For those who’ve opened Instagram or TikTok in the previous couple of weeks, there’s an excellent probability you’ve seen the “Propaganda I’m Not Falling For” pattern served as much as you in a technique or one other. The format is comparatively easy, and includes a creator itemizing the sacred cows in his or her explicit space of experience that they refuse to purchase into.
The watch neighborhood, after all, is crammed with typical knowledge, concepts handed from collector to collector, hardly ever if ever questioned. As I encountered these social media clips during the last week, I couldn’t assist however consider the watch world propaganda, because it had been, that all of us simply appear to take at face worth.
Right here, then, are 4 rules I believe are ripe for questioning. There are much more – credit score right here to Ben’s Watches and Pulse on the Wrist for being first out of the gate amongst watch trade personalities to take part. Be sure you tell us within the feedback what watch associated propaganda you refuse to simply accept.
A Classic Watch Should Be Unpolished and All Authentic
Let’s get essentially the most controversial one out of the best way first.
After I began gathering watches, it was an period when it was nonetheless comparatively simple and simple to purchase a pleasant, sincere classic watch on eBay for not some huge cash. Occasions have modified. The perfect examples, watches which are really unpolished and all unique, are tougher and tougher to seek out, and eBay is crammed with watches which were handed round and bought by professional sellers and amateurs alike who merely can’t communicate precisely to provenance. It’s not that something nefarious is happening (though, typically it’s) however it’s the Wild West.
It’s very simple to fall into the lure of being too pure with regards to gathering classic. Whereas I’ve a ton of respect for collectors who personal nothing however the perfect and contemplate a dial that’s been redone or a case that’s been recut an offense that quantities to Watch Treason, there’s one thing to be mentioned for simply letting go, accepting {that a} watch may not be good, and feeling free to put on and revel in it. Getting caught up in strict guidelines about situation saps all of the enjoyable out of it.
I’m not saying you must go on the market purchase each apparent Franken-watch or low cost redial en masse. However I’m saying that in case you assume a watch presents effectively, and maybe it’s been touched up by knowledgeable, and the vendor is sincere about it and the watch is priced accordingly, you shouldn’t really feel such as you’re committing a horological crime in case you select to indulge. In addition to, a watch that’s seen the enterprise finish of a sprucing wheel or has a substitute hand is a watch that may be worn with out anxiousness that you simply’ll harm a treasured historic artifact.
Everybody Wants a Speedmaster
For fairly a while, the concept that each critical watch fanatic must expertise the Omega Speedmaster has seemingly reached the standing of typical knowledge. I merely don’t consider that that is the case.
I communicate on this situation from expertise as I’ve owned a number of Speedmasters, none of which have lasted in my assortment. Early on, earlier than the acquisition of my first Speedy, I positively felt the affect of the neighborhood on the choice to really purchase one. There’s this concept in watch gathering that proudly owning an “icon” is significant. For some, definitely, it’s. However I discovered that by proudly owning and carrying a Speedmaster (in addition to a Rolex Submariner) that icon standing, in actuality, meant nothing to me.
So maybe this can be a little bit of propaganda that’s true, however with a caveat. It’s not that everybody wants a Speedmaster, however experiencing one can speed-round your personal gathering philosophy. For those who adore it, that’s nice – you now personal an objectively good chronograph that may by no means be out of favor and that was (possibly you’ve heard…) worn on the moon. For those who don’t, you may instantly chuck the entire thought of shopping for standard or historic watches for that purpose alone, and start working to determine your personal style.
A Nice Watch Must be Swiss Made
That is frankly ridiculous on its face, and I think about most readers will be capable of instantly clock the absurdity of allegiance to Swiss watches and Swiss watches solely. Whereas it’s true that the Swiss have mastered a sure form of industrialization in luxurious watchmaking, and there are numerous, many nice watches made in Switzerland, there are numerous examples of great watches made in Germany, Japan, the USA, and, sure, China that lay waste to the notion that “Swiss Made” is the only real designation of high quality.
There’s an inheritor of snobbery round Swiss Made absolutists that’s loopy making and price punching holes in at any time when we now have the prospect. Specifically, it’s necessary to acknowledge that within the present watch manufacturing atmosphere, watches made in China shouldn’t be dismissed. Whereas many manufacturers nonetheless make efforts to cover the Chinese language origin of sure watch elements, it’s plain that the general high quality of those elements has improved by leaps and bounds during the last decade. For those who’re a watch fanatic who’s concerned with microbrands and small, approachable independents, you’ve nearly definitely encountered and loved watches which are largely produced in China, maybe with out even realizing it.
Celeb Ambassadors
If you already know me, you already know I’m usually fairly tuned into popular culture and is likely to be shocked to see me rail in opposition to celeb ambassadors. I even wrote an editorial a couple of years in the past offering a protection of kinds for the idea. However the local weather has modified considerably since 2023, and with watch costs on the rise, it feels much less and fewer applicable to see manufacturers dressing the rich in unobtainable watches.
I’m definitely not against noting when a film star or recording artist wears an fascinating watch, however the fixed flood of “watch recognizing” content material centered round occasions just like the Met Gala or awards exhibits, the place celebrities who’re contracted with manufacturers are paid to put on explicit watches, has turn into tiring, even for devoted Leisure Weekly readers. It merely feels out of step with what the fanatic neighborhood is concerned with in 2025.
With that mentioned, there are fascinating conversations available (possibly?) about extra natural watch sightings on the wrists of notable folks. A real alternative on the a part of a celeb who is taken into account a method icon is a call that may have ripple results on the trade, and there’s a world the place that’s price listening to, even when it’s not vastly consequential within the day-to-day of the fanatic. It not less than feels completely different than fastidiously orchestrated watch placements on any variety of purple carpets. It’s enjoyable to know, for instance, that Conan O’Brien typically wears an echo/neutra, not as a result of he’s paid to, however as a result of (someway) he discovered the model and likes the watch. That is the form of unpretentious celeb watch recognizing I can get behind, however let’s transfer past the fixed concentrate on ambassadors.
