Opinion: Current State of Watch Collecting

For generations now, watches have been collected both by passionately involved aficionados, and those who simply appreciate fine craftsmanship. A good watch has become a representation of success, taste, and sophistication, and thanks to modern technology, the way that individuals collect such items of distinction has now taken a turn, and I fear that it’s for the worse. Through my writing and through conversations with like-minded collectors, I have spoken at length about how Instagram has proved to be such a great tool for bringing collectors together and developing a sense of community, though in the past few months, the quickly muttered side effects of this social media platform have become greatly evident. To put it bluntly, Instagram is eating away at the spirit, passion, and element of scholarship that was once synonymous with watch collecting, and here is why. Keep reading for a decent dose of substantially supported cynicism.

The beauty of Instagram is that it’s a platform devoted solely to photographs, so if you’re looking for a quick fix of “watch porn” at any given moment during the day, or if you’re looking to easily share the contents of your personal collection with the entire world, there’s your answer. Because of the focus on photos alone, we’re no longer seeing thoughtful exchanges of facts and information regarding technical details, historical particulars, and critical buying tips abundantly available across the various forums. In addition to that, the format of the platform really isn’t set up for in-depth interactions to be had, which is why most comments sections contain just compliments (a good number of which are submitted by bots). This purely aesthetic and rather superficial take on conversing with your fellow collector is going against what is to be expected in this information age that we live in, and is creating more and more ill-informed collectors.

Instagram has also been adopted as a major marketing tool by most notable watch manufacturers, and in addition to promoting their offerings on official brand accounts, they are indirectly advertising their products on accounts that appear to be controlled by regular collectors like you and I. Once a strong and devoted following of thousands of followers is developed, it’s not uncommon for brands to send their products to the collector (now ambassador) in question. This practice is very similar, if not identical to the concept of native advertising in modern journalism, and is ultimately responsible for the lack of individuality seen in many popular collections that we see on Instagram each and every day, along with the mass conformity to rather curious trends.

Above all, the main way that Instagram has impacted the way watches are collected, is best seen through how collectors are now seeking fame and recognition, thanks to the follower count found conveniently at the top of each account. If you ask most seasoned and experienced collectors of the pre-Instagram and forum eras about collecting, you will almost always be told that one should collect watches for themselves, and not to gain the approval and admiration of others through the purchase of pieces being pushed by large accounts. This is an idea I wholeheartedly agree with, and think needs to be reinforced more in modern collecting.

It should be noted that the influence of Instagram on watch collecting is a “first world problem” if there ever was one, but within an industry, craft, and passion so historically steeped with tradition and erudition, it’s a shame to see great watches be treated as mere shiny toys. So, I urge you to take pride in your watches, learn a thing or two about them, and share your enthusiasm with others in a thoughtful way. Collect for yourself, collect what you like, and be informed about what exactly it is that you collect.

Featured photo courtesy of Matthew Bain Inc.

by