THE WATCH WARDROBE
WHAT MAKES MEN TICK
MEN NOW SEE A WATCH AS AN INTEGRAL, AND CHANGEABLE, PART OF THEIR WARDROBE. TOM MILNER FROM INDEPENDENT WATCH RETAILER TUSTAINS REVEALS WHAT MAKES MEN TICK WHEN IT COMES TO TIMEPIECES
Statement-piece watches seem to be worn less for purpose, (see Breitling Chronomat Bo1 Chrongraph above) but instead to finish an outfit. In our digital age, time-telling by your timepiece has been made redundant by our constant companion, the iPhone. But open fireplaces didn’t disappear when central heating was invented. Clearly a nice watch gives us much more than just the time.
There has been a massive increase in the pre-owned and vintage watch market and recent years have seen a huge appetite for nostalgic watch design. “A watch has more soul if it’s already had a previous life,” says Tom Milner of watch retailer Tustains. “Heritage designs and indeed watches themselves remind us of a simpler time.”
The cost of refurbishment can also be a factor in the increase of pre-owned luxury watches. “Men will often look at part-exchanging for a newer model when the service is due.”
Watches have become a reflection of their wearer’s personality, and a statement of wealth and achievement “Men choose watches based on their lifestyle as well as their individual style,” says Tom. “It’s not unusual for our male customers to have two or three watches in their wardrobe, often one which is worn for sports or casual weekend activity and one for business
or occasion wear.”
As the watch buyer matures, his purchases become more refined, often less obvious, and more about the style than brand-following.
Founded in 1895, Tustains is the oldest independent store in Leamington Spa.
CASUAL: Omega Seamaster Railmaster Tudor Heritage Black Bay Fifty-Eight
BUSINESS: Omega Seamaster Aqua Terra Breitling Chronograph Chronomat
EVENING: Longines Record Master Breitling Superocean Heritage
From left to right: Tudor Black Bay Fifty Eight, Omega Seamaster Aqua Terra Breitling Superocean Heritage
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