Back in the day, Hodinkee published independent watch reviews for horophiles looking for solid intel. Those days are gone. The website now sells the watches it “reviews.” Careful readers will discount Hodinkee’s Lake Woebegone-take on timepieces, where every watch is above average and “criticism” is couched more carefully than Roche Bobois. The uninitiated are on notice: the website’s “Just Because” series is a Hodinkee scam. And it goes a little something like this . . .
“Gear Patrol links to featured products via Amazon and other online retailers,” their About Us dislaimer discloses. “When you click on these links and purchase products, the URL automatically includes an identifier that tells the retailer you discovered the link on Gear Patrol. We then earn a small percentage of the purchase price as a referral fee.” So GP’s watch “reviewers” are pimps masquerding as journalists. Not according to them . . .