Horological Meandering

In the former days horological production was constrained by material and skill but also by the pride of the craftsmen and -women. You could to that, but you don't because it does not fully fulfill your own aesthetic and technical standards.

That changed (well, there are a few, perhaps two, companies who still insist on the old proudness...).

Much, too much recently has been done because its possible, not because it makes sense. The world of horology is a crowded place nowadays, and everybody is desperately screaming for attention. 

To a large extent the industry is the victim of their own success. It grew and grew, thanks a great deal to new customers. At the same time the customer base got more and more educated, also because of the existence of knowledge hubs such as this very site. And got more demanding! In-house movements and complications are mainstream now and not enough to attract interest. Many buyers are not really watch enthusiasts and its difficult to build a long-lasting relationship with them on the basis of freesprung balances and flying tourbillons.

Thus out-of-the-world complications and designs are devised and exotic materials are employed to address the very problem that oh so many watch owners plague, like the low efficiency of power generation a watch achieves when a cat sneaks her fur along the left side of the case... ;-)

In the consequence, watch companies lost a bit of touch with their inner voice, a voice that would have told them when enough is enough for the benefit of identity. Watch companies are - like any industry - managed by professional managers who (naturally) love their yearly bonus more than a fine watch - more profit rules.

Watch companies are thus very sensitive to the lure of mammon and are in great danger to prostitute themselves on the altar of sales as sales go. This is a self-enforcing cycle.

And artful industry turned into an entertainment channel. In a very recent and excellently thought-provoking thread initiated by pplater I presented my personal proposal for an healthy exit which would necessitate to take the word horology serious...:

• Have the guts to give us a simple, well-designed and executed watch. Done in an original way this is exiting, trust me!
• Order a ban on all hyperbole used in advertising, this is an insult to the more educated part of your audience
• Rediscover the handicraft and skills involved in creating a watch, instead resorting to (nano-) chemical processes that are easily (and rather sooner than later) to be adopted by any me-to brands out there
• Omit all star(let) testaments and sponsoring of 'exclusive' events for the selected few, its us who pay for this... (but for how long?)
• Listen less to you accountants when drawing up the 2012 price lists
• Open your hearts (and promises (and booths)) to the watch-loving audience, we are quite nice guys, mostly not a nuisance and certainly much more than cows to milk!
• Gain insights into the essence of your brand, understand it and let it flourish instead of brabbling about its 'DNA'
• You should not fear the words 'emotion' and 'romance'. But consider that those can't be ordered or planned - let your restraints go and you'll see!

I am saving this for spring 2013...

Cheers,

Magnus