I thought I'd pen a few words about what I see as a watershed time for Independent watchmaking. As the watch industry and many others are experiencing the proverbial "Tightening of the belt", I see an opportunity for those few watchmakers to differentiate themselves from the more run of the mill big brands. In as much as the timepiece from an Independent watchmaker, tells time or has a similar complication as an item from a big watchmaking house, it is an entirely different product. Created and valued in a vastly different way than it's often compared to, big "Blue chip" watch houses' production, the reasons for acquiring an Independent Watchmaker piece are quite different.
Nothing wrong with this, a classic piece, in fact an old favourite of mine, however, it doesn't give the same emotional response as do the others following it!
Collectors often develop an appreciation over time as their knowledge increases, to a point where they find it very compelling to have a mechanical piece of art from a living watchmaker, especially where they can have a dialogue with the watchmaker, and many times input into the final execution of their piece. Finding out the inspiration and reasons for certain designs and/or functions found on these micro-mechanical pieces from the creator himself is also pretty compelling.
Marco's most recent creation, the Konrad, with blued Louis XV hands...
One other aspect that has evolved for a collector/aficionado is the wealth of information now available, that even 5 years ago was not. Several very informative web sites have evolved too, now chock full of fascinating personal experiences & stories told by owners of these highly cherished prizes. Appointed spokespersons post new information as it come to them direct from the watchmaker, making the latest greatest piece and information about it, almost instantly available to those willing to look a little. The social networks are quickly being utilised too by those that "Get" the power of a personal connection or endorsement. This is something that an Independent Watchmaker must take into consideration and get on board. The days of broad advertising in print and other traditional media are over. Targeted Ads, put directly in front of the consumer are gaining ground. Life is changing rapidly in what is traditionally a slow to change field. Resting on one's laurels is NOT a smart thing to do, and I see many of the Independent Watchmakers embracing the new forms of marketing and doing well because of it. Differentiating themselves from the big brands will put them a long way down the road to long term success; trying to be like them, I think is a recipe for disaster, because what the big brands create is a different type of product. Consumers are willing, I have often found, to participate in and support what these very talented guys are doing. Usually at a price X 2 or X 3 for a very similar featured big brand, relatively speaking, mass produced piece!
And Vianney's Trio, well no words do this justice, when seen in person.
What is it, that is so compelling?
Why spend that much on an item of great beauty?
Why have a passionate watchmaker's enthusiasm impinge on you, to a point where logic goes out the window and emotion completely takes over?
I suggest this is what makes us spiritual human beings, this appreciation of an aesthetic. It bonds people, often times from vastly differing backgrounds and traditions, who experience similar emotions when handling a fine mechanical watch. I'm happy to be similarly afflicted!
So there you have it, what's running through my mind today...
Warm regards,
Tim