Story Highlight
– Watches and Wonders week overwhelming social media content.
– Secondary market dealers influence watch news significantly.
– Event showcases centuries-old watchmaking skills and innovations.
– Diverse opinions needed for accurate watch industry coverage.
– Luxury watch industry must prioritize in-depth analysis.
Full Story
Rob Corder, editor-at-large for WatchPro, has expressed a sentiment shared by many as Watches and Wonders concludes, suggesting a welcome return to a quieter mix of content on social media, one that is less dominated by the intense fervour of watch enthusiasts.
His reflections carry weight, highlighting concerns about the overwhelming amount of social media chatter that can overshadow significant developments in the watch industry. Corder notes the influence of secondary market dealers throughout the year, who have a considerable presence on platforms like Instagram.
Notably, prominent influencers in the watch space, such as Khaled Mohammad Ebrahimi, Austen Chu, and Nicole Leonard, are all associated with their own watch dealing enterprises and are among the most followed personalities in this niche. While their content may generate excitement and engagement, Corder argues it often lacks the depth required when discussing the critical advancements presented during Watches and Wonders.
This event serves as a platform to exhibit the craftsmanship that has evolved over centuries, as well as to explore the impact of research and development on contemporary manufacturing techniques. Corder emphasizes the need for a measured, journalistic approach to truly capture the significance of this annual showcase.
To gain a fuller understanding of the new releases and their implications within the watchmaking community, he recommends various publications and platforms. Revolution, Monochrome, and Fratello offer detailed insights into each timepiece’s unique attributes, while Screw Down Crown (King Flum) provides an exploration of the psychological factors influencing brand presentations. For a collector’s perspective, Tony Traina’s Substack is suggested, alongside commentary from Johnny Davis at Esquire UK and Cam Wolf at GQ USA for broader cultural interpretations of stylistic choices.
In an effort to provide diverse viewpoints during this year’s event coverage, Corder and his team collaborated with The Five, a collective featuring industry experts with varied backgrounds. This group includes Roman Sharf, who brings vast expertise on the grey market; Oscar Strong, who provides insights from a retailer’s perspective; and Andrea Casalegno, who speaks for younger collectors. Additionally, Ella Kirby offers a valuable female perspective, while Lex Borrero contributes insights from a seasoned collector’s viewpoint.
Corder acknowledges the complexity of striking the right tone and execution in their output and encourages all involved parties to reflect on their own strategies. He notes that while it may be beneficial for Watches and Wonders to partner with influencers to maximise reach, the event must maintain control over its narrative to preserve its integrity.
He points out the intertwining of secondary dealers with the primary market, arguing that their insights are vital to understanding the watch industry as a whole. Nevertheless, he expresses concern about the impact of the tech-savvy, often superficial narratives that dominate social media, which can detract from meaningful analysis and discussion.
As the luxury mechanical watch sector seeks to address challenges impacting its growth, Corder asserts that it must broaden its focus beyond resale values and the loudest voices in the conversation.
