12 Delusions
How our minds conspire against our wallets
One of SDC’s longest-standing subscribers seems to read even more than I do on a weekly basis and he kindly shared this excellent piece on “audiophile wishful thinking” because he couldn’t help but draw parallels with watch collectors. I think he was on to something!
The piece follows an engaging format, and goes about examining all the things which audiophiles ‘wish to be true’ and then explains why they really aren’t. I’m sure you have encountered audiophiles who will swear that their expensive speaker cables make their music sound “warmer” or something along these lines? If not, you’ve definitely heard someone arguing about how they can hear the difference in audio quality from a lossless source while listening via mediocre Bluetooth headphones on an iPhone?!
I do not wish to debate these topics here, but rather, figured a similar examination of the world of watch collecting would be entertaining. Watch collectors are perhaps even worse, actually, because our delusions cost significantly more than a Tidal subscription or some fancy audio cables.
So with that, it’s time for some truths about the convenient lies we tell ourselves; consider this a mirror held up to our collective madness 😂
Estimated reading time: ~14 mins
1. “My collection is curated and focused”
Why we wish it to be true: Saying this transforms us from compulsive shoppers into sophisticated connoisseurs. We aren’t addicts, are we? Of course not, we are distinguished collectors who assemble thoughtful and curated portfolios of horological excellence.
Reality check: So many collections look like someone threw darts at a watch catalogue whilst blindfolded. You’ve got an Omega Pie Pan alongside a modern Tudor, a vintage Seiko next to a contemporary Journe, and somehow a random Casio G-Shock in there because “it’s practical for the gym and walking around London.” Oh, and what’s with that fidget spinner? No, just another think you won in the MB&F raffle.
Where is the curation, exactly? If I walked into your collection without context, would I understand your taste, your journey, or your philosophy? It is far more likely that any reasonable person would think you simply bought whatever caught your fancy on any given Tuesday.
I’ve written before about how we often mistake accumulation for curation, and in reality, actual curation requires saying “no” more often than saying “yes.” It means having a clear vision and sticking to it, even when some stunning outlier catches your eye. Most of us collectors are about as curated as a pawn shop window.
2. “I buy watches to wear and enjoy them, not for status”
Why we wish it to be true: This one makes us feel like pure enthusiasts, people who are above the materialistic masses who buy luxury goods for silly, shallow reasons. Not us; we appreciate horological artistry for its own sake, thank you very much.
Reality check: Shut up. If wearing watches was purely about function, we’d all strap on G-Shocks and call it a day. They are more accurate, more durable, and cost a fraction of what most mechanical watches cost. Do you even need to post your new watches in the WhatsApp group or on Instagram, to enjoy the horological artistry? Of course not.
The truth is that status plays a role in virtually every luxury purchase, whether we admit it or not - and to be clear, there is nothing wrong with this! Humans are social creatures, and signalling has been part of our behaviour since we lived in caves. The problem tends to arise when we deny this motivation entirely.
I’ve discussed this before when exploring collecting psychology; we often have multiple reasons for purchases - some conscious, some not. Yes, you might genuinely appreciate the finishing on a particular movement, but would you appreciate it quite as much if it came in an Invicta case with an Invicta logo? Be honest.
3. “My next purchase will be my last watch”
Why we wish it to be true: These words transform today’s purchase from being a step further along the road of addiction, into some seemingly sensible endpoint. In other words, you are finally reaching completion, and you have not lost control.
Reality check: I have probably heard this phrase more often than anyone hears “good morning” within collector circles. This is the watch collecting equivalent of “just one more drink” or “my diet will begin on Monday.”
It is quite interesting to observe how the definition of “last watch” keeps evolving. First, it was completing the holy trinity of Rolex, Patek, and AP. Then it became adding “just one good dress watch.” Next, you needed “something vintage”, you know, for some character. Before long, you are explaining why you definitely need a GMT function despite never leaving your time zone, and a perpetual calendar because, well, its complicated.