Different Strokes For Different Folks — The Types Of Watch Enthusiasts We Meet
We often speak of “the watch community” as if it concerns a homogenous group of like-minded hobbyists. In reality, though, the community consists of tons of subcultures and an almost infinite spectrum of different ways to enjoy the hobby. As Fratello writers, we have the pleasure of meeting virtually all of the types of watch enthusiasts out there, online and offline. This sparked the idea to try to list the most common archetypal subcultures we come across.
Now, why would we do that? To categorize people and shove them into narrow definitions? Of course not! This is by no means an exhaustive list, and I am sure no individual will feel perfectly represented by any one of the types of watch enthusiasts described. More likely, you will recognize yourself in certain aspects of different groups, enriched with a unique approach that is yours alone. Still, we see a lot of friction and misunderstanding that stem from wholly different perspectives on the watch world. And that is precisely why I feel it is interesting to devote an article to the topic. Let’s dive in!
The types of watch enthusiasts we meet
You often see a broad division of types of watch enthusiasts in informed aficionados and less informed, affluent consumers. As in any field, the informed aficionados love to poke fun at the uninformed big spenders. This is an interesting reversal of social status. The savant wearing a modded Seiko who is able to regurgitate the entire history of the Rolex Submariner considers him/herself superior to the Rolex Submariner owner who doesn’t know much about it. One seeks status through knowledge and discernment, the other through material symbols.
This division, however, often leads to friction. The informed aficionado wants the historically accurate, under-the-radar, insider-exclusive watch. The affluent consumer wants the nice, shiny object with a good, easy-to-digest backstory. Brands have to balance the two, as their credibility comes from the informed aficionado, while the majority of sales come from the less engaged group. Virtually all major brands we speak to, except for the microbrands and independents, confirm this split and the resulting balancing act.
The casual enthusiast
This is merely a hunch, but I reckon the majority of Fratello readers are casual enthusiasts. What I mean by that is that they have careers outside of the watch world and perhaps several hobbies and interests on the side, including watches. This type of watch enthusiast enjoys reading and watching videos on watches, ranging from history to technology and craft.
The casual enthusiast might own one or several watches. He/she might occasionally purchase one to celebrate a milestone or just for fun.
The casual enthusiast doesn’t put the passion on display. It is an interest that is best enjoyed in the quiet peace of one’s private domain. This is what differentiates this type of enthusiast from the engaged aficionado.
The engaged aficionado
The engaged aficionado does everything that the casual enthusiast does but doesn’t stop there. The engaged enthusiast is more active, visits boutiques and fairs, and engages in forums, comments sections, social media, etc. He/she will probably have a dedicated watch account on social platforms and seek out other enthusiasts. Buying and selling is more of a routine activity for this type of enthusiast.
Within this group, I would also consider the social enthusiast. This type of watch enthusiast looks for connections with others, attends get-togethers, and engages in communities, such as RedBar or #SpeedyTuesday. For enthusiasts like this, watches are a gateway into forming social connections and meeting people.
The performative types of watch enthusiasts
Next, we have the performative types of watch enthusiasts. We all know at least one, right? He’s the guy (sorry, it is always a guy) flaunting material wealth and success through his watches. He always has the bigger, shinier, more exclusive watch, and he’ll make sure you know it.
A variation of this type is the performative watch idiot savant. Having studied night after night, this type of enthusiast wants nothing more than to display his (again, it’s always a guy) knowledge. This type doesn’t discuss models; he discusses references. He prefers jargon and fact-dropping, and the highlight of his evening is to lecture you, the “lesser” enthusiast, not noticing you zoned out half an hour earlier.
The spec obsessive
The spec obsessive mainly lives online. Among the types of watch enthusiasts, this one tends to be part of the vocal minority. For this group, watches are best analyzed on a technical level. A watch’s worth is determined by its measured dimensions, features, and price. It turns the watch hobby into a neatly analytical topic that can be fanatically debated on social platforms. Certain brands cater to this specific type of watch enthusiast. Think, for instance, of Christopher Ward, Formex, and Sinn.
This group tends to clash with other types of watch enthusiasts due to mutual misunderstanding. Spec obsessives might scoff at others for “falling for marketing BS.” Enthusiasts more concerned with other aspects of the hobby, meanwhile, feel that the spec obsessives miss the whole point of a nice watch by removing all romance and emotion from the equation. They sometimes say things like, “You might as well buy a Casio F-91W and be done with it, then.”
The design buff and the hopeless romantic
Also part of a vocal minority and often in confrontation with the spec obsessives are the design buffs. These enthusiasts look at watches as aesthetic objects and as a means of expression. They look primarily for beauty, style, originality, and execution.
The hopeless romantics, meanwhile, experience watches through the gut rather than the brain. These more open-minded folks tend to instinctively like or dislike what they see. They feel very strongly about watches but on a more soulful level rather than a cerebral one. You are unlikely to find watch enthusiasts like this in the comments section, as there is little to debate about something so subjective for them.
The guardian/patron collectors
The guardian collectors are deeply engaged with the watch world and feel a sense of responsibility for it. They are often financially well off and put their means to work for the watch world. These collectors tend to be extremely well-informed and well-connected people. They know about the latest talents on the rise, actively engaging with them and supporting them by purchasing their creations. These guardians/patrons welcome innovation and variety, and they don’t mind taking risks.
Watch enthusiasts like this don’t just support the industry financially. You may also find them specializing in a certain niche, writing books, and centralizing knowledge. Some of them are closely affiliated with brands, and you will spot them at brand events or even investing.
Why identify these different types of watch enthusiasts?
The list above is by no means exhaustive. I am sure you, Fratelli, can name several more in the comments below. But why would we even bother? Here’s the thing: you can learn quite a lot from understanding your style of watch appreciation, as well as those of others. If you lean towards the spec-obsessive archetype, you are unlikely to understand a design buff’s love of a certain watch, and vice versa.
The core of the matter is that any watch has certain factual characteristics, including material specifications, form, dimensions, price, backstory, history, and context. Our enjoyment of the hobby stems from the meaning we attribute to those characteristics. We likely resonate with enthusiasts who share our way of attributing meaning. Realizing that you don’t have to — and actually can’t — convince a truly different kind of enthusiast to see it your way can be liberating.
Image: Navarro
Now, I am curious to hear from you, Fratelli! How would you characterize your enjoyment of the watch hobby? What type of watch enthusiast do you consider yourself to be? Let us know in the comments below! I will go first: I am probably a design buff with hints of both the hopeless romantic and the spec obsessive, causing some interesting internal friction and the odd flash of cognitive dissonance. Your turn!
