Category: Dress Watches

Let’s get something straight: the new Versace watches are tacky. Gloriously, unabashedly, unapologetically tacky. Not even the most ridiculous Jacob & Co. creation (think Opera Godfather Minute Repeater) can compete. And unlike the wretched excess of big name brands (think Rolex Leopard Daytona), Versace watches are affordable (relatively speaking). That means the people wearing them aren’t horologically pretentious, in a snobby watch enthusiast kinda way. They’re just . . .

The Truth About Watches welcomes around 2300 readers per day. And? Writing for this fearlessly fierce website is a labor of love. What watch journalist-reviewer wouldn’t take delight in the fact that their words were being read by a single (different) reader in Botswana, Cambodia and Azerbaijan? Yesterday, 30 Norwegians validated our raison d’etre. Hey guys, ever heard of hometown horologists Von Doren watches? . . .

Mondaine sent me an email touting the Mondaine EVO2 Automatic. I called their U.S. contact number to get more deets on their New Collection. I pressed 1 for Sales. “The mailbox is full.” I called back and pressed 2 for Customer Service. Same message. No surprise there. Mondaine has been struggling to defend and extend a brand built on the Swiss Railways Watch’s stark minimalism. For example . . .

TRIWA stands for “Transforming the Watch Industry.” The Swedish watch brand trading under that name sells watches that are “modern statement symbols instead of traditional status symbols.” Timepieces that “highlight important issues of our time.” No Rolex? No woman, no cry! Think watch as virtue signaling, rather than ego projection. If you’re looking to signal your support for gun control, the $249 TRIWA Time for Peace watch is your huckleberry. Here’s the pitch . . .