"Watches are not just a product, they're a cultural object." So much to unpack there, and in this entire piece for that matter, but rather than do that I'll just say that this column, and the thinking it represents, are such wonderful antidotes to the recent "watches aren't just products, they're an asset class" hullaballoo that they make my heart sing with joy. Sure, we'll no doubt cycle through another era a few years from now when "watches are an asset class" becomes the truism du jour, but for the moment it's thrilling simply to enjoy them as, um, well, yeah, the delightful gizmos they are and (I hope) always will be.
"We have a nice name for the creation of beautiful objects which reflect essential values: we call it culture." Jack wrote that back in March 2020 in Introducing The Montblanc Heritage Manufacture Pulsograph Limited Edition, In Rose Gold on Hodinkee. That article is one of the best things I've ever read and the best watch article ever written.
Great article, Jack. I think the vision of watches as cultural objects (and carefully placing on one side for a moment their financial worth) is a very useful touch-stone. They have meanings which transcend their material construction - we load them with significance: cultural events, personal events, engineering achievements. Take your pick.
I'm really not sure I'd see eye to eye with Rolex CEO Jean-Frédéric Dufour speaking about the cooling market when he stated "This is extremely problematic because discounts damage emotional products like ours.” I don't believe that the products are damaged; more accurately, I think it's the margins of the manufacturers and retailers that suffer.
Within reason, a cooling or shrinking market (even a luxury one) should encourage manufacturers to question how better they can serve their market audience through offering genuinely better value or more interesting products, rather than simply re-treading existing products (often as limited editions) for higher prices. For watches to remain "relevant" (whatever that may mean), they need to stay accessible to a meaningful slice of the population, rather than just being sparkly baubles for the super-wealthy.
I think the Vacheron is called the Berkley, and (unfortunately) not the Berkeley.
You are correct; fixed
Sorry, I didn’t mean to nitpick 🤦♂️
You would not believe how much happier I am to have mistakes noted and fixed, than not 😉
"Watches are not just a product, they're a cultural object." So much to unpack there, and in this entire piece for that matter, but rather than do that I'll just say that this column, and the thinking it represents, are such wonderful antidotes to the recent "watches aren't just products, they're an asset class" hullaballoo that they make my heart sing with joy. Sure, we'll no doubt cycle through another era a few years from now when "watches are an asset class" becomes the truism du jour, but for the moment it's thrilling simply to enjoy them as, um, well, yeah, the delightful gizmos they are and (I hope) always will be.
Chapeau 🎩 sir! Well stated and a most excellent observation! 🫡
It’s needed to be said …… in the silence spoken of within it just might be heard 🤔😑
"We have a nice name for the creation of beautiful objects which reflect essential values: we call it culture." Jack wrote that back in March 2020 in Introducing The Montblanc Heritage Manufacture Pulsograph Limited Edition, In Rose Gold on Hodinkee. That article is one of the best things I've ever read and the best watch article ever written.
This article is a wonderful follow up.
Great article, Jack. I think the vision of watches as cultural objects (and carefully placing on one side for a moment their financial worth) is a very useful touch-stone. They have meanings which transcend their material construction - we load them with significance: cultural events, personal events, engineering achievements. Take your pick.
I'm really not sure I'd see eye to eye with Rolex CEO Jean-Frédéric Dufour speaking about the cooling market when he stated "This is extremely problematic because discounts damage emotional products like ours.” I don't believe that the products are damaged; more accurately, I think it's the margins of the manufacturers and retailers that suffer.
Within reason, a cooling or shrinking market (even a luxury one) should encourage manufacturers to question how better they can serve their market audience through offering genuinely better value or more interesting products, rather than simply re-treading existing products (often as limited editions) for higher prices. For watches to remain "relevant" (whatever that may mean), they need to stay accessible to a meaningful slice of the population, rather than just being sparkly baubles for the super-wealthy.
“Yuri the Retired Russian Wrestling Coach”. Hilarious, and spot on. Thanks for this piece. Just forwarded it to my sons.