Lindsay Roselle never expected to take the helm at Vortic Watch Co. But when life changed in an instant, she stepped up without hesitation. When her husband R.T. suffered a massive stroke at just 34, Lindsay was faced with an unthinkable decision: close the doors, sell the business to billionaires who wanted to outsource jobs and break up the company, or take over as interim CEO and fight for everything her family and team had built. Guided by a deep commitment to American manufacturing, community, and her husband’s vision, Lindsay chose to lead, shouldering the responsibility of saving not only her family’s livelihood but also a legacy of craft and resilience.
Lindsay is a seasoned entrepreneur, operator, and mother of two who spent nearly two decades building, scaling, and reinventing businesses as both an executive and founder, including roles as COO and Integrator for Bossbabe Inc., and founder of the Work Within platform for leaders seeking sustainable, meaningful success. With an MBA, nine years in corporate management, and a proven track record coaching high-performing entrepreneurs and executives, she brings both executive clarity and a human touch to every challenge.
Now, Lindsay leads Vortic through its most critical chapter, determined to protect jobs, honor R.T.’s legacy, and keep the spirit of American entrepreneurship alive. Her story is one of grit, heart, and refusing to let crisis define the ending.
Learn more about Lindsay’s work at lindsayroselle.com or on Instagram @lindsayroselle.
Founded: 2013, Fort Collins, CO
Founder: R.T. Custer
Interim CEO: Lindsay Roselle
What We Do: Transform antique American pocket watches into one-of-a-kind wristwatches, handcrafted in Colorado.
Vortic Watch Company is an American original, born from a passion for craft, history, and the fight to keep U.S. manufacturing alive. Founded by R.T. Custer, Vortic has spent over a decade rescuing antique pocket watches and turning them into heirloom wristwatches, built in-house in Fort Collins, Colorado.
Over the years, R.T.’s vision, perseverance, and headline-making “David vs. Goliath” lawsuit against Swatch cemented Vortic as a leading voice for American craftsmanship. The brand has been featured in Forbes, The Wall Street Journal, Fox, and more.
R.T. Custer, Founder & President
A champion of American manufacturing, R.T. built Vortic from the ground up, fighting legal battles, inspiring collectors, and pushing the boundaries of what a small business can do. In June 2024, at just 34, R.T. suffered a massive stroke that changed everything.
Lindsay Roselle, Interim CEO
Lindsay is no stranger to challenge or leadership. Former COO of Bossbabe and a seasoned entrepreneur with an MBA, Lindsay stepped in to lead Vortic at the most critical moment in the company’s history. As a mother, operator, and advocate for American small businesses, she now shoulders the responsibility of protecting the family’s legacy and the future of Vortic’s employees, customers, and community.
The Fight to Save the American Dream: A New Chapter at Vortic Watch Co.
On June 30, 2024, R.T. Custer suffered a massive stroke while on a business trip. Thanks to world-class emergency care and his family’s quick action, he survived, but recovery will be long. With the business at a crossroads, the family faced a choice: sell, close, or fight to keep Vortic alive.
Lindsay chose to step in as Interim CEO, determined to honor R.T.’s legacy, keep the team together, and preserve the company’s core: American-made, in-house craft.
Lindsay brings nearly 15 years of experience building and scaling businesses. As Interim CEO, she’s focused on continuity, protecting jobs, upholding quality, and steering the company through the most challenging chapter in its history. For Vortic, “American-made” isn’t just a slogan; it’s a line in the sand. Lindsay has turned down buyouts that would have meant outsourcing and breaking up the team, choosing resilience over quick cash.
Vortic’s story is the story of American small business at its most vulnerable—and most resilient. When the visionary founder is sidelined by crisis, will the company survive? For Lindsay and the Custer family, this is about more than just watches: it’s about community, legacy, and what it means to build something worth saving.
What it’s really like to take the reins of a business when the founder faces a life-changing medical emergency, navigating the human, operational, and emotional fallout.
The personal and business decision to reject a multimillion-dollar buyout that would have meant outsourcing jobs and breaking up the team, choosing values and community over a quick financial fix. Lindsay can break down the realities of building in the U.S., supply chains, cost challenges, and why it matters for jobs, security, and identity.
What it’s like to honor a founder’s vision, support a spouse’s recovery, and still make the hard calls needed to keep a business and a family afloat.
From 100-year-old pocket watches converted into heirlooms to modern rugged designs inspired by military history, Lindsay can talk about how storytelling and craft create emotional connections in products, and why this matters in a disposable age.
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