Whodinkee Now?

Tempus Fugit! (that's time flies for those of you just tuning in).

I woke up (or more aptly, was woken up) by the Executive Publisher hoping to get an early (3:30 AM) breakfast. After donning my butler's togs and serving her entree, I toddled back upstairs and attempted to get back to sleep. I did a perfunctory scan of various sites and there was Ben Clymer once again front and center with a big announcement. In all honesty, I found his post a wee bit defensive and definitely self-congratulatory. I wonder how the folks who were made redundant over the years read it?

https://www.hodinkee.com/articles/hodinkee-to-join-forces-with-watches-of-switzerland

The headline reads -

Hodinkee Joins Forces With Watches Of Switzerland

In other posts on the subject, it seems a slightly different read has been offered - 

https://www.watchpro.com/watches-of-switzerland-group-buys-hodinkee/

Watches of Switzerland Group buys Hodinkee

Troubled media business acquired for an undisclosed sum.

While I won't go into the heroes and zeroes here - because no information has been forthcoming on the subject, I would say that the whole Hodinkee saga of the past several years has been a mirror image of what is so wrong in Watch Town writ large. Celebrity "chums", limited editions marketed to appeal to the egos of those celebrity chums, and a basic lack of understanding as to the fundamental difference between an elastic and inelastic demand. 

Per Don Hofstrand of Iowa State University's Extension and Outreach program:

An elastic demand is one in which the change in quantity demanded due to a change in price is large. An inelastic demand is one in which the change in quantity demanded due to a change in price is small.

So the next big question for the brain trust at Watches of Switzerland - does Hodinkee's content and influence represent an elastic or inelastic demand sufficient to recoup the amount spent on this acquisition? Was there enough for Tom Brady and John Mayer to get some of their pocket money back? 

The simple truth is that Hodinkee in its previous form was an unrealistic and unsustainable model. And the market spoke. It sounds wonderful to refer to this as a strategic partnership, etc., but in point of fact, it is an acquisition.

The Transfer Window Opens - Welcome to Crazy Town

Well for those who were on the edge of their pool floats or chaise lounges, fear not! The transfer window is apparently still open and though this is more fish-wrap than news at this point, let's get caught up, shall we?

News was strategically placed with that bastion of impartial reporting Hodinkee (oops, coffee just shot out of my nose and I need to take break to wipe the screen) that "Arnault, the even younger" had a case of the fidgets and hiked up his leg to more firmly "mark" his territory around the halls of LVMH's watch division. Long story short? Former favorite of God (JC Biver) Ricardo Guadalupe (you may remember him from such jobs as "CEO of Hublot") has either decided, or been asked, to sling his hook and take it on the arches. Now the official word is that he will be assuming the position of "Honorary President" of Hublot, which essentially means he won't be required to go to board meetings and he can play out his contract. He is only 59, so I tend to doubt that this will be his last stop, but you never know.

I have no doubt this suits junior just fine as Guadalupe was the last of Biver's palace guards, and know the only thing he is running is Jack and shit, and Jack just left town.

But then the other intriguing turn - fresh off of a truly stunning few months at Tag Heuer (yes, that was sarcasm) Julian Tornare leaves La Chaux-de-Fonds in the rearview as he heads south to Geneva to lead product placement firm Hublot. 

Rumor has it they make watches as well ;)

Now the other funny bit in all of this is reading the commentary from some of my more well-heeled colleagues in Watch Town's Fourth and Fifth Estate claiming that Mr. G had spent too much time and focus on brand partnerships and famous "chums". It is clear that they slept through the Biver years at Hublot ; ) 

This is made even funnier when notable conspiracy theorist and pro football player Aaron Rogers was picked to "Reach His Star" (still the worst tagline ever) on behalf of Zenith. So look for more NFL quarterbacks to be joining the Hublot stable now that Tornare can indulge in fantasy football picks with a real budget to throw at them.

But then perhaps the goofiest turn of events came from independent brand Audemars Piguet. You might have heard of them, old family owned independent brand with one and a half product collections? It would seem that although the Royal Oak continues to be hotter than Satan's jockstrap, Hodinkee's personally anointed sage on all things horology and pop music has been tipped to be a special envoy. So needless to say, Hodinkee will now be able to rhapsodize about which version of the Royal Oak best sets off a tattoo sleeve with leather jacket sleeve zhuzhed. Give me strength...

Here is the info, straight from AP -

A unique collaboration.
We are thrilled to announce that we have appointed the iconic American singer, guitarist, and watch collector, John Mayer, as our “creative conduit”.
In this unique role, John Mayer will not only act as a channel of creativity, pushing the brand to explore new horizons and elevate our technical, aesthetic, and ergonomic developments, but he will also serve as an important translator between Audemars Piguet and watch enthusiasts worldwide. His collector’s eye and deep insight will guide us in innovating to meet the ever-evolving needs and expectations of our clients.

Okay, I have absolutely zero idea what a "creative conduit" is, but this new "job" for Mr. M truly begs credulity. I mean, unless he has some idea to save the 1/2 product family the ill-fated Code 11.59, 'cause that is one turd that seems to refuse to be flushed....

Do you mean to tell me that Audemars Piguet, with more cash than some small third-world GNPs, and with 1 of their 1.5 product families having one of the most sought after watches of all time needs a man notable for these bon mots which he dropped in an interview with noted watch collector enthusiast magazine, Playboy -

“My d–k is sort of like a white supremacist,” Mayer went on. “I’ve got a Benetton heart and a f—in David Duke cock. I’m going to start dating separately from my d–k.”

Well, I guess AP knows what their doing...

Let's hope Mr. Mayer keeps "little David Duke" in his pants, it's Le Brassus, not Las Vegas.

Pride Can Hurt You

Okay, we've been riding a bit of a "love fest" on Tempus Fugit - and nothing wrong with that ; )
But I made the commitment to call them like I see them, and here goes -

Word has filtered down to me from those higher up the food chain of the watch cognoscenti that John Mayer might have been duped by the "watch broker" to the stars.

Long story short, John Mayer utilized the services of a "broker" to research and secure several  vintage Rolex watches for his collection.  When Mr. Mayer went to Rolex to have his watches serviced, he was informed that enough "content' of his watches was deemed by Rolex to be "faux" that the watches themselves could only be viewed as well, yes… faux.

Needless to say, words were exchanged, some monies were refunded, and then even more of Mr. Mayer's collection was deemed to be "lacking".  And then he decided that he didn't just want a refund… he wanted, well,  more.

Now all of that aside, let me say this -
It is hard to view this as a legal action against someone selling a slightly "goosed-up" watch, be it intentional or an honest mistake.  It seems to be about pride, about the belief that you are an expert, about being viewed by many as a celebrity expert, and then realizing that the person you counted on to validate your expertise was less than what you thought he was.  And far less than what you paid him for.

I think my gripe is this - Mr. Mayer gets a LOT of press play for his knowledge of vintage watches - and a lot of that I think is very justified.  He is interested, he is engaged.  But in reading stories and interviews where he in some instances really mocks people who make honest mistakes in appraising a potential purchase… well, I will just say that sometimes you can know A LOT, and it is still not everything.  I am sorry for his frustration.  But I would ask him to please remember this moment in time where it became clear to many, that even a judge at the Grand Prix d'Horlogerie de Genève is not immune, and certainly not infallible.  We are all human.  And sometimes we just want to believe.