Watchlords

Given that a watch is not needed in most of our everyday lives, for many – arguably most – watch brands, creating and maintaining modern context is synonymous with success. While certainly functional, a watch provides a service that has been entirely saturated by other devices and technologies in the world (including those that allow you to browse a site such as HODINKEE). Thus, context becomes a paramount requirement in translating the idea of a watch to a modern buyer that quite likely doesn't need the raw function it provides. And so, we enter the realm of the emotional, where everything from decorative house plants, to supercars, Hi-Fi stereos, chocolate milk, and even most watches – exist to make us happy.

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