I was happy to hear that the guys at Fratello Magazine were getting into the podcast arena in the summer of 2019. For an avid podcast listener like me, there can never be too many experts talking about watches. Because there are only four episodes at the publishing of this article, I can only go so deep in the review. However, I feel confident that Fratello on Air Podcast will become “must listen” weekly entertainment and education for me.
If you are wondering what the heck “Fratello” is or why you should listen to their podcast, a little background information will be useful. Fratello Magazine is an online blog-style watch magazine that is one of the oldest and most respected of its kind. It started back in 2004 when things were much different on the internet. In fact, these were the young days of the web for many consumers and these formative years shaped the future of how product information would be distributed. Before watch blogs like Fratellowwatches.com or Hodinkee.com, watch collectors relied heavily on local watch stores or a few paper magazine that were basically collections of watch advertisements.
Fratello Watches web site
This meant that only current models would be trending back then. This modern web term does not really apply to the days of paper magazines, but let’s just say that getting hold of information for older watches was much more difficult in those days. Usually, a watch collector would need to be part of an online forum of fellow enthusiasts such as TimeZone to research vintage or niche watches that were not currently in the stores or magazines. Fratello Magazine helped to change this situation for the common watch collector. If you had a computer and could read, then Fratello Magazine expanded your outlook on collecting watches by 1000%. I am not kidding when I claim that they did this for me an many others.
Speedy Tuesday Magazine.
In my opinion, there are different types of watch reviews on the internet. Some are what I call fluffy and serve as little more than press releases for watch companies. You know the ones that seem to have a stock photo provided by the brand of their watch and a few catchphrases about the model. These types of articles tell a few facts that amount to little more than a visual description of the watch and maybe a few specifications of the movement and pricing. Some might even call these types of articles advertorials, but honestly, they do not even rise to that level of effort. These are just factual articles, and rarely an opinion can be found for good or ill. I don’t need to name any examples, but you will know it when you see it.
Watch reviews like the ones on Fratello Magazine are on the other end of the spectrum. Fratello staff write what I call encyclopedic articles. These are written by experts who have spent years learning the nuances of a watch in the greatest detail. They can likely tell you obscure reference numbers from the top of their memory. These articles pass on hard-earned knowledge to collectors who are interested in a particular watch. While it may look simple to write a “magnum opus” on a single watch model, I can assure you that it is not. Hours, weeks and years can go into “nerding out” on the small details. I can almost guarantee that some watch experts like this know the watches even better than many people working at the brand. This level of obsession can only come from having an unquenchable passion as an enthusiast collector or watch scholar. If you don’t believe me, then check out the Speedy Tuesday publication to the right. It is a perfect example of the level of detail I am talking about, and it will blow your mind.
Fratello Magazine watch articles are very detailed, yet they remain highly readable. Fratello Magazine is also not afraid to have an opinion. While many watch writers are cautious to write anything except glowing praise, Fratello Magazine gives an honest assessment of the product. I have always found their opinions to be fair and based on years of critical assessment of watches. If this is an approach that you prefer over “everything is just perfect about this watch”, then Fratello Magazine and now the new Fratello on Air Podcast might be just for you.
Speedy Tuesday on Instagram
Robert-Jan Broer
Not only does Fratello Magazine write about the watch industry, but they have also made history by changing the watch industry. If you have not heard about Speedy Tuesday story and how it inspired Omega to give collectors what they want, then read this article: The Official Speedy Tuesday Page. Fratello Magazine’s involvement in stoking the fires of Omega Speedmaster passion and knowledge make their Speedy articles touchstone content for collectors. I have read and re-read many of their articles before pursuing a watch. I consider it time well spent and money saved from buying the wrong watch. Knowledge is power, and Fratello Magazine is like having an expert watch collecting friend take the time to educate you before you do something stupid. Don’t worry… they write about much more than just Omega and Speedmasters. All the well-known brands are represented, and maybe some that you are not familiar with. You’ll just have to explore the vast back catalog of articles to find that out for yourself.
Michael Stockton
By the way, “fratello” is the Italian word for brother, and this is how I regard the people that work at the magazine. Technically speaking, there are women who write for Fratello Magazine as well so it’s not a men-only club. Visit the Fratello Team page to learn more about the talent behind the publication. People like the incomparable founder, Robert-Jan Broer, and other contributors feel like kindred spirits who share the same fire and love of detail for watch collecting as I do. Robert-Jan Broer and the American expat-living-in-Germany, Michael Stockton, are the hosts of the Fratello on Air podcasts with other joining as guests. They have an easy-to-listen-to friendliness about them. I rather enjoy their conversations.
I know that I spent most of this Fratello on Air Podcast review speaking about Fratello Magazine. That is because the podcast is an extension of the magazine. If you like what you are reading online, then the podcast will be of great interest to you. It is the same people, the same attention to detail and the same spirit as the written articles. The only thing missing are the photos, but not really. Each podcast has a supporting article on the Fratello Magazine site, and you can see photos of the discussed watches there.
Is Fratello on Air Podcast perfect? Well, no, not yet. The hosts are honest in even their assessment of themselves, and they will be the first to humbly say that they are finding their way in this new audio format. However, I do not think it will take very long for them to find their stride and perfect their own brand of watch collecting podcast. I know that I’ll be looking forward to each new bi-weekly episode. Fratello on Air Podcast is a welcome addition to the podcasting landscape. It’s not like they are strangers either… after all, they are our watch collecting brothers from another mother. haha. Enjoy Fratello on Air Podcast directly on Fratello Magazine, or on the major podcast outlets such as Apple Podcasts, Google Podcasts, Sound Cloud, BuzzSprout, Spotify, and RSS.
Images from FratelloWatches.com
