A Letter From Our Watch Editor: Brand Loyalty

Why do we like the things we like? It’s a question that can apply to a lot of the objects we covet and buy, but it feels particularly relevant to watches. Some watch enthusiasts are true omnivores, with collections spanning a wide range of brands and styles, while others feel especially loyal to a single brand, or even a single model. Ask 10 collectors which watch is their all-time favourite and you’ll get as many different answers, each one revealing something about the person.

I got to thinking about this phenomenon after chatting with Canadian-born TV host Antoni Porowski (better known as Antoni from Queer Eye) for this issue’s cover story. Long before Antoni became a brand ambassador for Omega, he became obsessed with the vintage Seamaster DeVille worn by Don Draper in Mad Men. He couldn’t afford one at the time, but now, several years and eight seasons of Queer Eye later, Antoni is a dedicated Omega collector with a growing collection of Seamasters and Speedmasters (and a growing wish list). For Antoni, being an Omega guy is a professional relationship, but it also happens to be the perfect way to express his love of midcentury design, space exploration, and James Bond movies — not to mention the perfect complement to his uniform of jeans and a white tee.

The Rolex Submariner, one of the most popular watches of all time, offers another interesting case study. Whether you’re a Sub fanatic or not, you’ll gain a new appreciation for the iconic diver’s watch after reading Oyster Perpetual Submariner: The Watch that Unlocked the Deep, the monumental new authorized history featured in this issue. From its influential design to the endorsements of underwater explorers and celebrities, there are as many different reasons to love the Sub as there are Submariner references (ie, a lot).

This edition of SHARP Watch is full of examples like these, which delve into the people, events, and stories that make watches such unique objects of desire. Whatever kind of collector you are, I hope you learn something new about your favourite watch brand in its pages, or better still, discover something new to obsess over.

The post A Letter From Our Watch Editor: Brand Loyalty appeared first on Sharp Magazine.