When someone buys a watch from me, I like to ask what inspired them to buy this particular watch…?
Then I love to sit back and listen to their reply….
They usually go on to tell me cool stories; mostly nothing to do with the watch itself – but events that happened long before or after the watch was purchased.
That’s because the watch that we choose to put on our wrist, has more to do with our memories, thoughts, feelings, emotions, experiences and stories; than it has to do with the actual chunk of cold metal, springs, coils and cogs that tick away on our wrist.
This “connection“ phenomenon is called ‘Sensation Transference’.
If you’ve ever wondered WHY we all love watches like we do – and WHY we spend so much of our money on high end prestige watches – I’d like to try and shine a light.
Really, luxury watches make no rational or economic sense – we could all be wearing £10 digital watches. That would last for years and be highly accurate. Or even no watch at all – and just use our smartphone.
We don’t NEED a watch; just like we don’t NEED music, art, literature, movies…. but just imagine how barren and bereft life would be without these things to enjoy. What is it about our relationship to watches in general – and… in particular… the watches we actively hunt down and purchase?
Why Do People Like To Buy Luxury Watches?
It’s not just “love”. It’s not lust. It’s not JUST the thrill of the hunt.
The feeling of “Watch Love” is an intensely deep ‘appreciation’ of both the physical attributes of the watch and also powerful storytelling around the watch by the brand. It’s the coming together of respect, admiration, craftsmanship, design, history and prestige. The insane emotional feelings of Sensation Transference. These feelings and emotions merge together to form a sensation explosion that then goes on to create a deep sense of ‘desire’.
We fall for the history of the brand’s inception and the story behind its growth and the spirit of “WHY” their watches were created. Then the satisfaction of the journey – from “wanting” to “hunting”, and then “obtaining” – the thrill of the hunt in order to arrive at a point of sensation and satisfaction.
It’s to do with the identity that the watch makes you feel. The sensations that you undertake just by putting it on. Whether your watch is a status symbol, a token of love or achievement or success.
Maybe an heirloom, a collectible. a display of wealth, a memento of a loved one….
Ultimately, we are buying and wearing feelings, not products. We are not purchasing “things”, as much as we are ‘buying identities’….. state of minds and far off dreams.