Logic will get you from A to B. Drama starts where logic ends.
When you’re considering two watches, which one would an average buyer be more likely to buy:
A watch made by a ‘traditional’ company or household name with global recognition, and an average global user rating of 4 stars out of 5 or A watch made by a largely unknown watchmaker whose name you have never heard mentioned outside the four walls of your local Redbar gathering – but rated 5 stars out of 5 by every collector you meet (admittedly a much smaller sample)?
So as not to ruin the surprise, please bear with me until the conclusion! As you read this post, think about the framing of each question, and the structure of the reasoning as it relates to each section. Clearly, facts do not change, but all purchase decisions will depend on your initial bias, if any. What actually matters when buying a watch? Hold all these thoughts until the end, to see how this relates in any way to the recent watch announcement by Xhevdet Rexhepi.
With the recent launch of the three Unimatic x Hodinkee collaboration pieces, I have had the pleasure of seeing many new collectors join the Unimatic family. This could be due to the ‘dink’ effect – where anything Hodinkee launches is met with raging enthusiasm by those loyal sheeple who can’t get enough of their preppy aesthetic… but it is nevertheless a welcomed situation, as the brand deserves all the recognition it is getting, and more. I thought I would take some time to share my thoughts on the brand and why I love it.
ScrewDownCrown 