Adam Farrand Hodge

Founder and President, Farr and Swit

What first inspired you to start Farr + Swit, and how did the brand’s journey begin?

I started collecting watches when I was 18 and got pretty deep into the hobby. I always had this idea in the back of my mind for a diver/pilot hybrid — something that checked all the boxes of a great everyday watch. Creating things has always been part of who I am. Back in junior high, I was printing and selling t-shirts. In grade school, I sold hip hop mixtapes at recess. That creative streak eventually blended with my love for watches. I teamed up with two friends, Andy Paetzold and Zach Switalski, and we launched Farr + Swit with our first model: the Seaplane Automatic.

Your watches are hand-built in the USA, that’s rare these days. Could you walk us through how a Farr + Swit watch comes to life, from the first sketch to the finished piece?

It really depends on the model. Our first watches started with specs, we knew what we wanted in terms of function, then sketched out the details and added the Farr + Swit touches. Some of our newer designs come more from nostalgia, especially our love for the '80s and '90s. We try to blend that vibe with real-world function and wearability.

How do you choose your movements, materials, and finishes to strike the right balance between durability, design, and affordability?

We build watches to last sapphire crystals, 316L steel, reliable movements. It’s always a balance between quality and keeping things accessible. Some models run solid Swiss automatics, others use our solar-powered sweeping chronographs something we helped pioneer in the microbrand space. We’re not afraid to convert a few automatic purists with a sweeping quartz either!

How do you decide the personality of each collection?

Style is what sets microbrands apart it’s how we connect with people. All our lines lean sporty, but we push the design so that when someone checks the time, they smile. The Seaplane was built for adventure, the Wayfinder is for the lume junkies, and the Retro Digital line came straight from our love of '80s and '90s tech. We will be adding to the Vice collection and expanding out digital line in the near future. VHS Be Kind Rewind series is going to have a fun summer 2026 release.

What makes Farr + Swit stand out in such a vibrant and competitive space?

We keep it personal. We’re not chasing trends or going the “homage” route. We’re building watches with character and staying connected to the community. That’s what makes it fun. People buy from people, and we want to keep that direct connection with the watch world as we grow. It’s not just about selling watches — it’s about enjoying the world of watches together.

Are there certain design details or elements that make a Farr + Swit watch instantly recognizable?

I’ve been told more than once by writers and reviewers that a Farr + Swit watch is recognizable across the room — and that’s exactly what we’re going for. The Wayfinder lume dial is stunning in both light and dark, our Vice models turn heads and get people saying “rad” again, and nobody else has a mix tape digital like ours - you’ll spot it on wrists at high-end collector events and on kids at school. That range is exactly what we love.

You also have a line of clothing and accessories. How do these pieces tie in with your watches? Do you see them as part of a shared lifestyle vision?

The apparel and accessories carry the same vibe as our watches — laid-back, bold, and a little nostalgic. Watches are always the main focus, but we’ve got gear and hat designs we love, and our customers do too. It’s all part of the lifestyle we’re building around the brand.

What steps do you take to ensure transparency and trust in after-sales service and support?

Customer connection is everything to us. If someone has an issue, they talk to a real human — and a lot of times, it’s Adam. We stand behind our watches and make sure people feel taken care of, whether it’s a repair, a question, or just sharing feedback. That kind of personal support is what builds trust and keeps the experience genuine.

How do you measure or reflect on the real impact of your charitable work?

Giving back has always been part of our mission. We partner with organizations we believe in, and we make sure our contributions go beyond just writing a check. Some of the charities hit close to home, some we work directly with and see the impact first hand. The local ones are the ones we are most involved with. We will have a video later on showcasing a school we work with.

What have been some of the biggest challenges you’ve faced since launching Farr + Swit, and what lessons did they teach you?

Deciding on what to release, when and keeping the cash flow healthy is always a challenge. As a small business a new watch run is a big investment and if sales don’t hit right away a lot of cash is tied up in inventory. One of the biggest lessons I’ve learned is the power of going all in. Farr + Swit started as a part-time passion project, but it didn’t really take off until I committed full-time. That “no plan B” mindset changed everything.

Looking ahead, where do you see Farr + Swit in the next five years — in terms of new products, markets, or collaborations?

Our Retro Digital line is going to play a bigger role in the coming years — it’s been a hit, and we’re excited to keep evolving it. We’ve got some collaborations in mind, but we’re intentional about making sure they’re the right fit for both sides. On the global front, Europe has become a major part of our business, so we’re exploring the idea of setting up an authorized dealer or warehouse there to better support that region. It’s all about growing smart while staying true to what makes Farr + Swit unique.

What has been your proudest moment or milestone since creating the brand?

There has been a lot of moments to celebrate but what comes to mind, and always make me smile, is at shows when a kid comes up to our table and shows off the Farr and Swit watch on their wrist! Having the next generation of watch collectors wearing our pieces with their parents is so awesome.

For someone just beginning their watch-collecting journey, which Farr + Swit model would you suggest as their first piece, and why?

It depends on where someone’s starting from. If they’re just getting into the watch world, our Wayfinder with the lume dial is a great entry — it’s affordable and catches the eye of seasoned collectors. If they’re ready for their first automatic, the Seaplane offers incredible value with a unique design. And if they’re coming from a completely bare wrist, the Mix Tape is a fun, easy way to start wearing a timepiece that sparks conversation.

Beyond watches and apparel, what’s your bigger vision for the Farr + Swit brand and the community around it?

That is big question, good one too. I am going to step back and give a broader overall vision. Beyond the company of Farr and Swit, we’re supporting the small business community too. As a bootstrapped retail startup, we know the grind and share what we’ve learned through local entrepreneur groups as well as mentoring high school business classes. In terms of Farr and Swit itself, my 11-year-old son helps at shows and already talks about running the brand someday. That kind of energy is exactly why we started this.

And finally, what does “time” mean to you not just as a watchmaker, but as a person? With three kids between 3 and 11, time is something I feel every day. It’s steady and linear, but how fast or slow it feels that’s a whole different story. That old quote, “Life is what happens while you’re busy making other plans,” really hits home. For me, time isn’t just measured in hours — it’s measured in the moments we make.