Although I have been working in the watch industry for many years, this year was my first visit to the 'Watches and Wonders' exhibition.
When I was a vintage dealer, I simply had no business at this exhibition, and in the early years of working at WatchTested, I had to miss it due to personal circumstances. This means I approached the exhibition with considerable experience behind me, yet perceiving the event as a newcomer.
The Impact of Seeing Watches in Real Life
The primary reason why attending events like Watches and Wonders is extremely important for us is the opportunity to see all the new watches. While many enthusiasts working only online may think otherwise, watches are poorly represented by just photos and specifications. To get a proper understanding of watches, you need to hold them in your hands and on your wrist.
In this sense, the first Watches and Wonders exhibition seemed especially useful to me. Familiarizing with many new watches in quick succession allows us to get a much clearer picture of the broader development. We notice similarities and differences that might otherwise go unnoticed. Likewise, we see that some brands perform better while others worse.
Another positive influence comes from colleagues from other media. We can talk to fellow writers from other publications, which allows us to break out of our 'bubble'. It is not uncommon for tastes and preferences of writers to converge within one office. Communicating with someone from the other side of the world doing the same job refreshes and broadens our horizons.
The Impact of Meetings with the People Behind the Brands
From afar, major watch brands seem like cold, distant, massive corporations. But, like any other large corporation, they consist of people. Events like 'Watches and Wonders' give us the opportunity to meet some of these people. This gives us insight into the company culture. In turn, this allows us to understand the context in which we view the watches.
We often get the chance to talk to those who make decisions about creating watches. They see our genuine initial reactions to their work, and we openly discuss the products. This is where it gets particularly interesting. Except for occasional exceptions, most of these people are highly qualified and experienced. If, for example, I hear a designer explaining the concept of a watch I categorically dislike, I can generally understand what it's all about. While WatchTested readers might want me to ruthlessly critique these watches, I am likely to be less harsh. Some may interpret this as being influenced by the brand. For me, it is a crucial part of my job. As WatchTested writers, we have a different responsibility than, for example, a regular forum commentator.
Events like 'Watches and Wonders' allow us to be a bit closer to the action. I believe this should be valued for all its pros and cons. We can be a bit more nuanced and less harsh on brands. If everyone recognizes this, the result will be a valuable addition to the discussion.
The Impact of the Ideal Context
Of course, brands present watches in the ideal context. In this sense, the fair is the professional equivalent of a branded boutique. The entire space is designed to entice us and present the product in the best light. This is nothing new and by no means unique to the watch world. As a former consultant on subconscious consumer behavior, I find this deeply fascinating. And no, you do not become immune to it if you know the technique.
However, there is such a thing as professional resistance to temptation. Believe me, after the tenth brand presentation, we can see through the marketing fluff, sound effects, and emotional stories concocted around new watches. The fact that all brands do the same thing in this sense somewhat cancels out the effect. We know we will be presented with attractive ambassadors and promises of the most alluring lifestyle. After a few hours, it all becomes background noise.
Maintaining an Independent Opinion
As you can see, there is a fine balance here. On the one hand, such events are a rich source of ideas, inspiration, and information for writers like myself and my colleagues at WatchTested. On the other hand, we know that such events are designed to charm us.
For me, the main thing is to maintain an independent opinion. In this sense, WatchTested is a great place to work because we are all encouraged to express our honest opinions. That is why you can find diverse opinions on the site.