How RT Custer Resurrected American Watchmaking and Defeated a Billion-Dollar Giant

What happens when a kid with an engineering degree, a dream, and a vintage pocket watch takes on one of the largest watchmakers in the world? You get RT Custer—founder of Vortic Watch Company and Colorado Watch Company—and one of the most inspiring entrepreneurial stories you’ll ever hear.

In this episode of The Sidekick Life, we dive deep into RT’s journey: from restoring antique American watches to winning a six-year legal battle against the Swatch Group (parent company of Omega and Hamilton), to scaling a mission-driven manufacturing brand in Colorado.

If you’re a product entrepreneur, maker, or simply believe in the American Dream—this one’s for you.

From Christmas Tree Farm to Kickstarter: The Origins of Vortic

RT Custer grew up on a fourth-generation Christmas tree farm in Pennsylvania, learning hard work and sales from a young age. After earning an engineering degree from Penn State, he joined Walmart’s logistics division, but always knew he wanted to build something of his own.

That “something” began on a golf course with college buddy Tyler Wolfe: could they make American-made watches again?

That idea evolved into Vortic Watch Company, a startup dedicated to upcycling antique pocket watches—many over 100 years old—into modern wristwatches. Their first 2014 Kickstarter campaign raised $40,000 and validated their vision: to preserve American history one timepiece at a time.

Lawsuit from Swatch Group: David vs. Goliath

Shortly after launching, Vortic received a cease-and-desist from the Swatch Group, which owns the Hamilton brand. Their claim? That turning old Hamilton pocket watches into wristwatches—and reselling them—violated trademark law.

Over six years, RT fought the case, risking everything.

“I sold my car to make payroll,” RT recalls. “I Googled ‘best Colorado bankruptcy attorney.’ That’s how close we were.”

But in 2020, the courts ruled in RT’s favor—affirming the legality of Vortic’s upcycled creations and setting a landmark precedent for artistic transformation and trademark law.

Turning Pain into Purpose: The Military Edition

Amid legal chaos, RT launched a new product line: the Military Edition. Each piece is made from authentic WWII pocket watches used in B-17 bombers.

The first drop on Veterans Day 2019 sold out in 24 hours and generated over $250,000—enough to fund their defense and keep the business afloat.

Today, the Military Edition is a signature annual release, with prices starting around $9,500 and selling out within minutes. A portion of proceeds supports the Veterans Watchmaker Initiative, which trains U.S. vets in the lost art of horology.

A New Chapter: The Launch of Colorado Watch Company

While Vortic remains focused on antique restorations (limited to around 400 units per year), RT’s vision to scale led him to launch Colorado Watch Company.

The new brand offers fully modern, American-assembled watches with price points ranging from $700 to $2,500.

It’s a chance to fulfill the original dream—build watches in the USA, at scale, and create jobs in skilled trades.

“Every $100 you spend with us, $85 stays in the U.S.,” RT says. “That’s real impact.”

Team, Culture, and the Power of Documentation

RT’s team includes CNC machinists, watchmakers, engineers, a right-hand chief of staff, and a full in-house media team.

Instead of creating flashy campaigns, RT takes Gary Vaynerchuk’s advice to heart: “Document, don’t create.” His YouTube channel gives viewers a transparent look behind the scenes—from machining metal to restoring heirlooms.

The result? Authenticity, trust, and a pipeline of skilled talent eager to join the mission.

Sidekick Philosophy: Serving the Heirloom Owner

When asked who he’s a sidekick to, RT doesn’t hesitate:

“Our customer is the hero—especially the ones who send us Grandpa’s pocket watch. We exist to preserve their history.”

That white-glove “convert your watch” service has become a cornerstone of Vortic’s brand, with each restoration carefully documented and delivered with reverence.

Life After the Lawsuit: What the American Dream Looks Like

Today, RT owns the land under his building in downtown Fort Collins. He employs over a dozen skilled workers. He’s raising a family. He’s scaling two companies.

“I have the house, the white picket fence… everything I ever wanted. But the fun is in the climb,” RT says.

Final Takeaways from RT Custer’s Journey

• Believe in grit: RT’s story proves that perseverance beats intimidation—even from billion-dollar brands.

• Mission matters: American manufacturing, skilled trades, and veteran support give purpose to every product.

• Customers are the heroes: Vortic and Colorado Watch Company build for people who care about legacy.

• Document everything: Authentic storytelling wins over paid ads every time.

Want More?

• Browse Vortic Watches: vorticwatches.com

• Check out Colorado Watch Company: coloradowatchcompany.com

• Follow RT on Instagram or LinkedIn: @RTCuster

• Subscribe to The Sidekick Life on YouTube, Spotify, or Apple Podcasts for more inspiring stories

The Sidekick Life is where we share real stories of entrepreneurs who serve others first—then live life on their terms.