Fratello Talks: Does Storytelling Still Sell Watches?

This week, on Fratello Talks, RJ, Thomas, and Nacho are asking the question: Does storytelling still sell watches? For decades, brands have built emotional bridges to their customers with tales of adventure, endurance, and achievement. Think of the watches strapped to astronauts on lunar missions, divers exploring the ocean’s depths, or pilots navigating across continents. These stories transformed watches from mere tools into symbols of aspiration and identity. But the landscape has changed. In 2025, collectors have instant access to reviews, historical records, and technical specs. Marketing claims are scrutinized in seconds, and many enthusiasts are less willing to buy into the myths. So, does storytelling still have the same power to inspire a purchase, or has it been overtaken by cold, hard data? Before we get into it, let’s first jump into wrist check.

Wrist check

RJ kicks it off with his Omega Constellation Globemaster in Sedna Gold with a grey alligator strap, which makes a rare appearance. This watch takes inspiration from early Constellation models, which can be seen in elements like the pie-pan dial and applied star at 6 o’clock. However, it gives its vintage roots a modern twist that works well.

Though we didn’t capture an image of it, Thomas wore the HP Hercules Hand-Wound Double-Barreled. He was working on his review of the watch at the time, so naturally, he was taking it out for a spin; nothing the watch, which has been to the top of Everest and back, couldn’t handle.

Finally, your host, Nacho, is wearing his trusty Tudor Pelagos FXD. It’s back on the green and red-striped Velcro strap. Though this is not the way he usually wears it (opting instead for various other strap options), it is nice to revisit the factory spec from time to time.

Does storytelling still sell watches?

Today’s topic follows up on our colleague Lex’s thought piece on the subject. The consensus? Storytelling can still work, but only when it’s authentic. In the past, brand legends thrived because they were hard to fact-check. Now, enthusiasts can verify details in moments, so inflated or invented stories risk backfiring. Genuine, well-documented history still adds enormous value, as do personal narratives tied to milestones, adventures, or family heritage. That’s because watches are more than their specs. A chronometer’s accuracy, a case’s water resistance and dimensions, etc. These are important, but they rarely stir emotion. A true story, however, connects the watch to a bigger human experience, making it memorable and meaningful. The challenge today, in a world of 8-second-long attention spans, is telling a meaningful story.

What do you think? Share your favorite watch story in the comments, and join us next week for another episode of Fratello Talks.