Admit it: you have such a watch too!
The mythical grail watch lives rent-free in the mind of any watch enthusiast. These are the watches that would be the pinnacle of our collecting passion, the embodiment of our wildest horological dreams. Perhaps they could even be the 'ultimate goal' watch, satisfying our collecting hunger forever. Unfortunately, we are battling our biological nature if we expect to reach collecting nirvana. Let's delve into the fascinating topic of grail creep - why our horizons constantly shift.
What Are Grail Watches and Why the Concept Varies
It should be noted right away that the term 'grail watch' does not have a single meaning among enthusiasts. For some, it's simply an ambitious goal in collecting, for others - a dream watch they will never buy. Yet others view it as the final acquisition, the so-called 'exit watch.' This third meaning will be used in this article.
Humans Are Not Made for Constant Satisfaction, But for Desire
To understand the reason behind grail creep, it's useful to understand what desire is. On the most basic level, concerning basic needs, desire arises from bodily imbalance. We feel hunger and desire food. Once obtained, the desire weakens as long as physical balance is maintained. These are motivational systems that sustain our lives.
This simple principle extends to more complex desires. However, it's important to understand that the system is not designed for constant satisfaction. We are not made to experience constant pleasure. We are adapted to transition between motivational states, which keeps us active and striving for development. Consider this: pure satisfaction does not increase survival and successful progeny chances, but ambitions do. Without them, we wouldn't get out of bed. We are constantly chasing desires - to be valuable to loved ones, maintain health, social status, and professional achievements.
Pleasure is more of a temporary signal than an ultimate goal. It informs us of the achieved result and motivates us to strive for repeated success. Most likely, it motivates us to strive for more. For collectors, this is not always a good thing...
Grail Creep: Why Desires Constantly Shift
How does this manifest in relation to grail watches? The phenomenon that psychologists call hedonic adaptation enters the equation. The essence is that a positive change in life is unlikely to lead to lasting pleasure. Firstly, the newly acquired improvement stops eliciting strong positive emotions over time - we get used to it. Secondly, the bar for new improvements is raised.
Any experienced collector will acknowledge that the process of chasing a desired item brings more pleasure than the acquisition itself. As enthusiasts, we often underestimate the joy we get from studying the object of desire: reading information, watching YouTube reviews, studying old catalogs, dreaming - that's the most enjoyable part.
This means that the final acquisition may create a certain feeling of emptiness. All the anticipated joy and effort suddenly come to an end. Since we enjoyed this stage so much, we tend to look for a new focus. The acquired grail watch becomes a new starting point, a new reference. If not recognized, grail creep arises - a chase for ever shinier and more desirable things.
Desire and Pleasure Are Different Concepts
It's important to distinguish between desire (wanting) and pleasure (liking). The chase is built on desire - the attractiveness of the grail watch. Pleasure is the degree of enjoyment we experience when we already own the watch. People poorly predict how much they will like an item after purchase when they are in a state of desire.
In psychology, this is called 'affective forecasting.' We tend to overestimate the intensity and duration of future pleasure from acquisition. We imagine the buying process, unboxing, the first wearing, showing it to friends, and the admiring glance at the watch on the wrist. We don't think about how in a few minutes life will return to its usual course - in the evening, you'll still have to take out the trash.
Have you ever felt disappointed right after buying a grail watch? I'm not ashamed to admit that it has happened - not only with watches but with boots, guitars. The freed space quickly fills with new desires. Obviously, desire and attachment don't always align as smoothly as we convince ourselves.
How to Live with Grail Creep
So, I may have spoiled your mood - I apologize! That wasn't my goal. Fortunately, it's possible to build a healthy relationship with grail creep.
Accept and Use
One way is simply to accept it. If you strive for the next goal with full awareness that pleasure will be temporary, that's okay. Experienced collectors know it's a cycle but continue to move forward. There's nothing wrong with that, and one could even argue that without it, collecting as a hobby wouldn't exist - it would end after the first purchase.
Control and Mindfulness
Another way requires self-control. By being aware of grail creep, you can avoid it by simply not buying the desired watch. If you don't close the cycle, disappointment won't occur, and hedonic adaptation won't happen. You can study grail watches as usual but move on to the next object before deciding to purchase.
Individual Characteristics
Of course, it's possible that this phenomenon doesn't affect you at all. Maybe your relationship with watches follows different patterns. In that case, I'd be interested to hear about your experience. Do you experience grail creep? If so, how do you deal with it? Write in the comments!