Lilian Thibault of AWAKE Watches Discusses Making Artisanal Craftsmanship More Accessible

Lilian Thibault, the man behind AWAKE Watches, recently joined Ariel Adams, the founder of aBlogtoWatch, on the SUPERLATIVE Podcast. Their discussion illuminated not just the growth trajectory of AWAKE, but also the brand’s dedication to preserving Métiers d’Art or traditional craftsmanship.

Mastering the watch-making tradition is no easy feat, but the challenge of establishing a brand that stands the test of time is even greater. Thibault shared his perspective on the daunting obstacles and distinct rewards of building a lasting brand in an ever-competitive market.

AWAKE Watches is more than a brand; it’s a fusion of art and watch-making ingenuity. Using unique techniques like Vietnamese Son Mài lacquer in crafting handmade dials, the brand delivers a distinctive product without an exorbitant price tag. This focus on affordability does not undermine the brand’s creative direction or its commitment to Métiers d’Art.

AWAKE Watches, while aspiring to achieve greater sophistication in its products, has no intention of transforming into a high-volume watch company. Its core mission revolves around preserving the legacy of craftsmanship and making it accessible through its unique watch designs. With this ethos, AWAKE Watches is successfully carving a niche for itself in the horological world.