Watch Collecting Etiquette: Part 1

What many think about, but nobody speaks about...

Dec 13, 2025

Seth Godin has a marketing framework which I’ve heard many others mention over the years: “people like us do things like this.” It sounds simple, maybe even a little reductive, but in many ways it helps explain quite a lot about how communities (or tribes!) form and sustain themselves.

Building on this idea, the distinction between ways of being versus ways of consuming is something our hobby really struggles with. We spend an enormous amount of time discussing “what”; what to buy, what’s ‘worth it’, what’s underrated, what’s overpriced and so on. We spend, comparatively, almost no time discussing how to conduct ourselves.

This post is an attempt to address that gap... I must add, the catalyst for this post was a WhatsApp voice note1 from a friend who implored me to write something which addresses those people who don’t remove their rings when handling other people’s watches 😂.

What follows is a collection of unspoken rules and intangible qualities that define the people worth associating with, whose friendships endure, and whose presence in the community improves the experience for everyone. The best part is that none of this requires spending any money whatsoever.

Estimated reading time: ~10 minutes

Part One: Unspoken Rules

These are the things which people who have been around for a while understand intuitively but rarely articulate to others. This stuff tends to be absorbed ‘through osmosis’ at get-togethers (GTGs), dealer relationships, and by those who take the time to pay close attention to the subtle social dynamics in this hobby. When it comes to this stuff, you may never get called out directly; but it will get noticed, and you will be remembered - for better or worse.

Remove rings and bracelets before handling someone else’s watch

Obviously, I had to start here! This seems really obvious, but you’d be surprised how often it gets overlooked in the excitement of having an opportunity to see someone else’s amazing watch. A chunky wedding band or metal bracelet can scratch a case or crystal faster than you can say “I’m so sorry.”

Even if you’re a careful person, and even if you’ve handled hundreds of watches without prior incident, the responsible and respectful thing to do , is to eliminate this risk entirely. Just do it; slip off your jewellery before you pick up the watch. It takes a few seconds and signals that you understand the value of what you’re being entrusted with. If you’re worried about losing your stuff, put it in your pocket or hand it to the owner of the watch for safekeeping.

I realise you may be reading this and rolling your eyes, because you may not be the sort of person who cares about this stuff. Perhaps you think that a micro-scratch from someone’s ring is no big deal but remember… “we see the world as we are, not as it is.” Just because you don’t agree, does not make this bad advice. If someone’s trusting you to handle their watch, don’t make them regret their kindness; otherwise they may not extend this kindness in the future.

Always ask before touching a watch that isn’t yours

This applies in all situations where you aren’t asking the owner to remove the watch on their wrist and show it to you. This could be at GTGs, at dealer showrooms, or even at someone’s home2. Even if a watch is sitting on a table, even if it looks like it’s been placed there for people to examine, just ask first. The owner may even want to hand it to you themselves, they may want to remove it from a display case in a particular way, or they may simply want the courtesy of being asked! The subtext here is just … basic respect3.

Never ask someone what they paid unless you know them well

Price, like personal wealth, is exactly that: personal. For some collectors, the amount they spent can even be a source of pride, but for others, it’s a source of mild embarrassment too; maybe they overpaid, or it was that one time they stretched beyond what was sensible for them. Either way, it’s not your business unless they volunteer the information. If you really need to find out, do it privately, perhaps via text message later on. That way, if they don’t want to say, you aren’t putting them in an awkward face-to-face confrontation.

The exception here is close friends, where financial transparency is already part of your relationship. But even then, there’s a difference between “How much did that set you back?” asked with pure curiosity, and the same question asked with judgement or even envy lurking underneath. You know the difference, and guess what… so does everyone else!

Don’t photograph a stranger’s watch without permission

This happens constantly at events and even in public spaces. Someone spots an interesting piece, whips out their phone, and starts ‘clicking’ away. Sometimes they even post it online, in real time, and even worse, they tag the location. It may feel harmless - enthusiastic, even - but this is actually a violation of basic courtesy and privacy. You’re not the fvcking paparazzi, and just because you can, doesn’t mean you should.

The owner may have reasons for not wanting their watch photographed. In this day and age, security concerns are getting more serious all over the world. Advertising what you wear and where you wear it isn’t always wise, but it’s so much worse when someone else is doing it to you, and you may not even know. Beyond that, there’s a simple fact to remember - it’s someone else’s property. So just ask first. If they say no, respect their wishes.

If you spot a fake, there’s no need to call it out publicly

“Live and let live” is the principle here. Maybe they know it’s fake and don’t care, or maybe they believe it’s real and got scammed. You have no idea what’s going on in someone else’s life, and publicly humiliating them accomplishes nothing except making you look like a pr1ck. What do you have to gain by doing this?

The fantasy of being some clever watch detective who exposes frauds is less satisfying in practice than it sounds. Unless someone is actively trying to sell you a fake, their wrist is none of your concern.

Never brag about how much you spent

This one cuts both ways of course; boasting about the price tag on your latest watch is obviously gauche and makes everyone uncomfortable. But just so you know, so is the humble-brag about what a “great deal” you got - this is really just bragging with extra steps… you might think you’re doing it smartly, but you’re really just a moron.

Keep it classy, and just avoid discussing money at all - let the watch speak for itself. If someone asks directly, you can deflect politely or share if you’re comfortable - but actually volunteering price information unprompted, is almost always a mistake.

If someone shows you their new purchase and it’s not to your taste, let them enjoy it

This is surprisingly difficult for some collectors, especially ones who have developed strong opinions. Heck, we all have, and part of the fun in this hobby is discussing those opinions, but there’s a time and place for that. When someone is glowing with excitement about their new watch, that moment is not the time to explain why you think the movement finishing is overrated or the case shape is awkward.

You can easily be honest without being unkind; “that’s a beautiful dial colour” or “the proportions really work on your wrist” are both things you can say sincerely about almost any decent watch. Save your critical analysis for another conversation, one for a time when they actually ask you for your honest assessment.

Don’t immediately bring up resale value, especially when someone’s excited

Few things deflate enthusiasm faster than “nice piece, but you know these don’t hold their value.” Even if it’s true (and it often is these days!), what purpose does this observation serve? The person is excited about a watch or has perhaps already made their purchase; either way, they are in a happy place with regards to this watch or the prospect of buying it. Injecting secondary market dynamics into the moment without them raising it, mostly would suggest that you see watches mainly as financial instruments instead of objects of storytelling, beauty or craftsmanship.

If someone shares their grail purchase, celebrate with them

Do this genuinely, and without reservation. This applies even if you’ve been hunting for the same piece and they got it first, and even if you think they don’t ‘deserve’ it for whatever imaginary reason your ego has constructed.

The watch community is small, and celebrating others’ wins costs you nothing. Plus, it builds goodwill that always compounds over time. A collector who congratulates you warmly when you finally land your grail is worth ten who silently seethe about it behind your back. Try and be that collector for others, and you’ll soon realise that what goes around, comes around.4

If you’re selling privately, disclose every flaw

I mean every scratch, every replaced part, every known issue… all of it. Photograph the flaws clearly, mention them explicitly, and price the watch accordingly. Now of course, when you’re selling to a dealer, it’s their job to inspect and assess. These are professionals who are supposed to know what to look for; but when you’re selling to a fellow collector, you’re essentially trading on trust, and almost all private sales happen without the protections of dealer warranties or return policies. This means the buyer, who is really just a fellow enthusiast, is relying on your honesty and good standing in the community.

The watch world is small, and word travels rapidly. You may be able to flip a problematic watch without proper disclosure and make an unwarranted profit, but you will only do this once. After that, you’ll find doors closed to you across the whole community, probably for many years. It’s never worth it.

If an AD gives you something special, show them gratitude

I suppose this one really just extends beyond watches to life in general. I once asked my good friend Bruce what his single best ‘life advice’ would be, and he said: “tip well.” This is the same thing - tip well, acknowledge favours, remember kindnesses - it all sits in the same group of activities. When a dealer goes out of their way to find you a piece, or calls you first when something special comes in, or holds something for you without a deposit… all these are gestures of trust and relationship-building. You could say “they’re just doing their job” and overlook their actions, but I think you’d be a fool to take that approach. My view is that you should reciprocate appropriately, because reciprocity is built in to our programming, and it compounds a lot.

Now, to be clear, this doesn’t mean you owe them a vial of your firstborn’s blood or must now buy everything they offer. It also doesn’t have to be physical gifts either. It means a sincere thank-you note, or continuing to give them your business when possible, or even referring friends their way. Small acknowledgements are what maintain relationships that take many years to build.

If asked for your opinion, be honest but kind

When someone specifically requests your assessment, they’ve essentially given you permission to be critical. Your job is to use that permission responsibly. Honesty doesn’t always require brutality; “the lug-to-lug looks a tad large from certain angles” conveys the same information as “It looks like a clown’s watch on your wrist” … sans cruelty 😂.5

The goal in general is to be helpful, not to demonstrate what a raging cvnt you are. Lead with what works, follow with what doesn’t, and frame criticisms as your personal perspective and not some sort of objective truth. “For me, the dial feels a bit busy” is very different to “the dial is objectively too busy.” Really? Who made you the world’s foremost dial expert? Using “objectively” in that sentence is just unnecessarily inflammatory, and it need not be said at all; the takeaway here is to frame things appropriately by adding terms like “I” or “my view” and so forth. You may feel this ought to be implicit, given you were asked, but Maya Angelou’s word come to mind as I write this:

I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.
Maya Angelou

At events, don’t monopolise key-people’s time

This might sound odd, but it happens far too often; it is particularly important at gatherings where an independent watchmaker or high-profile brand representative is present. These people are usually there to meet many collectors, not just you. Be mindful of how long you’ve been talking, and what nonsense you’re talking about. These people will go out of their way to be polite, so don’t mistake their politeness for interest in you and your stories. Try and pay attention to your surroundings and notice if others are waiting. Ask your most important questions efficiently, then gracefully get the fvck out of the way.

Part Two: What Money Can’t Buy

This first part is mostly about how to conduct yourself. Part Two will be focused on who to become. We will cover topics like knowledge, restraint, humility, integrity, friendships and so on. Part Two will drop next week; I split them up because I was told shorter posts are more enjoyable. For now, share this with someone who needs to read it (this post is not behind a paywall).

Finally… What did I miss? Anything you’d add? Oh, I look forward to reading your horror stories in the comments - tell us about a time someone violated something on this list; I’ll bring popcorn 🍿

Until next time ✌

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