A Trademark Fight With Pirelli Forced A Brand Reinvention with Brent of Serket Watch Co.

A global tire company nearly ends a watch brand before it even begins, and somehow that becomes the origin story. I’m joined by Brent Fedrizzi, founder of Serket Watch Company, to talk about what it actually looks like to build an independent watch brand from scratch, stay small on purpose, and still put genuinely compelling watches on wrists.We get into the early days of direct-to-consumer microbrand watches before social media, the first Scorpion-branded run, and the jaw-dropping moment Brent receives legal pressure tied to Pirelli’s “Scorpion” trademark. From there, we unpack the pivot to Serket, the Egyptian mythology connection, and how brand identity can survive a forced reset if the product and the values are real.Then we go behind the curtain on watchmaking realities: supply chain delays, minimum order quantities, the constant trade-offs between “Swiss made” and practical value, and why movement choice matters for long-term serviceability. We talk ETA 2824, Sellita SW200, and everyday workhorses like the NH35, plus what after-sales support looks like when the “company” is one person who still gets excited to ship watches from the post office.If you care about independent watch brands, microbrand pricing, design process, and building trust without hype, you’ll get a lot out of this one. Subscribe for more, share it with a watch friend, and leave a review telling us your favorite under-the-radar brand.Checkout Serket Watch Company:https://serketwatch.com/Send us Fan MailSupport the showSupport the show: https://www.buzzsprout.com/2237102/supportVisit our Blog: https://lonelywrist.comWatch our Youtube: http://youtube.lonelywrist.com100% Viewer Funded: Donate Here