WATCHES & TIMEPIECES
3. When you started to launch into the industry it
must have been tough going in as a young media
team, what kind of reception did you receive?
In the beginning it was difficult to be taken seriously
by both brands and other people in the media space.
However I must say that most people were supportive
even if they didn’t fully understand our vision, maybe
just because it was something fresh and new in what is
typically a very traditional and formulaic business. The
bigger we grew the more trust we gained from brands
and media alike.
4. Women have bags, jewellery and other ways
to express themselves, but men don’t really have
this so do you think a Man’s watch offers that same
expression?
I can’t speak for all men, but I buy pieces that I feel say
something. It could be linked to history, or provenance
or just something visually and mechanically exciting. I’ve
gotten into countless conversations and made so many
friends just based on an initial discussion about what
was on mine/that persons wrist.
5. A few years ago the watch industry used to be very
closed off and very much like a club but it seems now
that a lot of people are more open in the industry do
you think social media is one of the main reasons for
6. Being someone who has bought a younger lifestyle generation into
the watch industry have you even come across hard criticism from
let’s say the older more traditional collector?
this and do you think this has been a big benefit to I think mainly the criticism I get is about being very lifestyle focussed.
the industry? People who newly follow me forget that I have been collecting watches
Social and digital media has brought watch collecting
into the eyes of exponentially more people than ever
before. It has helped beautiful things to be seen by many
more people than old world media would have reached.
It has especially helped independent watch brands
that embraced it early on such as MB&F and Urwerk to
reach the eyes of people around the world in a way they
for nearly 20 years. Our focus is lifestyle because our goal is to attract new
people into the world of watches with beautiful images and videos. The
idea is not to be superficial but to show the watches we love in a way that
can be appreciated by everyone, whether you are a seasoned collector or
someone who knows nothing about watches at all to start with. This was
always the goal for WATCHANISH, to be a platform to attract and nurture a
new audience into becoming watch enthusiasts.
couldn’t have done without a huge marketing spend 7. I know you are very passionate about micro mechanics and the
otherwise. People have taken it upon themselves to form work that goes into a watch but with everyone wanting to look
communities around brands and that in turn has helped their best and wear the most fashionable items do you think the
the brands immensely. Omega as an example benefitted appreciation of a watch mechanics gets lost?
immensely from the #SpeedyTuesday trend started by @
FratelloWatches, to the point where they actually made I think the trend of wanting a watch just because it’s hot and in demand
a limited edition based on the hashtag. Even pages that has seen an unrealistic increase in residual price of certain models within
criticise watches such as @ShameOnWrist has given the market. Aesthetics are very important when thinking of a purchase but
brands the opportunity to see consumer feedback on also everyone has different tastes and there is no single type of watch that
products that they would normally not get due to the will appeal to everyone. I would like to think that the new wave of people
‘everything is always nice’ writing pattern of traditional who are paying 3x retail price for a steel Patek Nautilus will also become
watch media. So I think it’s fair to say that social media more educated about higher complications and not just what is going to
when used correctly has helped the industry a lot. give them the biggest social status on the wrist.
Issue 41 2019
The Art of Luxury
33