Building a Million-Dollar Brand from a Simple Idea – RT Custer

Introduction

This episode of Think Business with Tyler features an incredible conversation with RT Custer, co-founder of Vortic Watch Company and Colorado Watch Company. RT’s journey is a true testament to the American Dream, from starting a company on a golf course to fighting a six-year legal battle against a multi-billion-dollar conglomerate and winning. If you’re an entrepreneur, dreamer, or someone who values craftsmanship and perseverance, this episode is packed with insights on business, partnerships, scaling, and the power of believing in yourself.

About RT Custer

RT Custer is a serial entrepreneur, engineer, and visionary who co-founded Vortic Watch Company, an American-made wristwatch brand that repurposes antique pocket watches into high-end, one-of-a-kind timepieces. He later expanded with Colorado Watch Company, which aims to produce modern American-made watches at scale. RT’s story includes growing up on a Christmas tree farm, starting his entrepreneurial career in college painting businesses, and later finding his passion for American manufacturing and historical preservation. His journey includes winning a landmark legal battle against Swatch Group, proving that the underdog can win.

Key Takeaways

1. The Power of Resilience – RT was sued by Swatch Group before he even shipped his first product. Instead of backing down, he fought for six years and won.
2. Entrepreneurship is a Rollercoaster – From selling millions in watches to buying out his business partner, RT shares the highs and lows of running a business.
3. Door-to-Door Sales Teaches Unbeatable Skills – RT made six figures at 19 knocking on doors selling house painting services. He believes every entrepreneur should experience sales firsthand.
4. American Manufacturing Still Matters – Vortic and Colorado Watch Company are reviving American watchmaking, proving that quality craftsmanship still has a market.
5. Your Team Defines Your Growth – RT emphasizes the importance of hiring the right people, including an integrator to balance his visionary leadership style.

CFO Insights from the Episode

1. Cash Flow Determines Growth – RT’s companies sell every watch they make, but scaling requires optimizing cash flow to increase production.
2. Strategic Partnerships Can Make or Break You – Buying out his co-founder was a huge decision, requiring careful financial planning and external investment.
3. Risk Management is Essential – The Swatch lawsuit could have bankrupted him, but legal strategy and resilience kept the business afloat.
4. Pricing for Profitability – Vortic watches range from $3,000 to $15,000, proving that unique, high-quality products can command premium pricing.
5. Manufacturing Efficiency Impacts Margins – With Colorado Watch Co., he’s working toward 85% U.S.-made components, balancing cost and scale.

Business Coaching Takeaways

1. Dream Big, But Plan for Challenges – RT believes entrepreneurs need to be a little delusional in their confidence but strategic in execution.
2. Sales Skills Are Essential for Founders – Whether knocking on doors or selling luxury watches, knowing how to sell is a key business skill.
3. Know When to Pivot and Expand – RT saw that Vortic had a growth ceiling, so he expanded into modern watch manufacturing with Colorado Watch Co.

Fun Facts

1. RT’s company started on a golf course – A casual discussion about watches led to a multi-million dollar business idea.
2. His great-grandfather started a Christmas tree farm – RT learned the value of hard work and entrepreneurship from his family.
3. He used to call himself a “serial entrepreneur” – Before watches, he tried multiple businesses, including door-to-door painting services.

Actionable Items

1. Embrace Direct Sales Experience – If you haven’t done cold outreach, try selling a service or product face-to-face to build resilience.
2. Defend Your Intellectual Property – If you’re in a unique business, understand trademarks and legal risks before launching.
3. Think About Scale Early – Even if your current model works, consider how your business will expand or pivot in the future.

Maxims to Live By

1. Embrace Resilience – Don’t give up when faced with challenges; keep pushing forward.
2. Dream Big, Execute Bigger – Ideas are nothing without execution.
3. Learn Sales Skills – Every entrepreneur should master the art of persuasion.
4. Protect Your Business – Legal issues can arise when you least expect them.
5. Find Your Integrator – Visionaries need someone to balance their ideas with execution.
6. Quality Over Quantity – A well-crafted, premium product sells itself.
7. Nurture Your Network – The right partnerships can change everything.
8. Pricing Reflects Value – If your product is great, price it accordingly.
9. Manufacturing in the U.S. Is Possible – RT proves it’s viable with the right strategy.
10. History Can Be a Business Model – RT turned antique watches into a thriving company.
11. Prepare for the Unexpected – Lawsuits, co-founder exits, and supply chain issues happen.
12. American-Made Can Be a Selling Point – People are willing to pay for U.S.-made quality.
13. Take Lessons from Every Job – RT’s tree farm and painting business experiences shaped him.
14. Entrepreneurs Need to Be a Little Delusional – A strong belief in yourself is necessary.
15. Build a Business That Supports Your Life – Not the other way around.

Episode Highlights

• [00:01] – How RT got started in watches
• [06:00] – Growing up on a Christmas tree farm
• [16:18] – Making $100K at 19 through door-to-door sales
• [18:46] – The golf course conversation that led to Vortic
• [29:38] – The Military Edition watches made from WWII pocket watches
• [48:51] – The lawsuit against Swatch and winning in court
• [55:26] – What’s next for Colorado Watch Company

Memorable Quotes

• “I took my watch off, we call it Exhibit A, and I handed it to the judge. I said, ‘We take pocket watches and turn them into wristwatches. And judge, if that’s not okay, my entire business model is scrapped.’” – RT Custer
• “You know that saying, ‘They don’t make them like they used to’? That’s our entire business model.” – RT Custer
• “David actually beat Goliath. We won. And because we won, we protected the right to upcycle.” – RT Custer

Tools, Books & Resources Mentioned

📚 Books Mentioned:

• Traction by Gino Wickman – Understanding the Visionary/Integrator relationship

🛠 Tools & Resources:

• Colorado Watch Company (coloradowatchcompany.com)
• Vortic Watch Company (vorticwatches.com)

Call to Action

💡 Connect with Tyler Martin – LinkedIn
🎧 Subscribe & Review – If you enjoyed this episode, leave a review on Apple Podcasts or Spotify. 🙏🏻
🕰️ Check out RT’s watches – Vortic Watch Company & Colorado Watch Company

Final Thoughts

RT Custer’s story is an incredible example of resilience, entrepreneurship, and American craftsmanship. From winning against Swatch to scaling two watch brands, his journey is a must-listen for any business owner. Make sure to subscribe for more episodes featuring inspiring business builders like RT!