Dear Watch Fans, Pace Yourselves And Beat The FOMO — A Watch Is Not A Pair Of Sneakers
Dear watch fans, it’s time to take a breather. Just sit back, relax, and listen to the 8-track — and you can do that while listening to Me’shell Ndegéocello’s song “I’m Diggin’ You (Like an Old Soul Record).” The reason I’m writing this is that the fast-paced digital world seems to be taking its toll on watch joy. With the emphasis on money (“Is this a good investment?”) and status (“I want what everybody else is wearing/showing on the ‘Gram,’ and I will pay above list”), the fun has taken a back seat. The watch is now, more than ever, being perceived both as a commodity and a status symbol. And then there’s the fear of missing out mixed with the money and the status. But you have to beat the FOMO, I tell you, because it has resulted in a toxic mixture that could poison the well of watch fun.
“Why don’t I own that ‘Pepsi’ I see again and again on my feed?” If you ask yourself this question after scrolling through Instagram or TikTok, you could be suffering from FOMO. This fear of missing out comes from the idea that other people are living their best lives and are wearing better watches than you. As soon as that idea has nestled itself inside your brain, you will be tumbling down the rabbit hole while asking yourself why you’re not doing the same. As you are scrolling through social media profiles, trying to find out why all the good stuff is only happening to those people, you will be struck by sadness and perhaps shame because FOMO has a grip on you.
Beat the FOMO — remember, you want a watch; you don’t need it
A bad and lasting case of FOMO might hurt a person’s self-esteem and self-worth. As a result, it could also impact one’s physical, mental, and emotional health. Going from FOMO to impulse buying is just a small step. Impulse buying can be triggered by several factors, such as the shopper’s emotional state or the need for instant gratification. In an effort to “keep up with the Joneses,” unplanned purchases that may not fit into the budget are quick fixes with possible long-term negative effects.
When brand X releases a new watch, comments like “Want!” and “NEED!” abound on social media. There’s a big difference between wanting and needing, though. Wanting something is a less desperate situation than needing it. But a need is something that a person can’t live without, such as food and a home — most definitely not a luxury watch. If you think you need a watch, you probably need to reset your priorities instead. The watch is not going to feed you or provide shelter. It could provide you with a short moment in the sun in the form of likes and comments, but it won’t make you happy in the long run. Yes, a watch can be an object of joy, but the idea that it will uplift your life and be a source of perpetual happiness is a misconception.
Acting on impulse
The deluded idea that you need a luxury watch to be happy and need it right now might lead to impulse purchases. But wanting something really badly might have the same effect. It might also make you spontaneously grab your credit card and splurge. The thing is, for the vast majority of people/watch fans, splurging on a luxury watch lightens their wallets significantly. And if your wallet feels light perpetually, it might be worth it to start examining your impulse-buying habits.
Now it’s time for a mea culpa. My light blue Tissot PRX Powermatic 80 and my Maurice Lacroix Aikon #tide Benzilla were more or less impulse buys. Yes, there was a delay; after first seeing both watches, I still had to wait a certain amount of time before actually paying for and receiving them. But I definitely made my purchase decisions as soon as I saw both models. Still, no matter how strong my desire was, I did the math in the background and concluded that I could afford both watches. I haven’t suffered from buyer’s remorse yet, and I don’t think I ever will. That’s also because I managed my expectations. I already knew about the PRX and what kind of watch it was, and the funky Benzilla was going to be a fun, casual watch I’d wear sporadically.
Buying these watches was also never about showing off or thinking they would propel me into higher popularity rankings. Most importantly, I knew for a fact that my happiness in life didn’t rely on these timepieces.
It’s not a candy bar or a pair of sneakers; it’s a watch!
Oh, you want another mea culpa? Sure, why not? I bought a pair of Carhartt WIP × New Balance MADE in USA 990v6 sneakers because I was online at the right time. Because of the collaboration, the price was even higher than normal for a pair of USA-made New Balance sneakers. So after multiple clicks and making my acquisition final, I did feel flushed, excited, and even a tad bewildered. What had I just done? Why had I let myself be so overwhelmed by desire? Well, after receiving my pair of 990v6s, they quickly became my favorite pair of sneakers, and that convinced me that I made the right deal.
What I didn’t do, however, is check whether the drop sold out and, if so, how quickly it happened or what the prices were on the secondary sneaker market. Why would I even consider that? Well, that’s because owning a pair of quickly sold-out sneakers that consequently see their value rise on resale websites can result in an ego boost — an adrenaline rush that quickly fades away. So if sneakers can have this effect, imagine what a GMT-Master II “Pepsi” can do. I imagine a bigger wave of adrenaline and a deeper dent in your bank account. Other than that, though, it probably won’t be much different.
Image: The Watch Club
Nothing like candy
Grabbing a candy bar right before checkout is an impulse buy we can all relate to. And I guess a lot of you can also relate to buying a pair of shoes or clothing on impulse. But candy will taste good for just a few minutes, and clothes and shoes most often won’t last a lifetime. Apart from being costlier than candy and clothes, watches can last multiple lifetimes — Patek Philippe is indeed telling the truth in its long-lasting Generations campaign. And apart from that, watches have many more stories to tell. Your watch can be a carefully chosen expression of your personality that tells a story without words.
It’s about the object itself, not what it could do for you
In my humble opinion, buying a watch is not about the pursuit of acquiring something rare or exclusive. If it is, the object itself is not the focus but rather peer pressure and what the object will do for you in a shallow, show-off kind of way. But if buying a watch is about the object itself, the pleasures are more personal, and there’s more reasoning behind it. When you want a Pepsi because it’s the “it” watch, after bending over backward/paying too much for it, the pleasure of wearing it won’t last. It will only stick around until the next “it” watch pops up. And that may just be a watch you can’t afford because you blew your budget on the previous one, which you can no longer flip for a decent price because there’s a new kid on the block.
However, if you have been following the development of the GMT watch from the very beginning and value the story, innovation, and practical functionality that led to a benchmark in watch design, acquiring that same Pepsi is likely to be the watch love affair of a lifetime.
Relax, beat the FOMO, and be realistic
Going after a new watch release like you’re trying to get your hands on the last sneaker drop is diluting the essence of the watch and can also have disastrous financial consequences. You don’t want watches to drag you down; you want to enjoy them, be it in the metal or as an object of interest. Ownership is not everything, and it hardly ever causes a string of uplifting, life-changing events.
By treating it the same way as a mass-produced pair of shoes, the watch, as an object with a history of artisanal excellence behind it, becomes less interesting. A watch should never be a shallow item with a limited life cycle. Also, don’t feel bad if you can’t “keep up with the Joneses.” Envy and FOMO often work side by side to make you feel bad about yourself, but you can avoid that. By being realistic and grateful, you don’t have to chase down every new watch drop that pops up on your screen.
What you could do instead is put on some smooth grooves by Me’shell Ndegéocello, for instance. Make yourself a drink, take your time to read up, do some research, compare specifications, and enjoy the journey that leads you to your new watch. Anticipation is half the fun, you know. And when you, after due consideration, buy the watch of your choice, it might not feel overly exciting or result in a breathtaking adrenaline rush. Instead, you will feel a deep satisfaction and know that this is just the start of a long and beautiful friendship.
