diff --git a/piker/brokers/core.py b/piker/brokers/core.py
index 90b9420c..5ec1071c 100644
--- a/piker/brokers/core.py
+++ b/piker/brokers/core.py
@@ -116,11 +116,11 @@ class Client:
     """
     def __init__(
         self, sockaddr: tuple,
-        startup_seq: Coroutine,
+        on_reconnect: Coroutine,
         auto_reconnect: bool = True,
     ):
         self.sockaddr = sockaddr
-        self._startup_seq = startup_seq
+        self._recon_seq = on_reconnect
         self._autorecon = auto_reconnect
         self.squeue = None
 
@@ -128,7 +128,6 @@ class Client:
         sockaddr = sockaddr or self.sockaddr
         stream = await trio.open_tcp_stream(*sockaddr, **kwargs)
         self.squeue = StreamQueue(stream)
-        await self._startup_seq(self)
         return stream
 
     async def send(self, item):
@@ -168,6 +167,8 @@ class Client:
                     continue
                 else:
                     log.warn("Stream connection re-established!")
+                    # run any reconnection sequence
+                    await self._recon_seq(self)
                     break
             except (OSError, ConnectionRefusedError):
                 if not down:
diff --git a/piker/cli.py b/piker/cli.py
index 0ae1f5ce..7fa8edf5 100644
--- a/piker/cli.py
+++ b/piker/cli.py
@@ -126,14 +126,20 @@ def watch(loglevel, broker, rate, name, dhost):
     watchlist_from_file = wl.ensure_watchlists(_watchlists_data_path)
     watchlists = wl.merge_watchlist(watchlist_from_file, wl._builtins)
     tickers = watchlists[name]
+    if not tickers:
+        log.error(f"No symbols found for watchlist `{name}`?")
+        return
 
     async def launch_client(sleep=0.5, tries=10):
 
         async def subscribe(client):
-            # initial request for symbols price streams
+            # initial subs request for symbols
             await client.send((brokermod.name, tickers))
+            # symbol data is returned in first response which we'll
+            # ignore on reconnect
+            await client.recv()
 
-        client = Client((dhost, 1616), subscribe)
+        client = Client((dhost, 1616), on_reconnect=subscribe)
         for _ in range(tries):  # try for 5 seconds
             try:
                 await client.connect()
@@ -163,9 +169,10 @@ def watch(loglevel, broker, rate, name, dhost):
             target=run,
             args=(partial(_daemon_main, dhost), loglevel),
             daemon=True,
+            name='pikerd',
         )
         child.start()
-        trio.run(launch_client, 5)
+        trio.run(partial(launch_client, tries=5))
         child.join()
 
 
diff --git a/piker/log.py b/piker/log.py
index cc7d9771..b12aeae2 100644
--- a/piker/log.py
+++ b/piker/log.py
@@ -17,7 +17,7 @@ LOG_FORMAT = (
     # "{bold_white}{log_color}{asctime}{reset}"
     "{log_color}{asctime}{reset}"
     " {bold_white}{thin_white}({reset}"
-    "{thin_white}{threadName}{reset}{bold_white}{thin_white})"
+    "{thin_white}{processName}: {threadName}{reset}{bold_white}{thin_white})"
     " {reset}{log_color}[{reset}{bold_log_color}{levelname}{reset}{log_color}]"
     " {log_color}{name}"
     " {thin_white}{filename}{log_color}:{reset}{thin_white}{lineno}{log_color}"
diff --git a/piker/ui/watchlist.py b/piker/ui/watchlist.py
index b94cc9fb..07c720fd 100644
--- a/piker/ui/watchlist.py
+++ b/piker/ui/watchlist.py
@@ -387,6 +387,8 @@ async def _async_main(name, client, tickers, brokermod, rate):
 
     This is started with cli command `piker watch`.
     '''
+    # subscribe for tickers
+    await client.send((brokermod.name, tickers))
     # get initial symbol data (long term data including last days close price)
     # TODO: need something better this this toy protocol
     sd = await client.recv()