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Cycling Meets Swiss Precision: The Bravur Story with Magnus Äppelryd and Johan Sahlin

In the realm of horology, there are stories of craftsmanship and passion that go beyond the mere ticking of hands on a watch face. One such narrative is that of Bravur, a Swedish watch brand that has intricately woven the spirit of cycling into its timepieces. The founders, Magnus Äppelryd and Johan Sahlin, are not just watchmakers but visionaries who found harmony between their love for cycling and their fascination with watchmaking.

In our latest podcast episode, we sat down with these pioneers to discuss the intricacies of creating a microbrand that stands out in the bustling American luxury watch market. Their journey is marked by the challenges of selling premium items online, where tactile experiences are absent, and the reliance on digital interactions and impeccable customer service becomes paramount. Offering free returns, for instance, is a strategic move that mitigates consumer hesitancy and builds trust.

As we delve deeper into their story, it’s clear that Bravur’s inception is as much about friendship as it is about business. Magnus and Johan’s shared passion for cycling is the bedrock upon which their Grand Tour Chronograph Series was born. These collections are not just products; they are a celebration of cycling culture, history, and style. Each watch is designed to resonate with those who cherish the sport’s aesthetics as much as the functionality of a classic timepiece.

The founders also spoke candidly about their Team Heritage watch collection, inspired by the iconic cycling teams of yesteryears. The attention to detail in these watches is meticulous, with design choices that pay homage to the vibrant history of cycling while maintaining a contemporary edge. The strategic timing of their releases to coincide with major cycling events is a testament to their understanding of both their market and the sport’s fervent fanbase.

But what does the future hold for a brand as ambitious as Bravur? Magnus and Johan revealed their ongoing quest for innovation, hinting at a new project that connects the nostalgia of vintage Volvo team cars with the adrenaline of European cycling races. The pursuit of crafting lightweight, durable watches using avant-garde materials like titanium and carbon is indicative of their commitment to serving the needs of professional cyclists.

As we wrapped up the episode, the conversation turned towards the development of the cycling-inspired watch brand. The excitement was palpable as they discussed the potential of seeing their watches on the wrists of cycling legends and the joy of combining their greatest passions into one endeavor. Their latest project involving an old Volvo 145, which they plan to take to European races, is a unique approach to brand promotion, and it is clear that they are on a relentless journey to not just tell time but to tell a story.

Bravur’s tale is one of precision, design, and the relentless pursuit of excellence. It’s a reminder that watchmaking is not just an industry but an art form that thrives on the stories, ambitions, and passions of those who dare to dream. And for those of us who are privileged to witness this journey, it’s a timely reminder that the essence of a watch can resonate far beyond its ability to mark the hours, becoming a symbol of a lifestyle, a culture, and a shared history.

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