Musings on horology and the watch industry

The real marketing is us, the watch community

The greatest irony of the watch community today, one that very few have internalized, is that we are the marketing for brands. With Instagram, the best marketing asset in the history of the industry is free, and it's us.

How photography makes us better watch collectors

Since the advent of Instagram, watch photography, in all of its various forms, has become the glue of our community and culture. As we see more and more "collector-photographers", I want to address the following question: what does photography do for collectors?

Satire and the watch industry establishment

Let's examine how humor works from an insider's position without the veil of anonymity.

On differentiating between good and bad watches

Whether it's a professional athlete, expert sommelier, acclaimed actor, or master watchmaker, my assumption is that the trained eye always recognizes and evaluates details better than the untrained eye. This idea really begs the question in the watch world: how does one acquire a keen eye for horology? What does that learning process look like?

Examining the subtle Orientalism in the watch world

The dichotomy – Swiss luxury watches vs. cheap Asian watches – has dominated the mentality of everything from journalism and the watch community, to the average consumer and the industry at large. Let's talk about it.

On watch collecting: an alternative to “buy what you love”

"Buy what you love" is one of the watch community's most common prescriptions against being swept away by never-ending social media hype. I want to propose an alternative to "buy what you love." Something more concrete and tangible, something easier to work with.

The role of memes in the watch community

Jokes and memes play a quite an integral role in our watch community culture. But what does they do beyond make us all laugh?

What battles are worth fighting in the watch community?

At the inception of The Open Caseback, I wrote "we're not the target audience." It was a reflection on the feelings of disenfranchisement many collectors and enthusiasts have. It fulfilled its role as the foundation, or a manifesto, to guide my writing efforts and those of the contributors. But it missed a key question that's needed more and more: what battles are actually worth fighting in the watch community?

What big brands can learn from independent watchmakers

Though independent watchmakers and the big brands occupy positions a world apart, there's a lot that big brands can learn from using transparency to build more personal consumer connections.

The timepiece that tested the watch community’s limits

There are limits to our horological comfort zone. And for me, nothing exposes this quite like the review of Beat Haldimann's H9 on A Blog to Watch.