I always say your clothes are a story you are telling other people about who you are, but your watch is a story you are telling yourself about who you are. That's why lots of people can advise you intelligently about your clothes but no one can tell you what watch to buy. It's also why we buy watches when we reach milestones and the stories we tell ourselves about ourselves change.
@ As Billy Joel sings: “You may be right I may be crazy Oh, but it just may be a lunatic you're looking for Turn out the light Don't try to save me You may be wrong for all I know But you may be right”
I wear a Rolex Explorer everyday and only one person has ever even noticed it and we were standing at a jewelers watch counter looking at other watches. Honestly that is what I love about it. It is my watch for me that makes me happy when I look at it. I might be boring but it is what I enjoy.
This. I wear an Oyster Date as a daily, on a NATO for reasons of comfort/security. It goes generally unnoticed which is perfect, but makes me happy. Plus it’s small, doesn’t need babying, and if moved to the inside of my wrist when traveling is pretty invisible. . Also, a bit envious of the Explorer. If I had my time again I’d probably pick one of those over the Date, but I knew less at the time (guess at the time I fit that “low interest, low info” mould) and refuse to have two Rolexes in the collection… and this one is very much /my/ watch.
I wear a Rolex Yacht-Master wherever I go and when I first got it years ago, I was mildly worried about getting robbed or people staring and thinking me a trust fund kid. I have long since learned that nobody cares or even notices what's on my wrist. I can count the amount of times people mentioned it on one hand and they were all watch enthusiasts. I'm far from rich - I'm a freelancer and got the Yacht-Master as a reward to myself the first time I made solid 5 figures on a gig, which doesn't happen very often. The watch is scratched up and beaten and has been around the world with me. I love it, as it's uniquely mine and the sentimental value to me far outweighs the monetary price.
Thanks! Brilliant analysis! I have been in a quandary for a few years with my 70+ stash of night lights, ranging from a Casio I wore to my first Springsteen’s concert in the 80’s to a few trinity’s, wanting/needing to scale down. Each and every piece has uniqueness that makes it just as interesting as the other. I constantly questioned why there’s only one Rolex, black/black 16710, that’s been in jungles and gala’s, and why I kept backing out of other opportunities. JLC’s yes, Moser please (the acquisitions became much easier after the state of my hearing made spending money on “high end” audio even more absurd:) I’m a high detail, high interest guy, lol. I’ll let my therapist know I will not be needing her service anymore. Coffee’s on me.
I have the same problem with pint glasses. I must have 50 of them. Every one represents a brewery or place that my wife and I have gone to. When she asks me to get rid of some, I mention this to her and the discussion is over. lol.
This reply was as poetic as they come. It was multifaceted in ways I didn't see at first... So I went to Chat to get a quick overview and I was not disappointed: This comment is a blend of personal storytelling, self-reflection, and humor in response to the video. Here’s a breakdown: Rolex Jungle Talk Reference: The commenter riffs on the video’s theme of watches reflecting customer traits (like low or high interest/information). They’re saying Rolex, a "low interest, low information" brand, still holds a unique place in their collection despite their preference for high-detail and high-interest items. Personal Connection: They mention their eclectic collection ("70+ stash of night lights" = watches that glow in the dark), ranging from nostalgic pieces (like a Casio from a Springsteen concert) to "holy trinity" watches (likely referring to the luxury brands Patek Philippe, Audemars Piguet, and Vacheron Constantin). Rolex Anecdote: They note how one Rolex-specifically a black/black 16710 GMT-Master-has accompanied them through vastly different experiences ("jungles and galas"). They also express confusion over their hesitancy to acquire more Rolexes despite this one’s significance. Luxury Watch Preferences: They enjoy higher-end, niche brands like Jaeger-LeCoultre (JLC) and H. Moser & Cie. They justify their spending by humorously noting it’s more reasonable than investing in high-end audio gear, given their hearing limitations. Humor & Conclusion: The commenter wraps up with self-awareness, joking that their watch journey has been therapeutic and they no longer need therapy. The “coffee’s on me” is a playful nod to their appreciation for the video. TL;DR: They’re saying, "This analysis helped me understand why I value what I value in watches. My journey in collecting has been deeply personal, full of quirks, and sometimes inexplicable-but that's what makes it fun!"
First few seconds and I'm reminded of a book called the four agreements, I'm going to paraphrase this and extend it to my perception but basically "try not to take anything personally, no one's opinion of you or anything you've done is actually about you, it's about their own perception of you, it's their (incomplete) picture of you and your situation" We judge people far to quickly.
I most admire people who measure high in all three characteristics. They're happy and secure within their own watch niche. They don't require outside approval of their choices. They don't attack other people for their choices.
Underrated attitude in this era. Let people make their own decisions. Remain curious. Assume positive intent. (I struggle with that sometimes, I'm not perfect.)
You could get an entire MBA just listening to this guy talk about watches. A worthy successor to post-Alex Morgan Watchfinder. (I'm high information high interest, FC Highlife Worldtime and Patek 5130P. ALS Langematik Perpetual or VC Overseas Worldtime will be my next watch)
Most recently, I purchased a Seiko SLA067. It's an all black reimagination of the 62MAS. My wife and even some of my watch enthusiast friends think I am crazy for spending almost $3k on a Seiko. But I absolutely love it and wear it at a much higher frequency than other more expensive watches I own.
I would say you, like me, are crazy like a fox. I owned the SLA033 for years but wound up selling it several years later. I loved it however its steel bezel insert, Zaratsu polished perimeter and case bands were absolute scatch magnets. I'm still very seriously considering getting the SLA055, though; all SLAs are, despite SEIKO's super hard (scratch) coating, fantastic watches. Congratulations on getting yours, mate.
Amongst the myriad watch channels, reviewing (or just plain promoting) the latest wrist candy, I'm always drawn to your analysis, because of the wonderful way in which you dissect the subject matter, with such skill and clarity of thought; whilst all the time, making it look as easy, as falling off a log. That takes real intelligence & knowledge!
Just purchased a Tag Heuer chronograph. I'm a long time F1 fan, which was my first intro to Tag. But my interest really took off when "experts" started taking a dump in them, despite all their history. I'm contrarian by nature, so to satisfy that side of my brain plus getting something inextricably linked with Formula 1 was an easy decision. And getting the watch at about 30% of the retail price was a pretty nice incentive as well😊
Likewise. I love F1 and Tag and formerly "Heuer" have always had a motorsport connection (I will allow Rolex have always been connected to the Le Mans 24h) And its why they appeal to me. Ironically, I very rarely wear a watch anyway. But when I do, I do it for me. To be honest. Only a handful of people have ever commented on my Aquaracer in the last 15 years of ownership anyway
Over the course of the year my most used watch is also my cheapest. It is my old Casio DW 5600E that I originally bought for cycling years ago. It isn't my most loved or even most accurate but it is my most practical watch by far.
Same with me. I use a G-shock G- lide the most to look at the wave heights, sunset and sunrise times, and sunrise and sunset times. Oh yes, and occasionally, the times.
You’re insanely brilliant. Well…. This channel is. You are providing so much information in relatively so little time. This is like a fast track MBA, it’s a watch focused Marketing perspective. Insane. Insane. ❤🙏👌👍
I bought a Sinn 556 because it looks amazing, no one (outside of watch ppl) knows what it is, and its cost doesn’t have me preoccupied with threats of damage or loss.
Cheers! I'm wearing my Sinn 556A Sea King edition. I love this watch. The size is perfect. I also have a couple vintage Submariners but the Sinn gets significant wrist time from me.
@@jordanw8382 it's a sweet choice. especially if you want to get a really well made watch with out going bankrupt.. Excellent.. I wish more people knew about Sinn
It is admirable that you spend so much time and effort on the thought process of the brands and bring us a well crafted summary. My last purchase was a Louis erard alain silberstein Mexico edition. I find it's look quite unique (although for the old silberstein followers it may not look very different). The decision making moment for me was the first time I tried it. It was so light and comfortable that I could forget that I'm wearing it (it's not a small watch). It's my most expensive watch by far.
Mike…this was fascinating to see how you divided High/Low information/interest groups. Had to rewind and listen twice to categorize lots of different brands. Appreciate the content !
I agree about JLC. Love the craftsmanship. Omega for me is the sweet spot. I feel its a great value...Thats why I wear a Swatch Irony at work and a Omega when I travel.
Bought my most recent because I really like George Bamford’s style and wanted a Bremont that was basically the last of its old guard designs. The fact that it will light up a room at night was a nice bonus.
You have a flawless and almost therapeutic ability to take listeners on a journey. The subject matter feels secondary to the delivery. But as someone who's recently become fascinated with watches, I feel like I've struck a goldmine discovering your videos! Thanks for what you do and I hope you continue to do so. (PS first purchase for me was a few weeks ago, a TAG Heuer Blue F1 Chronograph. A million reasons why after much deliberation and I'm loving it. Actually makes me mad in a funny way that I lived so many years with an empty wrist!)
Luxury watches are so expensive that it requires lots of research, at least for me. You are my favorite watch channel, because your well thought out information helps me cut through the hype. Like many enthusiasts, there are so many watches that I would love to own. I am improving my search to find the next (best) watch for me. My sweet spot has been time only, high horology, (prefer chronometer grade), heritage brand, GADA/sports watch that is quiet luxury. I am still studying, but I keep coming back to the H. Moser Pioneer. I will be in Tokyo in a couple months, and I hope to see, and try on, as many watches as possible. Thanks for what you do.
I fully agree with your first statement. It baffles me to see seemingly intelligent people falling for Relox. Everything about it smacks me of marketing obfuscation to hide technical shortcomings and they’ve been doing it for 100+years. The vid perfectly sums up by calling them “low information”.😂
Good point about Patek. A lot of money for a stamped dial or logo. Look at CW C 60 Trident GMT. Has applied metal indices as logo. Beautifully done. Rolex on dial has a gold crown indices. Grand Seiko does great dial work with applied indices.
My most recent watch purchase is a vintage 1971 Omega SeaMaster men’s watch, caliber 565 automatic movement, date complication, black dial, applied logo and hour markers. We survived the ravages of hurricane Helene here in the mountains of western NC, USA, and I decided to treat myself because YOLO. Btw, 1971 is my birth year 😊
Congrats...My father gave me his 1965 Omega Seamaster 166 0202 with the black dial which he inherited from his father. It's my most cherished watch by far. Glad you're enjoying your watch they are brilliant and look lovely with the black dial.
Bought a Citizen Eco Drive dive watch seven years ago when I started a new job and absolutely love that timepiece . No winding or battery replacement because it’s solar powered. Lost it for about a month last year and bought an identical watch to replace it and then found it! Gave the new one to my god-child for his wedding.
A former store manager from a Rolex AD in Hawaii mentioned on his TH-cam channel that most Rolex buyers aren’t actually “rich” - they’re often upper-middle-class individuals who aspire to look wealthy. My first luxury watch was a white dial Omega SMP300, and I was influenced by Adrian Barker’s recommendation to go with the white variant. At that time, and probably still now, I was definitely a low-information customer. Once again, great content!
Rolex is NOW an "aspirational" brand. That tells you by definition that many people buying today have not yet achieved. I love my Rolex's some of which I've owned for 40 years, back in the day when my AD needed to shift Daytonas. I give them value along side my more valuable brands but I don't wear them much. I think they now say the wrong thing and that's a shame.
That's well-said. I would walk into board meetings in US, Asia, EU. In US, it's the aspirational but-not-quite there senior executives almost all wearing Rolex subs and GMTs, secondly the same Omega moon watch. In Europe, these same cats in a different geography dig their Tag Carreras, footie and racing-inspired watches. In Asia, brand is more important than which model--lots of Omegas, Cartier, blingier stuff the better and lots of faux yellow gold. The actual senior executives would wear AP and and the like with some subset of these guys wearing those hidious yellow gold, diamond-embedded Rolex that never seemed to fit their wrists. 😀
I bought my last watch as a way to manage my watch addiction, and to take a break...a local guy i know sold me an artisan little watch made in England by hand. A Harold Pinchbeck George. It's superb quality, explorer dimensions, with an old new stock ETA movement. Hand polished, lovely dark purple dial and gold hands. The watch cost me 25% of the £2000 retail price. And it's stunning. So to me, it's a two fingers up to the industry watch. I basically have a rolex explorer quality watch, which i wear on nato or alligator leather strap.... and i can ignore the hype.... so i guess for me, its the feeling of being a contrarian, who loves the watch, not what others say about that watch, and it allows me to enjoy the hobby on the cheap, while i save up and take a little break from expensive pieces I've owned in the past
Respect is a two-way street. I had a goal to own to own a Patek in the next five years since I’m not wealthy enough to just to buy one without reprioritizing my financial goals. Thierry made it clear that he doesn’t care to have my business. Wish granted.
I think you are scary accurate with your takes on these brands and their clientele. Every time you mentioned a brand I thought of someone I know who owns one and you describe them to a tee. Hope you are having a great weekend!
Very interesting, thank you. When I bought a Rolex thirty years ago, I did find it frustrating how little in depth information was available. I thought they were just a secretive organisation and trying to maintain some mystique for a mass produced watch, but your explanation makes a lot of sense.
An owner of a 34 years old submariner here. You are right. 30 years ago. How many watches last 30 years in perfect running condition? But, in general all these videos attack Rolex and its owner for pure envy.
I would love to have a very nice Omega, Tudor or a basic Rolex, but I can’t afford it. Sooo I take Mike’s advice, TGV suggestions and do my due diligence and find a nice watch I can afford that isn’t a FANBOY watch. This channel is invaluable to any and all watch enthusiasts!!! Thank you sir. 🙏🏻🙏🏻👏👏👏
@@Philip_Taylor If you have to save for 6 months for a watch, then dont buy it; full stop. Two months at the very most, if you are really into watches and its like THE grail piece for you. For most people one month tops. No wonder these brands are able to charge such absurd prices, if people are willing to save their money for a whole year to buy a watch. This needs to stop.
@@frederickthegreat1352are you implying in your hypothetical that you allocate every spare penny of that month to the watch you are saving for? I could save 100 a month for a year or 600 a month for two months. Does that make the watch purchase more qualified in your opinion?
The collecting classes are - POSER or LOSER or CHOOSER. What a soothing sage voice you have - think I could listen to you for a while describing the gravel lying at the roadside. lol
@@Mike.thiswatchthatwatch Well maybe POSER - wrist waggling or bling watch or good fake luxury etc. LOSER - sports or clothes branded, cheap flashy or bad fake. CHOOSER - researched, considered carefully, vintage, classic or of a certain style - almost any price. Don't use first 2 groups - you will offend - and anyway we conoscente (lol) can spot these folk already.
I disagree to some extent. Example, Pope Francis of Catholic Church used to wear a Casio MQ-24, now a Swatch whereas Pope Kirill, Patriarch of Orthodox Church a Gold Breguet. One is a 8$ watch, other 30,000 $. Can't say for sure who is a poser, loser or a chooser? 😊 As my TH-cam friends at Whisky Tribe channel often say, "The best Whisky is the one you like, irrespective of price", I guess same should apply to watches.
I will never understand the obsession with watch brands and their status, in the end they are literally tools to tell you the time. I love watches because I love the fact that they are a relic in the modern world, not needed but wanted, a friend on your wrist to tell you the most important information " the time" a silent companion that ticks away monitoring the time passed as you get on with life.
Everyone already has a "tool to tell you the time" in their pocket. My friends all know I wear a watch, and, interestingly, they all ask me "what time is it?" when the information becomes momentarily important.
@JT-32 A watch is merely a burning wick; a counting device measuring the scale of depreciation of life. It's up to the individual how much they value their time by their choice of how they measure it. Of course you can just ignore it altogether. Studies are inconclusive whether being aware of their age according t o the time and date has any benefits over someone who does not measure the passing of time and doesn't know how old they are .
But all depends on the social circle one belongs to too. For example if you have money, you'll want the best possible car your money can buy. So before it could've been a Toyota, after money, it'll be a Lexus. Same same but different. Now, move over when you are with friends or colleagues. You'll want to dress sharp, smell good, eat at good restaurants. Here, comes the luxury of finer things in life. I'm not the one to tell how you should live your life, but try to picture yourself one stage above where you stand in life. I'm sure your priorities will change in life for sure and your psyche about watches. 😊
I bought recently a Rdunae military homage. It amazes me how production costs have gone so low that you can get extraordinarily well finished watches for the price of a couple of drinks in a fancy bar.
Three dudes walked into a bar with PP, AP and Rolex. A big dude at the bar asked them what time it was. The three watch dudes ran out of the bar as they were afraid to show what they were wearing to the dudes at the dark bar.
Excellent and entertaining vid again. Thx Mike! By the way, I think if a person has a watch collection, taking a look at all pieces together does provide a good insight into that person
My most recent addition to my collection is a Seiko Presage GMT with the blue hemp dial. I was attracted to this watch for a number of reasons. First it's a traveller's GMT at a good price, second is the dial pattern. Third is a 4hz Seiko movement. 4th was the level of finishing. Finally I got it slightly used from an enthusiast at a great price. In the flesh, it is a beautiful watch that made me reflect on the rest of my collection and how my taste has evolved. Furthermore it reminds me of a time when I did travel a lot and gives me that feeling of travelling again someday. It may be 42mm but I've found it wears smaller. Furthermore the deviation is well within cosc on this example.
never been into watches but saw a tag in jewellers window . it was an aquaracer. my wife made me try it on and i loved it. my wife immediately bought me it for my birthday. this was 18 years ago. i will have it till the day i die and no other.
I wanted an F1 from 1988 and it wasn't until about 6 years ago that I finally got one. I had bought many watches in the previous 36 years, both more and less expensive than a TH F1, but I had always been told that TH weren't very good. That it was a watch for people who didn't know any better. Anyway, one day I was sitting on the sofa and I thought, "Actually I just want a Tag Heuer Formula 1 and I am going to bloody get one." I left the house about 25 minutes later, went to the nearest TH dealer and got one. I am very glad I did.
Just purchased a Citizen Promaster Unite with Blue special edition. I wanted a Dive watch as it was missing from my collection and noticed this edition still can be found. Fantastic dial color and its a Promaster, so I can take it underwater.
My most recent purchase was a late 90’s Seiko Kinetic Arctura, I wanted it as a kid, but alas, never got one, so when the chance cropped up… it’d be rude not to really! I was every bit as excited to open its box as I was when I got my Speedmaster, I guess that’s the power of nostalgia and unfulfilled childhood dreams…
I just sent off to models of this Seco alarm courts… One of which I purchased sometime in the 1980s. It’s an analog black face white hands… Day and date. I really like it because it has a little orange segment on the rotating die, I’ll let you rotate with a separate crown. I get a kick out of it. But the first one kind of stopped working. I’m not sure if I try to have it serviced. Then I purchased a second one and that one sort of crapped out so I sent them both off to the Shikoku repair facility in New Jersey. It be great if they can service them and I can have them back working. Really fun pieces with a lot of nostalgia for me. 7220 series
It's called snobbery. So if too many of the 'riff raff' rich folk who were buying the Nautilus and diluting the brand can't buy the Nautilus anymore is it going to stop them from buying the Cupitus? Or as Thierry Stern thinks, only Patek enthusiasts will buy it?
@@oysterman962 but snobbery not based on social class. There is a distinction, it’s based on keeping their products on *their* customers. Bernasconi is aware of the damage of mission creep.
I've spent three decades in consumer insights for major global brands (mainly luxury). You share some interesting perspectives that are logical and well reasoned, but I thought I'd pull back the curtain a bit. Very few prominent brands think in monolithic terms (internally anyway). Most large organizations conduct very expensive demographic and psychographic segmentation research and typically identify 4-5 key groups that represent 80+% of buyers. They also then weight those findings against their sales channels, goals for growth and conquest, brand strength and price elasticity. While it's fun to think that brands approach their clients in terms of being high or low information, etc it's a lot more complicated than that. Sometimes a marketing/advertising strategy is driven by factors that have nothing to do with anything you discussed here. People would be shocked why some of the worlds biggest companies launch (or don't launch) various products. What I can tell you is that most mainstream luxury watch owners aren't that different. I chuckled when you mentioned Jaeger likely has more informed owners, but I assure you they sold MANY watches simply because Dr. Strange in the Marvel movies wears a Jaeger and it was part of his backstory. Watch enthusiasts like car enthusiasts are a very small portion of luxury, but they have big voices and lots of coverage on platforms like this. TH-cam, Internet forums and blogs like "The Watch Snob" have elevated certain brands from relative mainstream obscurity into populist luxury icons (think Patek- which placed a billboard over the Lincoln Tunnel in NYC I might add). Lastly, when people talk about "rich" people they often don't define it. People often argue over household income or net worth, but it's really not so complicated. Defining "rich" for me as a researcher comes down to a single question: "Do you have to work?" Do you need to work to pay for your home and sustain your lifestyle? If the answer is "yes" then you're not rich. You can be a surgeon or lawyer, but if your $3 million home goes into foreclosure if you don't work for 18 months and you deplete your savings- you're not rich. The rich don't have to work if they so choose. They work for fulfillment. Most luxury watch buyers aren't rich. They're middle and upper middle class folks who want to fight for social supremacy in their space and feel special. If you're Bill Gates you're perfectly content to wear a Casio, as you don't require anything to signal social status.
Yes. I thought I would actually see the curtain pulled back here. Don’t executives at brands like Rolex discuss the psychographics of their customers? If not, shouldn’t they? If so, isn’t THAT the information this should be sharing?
@@alohamilonga8736 of course they do. If I wanted to sell a watch the first thing I would do is get Kendrick Lamar to wear it. Everyone in LA would buy one.
@@AfriqueNY Thank you, that's kind to say. Unfortunately, I'm so strangled by NDA's it feels like walking through a minefield just to share a few thoughts these days haha.
@@afellowinnewengland6142 it's rare that you come across a comment as well written and intellectual and insightful as yours. Immediately I fwded to all of my social group and told them this was required reading. You sir have a gift and I hope you persue it. The educated consumer I think on some level understands how companies reach their target demographics. You make it interesting and entertaining and that's the difference.
My most recent purchase was a Tudor Glamour Date+Day. I liked the look and what made it infinitely more appealing was the fact that nobody was talking about the watch. With Tudor moving into in house movements Glamour collection was left in purgatory and recently got discontinued. I jumped at the chance and really enjoying it.
You will like this. I worked at a store that sold high end outdoor equipment. When people would return things, we would have the option to buy them. A young professional type guy came in. He was returning a Casio Pro Trek PRW ~ 5050BN. It is in Khaki and Black. He bought it because he liked the style; and not the functionality, and was not interested in it for it's compass, barometer, etc. ~ I was. I had the opportunity to buy it for 30 dollars. It has a line etched on the back plate by our inventory department, to show that it was a return. ~ That was a steal. I bought it in 2017 or 2018...and whenever the battery dies on my quartz watch, or an automatic stops working, I put this thing in the sunlight for a day, and start wearing it again. It was an unbelievable match of luck and timing, and the fact that no one else really knew what it was. I had always wanted a Pro Trek, since one of my leaders in Boy Scouts had one, and we used it on a hike in Rocky Mountain National Park in Colorado for map reading .
Mike is such a clever guy. Im almost certain he's working in Marketing. He explains consumerism on a ground level with simplicity. This applies to cars, hi-fi, every product line, and brand. I've always wondered who the Hell buys a Fiat or a Dacia. But there it is.
My most recent watch was the Tudor BB58 GMT, because of the following: - It got great reviews - I didn't yet own a Tudor - I didn't yet own a GMT, despite having a nine watch collection - I liked that it was METAS certified - I liked the look of the black and burgundy bezel and I had no watches with burgundy in them to match with my burgundy shirts, pants, and/or sport jackets Those are my exact reasons for purchasing it.
A little disappointed that the Omega buyer wasn't covered although, I already know what they're like... intelligent, stylish and peerless in all areas of taste! ;)
The most recent watch I bought was a Ikepod Megapod with a Miyota 9039. Main reason is because of how unique it looks, and Andrew's video on watch finder about the brand introduced me to it and I was instantly hooked.
I am waxing a bit nostalgic about my business school days, particularly my marketing and organizational behavior studies. Watches are a hobby for me and I sometimes forget watchmakers are also businesses trying to turn a profit. I wonder if any of them have developed Myers-Briggs profiles on their target customers; just an idle thought on a Saturday afternoon. Excellent topic, as always.
Oh I'm sure they study their customers to the hilt. They take advice of the big name consultancies for sure. It's just that they'll never reveal it to the masses.
Arguably the best watch channel on TH-cam. Brands management should hire you as a consultant for strategy and sales of watches. Thanks for all the knowledge you give us.
Just bought the Formex Skye aventurine as a medium information, high interest, medium differentiation buyer… which fits perfectly since this is my favorite watch channel. 😊
My most recent watch purchase was a Tudor BB36. I couldn’t explain why it appealed to me so much more than the 36mm Explorer, but after watching this video it makes perfect sense! I am high information, low interest, and medium edgy.
Nearly 40 years ago I bought a Breitling Aerospace. After many rebuilds and repairs with continuous wear, alas last year it was lost on a fishing trip. I looked at over 100 different brands with no price constraints and even the new Aerospace models. I finally bought a nearly new 1992 model Aerospace from Japan. Turns out my tastes haven’t changed at all, I’m still a pilot, boat captain, and travel a lot so the original requirements still apply. The runner up was the Ball dive watch because the illumination crystals would be extremely handy. Might still get one for fun, though that is clearly a slippery path.
Yes! A kindred spirit. I bought my Aerospace about 36 years ago, and I still can't find anything that appeals to me as much, regardless of price and brand. Such a clean, simple, elegant dial (the original version, with the small windows for the digital display).
I approve of your choice.. Though I'm a JLC enthusiast, an owner for 54 years, I admire some of the Breitlings greatly, especially the 1960s era with Valjoux 72 Caliber. I may well own one before leaving this realm..
My most recent watch is a Rolex explorer 1. While I'd always fancied owning one, it was a never a priority, ive bought omega, nomos, Hamilton before. However, circumstances arose that meant i had the means and opportunity to get one at a, relatively, good price so i went for it. Its the only rolex that appeals to me, id rather own a Seiko 62mas than a Sub based on looks . If that opportunity hadnt occured my focus would have been on moving towards getting a Zenith Chronomaster or a Breguet xx.
Very interesting and informative. I was asking myself where I fell on your matrix and concluded I'm in the high interest, medium information, medium differentiation bracket. Glad to see I'm in good company! All the best!
My last purchase was a San Martin Omega Aqua Terra replica. The one before that a Cronos IWC Mark XX clone. My next purchase likely a Baltany dress watch homage. It is quite likely that, were you to take a survey, you would find that I am in the bottom 5% income level of those who regularly attend at your weekly posts. My social circle is made up of people who know nothing about watches, but who care about self presentation - that the people with whom they associate are well groomed and well dressed - and who notice if an accessory appears out of place. My watch acquisition habits are therefore driven by a perceived need to build a collection that is sufficiently diverse in watch style and dial colour as to encompass a range of watches appropriate to wear in a variety of social situations. I started with a GADA watch: a Hamilton Khaki Field automatic, thinking this to be a one watch collection that would meet my social needs. It wasn’t. Further, for a variety of reasons, I came not to like it. Further still, I came to the realization that I was never going to be a person who would be satisfied with a one watch collection. I came to the Chinese brands that I listed above because my research indicated that each of these brands made high value watches: good quality for a price that I could afford. Moreover, these brands made watches that mimic those watches that I would buy were I to have the money to afford them. These are watches appropriate to the casual social circumstances in which I most frequently find myself - sports watches, divers and skin divers, and fliegers. I know that I have very little interest in high horology: I have no plans to purchase a watch with a chronograph complication, even at a Chinese brand replica price. However, I find that I have a Breguet itch that might one day find a Chinese scratch.
I've watched several videos of yours across a couple of weeks now, mainly through up next recommendations. You are fantastic with your demonstration of information, I'm just a Bass player who loves watches and their details, so you've reeled me in Subscribed!
@CKshouta Depends on the budget and whether you're after new or vintage. As long as the watch is easily serviceable at a reasonable price. There's nothing wrong with mass market. You're usually getting a reliable product at an affordable price with a trustworthy warranty. People make the mistake of spending above average price for micro brands. They think they're smart until the watch needs a repair and realise the cost to fix it is 70 percent of the purchase price, so it ends up being put up for sale, at a loss as a project piece or sits in the back of the drawer.
I think the Rolex buyer was spot on. I have a friend who recently got a huge promotion and she wanted to celebrate with her first luxury watch. She reached out for some advice and out of all the brands and models, movement specs, service intervals etc etc that I sent her…She just went with Rolex because of the name🤷🏻♂️. I’d also say you’re high information tho mate😂.
I was on the phone with a lawyer friend when he suddenly started swearing. I asked what the problem was, and he told me that his watch had just broken apart. I jokingly said that I bet that it was a Rolex, and he said yes, that I was correct, lol.
God bless… But those Rolex watches for women just look silly. They’re just too chunky and awkward looking yes… With her shrunk a little cases they still look like they’re trying to hard. I mean what is missing these days is a conversation about a proper woman’s watch. I need a good one. Nice quality I mean maybe Ebel held that position for a little while I don’t know. Anyway, congratulations to the lady come and God bless. She has a quality time piece that she earned and feels good about wearing. I hope she enjoys it for a long time.
My last watch was a U-Boat Dark Moon. I saw on trip to Florence Italy. Instantly I was taken by the look of it. I like watches that are out of the ordinary and the Dark Moon was that watch for me.
My Take: Mike’s day job…Marketing exec for a consumer products company…maybe something like Proctor and Gamble?! Mike’s night job…applying his strategic marketing expertise to a category he really cares about; watches (not that he isn’t super passionate about Tide detergent lol). Who benefits? Us! Well done analysis Mike!
Exec yes. Marketing. No😉 But I sit in rooms with marketing execs regularly 😉 My key skill is listening to other smart people and regurgitating what they tell me
On the 3 factors I think the differentiation one is the only one that imho makes little sense, if you buy a Rolex to differentiate from the watch nerds that are hating on Rolex you are taking the most common choice, you can be edgy by being mainstream (and the fashion world knows this well)
I purchased a Grand Seiko because it’s insanely accurate and understated. I love owning something that isn’t flashy but yet superior quality. The only people who have noticed my watch are serious aficionados.
I did have to laugh recently when I heard a very well dressed woman who had a gold plated Rolex Day Date on her wrist complain about having to pay for an extra hour of parking....before climbing into her brand new Mercedes E-Class....lol
That's not ironic at all. People who have money don't necessarily waste it or don't value spending it wisely. In fact, is the poor people who spend frivolously and are careless with their finances. That's why they're poor and will never own a Rolex
As The Fall and Rise of Reginald Perrin's CJ would have said: "I didn't get where I am today by not complaining about having to pay for an extra hour of parking."
@grale78 I'm in finance and live in an exclusive address. I have neighbours that dress like homeless people and business clients that own 10 beachfront properties. They eat TV dinners and wear clothes from thrift shops. This lady is either fake rich or stingy rich. I have to hear them speak before I make my analysis. You can't tell if someone is properly wealthy just by their clothes but usually can tell from how they communicate.
My last purchase was a FORMEX REEF GMT, i bought it because of specs, regarding the specs: workhorse COSC movement, finishing of case and bracelet, BGW9 lume, swappable bezels, micro adjustments etc. But one thing got me with this brand above all the specs, their design and approach to product is different, the simmetric aura of the watch the recessed date on the dial, they have their own design language, and it's not disruptive like a CW C63 with lumed indices, it's more traditional in a sense that we can do different but we do not want to be different.
My latest watch is also a Formex Reef (non-GMT) - I also liked the specs, the modular options and that it's different than my other watches. Enjoy your Reef
All it really says is you like that particular watch. I have a Timex ... But I have Rolex. I have Tudor but I also have Omega. It's impossible to judge based on one fleeting day or night and what you may be wearing at that time.
Agreed. Each watch (not brand) has a unique message/attraction to each individual. There are so many factors that lead to a purchase, but my first (not only) factor starts with the dial.
You're a watch collector. Most buyers, unless they are ultra wealthy, aren't collectors. They buy 1-2 watches and call it a day. This video isn't going over the watch collector who is into it enough to watch a TH-cam video about the topic. Its explaining what these brands, thru market research, have determined to be their core demographic and the marketing strategies they employ to reach their demo.
@@dylvasey Yea... thats what I was saying? You and me are part of a niche subsection of the overall watch market and just because this video doesn't reflect us well doesn't mean its baseless when looking at the overall watch community
This is a brilliant insight of yours Mike. We are in Psicology grounds here. With a nuance: A rather original approach to the matter. The stereotypes you used are essential for comparisons and further discussions and analysis. Before I bought my Rolex Submariner I read tons about its history and the movements they used before the present 3235. Yet I was going to buy it anyway because of its classic look and because I'm not immune to James Bond's hype. So throughout my relationship with watches I've bought them with low interest, low Information, high interest and high Information and all types of combinations of the above. That makes us humans after all. Congratulations. This is the best TH-cam program on watches I've ever come across. Cheers.
Maybe thematically, or about interesting examples like Seiko Kinetic or Quartzmatic watches, or hi-beat watches. But mechanical is where the soul is :P If I wanted a circuit to tell me the time, I have a phone in my pocket already 😅
Mike, another fine episode and while you can get "in the weeds" for us (dare I out myself) "high information" watch nerds, your frame surrounding marketing, segmentation, value propositions and here, the high/low information scale is spot on. As to your parting query, my last two watch purchases were almost simultaneous in Japan last month. I got a GS 9R65 Shunbun because all of the reasons (and not particularly a GS fanboy, but boy is it pretty, despite the limitations of the clasp {but I digress}). In contrast, I was also down in Kyoto and I love the aesthetic frame of Kuoe (a local microbrand) and walked out with a comparatively inexpensive Old Smith. Why, I love the look and details of both of these two watches, and although they are generally not comparable in many ways, the do have a shared cultural aesthetic I like that says "thoughtful Japanese Style" to me. And getting them tax free as a tourist didn't hurt. On the information scale, I researched them long before considering going to Japan and so I was excited to purchase them both. And now, not only do I have nice watches that please me when I glance at them, when I look at my wrist for the time, I have I have a palpable and pleasant reminder of my good memories of Japan...talk about value. Thanks again for your channel and your trenchant reflections and frame on our shared interest.
My most recent purchase was a NOS Christopher Ward Tide because it’s a unique timepiece with a glowing ceramic dial. The use of upcycled ocean plastic in its case aligns with sustainability, which is a cause I support. Plus, Christopher Ward's impeccable craftsmanship and the watch's distinct design make it a standout addition to my collection. For me, it’s not just a watch-it’s a conversation starter to people who own and know popular watch brands but are not too keen with other small companies that offer quality timepieces.
My most recent purchase was a Bulova Super Seville. I bought it because I love the dial and the case shape, the elegant sweep of the second hand and the accuracy. It is a beautiful and quality watch for the price.
Regarding 2:34 in your video. This is a popularly held perspective. However, once I got out of high school, I found tremendous freedom and not caring what anyone thinks. With the exception of appearing like a buffoon to the masses, I navigate this world without worrying what other people perceive. This allows me complete flexibility to purchase, collect, and wear whatever I want at whatever price point suits my budget.
Seeing as you asked, my most recent watch was a CW Trident 300 special commission 'unit watch'. It has design features unique to us on the dial and case back and my own number engraved on it, so it's unique to me. My first CW and a perfect everyday dive watch. Its not as good as my main dive watch, my Tudor Pelagos, but it was 1/4 of the price. It's still an excellent watch and has left me very impressed with CW. Love the content Mike, always look forward to it.
Family guy. Loved that. I couldn’t care less about market analysis yet you make it utterly absorbing and self reflective. I know too much now about watches to have information and interest that relevant to me any more. But differentiation is very big for me I’ve come to realise. Thanks for another knock out video boet
@18:49 I felt personally attacked 😂 Benn a huge fan of the Flieger genre since the day IWC resurrected the BP line up in 2002 (REF. IW5002). As a teenager I was obsessed with its minimalistic yet classy look and straight to the point design statement: “a watch to tell the time as legible as possible without reading an actual wall clock, NOTHING MORE” That engaged me into a research path of the model’s aviation roots and heritage and as an aviation enthusiast (now aircraft engineer) myself it solidified my obsession. I ended up purchasing a type B Laco which I love. I would be happy to go for a BP46 only if my wrist was big enough. Note: the REAL original BP is the 55mm version which makes the 46 a smaller homage so… ;-) Now, with the 43 version out and with a minimalistic design that stays more honest IMHO to its roots than the 46 (no date no power reserve indicator) I could not be more hyped, does that make me a low information buyer? 😔 Note: loved the video 😊
My most recent three watches that I bought in one week since I’m working on finishing my collection are; 1. Rolex oyster datejust reference 1630 from year 1976 which comes on a two tone jubilee bracelet 2. Rolex Day Date 118235 black Arabic dial which is the rose gold 36mm 3. Patek Philippe 5139G-010 which is a perpetual calendar 38mm black dial with the clou de Paris white gold case.
I always say your clothes are a story you are telling other people about who you are, but your watch is a story you are telling yourself about who you are. That's why lots of people can advise you intelligently about your clothes but no one can tell you what watch to buy. It's also why we buy watches when we reach milestones and the stories we tell ourselves about ourselves change.
Agreed and well said!
At this point my 40+ watch collection just says I'm a lunatic.
@ As Billy Joel sings:
“You may be right
I may be crazy
Oh, but it just may be a lunatic you're looking for
Turn out the light
Don't try to save me
You may be wrong for all I know
But you may be right”
I feel like most people buy Rolex or some other hype watch just like clothes though.
Great comment 🫡
Mike is the watch therapist we all needed to better understand why we are the way that we are 😂 Bless you!
I do feel like I'm "on the couch" and Mike is sorting me out. Arguably the best deal in therapy today.
I wear a Rolex Explorer everyday and only one person has ever even noticed it and we were standing at a jewelers watch counter looking at other watches. Honestly that is what I love about it. It is my watch for me that makes me happy when I look at it. I might be boring but it is what I enjoy.
Here a proud Rolex Submariner owner. Well said buddy. 👍👍👍
I usually wear an old 1016, but nothing seems to generate the stares like my Prohunter, especially in restaurants, never fails.😡
This. I wear an Oyster Date as a daily, on a NATO for reasons of comfort/security. It goes generally unnoticed which is perfect, but makes me happy. Plus it’s small, doesn’t need babying, and if moved to the inside of my wrist when traveling is pretty invisible.
.
Also, a bit envious of the Explorer. If I had my time again I’d probably pick one of those over the Date, but I knew less at the time (guess at the time I fit that “low interest, low info” mould) and refuse to have two Rolexes in the collection… and this one is very much /my/ watch.
I could not agree more...I like my watches for myself not to show to others what I can afford - with the exception of my watch collector friends 😉
I wear a Rolex Yacht-Master wherever I go and when I first got it years ago, I was mildly worried about getting robbed or people staring and thinking me a trust fund kid. I have long since learned that nobody cares or even notices what's on my wrist. I can count the amount of times people mentioned it on one hand and they were all watch enthusiasts. I'm far from rich - I'm a freelancer and got the Yacht-Master as a reward to myself the first time I made solid 5 figures on a gig, which doesn't happen very often. The watch is scratched up and beaten and has been around the world with me. I love it, as it's uniquely mine and the sentimental value to me far outweighs the monetary price.
Thanks!
Brilliant analysis!
I have been in a quandary for a few years with my 70+ stash of night lights, ranging from a Casio I wore to my first Springsteen’s concert in the 80’s to a few trinity’s, wanting/needing to scale down. Each and every piece has uniqueness that makes it just as interesting as the other.
I constantly questioned why there’s only one Rolex, black/black 16710, that’s been in jungles and gala’s, and why I kept backing out of other opportunities.
JLC’s yes, Moser please (the acquisitions became much easier after the state of my hearing made spending money on “high end” audio even more absurd:)
I’m a high detail, high interest guy, lol.
I’ll let my therapist know I will not be needing her service anymore.
Coffee’s on me.
I have the same problem with pint glasses. I must have 50 of them. Every one represents a brewery or place that my wife and I have gone to. When she asks me to get rid of some, I mention this to her and the discussion is over. lol.
This reply was as poetic as they come. It was multifaceted in ways I didn't see at first... So I went to Chat to get a quick overview and I was not disappointed:
This comment is a blend of personal storytelling, self-reflection, and humor in response to the video. Here’s a breakdown:
Rolex Jungle Talk Reference: The commenter riffs on the video’s theme of watches reflecting customer traits (like low or high interest/information). They’re saying Rolex, a "low interest, low information" brand, still holds a unique place in their collection despite their preference for high-detail and high-interest items.
Personal Connection: They mention their eclectic collection ("70+ stash of night lights" = watches that glow in the dark), ranging from nostalgic pieces (like a Casio from a Springsteen concert) to "holy trinity" watches (likely referring to the luxury brands Patek Philippe, Audemars Piguet, and Vacheron Constantin).
Rolex Anecdote: They note how one Rolex-specifically a black/black 16710 GMT-Master-has accompanied them through vastly different experiences ("jungles and galas"). They also express confusion over their hesitancy to acquire more Rolexes despite this one’s significance.
Luxury Watch Preferences: They enjoy higher-end, niche brands like Jaeger-LeCoultre (JLC) and H. Moser & Cie. They justify their spending by humorously noting it’s more reasonable than investing in high-end audio gear, given their hearing limitations.
Humor & Conclusion: The commenter wraps up with self-awareness, joking that their watch journey has been therapeutic and they no longer need therapy. The “coffee’s on me” is a playful nod to their appreciation for the video.
TL;DR: They’re saying, "This analysis helped me understand why I value what I value in watches. My journey in collecting has been deeply personal, full of quirks, and sometimes inexplicable-but that's what makes it fun!"
I'm a psychologist and I approve of this message. :) Mike, I'm seriously impressed with your ability to analyze complex issues! Subbed!
My favorite watch channel. By far. No disrespect to the others.
Agreed the content and insights are excellent.
I personally disrespect others, exactly because they are "little information" and most of the time hype Rolex
This channel for insights and a reality check, ID Guy and Watch Chronicler for the history. Urban Gentry is my guilty pleasure
His no nonsense aproach heals the soul.
Ask him what he thinks of affordable fashion brands ....
First few seconds and I'm reminded of a book called the four agreements, I'm going to paraphrase this and extend it to my perception but basically "try not to take anything personally, no one's opinion of you or anything you've done is actually about you, it's about their own perception of you, it's their (incomplete) picture of you and your situation"
We judge people far to quickly.
I most admire people who measure high in all three characteristics. They're happy and secure within their own watch niche. They don't require outside approval of their choices. They don't attack other people for their choices.
Underrated attitude in this era. Let people make their own decisions. Remain curious. Assume positive intent. (I struggle with that sometimes, I'm not perfect.)
I try not to judge, either - not that it's easy.
That’s basically no one in the community !
You could get an entire MBA just listening to this guy talk about watches. A worthy successor to post-Alex Morgan Watchfinder. (I'm high information high interest, FC Highlife Worldtime and Patek 5130P. ALS Langematik Perpetual or VC Overseas Worldtime will be my next watch)
Most recently, I purchased a Seiko SLA067. It's an all black reimagination of the 62MAS. My wife and even some of my watch enthusiast friends think I am crazy for spending almost $3k on a Seiko. But I absolutely love it and wear it at a much higher frequency than other more expensive watches I own.
I would say you, like me, are crazy like a fox. I owned the SLA033 for years but wound up selling it several years later. I loved it however its steel bezel insert, Zaratsu polished perimeter and case bands were absolute scatch magnets. I'm still very seriously considering getting the SLA055, though; all SLAs are, despite SEIKO's super hard (scratch) coating, fantastic watches. Congratulations on getting yours, mate.
If they are watch enthusiasts, it shouldn't be too difficult to understand why you bought that watch.
I've seen millions paid for art that looks like an accident 😮 .
ME: High Interest. Medium Information. Low Bank Account.
But I'm happy with my Hamilton watch.
lol this is me too. i just bought a sweet g shock though...
you've described the Hamilton standard customer
Hamilton is a nice watch. Enjoy it. Not that you need my approval or acceptance
@@darinz7182 what do you think about breitling. I like them because they're loud & unabashed. make a video about breitling. I'd love it.
@rickfool1452 If it speaks to you, get it. Don't listen to anyone else. It will likely outlast us both. :)
Amongst the myriad watch channels, reviewing (or just plain promoting) the latest wrist candy, I'm always drawn to your analysis, because of the wonderful way in which you dissect the subject matter, with such skill and clarity of thought; whilst all the time, making it look as easy, as falling off a log. That takes real intelligence & knowledge!
Just purchased a Tag Heuer chronograph. I'm a long time F1 fan, which was my first intro to Tag. But my interest really took off when "experts" started taking a dump in them, despite all their history. I'm contrarian by nature, so to satisfy that side of my brain plus getting something inextricably linked with Formula 1 was an easy decision. And getting the watch at about 30% of the retail price was a pretty nice incentive as well😊
Likewise. I love F1 and Tag and formerly "Heuer" have always had a motorsport connection (I will allow Rolex have always been connected to the Le Mans 24h) And its why they appeal to me. Ironically, I very rarely wear a watch anyway. But when I do, I do it for me. To be honest. Only a handful of people have ever commented on my Aquaracer in the last 15 years of ownership anyway
@@rych7852 Rolex = Wimbledon?
Over the course of the year my most used watch is also my cheapest. It is my old Casio DW 5600E that I originally bought for cycling years ago. It isn't my most loved or even most accurate but it is my most practical watch by far.
That's so amazing
How inaccurate is a digital watch? Or does it not have the caché of a Swiss tik tok.
Same with me. I use a G-shock G- lide the most to look at the wave heights, sunset and sunrise times, and sunrise and sunset times. Oh yes, and occasionally, the times.
Mike, you're the best. It's so refreshing to hear your insightful and intelligent takes on watches.
Amazing man, so insightful and knowledgeable.
I just like building models and sharing ideas. Hopefully they're more accurate than not . If they spark conversation, I'm happy 😀😀
That JLC is absolutely gorgeous.
You’re insanely brilliant. Well…. This channel is. You are providing so much information in relatively so little time. This is like a fast track MBA, it’s a watch focused Marketing perspective. Insane. Insane. ❤🙏👌👍
It really is so clever, to explain complex issues with such simplicity and the mental lightbulbs illuminate accordingly.
You're just a fast learner. Soon you'll have a doctorate
Could not agree more!!
And, unlike those of us with an MBA, you don’t graduate with 6 figures of student loans, double win!
Lol. Kind words. Just trying to add a perspective 🙂
I bought a Sinn 556 because it looks amazing, no one (outside of watch ppl) knows what it is, and its cost doesn’t have me preoccupied with threats of damage or loss.
Now there's a good watch 😀😀
yes Sinn is doing an amazing job and lots of value..
great choice
Cheers! I'm wearing my Sinn 556A Sea King edition. I love this watch. The size is perfect. I also have a couple vintage Submariners but the Sinn gets significant wrist time from me.
@@jordanw8382 it's a sweet choice.
especially if you want to get a really well made watch with out going bankrupt..
Excellent..
I wish more people knew about Sinn
It is admirable that you spend so much time and effort on the thought process of the brands and bring us a well crafted summary. My last purchase was a Louis erard alain silberstein Mexico edition. I find it's look quite unique (although for the old silberstein followers it may not look very different). The decision making moment for me was the first time I tried it. It was so light and comfortable that I could forget that I'm wearing it (it's not a small watch). It's my most expensive watch by far.
Really enjoyed this breakdown
Thank you so much. Really really appreciated. Happy new years 😀😀😀
Watches tell about our lifestyle, taste, and, like it or not, about our psychological insecurities as well.
Mike…this was fascinating to see how you divided High/Low information/interest groups. Had to rewind and listen twice to categorize lots of different brands. Appreciate the content !
Appreciate that you watch. Thanks and happy new year 😀
I agree about JLC. Love the craftsmanship. Omega for me is the sweet spot. I feel its a great value...Thats why I wear a Swatch Irony at work and a Omega when I travel.
Bought my most recent because I really like George Bamford’s style and wanted a Bremont that was basically the last of its old guard designs. The fact that it will light up a room at night was a nice bonus.
I always find him off putting personally
This is a Master Class is consumer behavior. Well done!!!
Don't know about that, but I appreciate the kind words 😀😀
You have a flawless and almost therapeutic ability to take listeners on a journey. The subject matter feels secondary to the delivery. But as someone who's recently become fascinated with watches, I feel like I've struck a goldmine discovering your videos! Thanks for what you do and I hope you continue to do so. (PS first purchase for me was a few weeks ago, a TAG Heuer Blue F1 Chronograph. A million reasons why after much deliberation and I'm loving it. Actually makes me mad in a funny way that I lived so many years with an empty wrist!)
Luxury watches are so expensive that it requires lots of research, at least for me. You are my favorite watch channel, because your well thought out information helps me cut through the hype. Like many enthusiasts, there are so many watches that I would love to own. I am improving my search to find the next (best) watch for me. My sweet spot has been time only, high horology, (prefer chronometer grade), heritage brand, GADA/sports watch that is quiet luxury. I am still studying, but I keep coming back to the H. Moser Pioneer. I will be in Tokyo in a couple months, and I hope to see, and try on, as many watches as possible. Thanks for what you do.
I fully agree with your first statement. It baffles me to see seemingly intelligent people falling for Relox. Everything about it smacks me of marketing obfuscation to hide technical shortcomings and they’ve been doing it for 100+years. The vid perfectly sums up by calling them “low information”.😂
Good point about Patek. A lot of money for a stamped dial or logo. Look at CW C 60 Trident GMT. Has applied metal indices as logo. Beautifully done. Rolex on dial has a gold crown indices. Grand Seiko does great dial work with applied indices.
My most recent watch purchase is a vintage 1971 Omega SeaMaster men’s watch, caliber 565 automatic movement, date complication, black dial, applied logo and hour markers. We survived the ravages of hurricane Helene here in the mountains of western NC, USA, and I decided to treat myself because YOLO. Btw, 1971 is my birth year 😊
Congrats...My father gave me his 1965 Omega Seamaster 166 0202 with the black dial which he inherited from his father. It's my most cherished watch by far. Glad you're enjoying your watch they are brilliant and look lovely with the black dial.
Bought a Citizen Eco Drive dive watch seven years ago when I started a new job and absolutely love that timepiece . No winding or battery replacement because it’s solar powered. Lost it for about a month last year and bought an identical watch to replace it and then found it! Gave the new one to my god-child for his wedding.
Again, right on point! great break down. I would have loved to have from you a deeper dive for other brands like AP, GS, Lange, etc..
Seiko when deciding which type of customer to cater to: "yes"
Got 2 rolex, a JLC, but love my Seikos❤
A former store manager from a Rolex AD in Hawaii mentioned on his TH-cam channel that most Rolex buyers aren’t actually “rich” - they’re often upper-middle-class individuals who aspire to look wealthy.
My first luxury watch was a white dial Omega SMP300, and I was influenced by Adrian Barker’s recommendation to go with the white variant. At that time, and probably still now, I was definitely a low-information customer.
Once again, great content!
The average Rolex buyer in the US earns less than $80K. They are barely middle class.
@@mrbrisvegas2please reference a source for this claim. Thank you.
Upper middle class in America = Rich
Rolex is NOW an "aspirational" brand. That tells you by definition that many people buying today have not yet achieved. I love my Rolex's some of which I've owned for 40 years, back in the day when my AD needed to shift Daytonas. I give them value along side my more valuable brands but I don't wear them much. I think they now say the wrong thing and that's a shame.
That's well-said. I would walk into board meetings in US, Asia, EU. In US, it's the aspirational but-not-quite there senior executives almost all wearing Rolex subs and GMTs, secondly the same Omega moon watch. In Europe, these same cats in a different geography dig their Tag Carreras, footie and racing-inspired watches. In Asia, brand is more important than which model--lots of Omegas, Cartier, blingier stuff the better and lots of faux yellow gold. The actual senior executives would wear AP and and the like with some subset of these guys wearing those hidious yellow gold, diamond-embedded Rolex that never seemed to fit their wrists. 😀
I bought my last watch as a way to manage my watch addiction, and to take a break...a local guy i know sold me an artisan little watch made in England by hand. A Harold Pinchbeck George. It's superb quality, explorer dimensions, with an old new stock ETA movement. Hand polished, lovely dark purple dial and gold hands. The watch cost me 25% of the £2000 retail price. And it's stunning. So to me, it's a two fingers up to the industry watch. I basically have a rolex explorer quality watch, which i wear on nato or alligator leather strap.... and i can ignore the hype.... so i guess for me, its the feeling of being a contrarian, who loves the watch, not what others say about that watch, and it allows me to enjoy the hobby on the cheap, while i save up and take a little break from expensive pieces I've owned in the past
Thanks for sharing 😀
If I learned anything from this video it’s that the average Rolex buyer tuned out at around the 7 second mark.
The average Rolex buyer doesn't even start to watch a watch video on YT.
114270 Rolex explorer 36 owner here, hoping to buy a Hamilton Murph 38 mm. I promise we’re not all posers 🥲
Not so, but I appreciate the stereotype.
Respect is a two-way street. I had a goal to own to own a Patek in the next five years since I’m not wealthy enough to just to buy one without reprioritizing my financial goals. Thierry made it clear that he doesn’t care to have my business. Wish granted.
@@Stealther What did Thierry do in order to nix this great business opportunity for him?
I think you are scary accurate with your takes on these brands and their clientele. Every time you mentioned a brand I thought of someone I know who owns one and you describe them to a tee. Hope you are having a great weekend!
It's a perspective at least - You've been around long enough to know that I like making these explainer models. SA won btw so good weekend ❤️😀😀
Very big fan of putting Peter Griffin on the screen to signal "THIS IS JOKE, PLEASE NO UPSET". Hehe :)
Thank you Mike!
Wow! Very very kind of you. Thanks so much ❤️❤️❤️
Very interesting, thank you. When I bought a Rolex thirty years ago, I did find it frustrating how little in depth information was available. I thought they were just a secretive organisation and trying to maintain some mystique for a mass produced watch, but your explanation makes a lot of sense.
An owner of a 34 years old submariner here. You are right. 30 years ago. How many watches last 30 years in perfect running condition? But, in general all these videos attack Rolex and its owner for pure envy.
My $38 Casio World Time is awesome, it’s my daily wearer. The I have my Seiko divers and Presage for formal occasions. I’m poor…..😂
I would love to have a very nice Omega, Tudor or a basic Rolex, but I can’t afford it. Sooo I take Mike’s advice, TGV suggestions and do my due diligence and find a nice watch I can afford that isn’t a FANBOY watch. This channel is invaluable to any and all watch enthusiasts!!! Thank you sir. 🙏🏻🙏🏻👏👏👏
How long does it take to save $2,000? 6 months, a year? That's the price of a pre-owned Speedmaster in decent condition. You only need to buy it once.
@@Philip_Taylor Wealth is relative. As a part-time teacher in Poland, it's taken me five years to save $2k
@@Philip_Taylor If you have to save for 6 months for a watch, then dont buy it; full stop. Two months at the very most, if you are really into watches and its like THE grail piece for you. For most people one month tops. No wonder these brands are able to charge such absurd prices, if people are willing to save their money for a whole year to buy a watch. This needs to stop.
@@frederickthegreat1352are you implying in your hypothetical that you allocate every spare penny of that month to the watch you are saving for? I could save 100 a month for a year or 600 a month for two months. Does that make the watch purchase more qualified in your opinion?
Fake it til you make it. Just get a replica Rolex
I appreciate your releases so much. Rarely do I walk away from a segment without learning something. Wishing you a happy and prosperous new year!
Happy new years 😀
Amazing analysis. I'm going to watch this twice. Thank you, Mike!
Lol me too !
Lol. 😂 Thanks 😀
The collecting classes are - POSER or LOSER or CHOOSER.
What a soothing sage voice you have - think I could listen to you for a while describing the gravel lying at the roadside. lol
Fun categories. Perhaps they should be elaborated on 😀Cheers
@@Mike.thiswatchthatwatch Well maybe POSER - wrist waggling or bling watch or good fake luxury etc.
LOSER - sports or clothes branded, cheap flashy or bad fake.
CHOOSER - researched, considered carefully, vintage, classic or of a certain style - almost any price.
Don't use first 2 groups - you will offend - and anyway we conoscente (lol) can spot these folk already.
I disagree to some extent.
Example, Pope Francis of Catholic Church used to wear a Casio MQ-24, now a Swatch whereas Pope Kirill, Patriarch of Orthodox Church a Gold Breguet.
One is a 8$ watch, other 30,000 $. Can't say for sure who is a poser, loser or a chooser? 😊
As my TH-cam friends at Whisky Tribe channel often say, "The best Whisky is the one you like, irrespective of price", I guess same should apply to watches.
I will never understand the obsession with watch brands and their status, in the end they are literally tools to tell you the time. I love watches because I love the fact that they are a relic in the modern world, not needed but wanted, a friend on your wrist to tell you the most important information " the time" a silent companion that ticks away monitoring the time passed as you get on with life.
Everyone already has a "tool to tell you the time" in their pocket. My friends all know I wear a watch, and, interestingly, they all ask me "what time is it?" when the information becomes momentarily important.
@JT-32 A watch is merely a burning wick; a counting device measuring the scale of depreciation of life. It's up to the individual how much they value their time by their choice of how they measure it. Of course you can just ignore it altogether. Studies are inconclusive whether being aware of their age according t o the time and date has any benefits over someone who does not measure the passing of time and doesn't know how old they are .
Why settle for practicality 😂😂😂
@@michaelstecyk7365 I'm not vain....
But all depends on the social circle one belongs to too. For example if you have money, you'll want the best possible car your money can buy. So before it could've been a Toyota, after money, it'll be a Lexus. Same same but different. Now, move over when you are with friends or colleagues. You'll want to dress sharp, smell good, eat at good restaurants. Here, comes the luxury of finer things in life. I'm not the one to tell how you should live your life, but try to picture yourself one stage above where you stand in life. I'm sure your priorities will change in life for sure and your psyche about watches. 😊
I bought recently a Rdunae military homage. It amazes me how production costs have gone so low that you can get extraordinarily well finished watches for the price of a couple of drinks in a fancy bar.
Three dudes walked into a bar with PP, AP and Rolex. A big dude at the bar asked them what time it was. The three watch dudes ran out of the bar as they were afraid to show what they were wearing to the dudes at the dark bar.
I guess it was time to leave 🤔💰
@@jackmclaughlin4552 definitely time to leave
Excellent and entertaining vid again. Thx Mike! By the way, I think if a person has a watch collection, taking a look at all pieces together does provide a good insight into that person
Another superb analysis sir! Thank you for your solid research and presentation.
Kind words - Thank you 🙂🙂
My most recent addition to my collection is a Seiko Presage GMT with the blue hemp dial. I was attracted to this watch for a number of reasons. First it's a traveller's GMT at a good price, second is the dial pattern. Third is a 4hz Seiko movement. 4th was the level of finishing. Finally I got it slightly used from an enthusiast at a great price.
In the flesh, it is a beautiful watch that made me reflect on the rest of my collection and how my taste has evolved. Furthermore it reminds me of a time when I did travel a lot and gives me that feeling of travelling again someday. It may be 42mm but I've found it wears smaller. Furthermore the deviation is well within cosc on this example.
never been into watches but saw a tag in jewellers window . it was an aquaracer. my wife made me try it on and i loved it. my wife immediately bought me it for my birthday. this was 18 years ago. i will have it till the day i die and no other.
I wanted an F1 from 1988 and it wasn't until about 6 years ago that I finally got one. I had bought many watches in the previous 36 years, both more and less expensive than a TH F1, but I had always been told that TH weren't very good. That it was a watch for people who didn't know any better. Anyway, one day I was sitting on the sofa and I thought, "Actually I just want a Tag Heuer Formula 1 and I am going to bloody get one."
I left the house about 25 minutes later, went to the nearest TH dealer and got one. I am very glad I did.
Low information purchases aren’t all bad
@@thegraciefighter102 I bought mine with full information. I always try to do so with any purchase.
Just purchased a Citizen Promaster Unite with Blue special edition. I wanted a Dive watch as it was missing from my collection and noticed this edition still can be found. Fantastic dial color and its a Promaster, so I can take it underwater.
Citizen owner in the comments - always good to see 😀😀
My most recent purchase was a late 90’s Seiko Kinetic Arctura, I wanted it as a kid, but alas, never got one, so when the chance cropped up… it’d be rude not to really! I was every bit as excited to open its box as I was when I got my Speedmaster, I guess that’s the power of nostalgia and unfulfilled childhood dreams…
I just sent off to models of this Seco alarm courts… One of which I purchased sometime in the 1980s. It’s an analog black face white hands… Day and date. I really like it because it has a little orange segment on the rotating die, I’ll let you rotate with a separate crown. I get a kick out of it. But the first one kind of stopped working. I’m not sure if I try to have it serviced. Then I purchased a second one and that one sort of crapped out so I sent them both off to the Shikoku repair facility in New Jersey. It be great if they can service them and I can have them back working. Really fun pieces with a lot of nostalgia for me. 7220 series
Perfect answer to the question about why the Steel Nautilus was discontinued. I couldn’t put my finger on it, but that hits the nail on the head.
It's called snobbery. So if too many of the 'riff raff' rich folk who were buying the Nautilus and diluting the brand can't buy the Nautilus anymore is it going to stop them from buying the Cupitus? Or as Thierry Stern thinks, only Patek enthusiasts will buy it?
@@oysterman962 but snobbery not based on social class. There is a distinction, it’s based on keeping their products on *their* customers. Bernasconi is aware of the damage of mission creep.
I've spent three decades in consumer insights for major global brands (mainly luxury). You share some interesting perspectives that are logical and well reasoned, but I thought I'd pull back the curtain a bit. Very few prominent brands think in monolithic terms (internally anyway). Most large organizations conduct very expensive demographic and psychographic segmentation research and typically identify 4-5 key groups that represent 80+% of buyers. They also then weight those findings against their sales channels, goals for growth and conquest, brand strength and price elasticity. While it's fun to think that brands approach their clients in terms of being high or low information, etc it's a lot more complicated than that. Sometimes a marketing/advertising strategy is driven by factors that have nothing to do with anything you discussed here. People would be shocked why some of the worlds biggest companies launch (or don't launch) various products.
What I can tell you is that most mainstream luxury watch owners aren't that different. I chuckled when you mentioned Jaeger likely has more informed owners, but I assure you they sold MANY watches simply because Dr. Strange in the Marvel movies wears a Jaeger and it was part of his backstory. Watch enthusiasts like car enthusiasts are a very small portion of luxury, but they have big voices and lots of coverage on platforms like this. TH-cam, Internet forums and blogs like "The Watch Snob" have elevated certain brands from relative mainstream obscurity into populist luxury icons (think Patek- which placed a billboard over the Lincoln Tunnel in NYC I might add).
Lastly, when people talk about "rich" people they often don't define it. People often argue over household income or net worth, but it's really not so complicated. Defining "rich" for me as a researcher comes down to a single question: "Do you have to work?" Do you need to work to pay for your home and sustain your lifestyle? If the answer is "yes" then you're not rich. You can be a surgeon or lawyer, but if your $3 million home goes into foreclosure if you don't work for 18 months and you deplete your savings- you're not rich. The rich don't have to work if they so choose. They work for fulfillment. Most luxury watch buyers aren't rich. They're middle and upper middle class folks who want to fight for social supremacy in their space and feel special. If you're Bill Gates you're perfectly content to wear a Casio, as you don't require anything to signal social status.
Yes. I thought I would actually see the curtain pulled back here. Don’t executives at brands like Rolex discuss the psychographics of their customers? If not, shouldn’t they? If so, isn’t THAT the information this should be sharing?
One of the best comments I have read all year. You sir should write a column in the times consumer section
@@alohamilonga8736 of course they do. If I wanted to sell a watch the first thing I would do is get Kendrick Lamar to wear it. Everyone in LA would buy one.
@@AfriqueNY Thank you, that's kind to say. Unfortunately, I'm so strangled by NDA's it feels like walking through a minefield just to share a few thoughts these days haha.
@@afellowinnewengland6142 it's rare that you come across a comment as well written and intellectual and insightful as yours. Immediately I fwded to all of my social group and told them this was required reading. You sir have a gift and I hope you persue it. The educated consumer I think on some level understands how companies reach their target demographics. You make it interesting and entertaining and that's the difference.
My most recent purchase was a Tudor Glamour Date+Day. I liked the look and what made it infinitely more appealing was the fact that nobody was talking about the watch. With Tudor moving into in house movements Glamour collection was left in purgatory and recently got discontinued. I jumped at the chance and really enjoying it.
I'm a G Shock fan and totally geek out over the specs.
You will like this. I worked at a store that sold high end outdoor equipment. When people would return things, we would have the option to buy them. A young professional type guy came in. He was returning a Casio Pro Trek PRW ~ 5050BN. It is in Khaki and Black. He bought it because he liked the style; and not the functionality, and was not interested in it for it's compass, barometer, etc. ~ I was. I had the opportunity to buy it for 30 dollars. It has a line etched on the back plate by our inventory department, to show that it was a return. ~ That was a steal. I bought it in 2017 or 2018...and whenever the battery dies on my quartz watch, or an automatic stops working, I put this thing in the sunlight for a day, and start wearing it again. It was an unbelievable match of luck and timing, and the fact that no one else really knew what it was. I had always wanted a Pro Trek, since one of my leaders in Boy Scouts had one, and we used it on a hike in Rocky Mountain National Park in Colorado for map reading .
Mike is such a clever guy. Im almost certain he's working in Marketing. He explains consumerism on a ground level with simplicity. This applies to cars, hi-fi, every product line, and brand. I've always wondered who the Hell buys a Fiat or a Dacia. But there it is.
Just a nerd with too much time on my hands 😂
@Mike.thiswatchthatwatch you're best friend material. Too bad we can't chat on a whiskey Friday night...
Also poor people that need a car. Dacia is said to be great value. And the Fiat Panda 4x4 was unrivalled in agility off road.
@JeremySayers38 those are 1 model cars out of a bunch of overpriced plastic frauds.
My most recent watch was the Tudor BB58 GMT, because of the following:
- It got great reviews
- I didn't yet own a Tudor
- I didn't yet own a GMT, despite having a nine watch collection
- I liked that it was METAS certified
- I liked the look of the black and burgundy bezel and I had no watches with burgundy in them to match with my burgundy shirts, pants, and/or sport jackets
Those are my exact reasons for purchasing it.
Bingo 😀
Holy shit, I just started getting into watches and like your channel a lot. Just noticed the Gundam in the background, i see why i like you man lol
A little disappointed that the Omega buyer wasn't covered although, I already know what they're like... intelligent, stylish and peerless in all areas of taste! ;)
So, what model you own? ;)
All Omega owners are James Bond. Sexy, masculine and intelligent
@@oysterman962
I spat my Darjeeling across the room 😂😂😂😂😂
Jeremy Clarkson wears Omegas. That’s about all you need to know about that.
They are the middle child that gets forgotten
The most recent watch I bought was a Ikepod Megapod with a Miyota 9039. Main reason is because of how unique it looks, and Andrew's video on watch finder about the brand introduced me to it and I was instantly hooked.
I am waxing a bit nostalgic about my business school days, particularly my marketing and organizational behavior studies. Watches are a hobby for me and I sometimes forget watchmakers are also businesses trying to turn a profit. I wonder if any of them have developed Myers-Briggs profiles on their target customers; just an idle thought on a Saturday afternoon. Excellent topic, as always.
Funny you say that. Andrew Morgan recently posted a video on just that topic!
Oh I'm sure they study their customers to the hilt. They take advice of the big name consultancies for sure. It's just that they'll never reveal it to the masses.
Arguably the best watch channel on TH-cam.
Brands management should hire you as a consultant for strategy and sales of watches.
Thanks for all the knowledge you give us.
Kind of you. Don't want a job though. I don't actually want to do something 😀😀
@Mike.thiswatchthatwatch 😁
Just bought the Formex Skye aventurine as a medium information, high interest, medium differentiation buyer… which fits perfectly since this is my favorite watch channel. 😊
I just bought the same in blue
if the shoe fits….
congratulations! you got brainwashed into purchasing micro brands
@@oysterman962 thanks for your support
@@oysterman962 Uh... ok. Let us know when you launch the Oysterman watch enthusiast channel. I'm sure it will be utterly riveting.
My most recent watch purchase was a Tudor BB36. I couldn’t explain why it appealed to me so much more than the 36mm Explorer, but after watching this video it makes perfect sense! I am high information, low interest, and medium edgy.
I have a RolexOP and a BB 36, but I love the Tudor more, for some reason.
Nearly 40 years ago I bought a Breitling Aerospace. After many rebuilds and repairs with continuous wear, alas last year it was lost on a fishing trip. I looked at over 100 different brands with no price constraints and even the new Aerospace models. I finally bought a nearly new 1992 model Aerospace from Japan. Turns out my tastes haven’t changed at all, I’m still a pilot, boat captain, and travel a lot so the original requirements still apply.
The runner up was the Ball dive watch because the illumination crystals would be extremely handy. Might still get one for fun, though that is clearly a slippery path.
Yes! A kindred spirit. I bought my Aerospace about 36 years ago, and I still can't find anything that appeals to me as much, regardless of price and brand. Such a clean, simple, elegant dial (the original version, with the small windows for the digital display).
I approve of your choice.. Though I'm a JLC enthusiast, an owner for 54 years, I admire some of the Breitlings greatly, especially the 1960s era with Valjoux 72 Caliber. I may well own one before leaving this realm..
Very well thought out. Now this is the kind of watch discussion I am looking forward to see more on youtube.
My most recent watch is a Rolex explorer 1. While I'd always fancied owning one, it was a never a priority, ive bought omega, nomos, Hamilton before.
However, circumstances arose that meant i had the means and opportunity to get one at a, relatively, good price so i went for it. Its the only rolex that appeals to me, id rather own a Seiko 62mas than a Sub based on looks . If that opportunity hadnt occured my focus would have been on moving towards getting a Zenith Chronomaster or a Breguet xx.
Not often I hear people wanting an XX. Chronomaster would be my choice most likely 😀Thanks for sharing
Being someone with a Master Degree in Marketing, I have really enjoyed this video! Keep Up the good work.
Mathieu
Hi Mike, love your content! I look forward to these videos and topics!
Thanks and cheers 🙂🙂
Very interesting and informative. I was asking myself where I fell on your matrix and concluded I'm in the high interest, medium information, medium differentiation bracket. Glad to see I'm in good company! All the best!
My last purchase was a San Martin Omega Aqua Terra replica. The one before that a Cronos IWC Mark XX clone. My next purchase likely a Baltany dress watch homage.
It is quite likely that, were you to take a survey, you would find that I am in the bottom 5% income level of those who regularly attend at your weekly posts. My social circle is made up of people who know nothing about watches, but who care about self presentation - that the people with whom they associate are well groomed and well dressed - and who notice if an accessory appears out of place. My watch acquisition habits are therefore driven by a perceived need to build a collection that is sufficiently diverse in watch style and dial colour as to encompass a range of watches appropriate to wear in a variety of social situations.
I started with a GADA watch: a Hamilton Khaki Field automatic, thinking this to be a one watch collection that would meet my social needs. It wasn’t. Further, for a variety of reasons, I came not to like it. Further still, I came to the realization that I was never going to be a person who would be satisfied with a one watch collection.
I came to the Chinese brands that I listed above because my research indicated that each of these brands made high value watches: good quality for a price that I could afford. Moreover, these brands made watches that mimic those watches that I would buy were I to have the money to afford them. These are watches appropriate to the casual social circumstances in which I most frequently find myself - sports watches, divers and skin divers, and fliegers.
I know that I have very little interest in high horology: I have no plans to purchase a watch with a chronograph complication, even at a Chinese brand replica price. However, I find that I have a Breguet itch that might one day find a Chinese scratch.
You are A bum..😂
I've watched several videos of yours across a couple of weeks now, mainly through up next recommendations. You are fantastic with your demonstration of information, I'm just a Bass player who loves watches and their details, so you've reeled me in
Subscribed!
"I am someone who spends my money on antiquated technology."
😂
I prefer "Time Proven" to antiquated. My daughter would disagree.
If that's your belief, then why are you here?
Obviously Rolex and Patek have a winning formula. "If it's not broke, don't fix it."
@@chrisdonker4771 I feel that way yet I still collect watches. You can do both. 🙂
I must say you are in my view the most engaging watch man on YT
Kind words - thanks a ton 😀
I'm high information, but low money. So, I can't afford anything other than mass market stuff 🤣
I'm high interest but low money.
Citizen minute repeaters would be very much your thing?
@CKshouta Depends on the budget and whether you're after new or vintage. As long as the watch is easily serviceable at a reasonable price. There's nothing wrong with mass market. You're usually getting a reliable product at an affordable price with a trustworthy warranty. People make the mistake of spending above average price for micro brands. They think they're smart until the watch needs a repair and realise the cost to fix it is 70 percent of the purchase price, so it ends up being put up for sale, at a loss as a project piece or sits in the back of the drawer.
Ha, ha, love that comment 👏👏👏
@@oysterman962 I wonder how many luxury watches end up as just showcase pieces anyway. Who cares if they work or not? They look nice.
You provided me with so much more insights than I've thought possible when seeing the topic of this video. Cheers!
I think the Rolex buyer was spot on. I have a friend who recently got a huge promotion and she wanted to celebrate with her first luxury watch. She reached out for some advice and out of all the brands and models, movement specs, service intervals etc etc that I sent her…She just went with Rolex because of the name🤷🏻♂️.
I’d also say you’re high information tho mate😂.
Oof 😢
She could have had bought so many better watches, but like majority of us humans, people don't like to take risks when it comes to watches.
I was on the phone with a lawyer friend when he suddenly started swearing. I asked what the problem was, and he told me that his watch had just broken apart. I jokingly said that I bet that it was a Rolex, and he said yes, that I was correct, lol.
God bless… But those Rolex watches for women just look silly. They’re just too chunky and awkward looking yes… With her shrunk a little cases they still look like they’re trying to hard. I mean what is missing these days is a conversation about a proper woman’s watch. I need a good one. Nice quality I mean maybe Ebel held that position for a little while I don’t know.
Anyway, congratulations to the lady come and God bless. She has a quality time piece that she earned and feels good about wearing. I hope she enjoys it for a long time.
My last watch was a U-Boat Dark Moon. I saw on trip to Florence Italy. Instantly I was taken by the look of it. I like watches that are out of the ordinary and the Dark Moon was that watch for me.
The thinking man's watch channel.
My Take: Mike’s day job…Marketing exec for a consumer products company…maybe something like Proctor and Gamble?! Mike’s night job…applying his strategic marketing expertise to a category he really cares about; watches (not that he isn’t super passionate about Tide detergent lol). Who benefits? Us! Well done analysis Mike!
My guess for his professional career would be more in the consulting realm. Quite a few tells.
@@gyu4567he is a consultant ! I am super sure !
@@gyu4567like 4 box models? ha. You are probably right!
Exec yes. Marketing. No😉 But I sit in rooms with marketing execs regularly 😉
My key skill is listening to other smart people and regurgitating what they tell me
@@Mike.thiswatchthatwatch Like taking their watch to tell them the time :)
On the 3 factors I think the differentiation one is the only one that imho makes little sense, if you buy a Rolex to differentiate from the watch nerds that are hating on Rolex you are taking the most common choice, you can be edgy by being mainstream (and the fashion world knows this well)
I purchased a Grand Seiko because it’s insanely accurate and understated. I love owning something that isn’t flashy but yet superior quality. The only people who have noticed my watch are serious aficionados.
great choice 😀😀
I did have to laugh recently when I heard a very well dressed woman who had a gold plated Rolex Day Date on her wrist complain about having to pay for an extra hour of parking....before climbing into her brand new Mercedes E-Class....lol
If it was a real Rolex…it wasn’t plated in gold. It’s solid gold. Which makes it funnier.
That's not ironic at all. People who have money don't necessarily waste it or don't value spending it wisely. In fact, is the poor people who spend frivolously and are careless with their finances. That's why they're poor and will never own a Rolex
As The Fall and Rise of Reginald Perrin's CJ would have said: "I didn't get where I am today by not complaining about having to pay for an extra hour of parking."
She is a gold digger and her sponsors gave her golden Rolex and Benz but not cash for parking.
@grale78 I'm in finance and live in an exclusive address. I have neighbours that dress like homeless people and business clients that own 10 beachfront properties. They eat TV dinners and wear clothes from thrift shops. This lady is either fake rich or stingy rich. I have to hear them speak before I make my analysis. You can't tell if someone is properly wealthy just by their clothes but usually can tell from how they communicate.
My last purchase was a FORMEX REEF GMT, i bought it because of specs, regarding the specs: workhorse COSC movement, finishing of case and bracelet, BGW9 lume, swappable bezels, micro adjustments etc. But one thing got me with this brand above all the specs, their design and approach to product is different, the simmetric aura of the watch the recessed date on the dial, they have their own design language, and it's not disruptive like a CW C63 with lumed indices, it's more traditional in a sense that we can do different but we do not want to be different.
My latest watch is also a Formex Reef (non-GMT) - I also liked the specs, the modular options and that it's different than my other watches. Enjoy your Reef
Reefs look really nice,went with essence instead.I like,but I think suspension system is a gimmick.Still like my watch though.
All it really says is you like that particular watch. I have a Timex ... But I have Rolex. I have Tudor but I also have Omega. It's impossible to judge based on one fleeting day or night and what you may be wearing at that time.
Agreed. Each watch (not brand) has a unique message/attraction to each individual. There are so many factors that lead to a purchase, but my first (not only) factor starts with the dial.
You're a watch collector. Most buyers, unless they are ultra wealthy, aren't collectors. They buy 1-2 watches and call it a day.
This video isn't going over the watch collector who is into it enough to watch a TH-cam video about the topic.
Its explaining what these brands, thru market research, have determined to be their core demographic and the marketing strategies they employ to reach their demo.
@@Joeybanananas But in the same vein, a watch buyer isn't likely to then watch watch videos. So videos like this are for people with a watch hobby.
@@dylvasey Yea... thats what I was saying? You and me are part of a niche subsection of the overall watch market and just because this video doesn't reflect us well doesn't mean its baseless when looking at the overall watch community
This is a brilliant insight of yours Mike. We are in Psicology grounds here. With a nuance: A rather original approach to the matter.
The stereotypes you used are essential for comparisons and further discussions and analysis.
Before I bought my Rolex Submariner I read tons about its history and the movements they used before the present 3235. Yet I was going to buy it anyway because of its classic look and because I'm not immune to James Bond's hype.
So throughout my relationship with watches I've bought them with low interest, low Information, high interest and high Information and all types of combinations of the above. That makes us humans after all.
Congratulations. This is the best TH-cam program on watches I've ever come across.
Cheers.
Can you please do more videos on quartz watches? Thanks, Mike!
Maybe thematically, or about interesting examples like Seiko Kinetic or Quartzmatic watches, or hi-beat watches.
But mechanical is where the soul is :P
If I wanted a circuit to tell me the time, I have a phone in my pocket already 😅
Mike, another fine episode and while you can get "in the weeds" for us (dare I out myself) "high information" watch nerds, your frame surrounding marketing, segmentation, value propositions and here, the high/low information scale is spot on.
As to your parting query, my last two watch purchases were almost simultaneous in Japan last month. I got a GS 9R65 Shunbun because all of the reasons (and not particularly a GS fanboy, but boy is it pretty, despite the limitations of the clasp {but I digress}). In contrast, I was also down in Kyoto and I love the aesthetic frame of Kuoe (a local microbrand) and walked out with a comparatively inexpensive Old Smith. Why, I love the look and details of both of these two watches, and although they are generally not comparable in many ways, the do have a shared cultural aesthetic I like that says "thoughtful Japanese Style" to me. And getting them tax free as a tourist didn't hurt. On the information scale, I researched them long before considering going to Japan and so I was excited to purchase them both. And now, not only do I have nice watches that please me when I glance at them, when I look at my wrist for the time, I have I have a palpable and pleasant reminder of my good memories of Japan...talk about value.
Thanks again for your channel and your trenchant reflections and frame on our shared interest.
Thanks for taking the time to share your thoughts. Appreciated 😀
Please stop it with this, some people might belive what has been said about watches.
My most recent purchase was a NOS Christopher Ward Tide because it’s a unique timepiece with a glowing ceramic dial. The use of upcycled ocean plastic in its case aligns with sustainability, which is a cause I support. Plus, Christopher Ward's impeccable craftsmanship and the watch's distinct design make it a standout addition to my collection. For me, it’s not just a watch-it’s a conversation starter to people who own and know popular watch brands but are not too keen with other small companies that offer quality timepieces.
My most recent purchase was a Bulova Super Seville. I bought it because I love the dial and the case shape, the elegant sweep of the second hand and the accuracy. It is a beautiful and quality watch for the price.
Regarding 2:34 in your video. This is a popularly held perspective. However, once I got out of high school, I found tremendous freedom and not caring what anyone thinks. With the exception of appearing like a buffoon to the masses, I navigate this world without worrying what other people perceive. This allows me complete flexibility to purchase, collect, and wear whatever I want at whatever price point suits my budget.
Breitling for me! Cause I’m a pilot and the watch is spectacularly beautiful!
Never really got Rolex or its buyers before. Thank you. Great piece!
Seeing as you asked, my most recent watch was a CW Trident 300 special commission 'unit watch'. It has design features unique to us on the dial and case back and my own number engraved on it, so it's unique to me. My first CW and a perfect everyday dive watch. Its not as good as my main dive watch, my Tudor Pelagos, but it was 1/4 of the price. It's still an excellent watch and has left me very impressed with CW. Love the content Mike, always look forward to it.
Agree that a trident can't compete with a Pelagos, but both are great in their own right. Thanks for sharing 😀
Family guy. Loved that.
I couldn’t care less about market analysis yet you make it utterly absorbing and self reflective.
I know too much now about watches to have information and interest that relevant to me any more. But differentiation is very big for me I’ve come to realise.
Thanks for another knock out video boet
@18:49 I felt personally attacked 😂
Benn a huge fan of the Flieger genre since the day IWC resurrected the BP line up in 2002 (REF. IW5002). As a teenager I was obsessed with its minimalistic yet classy look and straight to the point design statement: “a watch to tell the time as legible as possible without reading an actual wall clock, NOTHING MORE”
That engaged me into a research path of the model’s aviation roots and heritage and as an aviation enthusiast (now aircraft engineer) myself it solidified my obsession.
I ended up purchasing a type B Laco which I love. I would be happy to go for a BP46 only if my wrist was big enough. Note: the REAL original BP is the 55mm version which makes the 46 a smaller homage so… ;-)
Now, with the 43 version out and with a minimalistic design that stays more honest IMHO to its roots than the 46 (no date no power reserve indicator) I could not be more hyped, does that make me a low information buyer? 😔
Note: loved the video 😊
My most recent three watches that I bought in one week since I’m working on finishing my collection are;
1. Rolex oyster datejust reference 1630 from year 1976 which comes on a two tone jubilee bracelet
2. Rolex Day Date 118235 black Arabic dial which is the rose gold 36mm
3. Patek Philippe 5139G-010 which is a perpetual calendar 38mm black dial with the clou de Paris white gold case.