It took a few years of navel-gazing and re-evaluating what a watch was truly for before, in the mids, a few forceful and inventive characters in the industry came back with a design philosophy and marketing programme that brought the sector back from the brink.
These horological pioneers decided that watches would not merely be timekeepers, they would be mini-masterpieces that showcased extreme craftsmanship, represented tradition, incorporated technology and embraced innovation.
They would effectively be a Savile Row suit, Ferrari sports car, Mayfair member's club and Nasa spaceship rolled into one package that could sit neatly on your wrist.
And despite their size, and passive presence, watches could even have a hint of sport, danger and adventure about them. It was 25 years ago, for example, that Tag Heuer signed a deal with the formula one McLaren team and suddenly its timepieces were associated with one of the world's most glamorous, high-octane sports.
What man wouldn't want to have a little part of that — even if the closest he got to the Monaco Grand Prix was a minute commute on London Underground's Circle line? The idea that technology would deal a fatal blow to the watch, simply hasn't panned out. Men now own mobile phones and BlackBerrys as well as, not instead of, their timepieces.
Watches are one of the few items that a man can wear that he believes display true character, signal that he is a member of a particular club — whether it's an Audemars Piguet or a Swatch — and indulge in a little dose of extravagance without, generally, drawing criticism.
Watches are the acceptable face of male jewellery: bangles can be iffy, signet rings dodgy, ear studs a no-no and gold chains risible.
A Rolex or a Jaeger LeCoultre, however, whether it's gold, platinum or stainless steel, is viewed as wholly acceptable. Pin also points out that the only other item that men traditionally use to express themselves, or to show off with, is their car.
But the flashy car is becoming less popular: not only are cars big, expensive, environmentally unsound, dangerous and declasse, but they have another major disadvantage compared to the watch: they are parked in the garage rather than being displayed where all can see them.
A watch is a Porsche that you can take to meetings — and it doesn't harm the planet either. To take full advantage of all this, the watch industry has done three things: one, made its creations technologically advanced and awe-inspiringly complicated in construction, ever more like a world-class sports car in fact; two, made sure that it continually introduces new models; three, spent a lot of money letting us know about them.
Hence those wall-to-wall glossy adverts. The technology aspect is, of course, crucial. Men are, intrinsically, nerdy; they love nothing more than an item that not only looks good but has myriad functions and a construction that will have taken a lot of craftsmen a lot of time. One highly collectible Patek Philippe model, the limited-edition Calibre 89 — the world's most complicated watch — has 33 functions including telling you the time of sunrise and sunset, indicating leap years, providing the date of Easter, as well as a thermometer and a moon phase display and 1, parts, which include 68 springs and 24 hands.
Subscribe Sign In. Continue reading your article with a WSJ membership. Resume Subscription We are delighted that you'd like to resume your subscription. Please click confirm to resume now. Sponsored Offers. Most Popular News. A well-made time piece tells people that you appreciate the finer things in life, and you work hard to get them.
Trends come and go, but a classic timepiece never goes out of style. You may even partake in a few fashion trends here and there. But one thing is for certain. People who wear watches value tradition. You value the hard workmanship that goes into making a classic, luxury watch.
It means you value the high standards that were passed down to you. Watches like Panerai and Breitling are designed to serve you throughout your active lifestyle. Here are 6 things wearing a good watch says about you.
0コメント