How do you decide what watch to buy?

A discussion unpicking the thought processes beneath a purchase, looking at watch characteristics and in particular, assessing the true meaning of value – which is of course going to vary depending on who you ask!

Subtract negatives

About ten years ago we purchased a custom mattress. This thing seemed extremely unnecessary at the time – but looking back now, it might be one the best purchases I’ve ever made. The hesitation at the time was likely related to cost, or something along the lines of “why does one need to spend so many multiples more than what seems like a very nice bed from a reputable retailer.” Obviously I was wrong.


A couple of weeks ago, Moser launched their new Streamliner, and I thought Ed Meylan did a great job of taking the absolute p*ss (in true Moser style), when he addressed comments about the dial colour being ‘salmon’ vs ‘brown’. Apparently Ed is a keen fly-fisherman, and went on record with this gem of a tale…

AI and watch collecting

The last time I referenced AI / ChatGPT, it was indirectly, in a post about ‘framing’. This post is more direct, and talks about the astronomical pace of AI development and how this might be relevant to watch collectors. I am no expert, and just like the pace of AI, I will probably be proven wrong within a week or so… with that in mind, let’s opine anyway.

Framing a purchase decision

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.

Value in a story

This post is about perceived value from the perspective of watch buyers and watch makers or sellers. I argue here, that watch makers should increasingly look towards the value of storytelling to ‘create value’ for consumers.