Oris, IWC, Breitling: Greenwashing to Go

Breitling Superocean Heritage Chronograph 44 Ocean Conservancy Edition

“It is always nice to purchase a new watch,” deployant.com says, not unreasonably. “But what if you are able to achieve a win-win situation, by doing good for a social cause at the same time?” Well then you’re supporting greenwashing – “a form of marketing spin in which green PR  and green marketing are deceptively used to persuade the public that an organization’s products, aims and policies are environmentally friendly and therefore ‘better’.” How do we know this?

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Expensive Watches – Don’t Go There!

Expensive watches

Hello? Of course you should buy expensive watches. Unless you’re a die-hard minimalist – and maybe even then – your horological health depends on transferring large amounts of cash to watchmakers and their dealers. To be fair, this article should be titled Three Places Where You Should Never Wear an Expensive Watch. The SEO gizmo says no. Anyway, here you are! And here’s where you should never go with your expensive watch . . .

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Circular Apple Watch! Or Not . . .

Circular Apple Watch

The video below shows a render of the circular Apple Watch. It’s gorgeous. And it will never happen. For one thing, Apple’s smartwatch competitors are circular. Apple smartwatch owners want that at-a-glance I’ve-got-an-Apple-Watch street cred. For another, money. Although Apple filed patents on a circular display in 2018, changing the case shape would cost more than the [legal] gross national product of Bolivia. But I do have a question . . .

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New Watch Alert 2/7/2020

New watch alert! Back in the day . . .

The great thing about the New Watch Alert: there’s always something new to contemplate. Great because the temporal torrent reminds me that watches are like cabs. If you miss one, another one will be along presently. I take solace in the fact that this endless procession of timepieces is the same as it ever was. And, despite the rise and rise of the Apple Watch, always will be. Let the games begin! I mean, continue . . .

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IWC Pilot Watch Mark XVIII: Review

IWC Pilot Watch MKXVIII

My father was a holocaust survivor. He drove a Mercedes Benz, manufactured by the same company that built the Nazi’s favorite automobile (the MB 770). The same company that used slave labor. So there was no reason for me – a minimalist watch guy – not to buy an IWC Pilot Watch based on the Luftwaffe’s Beobachtungsuhren (observation watch). But something stopped me . . .

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