Every craftsman has a story, every watch has a history, every collector has a journey, every maker has a mission, and every brand has a unique voice.
Idea 33 Media amplifies these narratives.
Time is the arbiter of all things.
To track the moments that make up your life.
But since age 6, watches have meant so much more to me.
“Todd's curiosity and boundless enthusiasm for the watch industry are hard to match. While working together on the Seeking Perfect series, I soon came to appreciate having such a dedicated person driving the project. His willingness to contribute, his adaptability, and his level of research helped the team more than once. It's rare to find people with as much genuine passion for watches and communication combined, so if you get the chance to work with Todd, don't think twice!”
—Dario Nucci, Founder of Alpha Studio, Collaborator on Seeking Perfect
I’m Todd searle
As a kid, I was intrigued by the standard gold wristwatch worn by my father. Along with the countless other finance guys that wore – what seemed to me – the obligatory 80’s finance-guy uniform: khakis, loafers, oxford button-down shirt, and some form of a gold wristwatch.
Each watch was essentially the same to me. A symbol of adulthood. A standard part of the grown-up uniform that every adult seemed to have the manual for.
Until one day when one of my father's friends wore a bright yellow dive watch.
… That bright yellow watch expressed a sense of self. A sense of style.
It told me that watches are a form of self-expression
And, in my opinion, the greatest tool for self-expression that exists.
Without telling anyone about yourself, the watch on your wrist tells a story.
The ‘yellow watch’ moment was pivotal for me.
It’s the moment that my insatiable interest and passion for watches started. A passion that would follow me through my life.
It carried with me through my undergraduate studies, a master’s degree in Security Studies, and careers in plastics manufacturing, retail product development, federal consulting, and sales.
In fact, the constant throughout this diverse professional journey was this still insatiable passion and curiosity for the watchmaking industry.
In 2018, I began work on my quest to find more meaning in my life’s pursuits. I knew there was a way to maximize productivity and happiness, and my quest resulted in publishing my book, '32 Regrets: A Guide to Reclaiming Creativity’.
‘32 Regrets’ marked my official debut into watch journalism and the pivotal realization that my passion for horology couldn't be the catalyst for a 33rd regret. This realization birthed Idea 33 Media.
Idea 33 Media tells the stories behind watchmakers, watch collectors, watch brands & watch RETAILERS.
It's a culmination of my passion for the world of watchmaking and dedication to a story well told. It’s an outlet for my decades-plus experience in the watch industry, exploring technical facets, celebrating the subtleties, cultivating genuine relationships, and bringing to life the hidden stories that reside in every aspect of this timeless craft.
As a trusted partner to industry leaders, I've shared narratives from exclusive boutique brands to widely recognized heavyweights. I live and breathe watches. I’m proud to have a published book, a film, and a successful podcast. I have written editorial pieces, press releases, social media content, strategic PR plans, blogs, speeches, and the otherwise undiscovered stories for global brands like Watchbox and De Bethune.
