👋 Welcome to ScrewDownCrown (SDC)

This is basically a ‘marketing page’ and I am therefore obliged to say some things which will probably make me sound like I have my head up my own arse.

Please forgive me in advance.

This blog started as a general interest blog, but SDC has now evolved into the watch world’s leading voice on collector psychology and industry analysis.

See? I told you it would sound egotistical 😂.

Anyway, other publications may tell you what watch to buy or which ones to avoid, but SDC’s focus is primarily on understanding why we buy them in the first place.

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🤓 What Makes SDC Different?

Ok, not sold yet?

Well, SDC offers writing you simply won’t find elsewhere: thoughtful analysis of watch collecting through the lenses of psychology, philosophy and marketing. I explore the hidden forces that drive our decisions, the subtle ways brands influence us, and the strange emotional journey that defines collecting.

I mean, what is collecting anyway? How do you decide what watch to buy? What is the relevance of your gut feeling, when it comes to watches? Does a watch collector need a mentor? These are some examples of the topics you can expect to read about here.

There’s also ‘fun’ stuff like A Watch Collector’s Guide to Living Well, A Radical Honesty Experiment in the Watch World, and Why We Ignore Good Advice and Buy the Watch Anyway.

📰 SDC Weekly

In June 2023, I launched SDC Weekly – a newsletter that goes beyond standard coverage to examine market dynamics, brand strategies, and collector behaviour. Each edition offers frank, unvarnished views on the watch industry that you won’t find in brand-sponsored publications.

🤔 Why Subscribe?

For the cost of a monthly coffee (£7.50/month), you’ll gain access to the watch world’s most independent voice. No perks, no free straps - just honest analysis free from brand influence and not beholden to any pre-existing industry relationships.

This isn’t about money either; I have a regular “day job”, and the time I spend writing is absolutely not what makes SDC worth doing. This is about building a community of thoughtful collectors who value substance over hype, and after doing this for over a year at no charge, it was clear that people take too much for granted. The sum of money spent on a Substack subscription may be negligible, but what it does do is attract a certain type of engaged readership… that’s who I value, and if you’re not one of those people, then you might as well close this page and enjoy the rest of your day.

Note (Oct 2025): I recently tried to disable the annual subscription option, but Substack doesn’t allow these to be turned off at all. I have therefore set an extremely high price to ensure nobody signs up for annual subscriptions anymore. I have decided to do this as insurance for a future where I get very busy with my day job and can’t deliver on the SDC promise. I feel it’s easier to pause subscriptions on a monthly subscription as this won’t make people feel short changed. Of course, anyone who signed up for an annual subscription will get to keep it at the price they signed up to… so if you’re already on annual, no need to panic. And yes, if the hiatus is long enough, I’ll happily refund everyone who wants it.

❓ Who Am I?

I go by @kingflum on Instagram. My watch journey began at age 7 with a calculator watch obsession that evolved into a lifelong passion. Having lived in Africa until 2010, I collected in isolation before discovering the wider watch community.

During the pandemic, I began formally studying psychology and philosophy, which gave me powerful new lenses through which to examine our shared hobby.

📝 Editorial Principles

A pedantic reader urged me to add this section for completeness, so here it is.

SDC accepts no money from brands, dealers, auction houses or anyone else in the watch industry. Ever. The only revenue comes from paying subscribers, which ensures independence.

I write what needs saying, not what brands want to hear. This often means taking unpopular positions or questioning industry practices others seem content to ignore.

When I am wrong (and sometimes I am), I’ll admit it. My views will evolve as my knowledge grows.

SDC exists to make you think, question assumptions, and perhaps see collecting differently. Feel free to disagree publicly with what you read - that’s how everyone in the SDC community will learn and grow.

For questions, comments or just a chat, you can reply to any newsletter, use the subscriber chat, or send me a DM on Instagram.