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10 Years Of Wrist Watch Blogging: A Story Of 21st Century Luxury Media
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omege watches One of the major shifts in the luxury industry over the last decade has been in media. Thanks to the internet, a burgeoning new era of free and opinionated press positively bolstered what many considered to have been a very staid and stammering industry when it came to innovation.
replica omega seamaster aqua terra Websites on luxury goods such as wrist watches are almost as old as the consumer internet itself, but it was not until the 2000s that luxury blogging became a reality. What is blogging in this context? I refer to a news-style site offering regular articles on topics that are open to and accessible for the general public. This is in contrast to the closed club-like forums that predated the blogs such as aBlogtoWatch, that later evolved into internet magazines.
Omega Replica Watches Before there was aBlogtoWatch and a host of other watch blog websites, there were sites such as FratelloWatches.com . Started by a Dutch watch-lover who originally wanted to use the site to buy and sell timepieces, Fratello Watches was a seminal player in the arena of high-end watch blogging for a more general audience and with a focus on opinion and editorial.
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replica omega seamaster aqua terra In 2014 Fratello Watches’ owner Robert-Jan (“RJ”) Broer celebrates the 10th anniversary of his website that I was later able to consider a fellow watch blogging colleague when I began. I spoke to RJ about his journey as a watch blogger, making the watch industry his full-time career, and some of the difficulties in being a seminal player of a new game.
Ariel Adams: What do you think are the top three things you’ve accomplished after blogging about watches over these last 10 years?
Robert-Jan Broer: If I have to drill it down to a Top 3 of accomplishments, I would say, 1) A great relationship with a number of watch brands. Brands that were so far away from me in 2004 and seemed inaccessible for a (then) young blogger, are now very easy to access and super helpful when I have a request. Don’t forget that 10 years ago was a different time for a lot of these brands. I couldn’t even get a press release from some of them.
We’ve come a long way I think, but there is mutual respect and I think the blog has become an established media channel for them that they take as seriously as printed press. 2) Our Speedy Tuesday Event that we hosted last year. We have this weekly topic on Fratello Watches called ‘Speedy Tuesday,’ where we put an OMEGA Speedmaster watch in the spotlight, a watch with great history (it was the watch worn on the Moon and used by NASA) and a lot of enthusiasts. We decided to organize an event at the Space Expo (visitor center) of the European Space Agency together with OMEGA. About 80 collectors came from all over the world to this event, met with each other, discussed watches, had a guided tour through the Space Expo, and so on.
Even James H. Ragan, the former NASA engineer who was responsible for selecting the Speedmaster as the official NASA watch, was there to answer questions. The whole thing was just so energetic. We even had ‘flown’ Speedmaster watches there, as we call these watches that made it into space on the wrist of an astronaut. 3) Perhaps this should be number one, but in the end, blogging about watches helped me to turn my hobby into my full-time profession. I am 100% occupied with watches and working in the watch industry. In the beginning it felt weird. After I resigned from my (good) job at an investment bank and was working in this watch industry, it didn’t feel like it was work. It took me months to get adjusted to doing something fun all day every day, after having worked in several different IT-positions for years.


AA: Do you feel that blogs and internet magazines are the future of luxury media? Of all media? Why or why not?
RJB: I am not sure if blogs and internet magazines are the future of luxury media; perhaps they already are a serious part of the whole luxury media. Some brands still seem to have more difficulties than others with the on-line media for their luxury products. I can imagine some of their worries, like the lack of a fancy thick magazine with glossy paper that you can find in the lobby of a hotel or piled up in a boutique. On the other hand, the ultimate luxury for the customer and readers of luxury media is that they decide what and how they like to read things about (in this case) watches. So I believe there is room for both printed press and on-line media.
In the end, the possibilities of on-line media do have much more potential than printed press, of course. Think about videos, 3D presentations, accessibility, direct interaction and so on. In terms of advertising, I can understand why a luxury brand wants to be seen in the most popular printed titles. However, being present on the right platforms is perhaps even more interesting for them, as you can monitor and measure feedback so much better – if done properly.
AA: Let’s play stupid for a moment and ask the question of why luxury watch media is even necessary. Don’t most people just buy watches for how they look and decide to spend an amount equal to how much wealth they feel like showing off? What justifies the work that both you and I do?
RJB: That perhaps goes for a small group of people who have the luxury to just point at the watch they want to have and swipe their cards. I was involved in a bit of research on this topic performed by a German student. She performed a study on how watch consumers inform themselves about watches in the purchasing process. One of the conclusions of her study was that there was a high personal involvement when purchasing a luxury watch (on average, 50.6%). It seems that consumers consider – besides financial risk – also a bit of image risk when buying a luxury watch.
So you are absolutely right that the ‘showing off’ part – or status – is still important to a lot of buyers. That doesn’t mean they want to keep themselves informed about watches. I think a number of readers of our websites are interested in getting confirmation about their choice, before and after they bought a watch. However, the majority will use our website to make a good and underpinned choice when they are going to purchase a watch. We know that the internet is the best and biggest research tool available when you want to purchase something. Whether it is the latest smart phone or a luxury watch. Our work is part of their research, blogs are Google Google -magnets.
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