Superlative

On this episode of Superlative, our host and aBlogtoWatch founder Ariel Adams speaks with Jose and Anita Salas, founders of Santurce Collection, about their journey from passionate collectors in Puerto Rico to launching their own enthusiast driven watch brand. Drawing from years of experience attending boutique events and building community gatherings, they share how hospitality, trust, and belonging became the foundation of their philosophy. Together they dive into why watches are not inventory but stories, and how every sale is rooted in long term relationships rather than short term transactions. The conversation explores the rise of microbrands, the disconnect between large Swiss brands and collectors, and why community based accountability keeps smaller brands honest on pricing and quality. Jose and Anita also discuss the realities of self financing a watch company, designing from scratch, and building a brand identity tied to Santurce and Puerto Rican culture. It is an honest look at what it means to create watches for friends first and customers second, and why authentic connection remains the most powerful force in modern watch collecting.

Follow the Santurce Collection:

- Instagram - https://www.instagram.com/santurcecollection

- Personal Instagrams - https://www.instagram.com/thetimeofman/

- https://www.instagram.com/thetimeofwoman/

- Website - https://santurcecollection.store/

SUPERLATIVE IS NOW ON YOUTUBE!

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- YouTube - https://www.youtube.com/@ablogtowatch

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- Shop ABTW - https://store.ablogtowatch.com/

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