During the last year I found myself being frequently interviewed by other journalists and writers on the topic of
watches and my job overall. Questions common to all of these sessions included an inquiry on “why to wear a luxury
watch… what makes a luxury watch…. how can a man benefit from wearing a high-end timepiece?, etc…” The answer to
all of these related questions is extremely non-obvious and I really had to give it some thought. To start, I
revisited an article I previously wrote here on what it is like to wear a luxury watch.
Luxury brands toil with this question themselves and equally want you to think about it as well as be ignorant of it.
On the one hand they never want someone to purchase something with full cognizance that they are either buying an
emotionally related purchase that they don’t strictly need, or that it is priced much higher that it is worth as a
commodity. At the same time, for you to buy such watches again and again, us consumers need to be in-touch with our
inner “splurger” to savor the feelings we get from owning and wearing fine things.
So why do we want or need high-end watches? Thinking about this question made it clear to me that a response essay was
due. I first want to comment on the culture of luxury – something you either live in or don’t understand. The culture
of luxury (as I call it) is a collective appreciation and desire of finely made things from brands commonly
recognizable for various adjectives including “expensive, successful good taste, classy, high-society, important,
etc…” Cultures that value luxury also socially value these personal descriptors in a very real way. Not only that,
but to be comfortable socially in some of these cultures you actually need to display these messages on your body (in
some form or another) as much as possible. When thinking about cultures of luxury I think about parts of Europe, much
of Asia, and a lot of the Middle East. So some of the reasons to wear nice watches relates to these people.
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