Exit Watch... “The watch” that will end your passion for watches, stop making you crave new models. So, is there really such a watch like that?
I’m sure many of us have been in this magical world for too many years to remember exactly when our interest in watches began. So do you remember the years when you were consciously dealing with watches, the days you frequently visit watch stores, the nights that made you feel restless for reading the web pages? If you are still carrying out these activities with the same excitement and energy, I must say that you are in the lucky minority. For the rest, it may be a bit complicated.
World of watches, mechanical wristwatches mostly, is more like a magical world, especially for men. It is certainly appreciated that micro-mechanical masterpieces are combined with the perception of luxury consumption and turned into objects with benefits. As in all other subjects, some have been extreme in this area, who think that they have a style and even personality with the “objects” they buy, and I do not even see the need to discuss such consumers.
Now let’s go back to that exciting day. There is this watch that you are thinking about for a long time, and now you became a prisoner with your emotions that have gone beyond the will and reached the level of desire. You’ve mastered every detail by looking at its pictures. You learned everything that is specific to that model. You don’t even remember how many times you tried it on your wrist at the dealer. As soon as you pay the price, you will fulfill your dream. After long fluctuations of thought, you press the button. You’re probably very happy. You are experiencing a strange sense of satisfaction irrespectively of the watch’s brand, model and features. Well, it won’t last long.
Days, weeks have passed and the first hairline scratches started to appear on your precious watch. Even more interesting is that watch has been in your dreams for a long time no longer creates as much excitement as before. After a while, you will have to accept the inevitable truth. Even though your first love is still of interest, you cannot stop falling in love with new watches.
The first watch has a different effect on the body. Regardless of the level of the watch you had, reaching from zero to a certain point gives you indescribable pleasure. Due to human nature, the threshold value has increased now, as it is easy to get accustomed to good and beautiful. Your next watch, unfortunately, may not be as exciting as the first.
At this point, the easiest solution seems to be upgrading. The bad part is that after a point, both our budget and our minds begin to limit us. There is no such thing as a continual rise in the watch industry, where the price limits increase gradually to the layers of the atmosphere. Let’s say that we are enough wealthy not to be intimidated by the sky-rocketing prices but this time logical considerations can prevent us from spending such high amounts. If you ask what the solution is, it is finding the “exit watch” i.e. the watch that will end your interest, even your hobby and make you happy until the end of your life. Now, how about that?
In fact, I think people who seek to find and buy their last watch have lost interest in their hobbies in general. Years of research, time spent, friendships based on common interests and much more... You see, on the one hand, all the effort, on the other hand, the "objects" that no longer give pleasure as much as they used to have lost their sentimental value. I think another name for the stand of respect for experiences is the “exit watch”.
Who is guilty? The share of watch companies is large. When you look at the past decade of the industry, many brands are experiencing a rapid loss of value and reputation, except a few names that can be counted on the fingers of one hand. Weak administrations, demotivating innovations, and above all, unsuccessful marketing strategies are ruining some and as a result, raising a small group. Excessive demands for the sports Rolex and Patek Philippe models are met everywhere without exception. Crazy Arabs or Far Easterners continue to dominate the market. Richard Mille, the leader of the exotics, is still able to continue his accelerated ascent. Instead of the elegant choices of the men and the women of Europe, show-off models are securing their place.
I am curious to see how long this trend will continue. When will Panerai go back to the old, core fan base with models that suit its DNA? When will JLC reach the level of interest it deserves? How many brands from the independents can reach large masses without being vanished? In fact, how and when will the world of watches get rid of the hegemony of several brands? I am sure that when we go back to the times when monopoly and marketing are far from watchmaking, the number of people looking for exit watches will decrease considerably.
