Have you really wondered about what you're buying....
Buying a watch is not an easy thing, unless you go by looks alone. Now I'm not trying to say that you shouldn't buy a watch for its looks, but there is that saying "you shouldn't judge a book by its cover" to keep in mind. There are so many watches out there that can vie for your attention, and for the most part looks seem to dominate the collective think... but why?
Fashion is big and for many may be a way to define themselves. Now all things being equal, with funds and taste being of equal proportion, everything is easy right? However, for most, that's not the real world as mere mortals struggle to earn their money (and more importantly how to make it stretch) yet watch manufacturers can be like wolves in a red cloak offering much, but delivering much less but yet very willing to take your "sovs"*. So I make the challenge to dig a bit deeper..
So, how can you protect yourselves from the wolves that are so willing to prey on the weak (or in this case those that know little but looks)? Who are the wolves and who are their prey?
This is where this article takes takes a stand and presents a point of view, so for those out there that like to be the "commenteratzi" please chill. This is an opinion not meant to offend but is simply to be an educated point of view. No offence is meant and therefore none is expected to be taken.
Who are the wolves?
This is a tricky question to answer, yet I do have particular thoughts in mind. Watch companies naturally strive for market share, to keep fixed and variable costs as low as possible and to have raging profits. They need to produce a product that will last a predetermined cycle, and usually no longer. This can be simply reflected by the materials used, a "for the moment" design and a service department that will be more willing to give you a credit for a new model than stand by the one you loved and purchased. This is modeled.
The wolves give you the least for the most but more importantly are perhaps "remiss" in giving you the info you need to make an educated decision ( a little more on this later). The wolves also place products in environments where salespeople don't have specific product education to give you the real goods, Thereby, the wolves rely on brand awareness and looks alone which in many cases are fabricated :). Therefore they expect the brand to dominate thought with emotion fueled by exotic lifestyle imagery and (paid) brand ambassadors.
Who are the prey?
The prey are you and I. Some, of course, know more than others but these days there is little information out there that helps the average person ( or the provided detail is nebulous that does not have the true understanding of the "punter"*). Therefore the prey are those that fall under the spell of imagery, product placement, ambassadors and advertising in general. We used to be better at this in a bygone era, yet somehow this collective knowledge has been blurred or wiped from our collective conscience. There was a time where most watch owners understood the effects of magnetism on watches and better still how to deal with it. If you are one of those thinking "what?" to that statement, you are vulnerable!
Have you noticed the gold or rose gold coloured "plating" wearing off of the bracelet to look discoloured or have you had the hour markers falling off of the dial of your watch? Better still, have you ever wondered about what the extra buttons that are on the side of the watch case and what they are for... If so you're not alone!