"I want to say one word to you, Benjamin. Just one word."

The older members of the peanut gallery out there will recognize today's title from the 1967 film - The Graduate. Here's the quoted piece in context to today's topic:

Mr. Maguire: I want to say one word to you, Benjamin. Just one word.
Benjamin Braddock: Yes, sir.
Mr. Maguire: Are you listening?
Benjamin Braddock: Yes, I am.

Courtesy of DOXA

Mr. Maguire: Plastics.

Okay, in fairness, carbon fiber, but visit various DOXA and dive watch discussion forums, and you will find that the word plastic is being bandied about more than a little bit.

Well pals and gals, there's a fair bit to unpack here. In all honesty, this product release was, to be kind, not handled particularly well. As of 7:21in the AM (NYC) today, a visit to the DOXA online web store you would have seen that a lot of the product details had not been uploaded yet to the site. Apparently the SUB 300 carbon (apparently not a proper name designation, hence not capitalized) DIVINGSTAR has a movement, albeit one with ZERO description. But not to worry! There is an abundance of information on the strap -
FKM rubber strap, folding clasp, black PVD coating, with ratcheting dive suit extension, exclusive DOXA fish logo Lug width: 20 mm
And it's all yours for the low, low price of $3,890!

But wait!  According to A Blog To Watch, the price is -  3,790 CHF.  As I write this at 7:30 AM (NYC), that equates to $4,097.89 per XE Currency's conversion.

You may remember DOXA's run-away success with carbon fiber with their limited edition SUB 300 Sharkhunter -

Courtesy of DOXA

That SUB set sail a year ago, limited to 300 pieces. Let's say that this one sold more like the hotcake's sexier cousin, the waffle, as in not so hot. If the DOXA website is anything to go on, 300 pieces have not sold yet.

Courtesy of DOXA

Now once again, to be fair, DOXA is being managed with a vision of what they feel DOXA could be (a big time, popular in retail watch), and how they think they can get there. They have invested in advertising, and the more "malleable" members of the Fourth and Fifth Estate are more than happy to keep barking like seals so long as the fish keep getting tossed their way.

If the new SUBs turn your crank as a watch you want to own, you should not let ANYONE (yes, that includes me) dissuade you.

Shamelessly Borrowed

But I do want to hop in the WABAC Machine and take you back to the thrilling days of yesteryear when I worked for DOXA's North American license holder. The recipe for successful DOXA sales was actually a lot more simple than you might think -

• Launch either an Orange (Professional) or Black (Sharkhunter) first. 
• Remember that a HUGE number of your potential customers do not care one bit about watches, but have a visceral connection to Clive Cussler and Dirk Pitt.
• Conduct a "we want your opinion" poll on the forum that would artfully (albeit not so subtly) direct participants to choose the details that had  already finalized months before.
• Keep it relatively within the range of what people continually buy - which if I am being brutally honest in retrospect was the 1000, 1200 and 300.
• Build up anticipation - the majority of folks often flip their previous DOXA watches to pay for the new DOXA offering.
• Price it at something in the range of $2,300 BUT pull a Ron Popeil - 

Shamelessly borrowed from the world-wide info-web

• Use language like "special introductory price" and "pre-order" price.

I don't claim to know or really understand what motivated this latest offering from the folks in Biel/Bienne. And to be abundantly clear, I am neither on Team Jenny or Team Marei in the DOXA wars - I am a conscientious objector firmly on the side of Team Henki ; )

It is indeed possible that the other DOXA SUB watches are selling well. It may well be that retail in the UK is big, bold and beautiful! And in truth, it might be that DOXA is playing the long game, and willing (and able) to wait out the nay-sayers on the forums and win them over in the end.

We will wait, and we will see. But I don't think that this is the SUB that's gonna' move the needle.

New Voices - Something Worth Reading

When I'm not writing Tempus Fugit, or running an education non-profit, I am consulting with brands mighty and not-so. And more often than not, wish #1 is to be on Hodinkee! The hope, the absolute unshakable conviction is one appearance in Hodinkee and your problems as a watch brand are forever over. That same carrot is often dangled by a few of the would be monarchs who send a rate card with every press release they receive. And it becomes more and more challenging as a reader to have even the vaguest of ideas as to why you should read outlet A or outlet Z. It used to be about content, but more and more it feels like the reading equivalent of watching an F1 or Nascar race where not a square inch is spared from sponsorship or promotion.

So it was actually quite a pleasant revelation to stumble across something a little different - Willem's Blog

Now fair warning, it is not all about watches - and in fact that is one of the very likable aspects of the endeavor. There is a great story on a "do-it-yourself" watch cleaning project - https://willem.com/blog/2020-08-23_cleaning-a-vintage-watch/

There is also a long-term review of a Tudor Black Bay - https://willem.com/blog/2020-06-17_tudor-black-bay-36-long-term-review/

But when I fell in love with this hidden blogging gem was when I read his piece on rescuing a vintage Batavus bicycle - https://willem.com/blog/2016-09-03_batavus-champion-bike-from-1978/

And bringing it all back home was a very thoughtful piece on his experience of designing and buying an ochs und junior annual calendar - https://willem.com/blog/2020-11-30_designing-my-own-watch/

It is understandable that we tend to consume what is convenient. And if Hodinkee and A Blog To Watch are the McDonald's and Burger King of the watch media game, I would strongly encourage you to dive a little deeper, and put the same amount of research into what you are reading as you would invest into what you put on your wrist. Like a slow dinner with people you care about, Willem's Blog is worth the effort, check it out!

Too Small To Fail

I think it's safe to say that if you read Tempus Fugit you are:

Interested in watches

Unable to sleep at night

Appreciate sarcasm

And for the six of you out there reading this, I appreciate it!  

But as I always say, Jesus started with just 12 followers, so you never know ; )

There are not many new releases coming out, and seeing as I am not on Breitling's Christmas card list, I cannot write about their new release.  Curious to relate, Hodinkee is stating that they have it as an in-store limited edition as they are now (apparently) an authorized retailer and A Blog To Watch decided to write about the same new release.  Let's hope ABTW gets a spiff for every conversion that comes in from their post ; )

But, back to the topic at hand.  Because just as Too Big To Fail made it hard to shed too many tears for the investment banks engaging in moral hazard and were then bailed out, it is hard to feel bad for people who are driven by profit margins and will lay off staff tens at a time but hang onto their company car until the end.

But what about the folks out there who do it for love (and a little money)?

Well, during "lockdown" I am not going to tell you about what I am wearing, or binge watching.  I am going to be talking about the brands that are too small to fail.

Stay Tuned!

I'm Calling Bullshit!

You are trying to tell me that Hodinkee, A Blog to Watch and Worn and Wound are ALL more sought after and viewed than The Sartorialist?

I'm calling BULLSHIT!

Why?

This is a question that I have been asking myself quite a bit lately.  Why do I do this?

I would like to think that first and foremost, I like watches.  That is where it all started.  And if I'm very honest with myself - and with you, that is what found me at San Francisco's Tourneau back in 2003.

A few years later I was working for DOXA and now 11 years later I am here.  And sometimes I forget why I do this.  I do this because I love it.  I enjoy talking (in this case writing) , about watches, the people who make them, and all of the goofy "rock star idol worship" that we as fans latch onto.

From time to time, I (like many other bloggers) get frustrated.  Because ultimately it should be a meritocracy.  It should be about putting stuff out there and standing behind it.  But clearly it isn't.  In an effort to be honest but fair, OMEGA, Tissot and Breguet have made it clear that they will not be laying awake nights worrying whether or not I write about them - and fair enough.  Other brands have anointed their "favored children" who will get the "exclusives, and then expect the rest of us to write about them and our competitors… sorry, I don't give two shits about Hodinkee, A Blog to Watch or Watch Anish.  There, I've said it.  I am nobody to them, they are nobody to me.  If I get one more misguided email from a well intentioned PR person inviting me to an "exclusive event" where I can meet a "world-famous" blogger… Point of full disclosure - I'm my own favorite blogger, and I don't have to drive two hours and pay valet parking to spend time with myself ; )

For the foreseeable future - you will only be reading about things that I like, and that I think you will enjoy and find fun.  And frankly, the big brands can suck it if they don't get it.  Not to worry - the "big boy bloggers" are always ready for a sweet backhander, the brands will always be able to make it worth their while  ; )