Use a GIA-certified gemologist for appraising diamond watches, not just a watchmaker.
The Mechanic vs. The Art Historian
Imagine asking a master car mechanic to appraise a rare painting you found in the trunk of a vintage car. The mechanic can tell you if the engine is pristine, but they can’t tell a Monet from a clever fake. A watchmaker is a master of the watch’s “engine”—the intricate movement. But a GIA-certified gemologist is the art historian for the diamonds. They possess the specialized knowledge and tools to verify if the gems are natural, grade their true quality, and uncover their real market value. For a diamond watch, you need both experts to understand the full picture.
Stop buying new watches from authorized dealers for investment. Do focus on the pre-owned market where the initial depreciation has already occurred instead.
Don’t Be the First Owner of a New Car
Buying a brand-new watch for investment is like driving a new car off the lot; it loses a significant chunk of its value the moment it becomes yours. Why would you volunteer to take that financial hit? Instead, think about the pre-owned market as buying that same luxury car a year later. The first owner has already absorbed the steepest drop in price. You get a watch that’s often in near-perfect condition, but you’re starting your investment journey from a much lower, more stable price point, where the only way to go is up.
Stop chasing the same Rolex models as everyone else. Do explore independent brands and vintage rarities instead.
Fishing Where No One Else Is Casting a Line
Imagine a single, crowded fishing spot where hundreds of people are trying to catch the same type of fish. Your chances of landing a prize winner are incredibly slim. That’s the modern Rolex market. Now, picture a quiet, hidden cove that only a few seasoned fishermen know about. The fish there are rarer, more beautiful, and you have the water all to yourself. Exploring independent watchmakers and unique vintage pieces is like finding that secret cove. You discover incredible craftsmanship and stories, and your chances of catching a truly special investment piece skyrocket.
The #1 secret for a profitable watch investment is buying the seller, not just the watch.
The Pilot is More Important Than the Plane
If you were to board a private jet, would you be more concerned with the brand of the aircraft or the skill and reputation of the pilot flying it? A beautiful plane with a shady pilot is a disaster waiting to happen. The same goes for watches. A seemingly perfect timepiece from a dishonest seller could be a fake, stolen, or full of hidden problems. A reputable seller, with a long history of happy customers and transparent practices, is your assurance of a safe journey. Their expertise and integrity are the most valuable components of any watch deal.
I’m just going to say it: Most luxury watches are a terrible investment.
It’s a Memory Maker, Not a Money Maker
Think of a luxury watch like a classic sports car. It’s a beautiful piece of engineering, incredibly fun to own, and it will create amazing memories. But will it beat the stock market? Probably not. Between insurance, maintenance, and the whims of market trends, most watches will not generate a significant financial return. You buy them for the joy, the craftsmanship, and the story they tell on your wrist. If it happens to appreciate in value over time, consider that a happy bonus, not the primary reason for your purchase.
The reason your watch collection isn’t appreciating is because you’re not buying the right references.
Not All Houses in a Great Neighborhood Are Good Investments
Imagine buying a house in a very desirable neighborhood. You might think any property there is a guaranteed win. But if you buy the one with a cracked foundation and a leaky roof, you’re going to lose money. It’s the same with watches. Simply buying a watch from a famous brand isn’t enough. Within each brand, there are specific model numbers, or “references,” that are highly sought after by collectors for their history, rarity, or unique features. Owning the right reference is like owning the best house on the best street—it makes all the difference.
If you’re still ignoring the importance of “box and papers,” you’re losing significant resale value.
Your Watch’s Birth Certificate and Passport
Imagine trying to sell a purebred dog. If you have its official pedigree papers and health records, you can prove its lineage and guarantee its condition, commanding a much higher price. A watch’s original box and papers—the warranty card, manuals, and receipts—serve the exact same purpose. They are the watch’s birth certificate and passport, proving its authenticity and history. Without them, a potential buyer will always have a seed of doubt, and that doubt will translate into a significantly lower offer. A complete set tells a story of care and authenticity that buyers will pay a premium for.
The biggest lie you’ve been told about watch investing is that it’s a get-rich-quick scheme.
It’s a Marathon, Not a Sprint
Believing that watch investing is a way to get rich quick is like planting a small acorn and expecting a giant oak tree to appear the next morning. It’s a fantasy. True watch investing is a slow, patient game of nurturing an asset. It requires years, sometimes decades, for a timepiece to mature in value. It’s about careful research, holding steady through market fluctuations, and appreciating the asset for what it is. The real reward comes from the long-term growth, not a lucky flip.
I wish I knew about the “unpolished” craze in the vintage watch market when I was starting out.
The Beauty of Original Scars
Think about an antique piece of wooden furniture. An expert will tell you that the original finish, with all its minor scratches and dents from a century of use, is far more valuable than a piece that has been sanded down and re-varnished to look brand new. The same is true for vintage watches. An “unpolished” watch retains the sharp, original lines and edges from the factory. Each small scratch tells a story. Polishing a watch can make it look shiny, but to a serious collector, it erases its history and diminishes its value.
99% of new collectors make this one mistake: not factoring in the cost of insurance and servicing.
The Hidden Costs of Owning a Prized Racehorse
Imagine you’ve just bought a champion racehorse. The initial purchase price is just the beginning. You then have to pay for the stable, the food, the veterinarian, and the insurance. The ongoing costs are a significant part of the ownership experience. A luxury watch is no different. You need to insure it against theft or damage, and every few years it will need a professional service, which can cost hundreds or even thousands of dollars. Ignoring these “cost of ownership” expenses can turn a dream purchase into an unexpected financial burden.
This one small habit of tracking auction results for specific models will change the way you invest in watches forever.
Becoming Your Own Weatherman for the Watch Market
Imagine you’re a farmer. You wouldn’t just plant your crops and hope for the best. You’d check the weather forecast every single day to make informed decisions. Tracking the final sale prices of specific watch models at major auctions is like being your own market weatherman. It provides real, hard data on what collectors are actually willing to pay right now. This knowledge protects you from overpaying when you buy and helps you ask for the right price when you sell, turning you from a hopeful amateur into a savvy, data-driven investor.
Use a professional watchmaker to inspect a pre-owned watch before you buy, not just relying on the seller’s photos.
Getting a Home Inspection Before You Buy the House
You wouldn’t buy a house based on a few beautiful photos online, would you? You’d hire a professional inspector to check the foundation, the plumbing, and the wiring to uncover any hidden problems. A pre-owned watch deserves the same diligence. The seller’s photos can’t show you a rusty gear, a worn-out seal, or an incorrect replacement part inside the movement. A trusted, independent watchmaker is your home inspector. They can open the watch up and give you a true assessment of its health, saving you from a purchase that only looks good on the surface.
Stop thinking of your watches as just jewelry. Do treat them as a serious alternative asset class instead.
Your Art Gallery on Your Wrist
You might look at a beautiful painting on a wall and see it as decoration. But an art investor sees it as a tangible asset, a store of value completely separate from the stock market. It’s time to view your watch collection in the same way. It’s not just a collection of shiny bracelets; it’s a portfolio of carefully chosen, portable assets. When you shift your mindset from “jewelry” to “alternative asset,” you begin to make smarter decisions about buying, selling, and preserving the long-term value of your collection.
Stop buying watches with aftermarket parts. Do insist on all original components for the best investment value.
The Classic Car with a Modern Engine
Imagine finding a pristine 1965 Ford Mustang, a true classic. But when you look under the hood, you discover the original engine has been replaced with a modern one from a different brand. To a collector, the car’s soul and a huge portion of its value have been ripped out. A watch with aftermarket parts—a new dial, incorrect hands, or a replacement crown—is the same. It may look fine and even work perfectly, but it’s no longer the authentic timepiece that left the factory. For maximum investment value, originality is everything.
The #1 hack for getting a “hot” watch at retail is to build a long-term relationship with an authorized dealer.
Becoming a Regular at Your Favorite Restaurant
If you want to get a table at the most exclusive, in-demand restaurant in town, you don’t just call on a Saturday night and expect to get in. You become a regular. You go for lunch, you get to know the host, you celebrate small occasions there. When a prime-time table opens up, who do you think they’ll call? Building a relationship with an authorized watch dealer works the same way. Buy a less popular model, purchase a piece of jewelry for your spouse, stop by just to talk watches. You’re no longer a random name on a list; you’re a loyal customer.
I’m just going to say it: The waiting lists for popular watch models are a marketing tactic.
The Velvet Rope Outside the Nightclub
Think about a popular nightclub with a long line of people waiting outside behind a velvet rope, even when it’s not full inside. The line itself creates a buzz and the perception of exclusivity. It makes people want to get in even more. The infamous “waiting lists” for hot watches often function the same way. While scarcity is real for some models, the list is also a powerful marketing tool. It builds hype, reinforces the brand’s desirability, and ensures that when you finally get the call, you feel like you’ve won a prize.
The reason your watch investments are underperforming is because you’re not diversifying your portfolio.
An Orchard with Only One Type of Tree
Imagine you own an apple orchard. If a sudden disease that only affects apple trees sweeps through, your entire business is wiped out. But if you had an orchard with apple, pear, cherry, and peach trees, you would be protected. A blight on one crop wouldn’t ruin you. If your watch collection consists only of modern stainless steel sports models, you are vulnerable to a single shift in market trends. By diversifying into different brands, eras (vintage, neo-vintage), materials (like gold or titanium), and styles (dress watches, chronographs), you create a more resilient and interesting portfolio.
If you’re still not considering women’s watches as a serious investment category, you’re missing out on a growing market.
The Undiscovered Wing of the Art Museum
For a long time, the art world was laser-focused on male artists. But in recent decades, collectors have woken up to the incredible talent and value of female artists, and their market has soared. The watch world is experiencing a similar awakening. For years, the focus has been on men’s models, leaving many exquisite and historically important women’s watches undervalued. Smart investors are now exploring this “undiscovered wing” of the market, acquiring beautiful timepieces from iconic brands before the rest of the world catches on.
The biggest lie you’ve been told is that a “limited edition” watch is automatically a good investment.
The “Limited Edition” Beanie Baby
Remember the Beanie Baby craze, when “limited edition” and “retired” toys were supposed to make everyone rich? The reality was that the company just kept producing more and more “limited” versions until the market was flooded and the value collapsed. The term “Limited Edition” on a watch can be a powerful marketing buzzword, but it means nothing without true scarcity and genuine demand from collectors. Don’t be swayed by the label; look at the actual production numbers and the model’s real-world desirability.
I wish I knew about the importance of provenance and the story behind a vintage watch.
The Guitar Played by a Rock Star
You could have two identical vintage guitars from the 1960s. One is worth a few thousand dollars. The other, which was owned and played by a famous rock star on a legendary album, is worth millions. They are the same object, but one has a story, a history, a “provenance” that makes it priceless. The same is true for watches. A vintage timepiece with documents proving it was owned by an astronaut, a race car driver, or a historical figure carries an emotional weight and a monetary value that an identical watch without that story can never match.
99% of collectors make this one mistake: storing their watches in a place with high humidity, which can damage the movement.
Leaving Your Classic Car Out in the Rain
You would never park your cherished classic convertible outside in a rainstorm with the top down. The water would ruin the leather interior and rust the delicate metal components. Storing your luxury watches in a humid environment, like a damp basement or a standard bathroom cabinet, is doing the exact same thing to their insides. Moisture can seep past the seals, causing rust and corrosion on the tiny, intricate parts of the movement. A dry, stable environment, like a quality watch box with silica packets, is the safe garage your collection needs.
This one small action of joining a local watch enthusiast group will give you access to a wealth of knowledge and opportunities.
Joining the Neighborhood Garden Club
Imagine you’re new to gardening. You could try to learn everything by yourself through trial and error, probably losing a lot of plants along the way. Or, you could join the local garden club. Suddenly, you’re surrounded by experienced gardeners who can tell you which plants thrive in your soil, warn you about common pests, and even share cuttings from their own prize-winning roses. A watch enthusiast group is your garden club. It’s a community of passionate experts who can offer advice, share deals, and open doors you never knew existed.
Use a watch winder for your automatic watches, but don’t leave them on it 24/7.
A Treadmill for Your Timepiece
An automatic watch is like a self-sufficient little machine that’s powered by your motion. A watch winder acts like a treadmill, keeping it running when you’re not wearing it so the time and date are always set. But just like you wouldn’t keep a person on a treadmill 24 hours a day, 7 days a week, it’s not ideal for a watch. The constant motion causes unnecessary wear and tear on the internal parts over time. The best approach is to use a winder intermittently, giving your watch the exercise it needs without overworking it.
Stop buying watches based on their size and trendiness. Do focus on their historical significance and horological merit instead.
Buying the Fad vs. Buying the Classic
In fashion, you can buy the trendy, oversized neon jacket that’s popular this season, but will be forgotten by next year. Or, you can invest in a timeless, perfectly tailored leather jacket that will look good for decades. Chasing trendy, oversized watches is like buying that neon jacket. A watch with true historical importance—perhaps it was the first of its kind or was worn during a significant event—and real horological merit, meaning it has a beautifully crafted and innovative movement, is the timeless leather jacket. It will never go out of style.
Stop overlooking the investment potential of pocket watches. Do explore this niche market for undervalued treasures.
Finding Masterpieces in the Attic
Imagine a world where everyone is collecting modern art, causing prices to skyrocket. Meanwhile, the attic of the art world is filled with stunning Old Master paintings that a new generation has overlooked. Because demand is lower, you can acquire a piece of incredible quality and historical importance for a fraction of the price. The pocket watch market is that attic. It’s a niche filled with some of the most beautiful and intricate watchmaking ever created. For a savvy collector, it’s an opportunity to find undervalued treasures before the rest of the world remembers they exist.
The #1 secret for a successful watch investment is to buy what you love, but be smart about it.
Marrying for Love, but Not With a Blindfold On
The best advice for a happy life is to marry for love. But you probably wouldn’t marry someone without first knowing if you share the same values or if they have a mountain of hidden debt. The same applies to watches. The foundation of a great collection is buying pieces that bring you genuine joy. However, that love should be paired with smart decisions. Do your research, understand the market value, and ensure you’re buying a good example. Combining passion with intelligence is the secret to building a collection that is both emotionally and financially rewarding.
I’m just going to say it: The brand is more important than the complication when it comes to resale value.
A Famous Signature on a Simple Sketch
Imagine you have two pieces of art. The first is an incredibly detailed and technically complex drawing by an unknown student. The second is a very simple sketch, just a few lines, but it has Pablo Picasso’s signature at the bottom. Which one is worth more? The Picasso, of course. In the watch world, “complications” are the complex features of a watch, like a stopwatch or a calendar. While impressive, a highly complicated watch from a lesser-known brand will almost always be less valuable than a simple, time-only watch from a powerhouse brand like Patek Philippe or Rolex. The brand’s signature carries the most weight.
The reason your watch collection lacks depth is because you’re only buying from a handful of well-known brands.
A Library with Only Bestsellers
Imagine a personal library where every single book is from the current bestseller list. While you might have some entertaining reads, you’re missing out on the classic literature, the groundbreaking poetry, and the niche non-fiction that create a truly deep and interesting collection. If you only buy watches from a few of the most famous brands, your collection will be just like that library. Exploring independent watchmakers and respected but less-hyped historic brands adds the unique character, variety, and intellectual depth that separates a good collection from a truly great one.
If you’re still not reading the fine print of a watch’s warranty, you’re setting yourself up for disappointment.
Ignoring the User Manual for Your New Car
When you get a new car, you get a thick manual that explains what is covered by the warranty and what isn’t. You know that if you modify the engine yourself, you’ll void the warranty. A watch’s warranty is the same. The fine print will tell you exactly what is covered (usually manufacturing defects) and what isn’t (like damage from dropping it). It will also specify how often you need to have it serviced to keep the warranty valid. Ignoring these details is like ignoring the manual—you might accidentally do something that leads to a very expensive, uncovered repair down the road.
The biggest lie you’ve been told is that you need to have a massive collection to be a serious watch investor.
Quality Over Quantity in Your Art Collection
Would you rather own a hundred cheap, mass-produced posters or one single, beautiful original painting from an artist you admire? The answer is obvious. One piece of high quality and significance holds more value and brings more joy than a room full of mediocrity. Being a serious watch investor isn’t about the number of watches in your box. It’s about the quality, rarity, and importance of the pieces you choose. A thoughtfully curated three-watch collection can easily be more significant and valuable than a scattered assortment of thirty mediocre ones.
I wish I knew how to spot a “frankenwatch” when I was a new collector.
A Car Built from Three Different Wrecks
Imagine a mechanic builds a car for you. It has the body of a Ford, the engine of a Chevy, and the interior of a Toyota. It might look okay from a distance and it might even run, but it’s not a real car. It’s a “franken-car” with mismatched parts that has very little value. A “frankenwatch” is the same thing—a watch that has been cobbled together from the parts of many different watches. It might have the case from one model, the dial from another, and the hands from a third. Learning to spot these fakes is a crucial skill to avoid buying a monster.
99% of people make this one mistake when selling a watch: not taking high-quality photos that showcase its condition.
Trying to Sell a House with Blurry Photos
Imagine you’re selling your beautiful home, but the online listing only has a few dark, blurry photos taken on a bad phone camera. Potential buyers will just scroll right past it, assuming you have something to hide. When you sell a watch online, your photos are your entire sales pitch. Bright, sharp, high-resolution images that clearly show every detail—the good and the bad—build trust and allow the buyer to see the true quality of the piece. Great photos can add hundreds or thousands of dollars to the final sale price.
This one small habit of keeping all your service records will add significant value to your watch when you decide to sell it.
The Meticulous Maintenance Log of a Classic Car
When you buy a used car, which one gives you more confidence: the one with a glove box stuffed full of every oil change receipt and maintenance record, or the one with no history at all? You’d always choose the one with the detailed logbook because it proves the car was well-cared for. Keeping the receipts and paperwork from every time your watch is professionally serviced does the exact same thing. It creates a verifiable history of proper care, assuring the next owner that the delicate machine inside has been properly maintained, which is a value they will pay extra for.
Use a professional escrow service for high-value private watch sales.
A Neutral Referee for a High-Stakes Game
Imagine you’re making a high-stakes deal with a stranger. You wouldn’t just hand over a briefcase full of cash and hope they send you the valuable item you agreed to buy. That’s too risky for both of you. A professional escrow service acts as a trusted, neutral referee. The buyer sends the money to the escrow service, who holds it safely. The seller then sends the watch to the buyer. Only when the buyer confirms they’ve received the watch as described does the escrow service release the funds to the seller. It’s the safest way to play the game.
Stop buying watches that you can’t afford. Do set a budget and stick to it.
Don’t Go House Shopping Without a Mortgage Pre-Approval
You wouldn’t start touring multi-million dollar mansions if you knew your bank had only pre-approved you for a modest starter home. It would only lead to frustration and financial trouble. The watch world can be just as tempting. It’s easy to get caught up in the hype and stretch for a watch that is beyond your means. The smartest thing you can do is to look at your finances, set a realistic budget for what you can comfortably spend, and then stick to it. There are fantastic, historically important watches at every price point.
Stop being intimidated by the technical jargon of the watch world. Do take the time to learn the basics of horology.
Learning the Language Before Visiting a Foreign Country
If you were planning a trip to a foreign country, you’d probably learn a few basic phrases like “hello,” “thank you,” and “how much does this cost?” It helps you navigate the culture and connect with the locals. Horology, the study of timekeeping, has its own language. Words like “complication,” “movement,” “calibre,” and “escapement” might seem intimidating at first. But taking a little time to learn what they mean is like learning those basic phrases. It empowers you to understand what you’re buying, ask intelligent questions, and fully appreciate the art you’re wearing.
The #1 hack for getting a good deal on a pre-owned watch is to look for a model that has just been discontinued.
The Best Time to Buy Last Year’s iPhone
What’s the best time to get a great deal on a brand-new iPhone? It’s the week the next model is released. The stores want to clear out the old inventory, and many people who just upgraded will sell their “old” phone, creating a surplus in the market. The same thing happens with watches. When a brand discontinues a specific model and replaces it with an updated one, the market for the newly-discontinued model often sees a temporary dip in price. This is the window for a savvy buyer to swoop in and get a fantastic watch at a great price.
I’m just going to say it: The value of many “blue chip” watches is inflated by speculation.
The Tulip Mania of the 17th Century
In the 1600s, people in Holland went into a frenzy buying tulip bulbs, with prices reaching astronomical levels. People weren’t buying them for the flowers; they were buying them because they thought they could sell them for even more later. This is called a speculative bubble. Today, the prices of some of the most popular “blue chip” steel sports watches are not just based on their quality, but on a huge amount of speculation. People are buying them simply because they expect the price to keep going up. When a market is driven by hype instead of real value, it can be a risky place.
The reason your watch collection is not well-rounded is because you’re not exploring different styles and complications.
A Closet with Only Blue Jeans and T-Shirts
Imagine if your entire wardrobe consisted of nothing but blue jeans and plain t-shirts. You’d be prepared for a casual weekend, but you’d have nothing to wear to a wedding, a business meeting, or a nice dinner. A well-rounded watch collection is like a complete wardrobe. It should have something for every occasion: a tough sports watch (the jeans), an elegant dress watch (the suit), a versatile everyday piece (the blazer), and maybe a complicated chronograph (the cool leather jacket). Exploring different styles ensures you always have the perfect piece for the moment.
If you’re still not considering the brand’s in-house movement when making a purchase, you’re not thinking like a serious collector.
The Restaurant That Bakes Its Own Bread
You can go to two restaurants. The first one makes a decent sandwich with bread they buy from a big, generic supplier. The second restaurant takes the time and effort to bake its own unique, delicious bread from scratch every single morning. Which restaurant do you respect more as a culinary institution? A watch brand that designs and builds its own movements “in-house” is like that second restaurant. It shows a higher level of skill, dedication, and artistry. To a serious collector, a watch with a unique, in-house heart is always more special.
The biggest lie you’ve been told is that a watch’s value is solely determined by its brand and model.
Two Identical Houses in Different Conditions
Imagine two houses that are the exact same model, built by the same builder, on the same street. One has been meticulously maintained, with a new roof and pristine paint. The other has a leaky faucet, a cracked window, and a faded exterior. Are they worth the same amount? Of course not. It’s the same with watches. You can have two watches of the exact same brand and model, but the one in excellent, all-original condition with its box and papers will be worth thousands of dollars more than one that is damaged, has replacement parts, or has been poorly polished. Condition is king.
I wish I knew about the different grading systems for watch conditions.
Speaking the Same Language as the Dealer
Imagine you’re buying a used book online. One seller describes it as “in good shape,” while another describes it as “Very Good (VG),” noting “minor shelf wear on the cover but pages are clean and unmarked.” The second description gives you much more confidence because it uses a standardized language. In the watch world, collectors use a similar grading system, with terms like “Mint,” “Near Mint,” and “Excellent” having specific meanings. Learning this language allows you to understand exactly what you’re buying and ensures that your idea of “good condition” is the same as the seller’s.
99% of collectors make this one mistake: not having their watches properly insured for their current market value.
Insuring Your Rebuilt Classic Car for Its Original Price
Imagine you buy a rusty old classic car for $5,000 and spend the next three years and $50,000 restoring it to prize-winning condition. Would you keep the insurance policy at the original $5,000 value? Of course not. The market value of many watches has increased dramatically in recent years. Many collectors have their watches insured for the price they paid five or ten years ago, not for what it would cost to replace them today. You must update your insurance appraisals regularly to make sure that if the unthinkable happens, you are fully covered for your collection’s true, current worth.
This one small action of attending a watch fair or auction will give you a hands-on education in the world of horology.
Learning to Cook by Visiting a Farmer’s Market
You can read a hundred cookbooks, but you’ll learn more about what makes a great tomato by going to a farmer’s market, holding the different varieties in your hand, and talking to the people who grew them. A watch fair or auction preview is your farmer’s market. It’s one of the only places where you can handle hundreds of different watches from all eras and brands in a single afternoon. This hands-on experience trains your eye, helps you understand quality, and gives you a real-world feel for the hobby that you can never get from looking at pictures online.
Use a UV light to check the lume on a vintage watch to see if it’s original.
A Secret Decoder Ring for Time Travelers
The glowing material, or “lume,” on the hands and markers of older watches used different radioactive materials than modern watches. These materials react in very specific ways to UV light. An old tritium dial, for example, will glow briefly and then fade quickly, while a modern Luminova dial will glow brightly and for a long time. A watch restorer might try to fake an old dial by painting it with new lume. Shining a simple, inexpensive UV flashlight on a vintage watch is like using a secret decoder ring. It helps you instantly see if the glowing parts are original to the watch’s era.
Stop buying watches from a seller who has something to hide. Do ask for references and check their reputation.
Hiring a Contractor Without Checking Reviews
You wouldn’t hire a contractor to remodel your kitchen without first checking their online reviews and asking to speak with some of their previous clients. You want to be sure they are trustworthy, do quality work, and stand behind their promises. You must apply that same level of scrutiny to a watch seller. A reputable dealer will be proud to share their customer testimonials and references. If a seller is hesitant to provide references or has a spotty online reputation, it’s a massive red flag. They likely have something to hide.
Stop thinking of watch investing as a short-term game. Do be prepared to hold your pieces for several years to see a significant return.
Planting an Orchard, Not a Vegetable Garden
If you want to eat in a few months, you plant a vegetable garden. If you want to build a legacy that will provide for your family for generations, you plant an orchard. The vegetables come up quickly, but the orchard’s fruit is more valuable and endures for decades. Flipping modern watches for a quick profit is like planting vegetables—a risky, short-term gamble. True watch investing is like planting an orchard. You carefully select a quality timepiece and give it the time it needs—often 5, 10, or even 20 years—to mature into a truly valuable asset.
The #1 secret for a successful watch collection is to have a clear focus, whether it’s a specific brand, era, or complication.
A Library with a Purpose
Imagine two personal libraries. The first is a random jumble of books bought on impulse—a cookbook here, a mystery novel there, a textbook in the middle. The second library is focused entirely on 20th-century American literature. It has depth, tells a story, and is a far more impressive and valuable collection. A watch collection without a focus is like that first library. A collection focused on a theme—like vintage dive watches, a specific independent brand, or chronographs from the 1960s—has a purpose. It becomes more than a sum of its parts.
I’m just going to say it: The secondary market for watches is the wild west, so be careful who you trust.
A Treasure Hunt in a Land Without Laws
Imagine a treasure map that leads you to a lawless frontier town. There is amazing treasure to be found, but the town is also full of hustlers, con artists, and bandits. The watch world’s secondary market—buying from private sellers on forums or social media—is that frontier town. You can find incredible deals and rare pieces you won’t see anywhere else. But you can also run into fakes, stolen goods, and dishonest people. To survive and find the treasure, you must be cautious, do your homework on everyone you deal with, and always trust your gut.
The reason your watch collection is not giving you joy is because you’re only focused on the investment potential.
Marrying for Money Instead of Love
Imagine marrying someone purely for their wealth. You might live in a big house and drive a fancy car, but if there’s no genuine connection or affection, you’ll feel empty. Your home will be a museum, not a place of warmth and happiness. If you only buy watches based on their potential to make you money, your watch box will become a cold, boring vault of assets. The real joy of collecting comes from the passion—the love for the history, the design, and the story on your wrist. The investment should always be a secondary benefit, not the primary motivation.
If you’re still not wearing and enjoying your watches, you’re missing out on one of the greatest pleasures of collecting.
A Classic Car That Never Leaves the Garage
What is the point of owning a beautiful, classic convertible if you never take it out on a sunny day for a drive down a winding country road? If it just sits in a dark garage under a dust cover, it’s not a car anymore; it’s a static sculpture. Watches are meant to be worn. They are designed to be your companions through life’s adventures, big and small. Keeping them locked away in a safe is like keeping that classic car in the garage forever. You’re preserving the object but missing out on the entire experience.
The biggest lie you’ve been told is that you can’t lose money on a Rolex.
Believing Any House in Beverly Hills is a Good Investment
It’s a common belief that you can buy any house in a super-exclusive neighborhood like Beverly Hills and it’s guaranteed to make you money. But what if you wildly overpay for the house during a market bubble, or you buy the one that needs a million-dollar renovation? You can absolutely lose money. The same is true for Rolex. Yes, it’s a powerful brand, but if you buy the wrong model at the peak of the market hype, or if you purchase a watch that needs expensive repairs, you can easily end up losing a significant amount of money when you decide to sell.
I wish I knew about the community of independent watchmakers who are creating the heirlooms of the future.
Discovering the Next Great Artist in Their Studio
Imagine if you could go back in time and buy a painting directly from a young, unknown artist named Vincent van Gogh. You’d be acquiring a masterpiece for a tiny fraction of its future worth. In the watch world, independent watchmakers are today’s brilliant, undiscovered artists. They are small-scale artisans who pour their heart and soul into creating a handful of unique and innovative timepieces each year. Supporting them is not only a way to get a truly special watch, but it’s also a chance to invest in the Patek Philippes and Vacheron Constantins of the future.
99% of people make this one mistake when buying a vintage watch: not knowing the difference between a “tropical” dial and a damaged one.
The Fine Line Between Aged Wine and Spoiled Vinegar
To a wine expert, a bottle that has been carefully aged for decades, developing complex and wonderful new flavors, is a priceless treasure. But a bottle that was stored incorrectly and turned to sour vinegar is worthless. In vintage watches, a “tropical” dial is one that has aged naturally over time due to sun exposure, turning a beautiful, even brown color. It’s the aged wine, highly prized by collectors. A dial that has been damaged by water, however, will have ugly, uneven splotches and is considered spoiled vinegar. Knowing the difference is crucial.
This one small habit of reading watch blogs and forums daily will keep you informed about the latest news and trends.
Reading the Financial News Before Buying Stocks
You wouldn’t start buying and selling stocks without first reading the daily financial news to understand what’s happening in the market. Is the economy up or down? Is a certain industry booming? Reading the major watch blogs and forums every day is your equivalent of the Wall Street Journal. It keeps you plugged into the community, informs you about new releases, helps you track market trends, and alerts you to which models are getting hot and which are cooling down. This daily dose of information is what separates a lucky amateur from a consistently successful collector.
Use a professional to restore a vintage watch, but be specific about what you want done to preserve its originality.
Remodeling a Historic Home with Care
When you restore a historic landmark, your goal isn’t to make it look like a brand-new modern building. It’s to stabilize it and carefully preserve its original character. You wouldn’t rip out the original handcrafted woodwork and replace it with cheap laminate. When you send a vintage watch for service, you must be just as specific. Instruct the watchmaker not to replace the original dial, hands, or crown, and—most importantly—not to polish the case. You want the internal movement cleaned and repaired, but the external history and character of the watch must be preserved.
Stop buying watches that are too big or too small for your wrist. Do find the perfect size and proportion for you.
Wearing a Suit That Actually Fits
It doesn’t matter if a suit is made from the most expensive fabric in the world by the most famous designer; if the shoulders are too wide and the pants are too long, it will look terrible. The single most important factor in making a suit look good is the fit. The same is true for a watch. A watch that is comically oversized for your wrist or awkwardly small will never look right, no matter how prestigious the brand. Finding the size and proportions that are in harmony with your own wrist is the key to comfort and style.
Stop being afraid to negotiate the price of a pre-owned watch. Do your research and make a fair offer.
Making an Offer on a House
When you find a house you want to buy, you don’t just blindly accept the seller’s asking price. You look at what similar houses in the neighborhood have recently sold for, and then you make a reasonable offer based on that data. The pre-owned watch market works exactly the same way. The listed price is almost always just a starting point. Do your homework by checking recent sales of the same model on auction sites and forums. Then, you can confidently make a fair, respectful offer that is based on real-world market data.
The #1 hack for building a great watch collection on a budget is to look for “neo-vintage” models from the 80s and 90s.
Buying the Classic Rock of the Watch World
Classic rock music from the 60s and 70s is timeless, but the most famous albums can be expensive to collect on original vinyl. The alternative rock of the 80s and 90s, however, is now in a sweet spot: it’s old enough to be cool and nostalgic, but not so old that it’s unobtainable. “Neo-vintage” watches from this period are the same. They offer modern reliability with some of the charm and character of older pieces. They are currently in a market sweet spot, often overlooked and undervalued, making them the perfect hunting ground for building an amazing collection on a budget.
I’m just going to say it: The quality of a watch’s bracelet is just as important as the watch itself.
The Frame on a Masterpiece Painting
Imagine a beautiful masterpiece painting housed in a cheap, flimsy plastic frame from a discount store. The poor quality of the frame would detract from the entire experience and make the art feel less special. A watch’s bracelet is its frame. A well-made bracelet feels solid, comfortable, and is beautifully finished, enhancing the look and feel of the watch head. A cheap, rattly bracelet, on the other hand, can make even a great watch feel insecure and poorly made. The bracelet is half the experience.
The reason your watch collection feels generic is because you’re only buying the most popular models.
A Playlist of Nothing but Top 40 Hits
If your music playlist consists only of the top 40 songs on the radio, you’ll have a lot of catchy tunes, but you won’t have much personality. It’s the deep cuts, the indie artists, and the classic album tracks that show your true taste and make your playlist unique. If your watch box is filled with only the most hyped, popular models that everyone else is chasing, your collection will feel just as generic. Seeking out lesser-known pieces from great brands or exploring interesting independent watchmakers is how you add your own personal style.
If you’re still not considering the history and heritage of a brand, you’re missing a key part of the story.
Drinking Wine Without Knowing the Vineyard
You can drink a glass of wine and say, “this tastes nice.” But if you know the story of the vineyard, the family that has worked the land for generations, and the specific challenges of that year’s harvest, the wine tastes different. It tastes better. It has context and soul. A watch is the same. Simply knowing that a brand is famous is not enough. When you learn about their history of innovation, the famous explorers who wore their watches, and their legacy in the art of watchmaking, the timepiece on your wrist becomes more than an object. It becomes a piece of history.
The biggest lie you’ve been told is that you need to be an expert to start collecting watches.
You Don’t Need a Culinary Degree to Enjoy Good Food
You don’t need to be a professional chef to know that a fresh, perfectly cooked steak tastes amazing. Your passion for good food starts with that simple enjoyment, and then you slowly learn more about different cuts of meat and cooking techniques over time. Watch collecting is the same. You don’t need to be an expert on day one. It starts with finding a watch that you think looks beautiful and makes you happy. Your knowledge and expertise will grow naturally from that seed of passion. The only prerequisite is curiosity.
I wish I knew that the best way to learn about watches is to handle as many as possible.
Learning to Appreciate Art by Visiting Museums
You can read a thousand art history books, but nothing can replace the experience of standing in front of a real painting in a museum. It’s only then that you can truly appreciate the texture of the paint, the scale of the canvas, and the way the light hits it. The best way to learn about watches is to get them in your hands. Go to watch meetups, visit vintage stores, and attend auction previews. Feeling the weight of the watch, winding the crown, and seeing how the light plays on the dial will teach you more than a year of reading online.
99% of collectors make this one mistake: not knowing the market value of their watches, which can lead to a bad deal when buying or selling.
Selling Your House Without Knowing What Your Neighbors’ Homes Sold For
Imagine putting your house up for sale without doing any research on what similar homes in your neighborhood have sold for in the last six months. You’d be flying blind. You could ask for a price that’s way too low and leave tens of thousands of dollars on the table, or ask for a price that’s way too high and have it sit on the market for a year. Many watch owners have no idea what their collection is actually worth in today’s market. Regularly checking auction results and market prices is crucial to ensure you don’t get taken advantage of when it’s time to buy, sell, or trade.
This one small action of setting up a saved search for a specific watch model will ensure you never miss a good opportunity.
Having a Real Estate Agent on Your Side
When you’re looking for a very specific type of house, you tell your real estate agent exactly what you want. They then set up an alert that instantly notifies you the moment a house matching your criteria hits the market. Setting up a saved search on auction sites and sales forums for a specific watch reference number is like having a digital real estate agent working for you 24/7. It automatically sifts through thousands of listings and lets you know the second a potential match appears, ensuring you get first dibs on the best deals.
Use a professional photographer to capture the beauty of your collection for insurance and archival purposes.
Professional Photos for Your Home Insurance
If your house were to suffer a major disaster, do you think your insurance company would be more convinced by a few blurry phone snaps of your valuable possessions, or by a professional, high-resolution photo archive that clearly documents every single item? Professional photos are not just for selling a watch. They create an indisputable, time-stamped record of your collection and its condition. This is invaluable for insurance claims and also creates a beautiful personal archive of the watches you’ve owned and loved over the years.
Stop buying watches as a status symbol. Do buy them for the love of the craftsmanship and the art of timekeeping.
Buying Books to Read, Not Just to Decorate a Shelf
Some people buy classic books by the yard, with beautiful leather bindings, simply to fill their shelves and make their home look intellectual. They never actually read them. Others buy books, regardless of how the cover looks, because they are passionate about the stories inside. Buying a watch just to show other people how much money you have is like buying books for decoration. It’s a hollow pursuit. Buying a watch because you are genuinely fascinated by the miniature mechanical city ticking on your wrist is like buying a book for the love of the story. It’s an experience that enriches you.
Stop being swayed by marketing hype. Do your own research and form your own opinions.
Choosing a Restaurant Based on Reviews, Not Billboards
A restaurant can spend millions on giant billboards and flashy commercials telling you they have the “best burgers in the world.” But what do the actual customer reviews say? What do the local food critics think? A smart diner trusts the independent reviews over the paid advertising. The watch world is full of marketing hype. Don’t just believe the brand’s advertisements. Dig deeper. Read reviews from independent watch blogs, watch videos from trusted creators, and listen to what experienced collectors are saying in forums. Form your opinion based on research, not commercials.
The #1 secret for a truly unique watch collection is to commission a bespoke piece from an independent watchmaker.
Having a Suit Custom-Made Just for You
You can buy a very nice suit off the rack from a famous designer. But it was made for a generic body shape, not your specific one. A bespoke suit, however, is made from scratch just for you. You choose the fabric, the cut, the lining, the buttons. It is a one-of-a-kind expression of your personal style. Commissioning a watch from an independent watchmaker is the ultimate expression of this. You get to collaborate with the artist to create a timepiece that is utterly unique to you. It’s not just a watch; it’s your story, told in metal and gears.
I’m just going to say it: The future of watch collecting is in smaller, more wearable sizes.
The Shift from SUVs to Smarter Cars
For a while, it seemed like cars were just getting bigger and bigger, with massive SUVs dominating the roads. But now, many people are realizing that a smaller, more efficient, and thoughtfully designed car is often a much better and more stylish choice for daily life. The watch world experienced a similar “big watch” trend. But the pendulum is swinging back. Collectors are rediscovering the elegance and comfort of more classic, modest proportions. A watch that fits perfectly under a shirt cuff is once again being recognized as the smarter, more timeless choice.
The reason your watch collection is not cohesive is because you’re buying without a clear strategy.
Grocery Shopping Without a List
If you go to the grocery store with no list and no meal plan, you end up wandering the aisles and buying a random assortment of things that catch your eye. When you get home, you have a bag full of snacks, a strange vegetable you’ve never used before, and nothing to make a proper, coherent meal. Building a watch collection without a strategy is the same. You end up with a random box of watches that don’t relate to each other. Having a clear focus—”I want to collect dive watches from the 1970s”—is your shopping list. It guides your purchases and helps you build a satisfying collection.
If you’re still not diversifying your collection with different types of watches (e.g., dress, sport, dive), you’re limiting your options.
A Golfer with Only One Club in the Bag
Imagine a golfer trying to play an entire 18-hole course using only a putter. They would be completely helpless on a long-distance drive or in a sandy bunker. A serious golfer has a bag full of different clubs, each one designed for a specific situation. A good watch collection should be the same. If you only own chunky dive watches, what will you wear to a formal wedding? If you only own delicate dress watches, what will you wear to the beach? Diversifying your collection with different styles ensures you have the right tool for every occasion in life.
The biggest lie you’ve been told is that a watch’s value is static. It can fluctuate based on market demand and trends.
Your Home’s Value Isn’t Set in Stone
The price you paid for your house is not its permanent value. In a hot real estate market, its value might go up significantly. In a downturn, it might go down. The value is dynamic and constantly shifting based on the world around it. The value of a watch is exactly the same. A watch that’s featured in a popular movie, or a model that is suddenly discontinued, can see its value shoot up overnight. Conversely, a style that falls out of fashion can see its value dip. The market is a living, breathing thing.
I wish I knew that the best way to build a collection is to buy the best example of a watch that you can afford.
One Great Leather Chair vs. a Cheap Sofa Set
You have a set budget for living room furniture. You could use it to buy a cheap, poorly made sofa, loveseat, and armchair set that will start to fall apart in a few years. Or, you could use that same budget to buy one single, incredibly well-made, beautiful leather armchair that will last a lifetime. In watch collecting, it’s always better to buy the absolute best version of a less expensive watch than it is to buy a beat-up, poor-quality example of a more famous one. Always prioritize condition and quality over brand name alone.
99% of people make this one mistake when traveling with their watches: not using a sturdy travel case to protect them.
Transporting Your Laptop in a Plastic Grocery Bag
You wouldn’t just toss your expensive laptop into a flimsy plastic grocery bag and check it at the airport. You use a padded, purpose-built laptop bag to protect it from bumps and shocks. Your mechanical watches are just as delicate. Tossing them into your suitcase or backpack where they can get knocked around is a recipe for disaster. A simple, sturdy watch roll or travel case is the dedicated, padded luggage your timepieces need to ensure they arrive at your destination safe and sound.
This one small habit of winding your manual-wind watches every morning will keep them running accurately and in good condition.
Your Morning Cup of Coffee
Many people can’t start their day properly without a morning cup of coffee. It gets their system going and prepares them for the day ahead. For a manual-wind watch, a full wind in the morning is its cup of coffee. The mainspring that powers the watch delivers its most consistent, accurate power when it is fully wound. Winding it at the same time each morning not only ensures it won’t stop running, but it also helps it keep the most accurate time throughout the day. It’s a simple ritual that connects you to the beautiful machine on your wrist.
Use a professional to test the water resistance of your watch every year, especially if you swim with it.
Checking the Tires on Your Car Before a Road Trip
Before you embark on a long road trip, you would always check the air pressure in your tires to make sure they are safe and sealed. The rubber gaskets and seals that protect your watch from water are like the rubber of your tires. Over time, they can degrade and become brittle, creating a weak spot. Even if your watch is rated to a deep depth, a worn-out gasket can cause it to flood in a swimming pool. An annual pressure test by a watchmaker is a quick, inexpensive way to ensure your watch is still properly sealed and ready for adventure.
Stop thinking of your watch collection as a secret hobby. Do share your passion with others and be a part of the community.
A Beautiful Garden Hidden Behind a High Wall
Imagine a gardener who cultivates a stunningly beautiful garden but keeps it hidden behind a high wall where no one can ever see it. They miss out on the joy of sharing its beauty, the pleasure of discussing gardening techniques with neighbors, and the opportunity to trade seeds and plants. Hiding your passion for watches is like having that secret garden. The hobby becomes infinitely more rewarding when you share it. Joining forums, attending meetups, and just talking about watches with other enthusiasts is how the community, and your own enjoyment, grows.
Stop buying from a seller who won’t allow you to have the watch inspected by a third party.
A Car Dealer Who Won’t Let Your Mechanic Look Under the Hood
Imagine you’re buying a used car and you say to the dealer, “I’d just like my trusted mechanic to take a quick look at it before I buy.” If the dealer replies, “Absolutely not,” what do you do? You run away as fast as you can, because they are clearly hiding a major problem. It is the exact same situation with a high-value watch. An honest seller with nothing to hide will have no problem with you having the watch inspected by a watchmaker of your choice. A seller who refuses is sending the clearest possible signal that you should walk away from the deal.
The #1 hack for a successful watch collection is to have a long-term vision and the patience to execute it.
Building a House Brick by Brick
You cannot build a strong, beautiful house in a single afternoon. It is a slow, methodical process of laying a solid foundation and then carefully placing one brick at a time, day after day, according to a detailed blueprint. A truly great watch collection is built in the same way. Your “vision” is the blueprint. You don’t buy on impulse; you patiently save and hunt for the right “brick”—that one specific watch that fits perfectly into your plan. It might take years to complete, but the end result will be a strong, cohesive, and deeply personal collection.
I’m just going to say it: The most valuable watch in your collection should be the one that brings you the most joy.
The Most Valuable Thing in Your Home
What is the most valuable object in your house? It’s probably not the thing that would sell for the most money. It’s more likely to be a framed photo of your family, a child’s drawing, or a sentimental object passed down from a grandparent. Its emotional value is far greater than its financial worth. The same should be true of your watch collection. The watch that you wore on your wedding day or the one you bought to celebrate a personal achievement will always be your “most valuable” piece, regardless of what the market says.
The reason your watch collection is not as valuable as you think is because you’ve overpaid for your pieces.
Buying a House at the Peak of a Bubble
If you buy a house at the absolute peak of a housing boom, paying far more than its neighbors sold for just a year earlier, it might take a very long time for your investment to break even, let alone turn a profit. Getting caught up in the hype and paying the absolute top price for a hot watch model means you start your investment journey in a deep hole. The key to a valuable collection is not just buying the right watches, but buying them at the right price. Patience and a willingness to walk away from a bad deal are your most important tools.
If you’re still not learning from the mistakes of other collectors, you’re doomed to repeat them.
A Pilot Learning from Past Accidents
Pilots spend countless hours studying reports of past aviation accidents. They learn what went wrong so they can ensure the same mistake never happens again. It’s a crucial part of their training. In the watch world, forums and blogs are filled with the “accident reports” of other collectors: stories of buying a fake, getting scammed by a seller, or paying for a costly repair that could have been avoided. Reading these stories and learning from the mistakes of others is like free flight school for watch collecting.
The biggest lie you’ve been told is that you need to have a “grail” watch to be a true collector.
The Myth of the “Happily Ever After”
Many people believe that if they just find that one perfect person—their “soulmate”—they will be happy forever. But true happiness comes from enjoying the entire journey of life, not from reaching a single destination. In watch collecting, the idea of a “grail” watch—that one impossibly expensive and rare piece that will complete your collection—is a similar myth. The real joy of the hobby is in the hunt, the research, and the community. A true collector is someone who loves the process, not someone who owns a specific watch.
I wish I knew that the best way to build a watch collection is to start with a solid foundation of classic, versatile pieces.
Building a Wardrobe on a Foundation of a Great Suit and Jeans
The best way to build a versatile and functional wardrobe is to start with the basics: a perfectly tailored dark suit, a great pair of jeans, and a few classic shirts. Once you have this solid foundation, you can then add more unique and colorful pieces. A watch collection should be built the same way. Start with one great, versatile sports watch and one classic, simple dress watch. This two-watch foundation will have you covered for 99% of life’s occasions. From there, you can branch out into more specialized and unique complications and styles.
99% of collectors make this one mistake: not considering the “story” of a watch when making a purchase.
Buying a Postcard Instead of a Souvenir
When you travel, you can buy a generic postcard of a famous landmark, which is nice but has no personal connection. Or, you can buy a small, handmade object from a local artisan you met at a market. That object has a story; it will always remind you of that specific place and person. When you buy a watch, don’t just buy the postcard. Buy the souvenir. Learn about the history of the model. Was it worn on the moon? Was it a favorite of a famous race car driver? A watch with a great story is infinitely more interesting.
This one small action of passing down a watch to the next generation will create a legacy that will last a lifetime.
Planting a Tree You’ll Never See Fully Grown
There is a saying that a society grows great when old men plant trees whose shade they know they shall never sit in. They are not doing it for themselves; they are doing it for the future. Passing down a cherished watch that you have worn throughout your life is like planting one of those trees. It’s a physical piece of your own story that will live on, a tangible connection between generations. It’s an act that transforms a simple time-telling object into a family heirloom and a personal legacy.
Use a reputable auction house to sell a rare and valuable watch, not a peer-to-peer platform.
Selling a Masterpiece Painting at a Garage Sale
If you discovered you owned a rare and valuable painting by a master artist, would you try to sell it yourself at a weekend garage sale? Of course not. You would take it to a major, reputable art auction house like Sotheby’s or Christie’s. They have the expertise to authenticate it, the marketing reach to find the world’s wealthiest collectors, and the reputation to command the highest possible price. For a truly rare and important watch, a major auction house will almost always achieve a far better result than any private sale platform.
Stop buying watches that you’re afraid to wear. Do enjoy them as they were meant to be enjoyed.
Owning a Grand Piano You Never Play
Imagine owning a magnificent grand piano but being so afraid of scratching it that you never allow anyone to touch it or play it. What is the point? Its purpose is to create beautiful music, not to be a silent, dust-collecting sculpture. A watch, especially a sports watch, is meant to be a companion on your adventures. A few scratches and dents are not damage; they are memories. They are evidence of a life well-lived. An unworn watch in a safe is like a silent piano—a beautiful but sad object that is not fulfilling its true purpose.
Stop thinking of watch collecting as just a man’s hobby. Do celebrate the growing community of female collectors.
The Kitchen is Not Just for Women
For a long time, there was a tired, old-fashioned idea that the kitchen was a woman’s domain. But today, we know that is ridiculous. Many of the world’s greatest chefs are men, and cooking is a passion enjoyed by everyone. The same outdated thinking has often been applied to watches. But the community of passionate, knowledgeable, and influential female watch collectors is growing every single day. Their unique perspectives and tastes are making the entire hobby richer, more interesting, and more welcoming for everyone.
The #1 secret for a lifetime of enjoyment from your watch collection is to never stop learning and exploring.
The Gardener Who is Always Planting Something New
A passionate gardener’s work is never done. They are always reading new books, experimenting with new types of plants, and redesigning their flower beds. The garden is a living, evolving thing, and that constant process of learning and creating is where the joy comes from. A watch collection should be the same. The moment you think you know everything and stop exploring new brands, new eras, and new ideas, the hobby starts to feel stale. The secret to lifelong passion is to stay curious and remember that there is always something new to discover.
I’m just going to say it: The most important complication a watch can have is the one that you find the most useful and interesting.
The Most Important App on Your Phone
Your smartphone can have hundreds of apps, but which one is the “best”? It’s the one you actually use and enjoy every day. For one person, it might be the camera; for another, it might be a stock trading app or a game. In the watch world, “complications” are the extra functions beyond telling time. There are dozens of them, from stopwatches to moon phases. Don’t worry about which complication is the most prestigious or technically impressive. The best one is the one that you have a personal connection to and will actually enjoy using.
The reason your watch collection is not fulfilling is because you’re not connecting with the history and the artistry behind the timepieces.
Looking at a Stained-Glass Window from the Outside
If you look at a magnificent stained-glass window from the outside of a cathedral, all you see is a dark, dull piece of glass. It’s only when you step inside, see the light pouring through it, and understand the stories depicted in the glass that its true beauty is revealed. If you only look at watches as brand names and assets, you are looking at the window from the outside. To feel fulfilled, you must step inside. Learn about the watchmakers who designed them, the historical context they were born from, and the incredible artistry required to create them.
If you’re still not taking the time to appreciate the intricate details of your watches, you’re missing out on a key part of the experience.
Rushing Through a Five-Star Meal
Imagine being served an exquisite, multi-course meal prepared by a world-class chef and you just swallow it all down in five minutes without really tasting it. You would have satisfied your hunger, but you would have completely missed the artistry, the subtle flavors, and the entire point of the experience. Many watch owners just glance at their watch to see the time. But the real joy is in the details. Take a moment to use a magnifying loupe. Look at the way the hands are polished, the texture of the dial, and the beautiful finishing on the movement. That’s where the magic is.
The biggest lie you’ve been told is that you need to be a watch snob to be a collector. The community is more welcoming than you think.
Thinking You Need to Be a Wine Expert to Enjoy Wine
Many people are intimidated by the world of wine, thinking you need to know all the fancy French terms and be able to identify obscure grape varieties to be taken seriously. But the truth is, the wine community is full of people who are just happy to share a bottle of something they enjoy. The watch world is the same. You don’t need to own a $50,000 watch to be part of the club. If you have a passion for a simple $100 Seiko, you will be welcomed with open arms by a community that is eager to share its knowledge and enthusiasm.
I wish I knew that the best watch collection is the one that tells a story about who you are.
A Bookshelf That is Your Autobiography
Imagine looking at someone’s bookshelf. If it’s filled with books on gardening, travel, and cooking, you instantly know something about who they are and what they love. A great watch collection should be the same. It should be an autobiography told in timepieces. This was the watch I wore when I graduated. I bought this one to celebrate the birth of my child. This vintage piece reminds me of my grandfather. When you look at your collection, you shouldn’t just see a group of objects; you should see a reflection of your life’s journey.
99% of collectors make this one mistake: not knowing when to stop buying and just enjoy what they have.
The Hiker Who Never Stops to Admire the View
Imagine a hiker who is so obsessed with reaching the next peak on the mountain range that they never stop to turn around, catch their breath, and admire the beautiful view they have just earned. They are so focused on a future destination that they miss the entire joy of the journey. In watch collecting, it’s easy to get caught in a constant cycle of “what’s next?” The real secret to contentment is to occasionally pause the hunt, stop looking at what to buy next, and simply spend time appreciating the beautiful collection you have already built.
This one small habit of setting aside a dedicated time each week to appreciate your collection will rekindle your passion for horology.
Tending to Your Garden
A passionate gardener doesn’t just plant their flowers and then ignore them. They set aside time each week to tend to them—to water them, pull the weeds, and admire the new blooms. This regular ritual keeps their connection to the garden strong. You should do the same with your watches. Set aside a half-hour every Sunday morning. Take your watches out of their box, wind them, wipe them down with a soft cloth, and really look at them. This simple, meditative habit will deepen your appreciation and keep the passion for your collection alive.