Rolex Sky-Dweller

Trends: Not All Watches Are Created Equal – Reprise

Trends rule a larger part of our lives than many of us wish to admit. Sometimes we follow trends consciously, but often we are subconsciously influenced in the choices we make. All brands perform a delicate tightrope walk, but they differ in how successful they are. Martin Green takes a look at how trends affect or don’t affect now-iconic timepieces.

Patek Philippe Beta 21 and advertisment (photo courtesy Atom Moore and Christie's)

Quartz: Past, Present, But No Future? – Reprise

Nothing can stir up the watch world these days quite as much the launch of a new Apple watch. For some it’s a must-have gadget, for others it just isn’t a real watch. But perhaps quartz watches face more competition from smartwatches than mechanical watches. Does quartz even have a real future?

Marvels of watchmaking: Patek Philippe Reference 5370P and A. Lange & Söhne Double Split

Split Decision: Patek Philippe Reference 5370P vs. A. Lange & Söhne Double Split, An Owner’s Perspective – Reprise

If there were a watch enthusiasts’ encyclopedia, under “embarrassment of riches” the image might just be a side-by-side shot two of contemporary watchmaking’s great complicated pieces: the “mighty” A. Lange & Söhne Double Split and Patek Philippe’s Reference 5370P split-second chronograph. In this article, GaryG compares and contrasts them to come out with a winner.

Longines “Ambassador of Elegance” Kate Winslet

Celebrity Ambassadors: Good Marketing Or Terrible Waste? – Reprise

GaryG debates the whys and wherefores of celebrity ambassadors and what they may (and may not) bring to the communication of a watch brand.

Face Off: Arabic Numerals Vs. Roman Numerals, The (Roman) Empire Strikes Back

While the Roman numeral system is built on class and lineage, the Arabic numeral system is built on a combatant sass to attract the masses of all ages. Why does Nus Marek write this? And why for him do all roads lead to Rome? Find out right here.

You know you’re a watch guy if . . . at a restaurant you photograph everyone's watches but not the food

You Know You’re A Watch Guy Or Gal If . . . Reprise

Horophiles are pretty unique people and we have some pretty unique traits and habits. In the theme of Jeff Foxworthy and his “you might be a redneck if” routine, John Keil pokes a little fun at our WIS brothers and sisters (and ourselves). So without further ado, you know you’re a watch guy if . . .

Hermès Carré H with gray and black dials

DNA Approved: How Swiss Watch Brands Are Getting Back On Track – Reprise

What is the most precious element of any watch brand? Its manufacture? Its skilled employees? Its brand ambassadors? Its boutiques? Martin Green thinks that it’s none of those, because the most important asset of a brand is its so-called DNA. Here he explains how brands better used their heritage at the 2018 SIHH.

The Rolex Parachrom balance end stone shock protection in the Caliber 3135

The Number Of Jewels In A Watch Movement Indicates Value, Doesn’t It? A Myth Debunked – Reprise

Seriously, who cares how many jewels their watch has? Watchmaker Ashton Tracy thinks that you’d be surprised how many people care as they’ve been duped by a vintage practice of announcing the amount of movement jewels on watch dials. What is the real story here?

The How And Why Of Patents, Including The World’s Most Famous Watchmaking Patent Granted For Abraham-Louis Breguet’s Tourbillon

Patented inventions are present in every aspect of human life. Electric lighting glows in our rooms due to patents held by Thomas Edison and Joseph Swan; plastic is omnipresent thanks to patents registered by Leo Baekeland; and even ballpoint pens would not be on every desk if Laszlo Biro hadn’t patented them. Elizabeth Doerr takes a look at patents in the watch industry, including the most famous of all: Abraham-Louis Breguet’s patent for the tourbillon.

Code 11.59 By Audemars Piguet: How To Fail At Marketing, AKA To Break The Rules You Must First Master Them

The initial online response to the new Audemars Piguet Code 11.59 collection launched to great fanfare at the 2019 SIHH in January was extremely negative, and even among those who withheld judgment until handling the watches, “lukewarm” seemed to be the general view. Having let the dust settle a bit, GaryG takes a look at the anatomy of what he thinks was a dismal product launch (though not necessarily a dismal product).