that people want, that people like, and we stand behind. And you can trust it. And I think that's, for me, as a consumer, the difference between a true small brand, small batch, boutique, micro, whatever you want to call it, versus a large company masquerading as such. |
Cameron Lizonich | And if we can't fix it, you know, we'll we'll make it right. You know, we'll we'll work it out. If for whatever reason, your watch is irreparable. |
Andrew | What if I threw it at Everett and that's what made the rotor fall off? That's kind of like the thing that we use to judge the weight, the durability of our watches is. Can I throw it at a person? |
Cameron Lizonich | Remind me to blacklist you guys from the press list. |
Andrew | No, they shouldn't have. |
Everett | He's safe. I'm left arm. I'm squishy, Kim. It's fine. I'm squishy. |
Andrew | So we need to get into Contro. I love the conversation we're on, but we must get into this watch. |
Everett | Yes. So let's transition. So we do have this new Contro. We'd like to talk about it. Will just published his, I think, I mean, it's not a humble brag if I didn't write it, right? correct. you know, use words to describe a watch, I think are really good. |
Andrew | I think he's one of the better reviewers, which is whenever I write a review, I read one of his side by side to what I'm writing. I'm like, OK, so those are the words you use. |
Everett | If you haven't looked at Will's review of the Contrail 2, please do that. But so let's talk a little bit about this new Contrail, because this is the newest. This is the newest watch from Notice, latest model, the most recent release in any event. |
Andrew | Dude, I'm sorry, your cat in the background is going crazy, right? |
Cameron Lizonich | I don't know if you can hear them or not. |
Andrew | I can't hear him, but I've just been watching it. It's it's like watching. |
Cameron Lizonich | You can see them, right? Yes. Yes. |
Andrew | Like predators in the wild. This is. |
Cameron Lizonich | Yeah, they go berserk right around this time every night. |
Andrew | I'm thoroughly enjoying it. I'm sorry to take us on a tangent. That's kind of my jam. We talked about squirrel sex a while ago. Today we're talking about cats in the background. Yeah. We can get into the Contrail 2. |
Cameron Lizonich | Let's do it. Yeah. Well, first of all, I mean, as I was telling you guys earlier, I haven't actually seen it in person yet. So you guys are among the few, the many, the lucky. But yeah, the Contrail 2, it's really exciting. A lot of new stuff, a lot of new and exciting stuff for notice. Uh, we, we did a lot of new fun things with it that I'm hoping we carry over into future models and iterations of the Contra, but also hopefully other models too. But, um, yeah, I mean, I, I'm curious to see what you guys think, what your guys' impressions are. And, uh, I mean, I guess like a little pre, pre-review. So my first... Or any features that you guys think really stood out. |
Andrew | My first love of this is the bezel action. So you said it was I could tell it wasn't a 120, but I could also tell it wasn't a 60. You said it's 90, 90, 90 click, which is really weird. I love it. You're not going to get that ISO certification, but now I love it. I love I love friction bezels and I love 60 clicks. The action on this 90 click is the 90 bidirectional is a perfect middle ground between those two. You have the little bit bigger action than a 60. Bigger, that's a good verb for it. That's what it feels like. A bigger action than a 60. |
Everett | Bigger adjective, excuse me. |
Andrew | But you get the bidirectionality of that friction bezel, and this is, I think, the perfect compromise for me. And I don't know if maybe I speak for only myself, because I could be the only asshole in the world who likes friction bezels. |
Everett | No, you're not. |
Andrew | You're not. You're not. I absolutely love the bezel action on this and that was the first thing I noticed because I always fuck with bezels. That's like the first thing I do when we get a get a review piece in as I play with the bezel. Of course. You know. Because you can tell that's one of the that's the little detail. If you can get that right you know that every other detail has been paid its due attention. |
Everett | I'll say this because I think that the bezel the bezel is fantastic. The bezel action is fantastic but my I've had a couple of reactions, and as this watch came out, I thought, well, that sucks. You know, I remember reading sort of about it at first, and not thinking that sucks. I mean, that's fine, right? But also like, okay, we've seen it before, and I'm not excited. And I think maybe it was hard for me to understand why this is good. I opened this today sitting in my office, sitting in my work office. I opened it today. |
Andrew | He was texting me, or us. He was texting me and Will and Mike about it. |
Everett | And I think it immediately, it immediately, almost immediately became apparent to me that it's not the same watch. So I think physically looking at it, physically looking at it, it looks very similar. And the Contra is an attractive watch for for someone who might see it on Instagram, it's an attractive watch. And this is the same watch for all intents and purposes. It is the same watch, but what is different about it is that it's just better. |
Andrew | Yeah, the finishing is better. It's |
Everett | It's an upgrade. I think I think it's more than just finishing, right? It's it's I think that the Contrail, the original Contrail was a fantastic watch and it was fun to wear and it's attractive. And I wouldn't have looked at the original Contrail and thought a few couple a few minor tweaks could really bring this watch into awesome watch territory, which is not to say the original Contrail wasn't awesome. It was, but it was also a watch that you might buy and then sell. because, you know, it doesn't get that much wrist time. I think I pulled this out of the box and I was like, oh, oh, the proportions. For me, for me, that is the difference. And I asked you, Cam, before we started recording, I said, are the dial to bezel proportions different? And you say, Cam, I don't really think they are. They're basically the same. But from my perspective, without doing any measurements or any sort of uh, any sort of work with a ruler and or calipers. Sure. It just looks different. It just looks and feels different. You're laughing at me, Andrew, but I think you know what I mean, right? |
Andrew | It's like, well, I'm just imagining basically measuring work you're doing. |
Everett | It's normal. That's normal for me. |
Andrew | Thereby, it's bad if that, you know, answers any questions. |
Everett | Those are just the micro calipers. |
Cameron Lizonich | Yeah, obviously. Yeah. Micrometer. That's right. We basically revamped and redesigned the watch from the ground up. So like the whole case is brand new. The whole case has been redesigned, obviously to resemble the original Contrail because it's supposed to be the same watch. But we revamped the whole case. |
Everett | The profile is totally different. |
Andrew | But it's still a Contrail. |
Cameron Lizonich | That's what it is. That's what's crazy. Yeah. We did a fully 3D CNC machined case. Um, which we did on the Avalon. So you can get more of those complex contours, um, and, and just more of an intricate case. Geometry then going with like a stamped case. And then the bezel obviously has been basically a hundred percent redesigned ground. Um, one, one of the things that Wes and Colin really wanted to focus on was improving the bezel action. The bezel was good. It was good on the first contrail, but. It was a little mushy and it was just, you know, growing pains. The first ball bearing bezel that we've done, first bidirectional bezel, probably the first true bidirectional bezel in the micro market. Um, and yeah, I mean, basically fully redesigned. So we designed the bracelet, redesigned the crown. It's got, you know, all like Viton, which are like just like super O-ring gaskets in there. Um, and the bezel, the reason that with the stainless steel on that you guys have, the reason we went to a two piece bezel instead of the single piece, like the first control was for the unique bezel insert shape where it's more of a, a dome, not, not like a, not like a donut dome, like you see on, on like the Blancpain Sapphire inserts. It's, it's more to a, more of a domed overall shape. Um, from side to side. Um, and that it's more apparent on the Sapphire insert, the loomed Sapphire insert, and we're calling it a sloped Sapphire insert. So, so people don't confuse it with a dome with the donut dome. So, right. Well, it's hard to convey these shapes in words. Keep going. |
Everett | You're doing a great job. You know, I think it looks more like a notice too. And I, I suspect that that is just over time that language has developed and become more of what you guys do. But that was the other thing. I pulled it out, and I was like, oh, this looks like a notice, right? This is a notice, yeah. The way the lugs curve down feels like those sector cases in some ways, right? Yeah. The angles and the points, and I'm sure that there's some deliberate stuff there, and I'm not going to worry too much about what. There's just more notice in it. |
Andrew | And that's one of the things I've loved about all the notice watches is that it's notice DNA. And there's a lot of micro brands that are they're all over the map. They just do what they think people are going to buy. They do what people are going to like. And and notice is uniquely notice. |
Cameron Lizonich | Well, it's taken it's taken us a while to really refine what a notice is. And one of the big changes with the Contra was we went from that rectangular three o'clock date window to a trapezoidal six o'clock date window which then you know the the first retrospect was the first trapezoidal date window that we've done and we've that's kind of become a I don't know signet not signature part other people do trapezoidal date windows but you know not many people are making new watches with those and it really I don't know it to me it's become an iconic part of the design and it's something that we are using in future designs. |
Andrew | Is there a challenge there or is it just unique? |
Cameron Lizonich | It's just different I mean it's just it's just a narrowed rectangle but trying to do it interestingly whereas like with the first retrospect it's you know it's a sandwich dial but it's just cut straight through there's no relief cut so Sometimes it's kind of hard to see. It's a little bit small. On the Retro 2, we beveled it out so you can actually see the loomed layer underneath. And that really opened the date window up and made it feel bigger and more legible. But really, it's the same size. The date disks didn't change. And then on, well, the Avalon doesn't have a date. yet. But then the the Contrail 2, personally I'm a fan of three o'clock dates. I'm, you know, one of the few in the watch community, but I liked the three o'clock date on the Contrail 1, but the Contrail 2, doing that the trapezoidal date window and Doing the roulette date wheel, I think, is just a really special, really cool detail. You know, it's like every day is something different, even though matching really the right choice to. |
Andrew | Yeah, it blends in really nicely, but it's still really legible. And I'm one who also tends towards three o'clock date windows. But when well executed, you could put a date wheel at the fucking seven o'clock. And if he did it right, I'm down with it. Like a one o'clock Cyclops, probably a pass for me. |
Cameron Lizonich | Yeah. But I'm also I'm also in the minority of liking white date discs on black dials. And I think it comes from my Hamilton khaki where it's meant for legibility and it's legible. And I like that. |
Andrew | But that's the design of the watch. |
Cameron Lizonich | Right. And but for me, like the date on my obsidian black retro one is illegible. Hmm. I have I have to like literally lift the watch to my face to to to see the date or unless there's like good light. You shouldn't. |
Andrew | You shouldn't be disparaging watches here. Well, hey, our watches, our watches have faults. |
Everett | You know, that's a criticism of the sector series, right? Is that we've got this very, very small. Yeah, I'm good. |
Cameron Lizonich | That was a I like it. Weird design constraint with the movement of the date disc because I really wanted I kind of fell in love with the with the 430 circular Bell and Ross dates the dates on Bell and Ross watches their retro ones and I was like we need to do this on our field watch because it's just so cool and we did it obviously but the print we had to custom print the date discs in a certain way where it was a weird design constraint with the geometry. |
Everett | You're cramming the geometry on that disk. |
Cameron Lizonich | And it wasn't so much the single digits, but the double digits. |
Everett | And especially, you know, so. So Contrail, obviously, I guess the parting message on that would be, it looks like a Contrail, but it's a much more. |
Cameron Lizonich | Feels like a Contrail. |
Everett | Feels upgraded in every way. But upgraded in every way. So what, what. |
Cameron Lizonich | Does it smell like a Contrail? |
Everett | Hold on. Ish. Yeah, I don't know. Actually, the smell might be a little different. You know, that's so that's something to note. That's a takeaway. |
Andrew | Smells a little bit like we'll work on that one right now. |
Cameron Lizonich | I'll have I'll have Colin rub it against his armpit a little bit more. |
Andrew | Does he emit just contrail aroma? |
Cameron Lizonich | Whatever he's working on at the time. |
Everett | What else is coming down the pipe? Because we know there's some exciting things. Obviously, everybody is sort of been waiting, I think, eagerly for the follow-ups. You know, everybody knows that the Sector Series is a four-watch series, and so the follow-ons to that are coming. So maybe talk about that and what else we might be looking for. |
Cameron Lizonich | Yeah, so just to put everyone at ease, Contrail 2s are shipping. Hopefully, I don't know when this is going to air, but they'll probably start shipping by the time this airs. |
Andrew | Oh shit, by Thursday. You're making a huge commitment here. |
Cameron Lizonich | We're looking at shipping starting this week, yeah. |
Everett | Wonderful. |
Cameron Lizonich | So this week, early next week. We already have one. So definitely early next week. They're coming. And then and then Contra, so Contra 2s and then yeah, ships this week and then restocks for the Sector, Field and Dive and of the Retro 2. But the Retro 2s, these ones are going to have a little bit of a tweak. because we can't leave anything alone. So these are going to have a cool little red triangle around the triangle on a red outline around the triangle on the bezel. Nice. Oh, yeah. Yeah, it looks it looks really good. The renders. |
Andrew | Is it is it loomed or is it just a red triangle like just a red triangle? |
Cameron Lizonich | The triangle is loomed and then it has a red outline, a red painted outline. Yeah. Engraved. And those are going to be green, blue and red gilt. |
Everett | Oh, oh, red guilt. Yeah, that sounds. |
Cameron Lizonich | Yeah, that sounds real sexy and really cool. And then and we're actually getting the parts for those the end of this week, I think. Are you are you feel assembly for that is going to start soon to are the fields already sold out? No, we haven't put ordering up yet. OK. Yep. So ordering for those are going to be mid-October. |
Everett | OK, so that's right around the corner. |
Cameron Lizonich | Yeah. And then and then Retro 3. And so Retro 3 is going to be it's not where the Retro 2 was just kind of an evolution of the Retro 1. The Retro 3 is going to be a size change. Oh, we're going we're upscaling a little bit. Interesting. What are you going to? I believe 42. |
Everett | Yeah, that sounds that sounds like a decent. |
Cameron Lizonich | Yeah. Yeah. And then we are also going to be introducing next year a retro reduced. Oh, 36, 39, 39. |
Everett | OK. OK. I think is the OG. The OG is 40, right? Forty and a half. Yep. OK. |
Andrew | Yep. So we could we say anything to get you to go to 36? |
Cameron Lizonich | I've tried. I've tried. OK. I think I was really pushing for a 38. 36 isn't going to happen. Unfortunately, you'll have two buyers. |
Andrew | I can guarantee two buyers. |
Cameron Lizonich | I would I would love it. But no, I think I think it'll be around 30, 39. We were still in the design phase for that one. And then Avalon two will be pushed is is getting pushed until we were going to try to get Avalon two in this year, but that might be pushed until next year, early next year. |
Andrew | So we're running long and I'm not, I don't care. I missed a week, so I'm going to go extra long. How much of this is a function of supply chain delays? |
Cameron Lizonich | You know, we've been very fortunate in that we haven't been as subject to supply chain issues as a lot of other manufacturers because we work so closely with the factories. So, especially with COVID, a lot of things shut down and that's, that's going to affect everyone that affected not just the watch industry, but every industry. |
Andrew | We're only concerned about watches here. |
Cameron Lizonich | Yeah. Yeah. Nothing else matters. So, um, uh, yeah, basically we were able to, um, adapt a little bit easier to the kind of uncertain terms of that. |
Andrew | That's awesome. Yeah. Besides Wes being stuck in Macau for. |
Cameron Lizonich | Yeah. Yeah. Yeah. That was that was a little scary. |
Andrew | He seemed pretty cool that. Yeah. It's not like Barker lounger and. |
Cameron Lizonich | Yeah. He was. He was in Hong Kong and then Hong Kong was going on lockdown like full full lockdown. And he was like if I don't leave in like 24 hours I am stuck here with nothing. For and his parents, his parents are just across like the little like bay or water body. I don't know what they call it there. I don't know. Yeah. Well, Hong Kong is like an island. And then Macau is just right there on the shore. |
Andrew | So he explained it. And I still don't really. And I've even looked at a map while he was explaining. And I still didn't understand why it was. |
Cameron Lizonich | There's like it was there's like super long bridges that connected. So basically he was right across the water from, you know, probably like three miles of water, but across the water from Macau where his parents were. So once he got there, basically he, like the, the government officials were like, you will have to be quarantined for two full weeks. We will check on you. And if you're not here, we will put you in prison. |
Andrew | And you don't want to go to prison there from what I understand. |
Everett | You do not know. And they mean it too, right? |
Cameron Lizonich | Yeah. We will put you in prison. Yeah. You don't, you don't see daylight again. So he, That's good. He stayed. She stayed put for two weeks and then had a little bit more freedom and could, you know, go about. |
Everett | But so I've got a question just logistically, right? This this is a there's a lot of watches happening. And I won't ask you to tell me how many pieces per year, how many units per year. But I understand that Colin is doing very much all of the assembly. At what point does that become completely unfeasible? And I assume that the answer is right fucking now, right about when his fingers fall off. |
Cameron Lizonich | I think that's when we have to figure out a solution to the problem. |
Andrew | I mean, there's a song and they say, work your fingers to the bone. What do you get? Bony fingers. |
Everett | I mean, I got to assume that. Yeah, that's happening, right? I mean, you're you're talking about. So you didn't even mention the the the sector Uh, the, the pilot and the dress. Yeah. |
Andrew | And the dress pilot and sport and interrupt and say the strawberry coconuts very bad. |
Everett | I like it. Um, so you know, we're talking about Avalon. We're talking about retro to retro three. |
Cameron Lizonich | I mean, just, just the rest, just for this year. I mean, we're talking about sector field and dive retro to, uh, retro three and sector pilot and sport. So that's six groups of watches. |
Everett | We're talking about many thousands of watches is what we're talking about. Several thousands, maybe not many thousands, but several thousands of watches. So how does that, I mean, at some point. |
Cameron Lizonich | How many watches can a Cullen assemble? |
Everett | That's right. How many watches can a Cullen assemble, right? I mean, is this is this the breaking point? I mean, not breaking point. |
Cameron Lizonich | I don't mean that we're we're not quite there. I mean, Colin is very good, but he you know, when he's not assembling watches feverishly, obviously with the highest quality, he's managing most of the like R&D and communications with the factories and all of those logistics. Wes is obviously helping out with a lot of that, too, but then he's helping out with Um, communications and, um, you know, brand imagery and a lot of that kind of side of the business. So, I mean, I mean, Colin is, is a maniac, put it lightly. We are, we're, we are basically close to capacity. |
Everett | Yes. Yeah. It seems like it's gotta be. And that doesn't include |
Andrew | uh returns and you know service so people throwing their watches they're less fluffy fluffy friends like yeah yeah how durable is this you know i have a watch that i'm i'm told was thrown at a person and that's what prompted its rotor to fall off and i was promised that should the rotor fall off it would it would be serviced that's a true story that's that's real that is a true story |
Everett | Well, okay. So, so these are the new things that are coming. Um, and I, and I think that's fantastic. Uh, what would you say is the next step for notice without regards to a model or a new watch? What, what is notice bigger picture? What's the next step for notice here? |
Cameron Lizonich | Um, bringing someone on who can help with the assembly and taking some of that load off colon. Definitely. Um, honestly, if I still lived in California, I would be down there. Whenever I could be But yeah, I think obviously I'm not making these decisions, but I think that's gonna be the next step Because I was kind of brought on to help take some of the workload off of Wes And I think the next step is to take some workload off of off of Colin on that assembly side Okay, I like it. |
Andrew | I like it like I I don't know how you guys are doing it |
Everett | You know, it's been fun though, right? It's been fun to watch the evolution of this brand, right? From the Trieste, you know, we had that sort of shared moment, it seems like. Yeah. Whether you realize it or not, where we were, we were enjoying the Trieste and you're enjoying the Trieste and we're sort of experiencing, and we can look back and remember experiencing that. But that's a much different thing than what notice is today. So it's been very, it's, It's neat. I, and I was talking to someone about, you know, we've talked about this on the show, Grimsmo knives. They make this a fantastic watch called the Norse, uh, watch this fantastic knife called the Norseman. And you know, these things are ridiculous, right? They're there. It's a cool, it's a very, very cool knife. But, uh, I remember watching this guy come up on YouTube, right? He, uh, you know, I'm watching this guy's channel and it's this dingy, |
Cameron Lizonich | nasty camcorder video started in his garage with a tarmac CNC. |
Everett | That's right. This dark, not even a garage. It was like a shed, right? |
Andrew | He's got like the window in the corner and like with cobwebs with extension cords running from his home, like that's right, through a window to power his machinery. |
Everett | And, you know, next thing these next thing, you know, you know, it seemed like it was super quick, right? So like a year and a half later, this guy is buying this five axis CNC milling machine. |
Cameron Lizonich | He's got this huge commercial space, too. |
Everett | This huge commercial space. And, you know, if you want a Norseman, you better sell your Speedmaster because they're incredibly difficult to buy. You can't find one. They're, you know, used like $1,300 for a knife or a flipper, you know. And so I feel like Nodus has been kind of similar for me in the way I enjoy watches, right? It's like watching these guys release this Trieste, which, you know, you'll say Wes will is still to this day almost denied its existence. Right. But, you know, watching these guys go ahead. |
Cameron Lizonich | Sorry, go. I said I was just going to say I've been pushing for a Trieste redesign. |
Everett | So we're working on that, you know, and I think it would be cool. Right. And I don't think there was anything wrong with that watch. But watching this evolution, you know, from from humble beginnings, relatively humble beginnings to like almost almost at some point you have to start saying is notice still a micro brand, right? And I think that's a long ways away, probably. But it's that conversation of, what is a Micron? What is a boutique brand? And how do you continue to keep those things? And I think Notice is doing a great job of it, right? Staying grounded. |
Andrew | And staying true to the form of watches designed by people. For people. |
Everett | And hiring. |
Cameron Lizonich | By enthusiasts for enthusiasts. |
Everett | Yeah, yeah, yeah. And hiring, you know, a guy from Instagram who was chatting them up in the early days to help out with this stuff. I mean, that's the that's the kind of thing like, you know, they could very easily say, hey, we're going to hire a marketing firm or some sort of SEO firm to, you know, to do because really, the kind of stuff you're doing could easily be managed by an SEO firm with 16 guys sitting at computers managing 13 different brands. You know, oh, this is so-and-so from Notice, right? Well, you're actually so-and-so from XYZ SEO firm. |
Andrew | From Notice, from |
Cameron Lizonich | Right. That's right. Basin for for notice from these guys. |
Everett | Yeah, that's right. So so it's it's been really cool to see that. And so we're really glad that you've you've made that jump and glad that they made the jump to bring you in. I think it's I think it's a fun evolution. |
Cameron Lizonich | So well, it also helps that Wes has experience in SEO for better and worse. Right. He's done that in a previously. So, yeah. Yeah. I mean, They brought they both brought I think like the perfect concoction of skill sets to create this brand. You had you know the brand and and and digital side of it with Wes and you had the physical and and design and logistic part with Colin. You know they were really the perfect partnership for this. |
Andrew | I do have to tell you though Contrail is misspelled on Our watch. Oh, is it? |
Everett | I was like, really? No, no, no. This is not. This is true. |
Cameron Lizonich | I'll have to keep this. This can't go out into the public. |
Andrew | No, this is this is terrific. You guys are doing such a great thing. And we love having you guys on the whole the whole team. We'll have to do like a five some. |
Everett | Yeah, that that would be fun. |
Andrew | Be might be a two hour episode, but. |
Everett | You know, we have a list of 17, 17 things here in front of me. We crossed off two of them. One was your name and two was to talk about the Contra. Uh, so we got to absolutely nothing we were going to talk about, but we got to move on, uh, before we move on to the next segment, anything about, uh, anything that you want to pitch real quick before we, before we move on? |
Cameron Lizonich | No, I think that pretty much covers it. |
Everett | Other things, Andrew, go. |
Andrew | A couple of weeks ago, I talked about the garment. T8s and how I was going to go test them in the MontaƱas. MontaƱas? That's mountains. Yeah. For those of you who don't Oblo. Jesus Christ. So I tested them in the mountains. We're going to lose all of our sponsors. And so I, I wear, I wear, I always take two pairs of boots hunting. And this year I took a pair of Danner Vitals, an eight inch 3M insulate like Danner, their brand of insulation. They used to use Gore-Tex and I think there was like a licensing issue with Gore-Tex and they used some, now they use their own proprietary, I think, I don't know, it doesn't matter. But I also brought the garments and what I found, because I climbed and descended so many hills, I was finding, I was getting hot spots on the very tips of my toes and the very like the back and bottom of my heels. So I was having to change boots every day just to change where those pressure points were. And those garments killed it. I was so impressed until it rained. They're not waterproof. They're not lined. They didn't do great in the rain. And they're not supposed to be, right? No, they're not. That's not their jam. They're all leather, rough side out. They're designed as like military duty boots. And that's what I bought them for. They did great in the rain, but they got wet. But they were they smashed the mountain. They're super light. They're super breathable. My socks weren't wet at the end of the day, which is a testament to their breathability. That's nice. I didn't have hotspots, blisters. I got, I have some rub spots. Like we're just like, it's not, it's not a blister. It's just where the flesh like rubs off of your flesh from, from friction. Um, but they, killed it in the mountains so alternating like I would wear I wore my vitals for a couple days and I wear the th for a couple days and I just kind of alternate back and forth and until they got wet they were killer and when I say they got wet I mean we got caught in a torrential downpour for four hours you were wet very wet |
Cameron Lizonich | I was like tsunami from the sky. |
Andrew | Yeah. My like my rain gear was not sufficient to block the rain. Yeah. Like I was I was pruning all over my body like and it was it was probably four hours. We hiked like I don't know five miles in just the most miserable rain I've ever been in. And that was what did him in. So it wasn't hiking through streams. It wasn't like like slipping into the stream or creek or whatever. It wasn't fording them. It was that four hours, four hours, like four hours. Like imagine the best, most like all encompassing your shower you've ever been in at like a hotel where it's got like a 12 inch diameter rain head. It's got the front, like the 18 inch bar in front of you. It sprays you down and then I love those things. And then double that shit. And that was the rain we were experiencing. It was also like 43 degrees. It was a very bad night. And it was also in the dark. So you're hiking under a headlamp through deadfall. Like, I don't, I don't ever. |
Everett | So the T8s weren't the ideal footwear for that scenario. |
Andrew | No, the Vitals wouldn't even been the ideal footwear. |
Everett | No, there's no, there's no way. |
Andrew | There's no like, like dig a hole, bury yourself and die is the ideal scenario. But the T8s, killed it for all of their circumstances. Cold, hot, they were terrific. So if you're looking for a pair of summer, early season, spring turkey, just general hunting, general hiking with like a not consideration for weight, eight-inch boot, consider these. Garment T8. Garment T8s. |
Everett | Yeah, that's a callback, right? That's your week on the wrist. Yeah, fantastic. They killed it. |
Andrew | They exceeded my expectations. And I sort of expected them to. Many of my friends who have been through pretty austere environments in them swore by those boots, and I too now will swear by those boots. They are still drying. They're on my boot dryer right now. They're fucking soaked. |
Everett | I love boots that come straight off the dryer. That's one of my favorite things. |
Andrew | I won't put them on again for months. |
Everett | Well, so I've got another thing. Do me. |
Andrew | It better not be this strawberry coconut wild basin boozy sparkling water. |
Everett | No, but you know, this stuff is good. They've got a bunch of different flavors. This is Oscar Blue's sort of seltzer, and I think it's pretty acceptable. |
Andrew | But for the strawberry coconut, it's unpleasant. I don't mind it. |
Everett | I don't mind the strawberry coconut. |
Cameron Lizonich | Yeah, I don't mind. Have you guys had the Corona seltzers? Uh-uh. No. |
Everett | They're pretty good. All right. Well, you have a flavor, you have a flavor that you'd recommend? |
Cameron Lizonich | The tropical lime and the blackberry lime or blueberry lime is pretty good. |
Andrew | I'm down. I'm going to give those a try tomorrow. |
Everett | I will say the blueberry mango of these wild basins is is surprising. You know, it's like a blueberry mango is a fucking weird combination. And it is. But it winds up drinking really well. |
Andrew | So the black raspberry is really good. The yum berry was really good. The strawberry coconut tastes a lot like, I don't know, armpit. It's unpleasant. |
Everett | I mean, I like the taste of armpit soap. |
Andrew | I wish there was less sweaty nuts taste to it. |
Everett | All right, so I have been using a Pine Meadow Tour Model putter. It's an answer style putter, ping answer style putter. I have been using that putter since, and I'm not joking about this, since 1992. I've had one putter basically my whole golf life. You need an upgrade. So, and it's not a nice putter. It's a Pine Meadow. It was, you know, it is like the base model putter. From 1992. From Pine Meadow, which is like a generic base model company. So it is, it is this generic base models company base model putter. And I've been using it, I've been using it for literally decades. 30 years. And I have a certain affinity to it. Um, I grip it way down underneath the grip. Like my right hand is totally on steel and my, my left hand, the, the thumb and, and, and index finger sort of grip the lowest section of the taper. And I mean, it's just, so you got a chest butter, didn't you? I did not get, I did not get a chest butter. No. Uh, but, but what I, what I did do is I've been, my scores have been coming down this fall, uh, the summer fall. |
Andrew | Yeah, you've been golfing a lot. |
Everett | I've been golfing a lot. You sent me a good scorecard the other day. And my scores have been coming down. It's still not. I'm not a great golfer. And I will never, likely never be a good golfer. I will be a totally passable golfer. |
Andrew | You're going to have fun. But I'm going to have fun. 24 beers in your three hole round and you're going to be good. |
Everett | My putts have been historically unacceptable, right? A 40 putt round. is, has been a sort of par round for me, which if you know anything about golfing, that's not a good, I'm not a good putter. So my buddy just bought a brand new Scotty Cameron top of the line inserted putter and, um, or excuse me, non inserted putter. So one of their milled face putters and he just instantly, he went from, he went from, you know, putting about like I did, you know, high thirties, 38, 39, to you know now he's he's like 32 33 putts i mean it was overnight it was literally overnight he had that next round after he bought that putter and and and he's just like dude i am feeling it and i think some of it's psychosomatic you get a new putter you practice a bunch yeah uh you know and he's like you've got to get a new putter you've got that putter you're using a it's obviously the wrong, you know, it's not fitted because the way you're gripping it. And you could have gone to Play Against Sports and still improved your putting game. So we've got a USGA store here in town called Fiddler's Green. It's not a licensed USGA store, but they're sort of one of the USGA's, I don't know. They're, yeah. I guess it is licensed. They're an affiliate. That's right. And so I went there, they've got used clubs, and I said, I want to buy a putter. And the guy says, what do you want? And I said, really, I have no clue. And I showed him my putter, and he goes, oh. He takes me. Yikes. He was like we got to figure this out. |
Andrew | We can do anything that'll be better than that. So here's this driver. |
Everett | Take a pick. He takes me in the putter room and we start goofing around and meanwhile I'm with West and West is being really good because he's always good. But we had just bought West some putt some some clubs. Ooh. We had just bought West his first set of clubs. He's he's seven. And so I start playing with putters and I find this one I like and it's a it's an odyssey putter, but they're sort of high in line. It's too long is the name of the line it and it's just like it's milled everywhere. It's got, you know, he's got a thigh gap. |
Andrew | It's got all the things you want. That's right. |
Everett | It's got a good thigh gap and and so he how much is this putter and that's four hundred and thirty bucks and I was like, okay, let's let's get a thought. |
Andrew | Let's reduce the thigh gap here. Let's |
Everett | This is not going to happen. You don't have an ankle gap. This is not going to happen. So what are we going to do? And so we try a couple of others and oh yeah, I like kind of like this. I kind of like that. And he's like, wait, wait, wait, just actually wait. Hold on. This kid's like probably 21 years old because that's everyone who works at Fids. |
Andrew | They're just people who think they want to golf in college and that's right and play a PGA in there. |
Everett | He's like, hold on. I just thought of something and he goes into the back room. He comes out with one of these. It looks just like the tool on that I've been using. and but it's got a steel shaft it doesn't have a uh it doesn't have the carbon shaft that the two lungs come with and he goes give this a try and it's got a different grip on it it's got a wind like this big rubberized wind grip and so i i you know take a couple first the first thing i notice is it's exactly the right height like it's exactly where i want to be when i'm putting and then i hit it and it's exactly the same action and you know so i think someone had taken this and the the shaft was flawed and they had returned it and then fiddler said whatever put their own shaft on it And I'm like, Okay, well, so this is a $450 putter. He goes 100 bucks. I can give that to you for 100 bucks. It's a return. We reshafted it this morning. I'll give it to you 100 for 100 bucks. So I get this putter, this $430 putter, which is essentially exact brand new, exactly the same. I get this thing for 100 bucks my very next round. My very next round I have, it's just a nine. It's just a nine hole round. You were 21, right? No, it was 18. 18 putts. 18 putts, which is not a great number, but it was like instantly. |
Andrew | It's crazy what a, what a, like a club that you can use. Cause one of the things that people get new irons and they're like, man, I'm not playing as well. It's cause, cause you have to get fucking used to new irons. People buy blades cause oh, it's what pros use, but blades are hard to fucking use. No, I can't hit a blade. |
Cameron Lizonich | Yeah. A good, a good putter makes a |
Everett | big difference it was crazy it was insane i mean just the first putt i took i was like oh yeah yeah oh i can and and so i guess my other thing is it's not necessarily this too long putter because you know a scotty cameron or too long they're gonna cost you big bucks uh but just if you if you have the putter that's been in your bag for 30 years literally 30 years maybe consider going and getting, it's not even something I've ever wanted to buy. I've never wanted to buy a putter. |
Andrew | The only club, the only club in your bag that you are better than is your putter. Every other club in your bag is not limiting your play. Yeah. Yeah. That's right. Your putter is the only thing limiting your play. |
Everett | And, and, and totally a hundred percent true. It just instantly changed my, it, it like, kindled this excitement too, right? |
Andrew | Yeah, you're like, I'm not the worst golfer I know. |
Everett | I want to get to the fucking green so I can putt. I don't want to get to the green so I can get the hole over with. I want to get to the green so I can putt. Super exciting, super fun, really sort of refreshed my game. |
Andrew | And I've always been I want to get to the green because it's the only place I play well, right? I've done a lot of drunken mini golfing. So by about hole three, I'm ready for drunken mini golf. |
Everett | So an hour and 20 some in cam other things. What do you got, man? |
Cameron Lizonich | New and exciting stuff or just anything, man. |
Andrew | What are you reading? Watching? You've watched Game of Thrones, right? |
Everett | Yeah. Oh, man. OK. And I've read it. |
Andrew | OK. And just saying somebody, somebody that we know. hasn't watched or read and doesn't care. My grads. |
Cameron Lizonich | Yeah. No, I I've been I was on a on a big fantasy book, audio book binge. I was finished the Wheel of Time series. Have you guys heard of the Wheel of Time? |
Everett | You have finished it and you have finished it. |
Andrew | One of our five iTunes reviews is about the Wheel of Time series. We talked about it in like, I don't know, |
Everett | Episode 80 years. That is like someone subscribing to The Economist and actually reading The Economist. |
Cameron Lizonich | I've climbed K2 of the of the fantasy book series. |
Everett | That's incredible, dude. OK, that's like doing PCT. OK, OK. |
Cameron Lizonich | It's it's it's I mean, for people who don't know, it's 14 books. And I don't know how long the physical books are. The audio books range from, I think, Twenty five. And I think the last ones are around the 40 hour mark. |
Andrew | Do you listen to them on an accelerated speed? |
Cameron Lizonich | No. |
Andrew | Whoa. You listen at one speed. I'm a one speed guy myself. |
Cameron Lizonich | I'm a two X guy. Yeah, it depends. It depends. Some podcasts I will listen to at two X. Definitely this part. You should have been listening to X. No. Like some of the some like the NPR type podcast where they like, you know, they talk really slow. It's just like you speed it up and then you're like, okay, that's a normal talking speed. I finished Wheel of Time and I was like, okay, I need a break. I need a detox from fantasy. So I went to sci-fi and I re-listened to Dune. That's a big difference. |
Everett | My wife calls it just sci-fi fantasy, right? |
Cameron Lizonich | That's what the bookstore calls it. No, they are. They are. But I bounce back and forth. Uh, because Dune is coming out as a movie and the trailer looks amazing. I was like, okay, I need to, I need to, I need to re-listen to the book. So I re-did Dune. I finished that and I am, I was debating whether to start a new book or, or revisit an old one because it's been forever since I've listened to any sci-fi because I've been listening to the Wheel of Time. Which I did take a break. I took a break after book seven. Okay. Which is just stupid. |
Everett | I feel like this is very inside baseball, but if you have not read at least three of the Wheel of Time books, then you don't know. And you should, because they're good, right? |
Cameron Lizonich | I mean... Yeah, no, they're amazing. And Robert Jordan is a brilliant author. But they're finished by my favorite author, Brandon Sanderson, which his fourth book of the Stormlight Archive. Have you guys listened to or read the Stormlight Archive? I have not. It's on my list, though. Amazing series. His fourth book is coming out in November, so I'm going to finish. I'm currently listening to Seven Eves by Neil Stevenson, which is an amazing book. It's one of my favorite sci-fi books because it's about humanity surviving a apocalyptic event in a totally novel way and he basically like explores every aspect of how humanity would survive and all of the little things that go along with like how society works. I don't want to give anything away but it's an amazing book. But I think I'm going to revisit now. I don't know. I keep debating if I'm going to reread the three books before the fourth one comes out, but in November. But my plan was to do seven eves and then either start a new series or really visit the three body problem, which is one of my other. Yeah, yeah, yeah. Yeah. |
Everett | So wait. So also first, if you're still listening, feel free to tune out. Uh, uh, Cam, have you read Chronicles of Amber or listen to the Chronicles of Amber? Uh, Rogers Lasney, UK author, 60s, 70s. Good God. I'm just finishing up for the third time. I'm finishing up Chronicles of Amber. Uh, all of them, all 10 books at this point, I'm on the 10th book and I'm really milking it. You know, do you ever do that? |
Andrew | I do. I, I don't listen to audio books anymore because I used to listen to them during my commute and now most of my job is kind of commuting but I get so tied up in my audiobook I don't listen to work yeah yeah so like people call my cell phone be like hey dude are you okay yeah I'm good why what's up like I don't know we've been trying to reach you on the radio oh yeah no I'm good Yeah, I'm sure I'm driving. No, I'm around. |
Everett | Don't worry. So if you haven't checked out Chronicles of Amber, I strongly recommend it. Fantastic. I mean, really foundational fantasy stuff. And even as many as much fantasy does blending into sci fi. It's the same fucking thing. OK, I agree with you. |
Cameron Lizonich | Just different different aspects. That's right. |
Andrew | That's right. It's a spectrum, but it's the same genre. |
Cameron Lizonich | The science and sci fi is the magic system in a fantasy book. Yeah. Yeah, that's right. That's right. Yeah. |
Everett | Um, uh, well, the science is fake too. So I wanted to, I wanted to pull something from something you said. You say you've been reading Herbert, uh, and, and just thinking about this trailer for Dune, which I was very excited about. Yes. Uh, and I'm excited about the film. They've broken the first book into two parts. And so I think that, that there's a possibility that he will not exist in the movie that we're going to see. this this coming year. But I wondered if you had any thoughts about who needs to be playing Fade. Ralph. Yeah. Because we we don't know who's playing him yet. And I'm wondering if you have any thoughts about this. |
Cameron Lizonich | We've only we've only seen what the other nephew. What's his face? |
Everett | Yes. The the big guy from Game of Thrones. |
Cameron Lizonich | Yeah. Um, no, no, it's no, it's, it's Dave Bautista is playing. Oh yeah. Yeah. |
Everett | Excuse me. Yeah. But he said, yes, you're right. You're a hundred percent. Right. I had a total. |
Cameron Lizonich | Oh yeah. Yeah. Yeah. Yeah. Oh God. What? It's right on the tip of my tongue. Anyways. Um, I'm really curious. I don't know who's going to play fader alpha, right? Ralph. Um, I don't know. |
Everett | Their casting decisions are their casting decisions. You know, they've, they've, they veered from the casting decisions, the book made. |
Cameron Lizonich | I like the direction they're going. |
Everett | Me too. Me too. But I sort of feel like, for me, there's never been another Fade Rautha. I mean, Sting is, in my mind, Fade Rautha. And that's not true for all of the characters. |
Cameron Lizonich | Yeah. I want Jason Momoa. I mean, I feel like it definitely has to be kind of like a scrawny dude. I want Momoa. I think so too. He wants Momoa. Yeah. And I think... No, isn't Jason Momoa, isn't he Duncan Idaho? |
Everett | He is. Yes, he is, Duncan. Yeah. So he can't be. Oh, but yeah, I think you're right. I think it's got to be someone. |
Cameron Lizonich | It's got to be a scrawny dude, but like vicious, you know, but like low key doesn't look like it, but actually is super dangerous. |
Everett | Who is the actor that played Baby Driver? I'm blanking on his name. |
Cameron Lizonich | Oh, I don't know. Maybe, you know, you know who might be good in it, actually, as is Jesse Eisenberg. Oh, yes, yes, you know, yes, he can do he can do serious really well. |
Andrew | There's no vicious in him, though. No, no. |
Everett | But I mean, think about the way he plays. |
Andrew | Not even ruthless in him. That's the way he plays the Facebook guy. |
Cameron Lizonich | But you don't know. But you don't know Fade Ralpha is that dangerous until later on at the in the beginning. He's just kind of like he's the he's the, you know, aloof kind of. |
Andrew | If you want, then you go Justin Timberlake, who could get the ruthless look at the end. |
Everett | Timberlake's too old. Timberlake's too old. All right. Well, that was exciting. |
Andrew | I think Michael, Sarah, if you want to go real like real surprise now, Eisenberg's better than Sarah. |
Everett | I'm with you, actually. That's not who I was thinking. I was thinking the baby driver actor. But now that you said that, it's got to be Eisenberg. |
Andrew | No, it's done. Jesse, congratulations. You've been casted. Do we do we get royalties for this? |
Everett | We do. I'm sure we do. I'm 100 percent positive. Andrew, do you got anything else you want to talk about before we turn this hour and a half episode off? |
Andrew | No, not today. |
Everett | No, Cam. Well, can I say one more thing? Yes, please. |
Andrew | Your cats have gone to bed, which is kind of like, yeah, they they are. |
Cameron Lizonich | They're they're snoozing right now. I just because I'm I'm going to school for an engineer in the engineering field. I just got this really rad decimal equivalent chart. And I know Will got one of these two from Draplin Design Company. He I don't know. Can you guys see this? Yes. Yes, I can see that. It's fantastic. So it's it's amazing. It's it's aluminum screen printed. So it's not like anodized, which is it's just kind of like super retro, like the old like plaques that would be on like machinery and screen printing is the truth. And I mean, I can just stare at this thing for hours and it's gorgeous. I don't know if you guys are familiar with Draplin. He's done some Timex collabs, too, that sell out in like four minutes on his website. Uh, but he's, he's one of, uh, he's collaborated or maybe he helped launch field notes. So like it's very like design forward, but also extremely functional, which I like. Uh, he's got a really cool aesthetic. So I just wanted to plug that because I just got it today and I'm super excited about it. Wonderful. It's just a stupid, nerdy thing. |
Andrew | We're just what our entire podcast is about. |
Everett | Yes, absolutely. Absolutely. All right. Well, besides that, besides that droplet design decimal, what are we calling this? Equivalent chart. Equivalent chart. Anything else you want to drop before we wrap it up for the day? Uh, no. |
Andrew | Where can people find you? Not you specifically, but notice. |
Everett | I mean, where are you located right now? |
Cameron Lizonich | Yeah, personally, I am. I am in. I live in Minnesota, central, central Minnesota, the great, great cold north. |
Everett | Where can we find you on Instagram? |
Cameron Lizonich | at Cameron Laz or at Notice Watches. And I've heard a rumor that it's Cameron with an E. Only because people kept calling me Cameron and messages Cameron A.A. |
Andrew | Ron. |
Everett | Thank you guys for joining us for this episode of 40 and 20. This extremely long episode of 40 to 20. Check us out on Instagram at 40 and 20 or at the Watch Clicker. Obviously, check out Notice Watches. These guys are great. Check out Cameron. His Instagram feed is great. And if you like watches, you'll dig it. If you want to support 40 and 20, if you want to support 40 and 20, check us out on patreon.com slash 40 and 20. And don't forget to tune back in next Thursday for another hour of watches, food, drinks, life, and other things we like. |
Andrew | Bye bye. |