Swatch may have just done something far more significant than launching another playful collection. With the release of its AI-powered design tool, AI-DADA, the brand has opened a door that could fundamentally reshape how watches are imagined, created, and produced,…

Can you trust eBay’s watch authentication? Is the Authenticity Guarantee actually worth it? Well, I recently found out. I bought this watch: an Omega Seamaster 300 Metre Professional from around 2000, reference 2551.80—the pre-ceramic, pre-coaxial 36mm Seamaster. Now, if you…

When we talk about microbrands, we often treat them like failed Rolexes. Like they are all trying to become the next Christopher Ward but have not managed it yet. After speaking to a number of founders, I realized something important.…

I bought a new watch, and it offends me. Not okay. It represents almost everything I see wrong with the watch world today. So there’s only one thing to do: take a hammer to it. Let’s talk about it. Welcome…

Omega are in trouble. Or at least, that’s what watch YouTube wants you to think. As an Omega owner and fan, that’s concerning. For years, the narrative has been consistent: Omega’s market share is declining, the Holy Trinity are winning,…

From the outside, microbrands can seem like an easy win. Brands such as Christopher Ward, Baltic, and Studio Underdog show how quickly a small watch company can grow if social media takes off and the watch press buys into the…