FROM THE EDITORS Letters + Events
Wempe’s new Chronometerweke
Power Reserve in Steel
ARE YOU INFLUENCED?
I
t finally happened. Recently while attending a watch event, I was introduced
to an attractive young lady who was given the formal title of “influencer” by
her friend. Since I had never heard of this particular online mover & shaker, I
was curious as to her own background, especially with regard to how she came to be
“influence” the digital generation through the images and
captions with the understanding that the flock want to be
like their fashion shepherd. Fair enough. When you see
someone with style, emulation can be second nature –
especially those that have yet to develop their own sense
of individuality.
Putting aside the flagrant and felonious abuse of paid
positioning rendered under the auspices of editorial via
the maven of her flock. While “I have “X” number of followers” does not impress me, as the darling social media mavens, I want to stipulate that
it seems to impress so many others, I’m always willing to listen and learn if there’s our team at iW and AboutTime should not be looked upon
more to a given protagonist than a talent for SEO. as influencers, but rather as editors and reporters. The
What I did discover was that beneath the attractive mien was an eloquent persona
with fashion sense, but scant knowledge about watches themselves. I guess that’s fair
enough as watches are subject to the whim and will of fashion & trend, but when you
difference: We choose to include watches that don’t
necessarily appeal to us personally. We do this with the
belief that even though we might not like a particular
type, it may actually appeal to other individuals.
start investing upwards of $5,000 or more for a watch, I believe a deeper appreciation The idea of “curated” content that ignores a watch or
of luxury and savoir-faire must be proffered. brand because they don’t pay me (advertising) or that
doesn’t appeal to my own sense of style ignores the
LOOKS ARE ABSOLUTELY CRITICAL, BUT FEW PEOPLE WANT TO WEAR A WATCH that does not appeal premise that others can make up their own mind as to
to their own eye as well as impress the person across the table. Beyond the initial impact of the visual, a what they like, what they don’t like, and whether they
deeper engagement lies within the appreciation of the materials, the construction, finish, movement, history, think a particular version is worth the price.
rarity and even public perception. All of these elements build a dais of belief in a specific brand or type.
Without this affirmation that a watch is more than just the sum of its parts, it becomes more difficult to justify
Keep Watching!
the sometimes astonishing prices customers are willing to pay for a fine timepiece.
Perhaps it was no coincidence that in this same week I received an alert that a certain high-end Swiss
watch brand was engaging a series of influencers as their new marketing strategy. Eschewing the traditional Gary George Girdvainis
ambassadors (too obvious as paid partners?) the idea is to cater to, access, and as the eponymous title implies, Publisher | [email protected]
8 | INTERNATIONAL WATCH | WINTER 2018
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