Calling Time on Time?

A friend of mine recently informed me that 40% of men these days don’t wear watches. Goodness knows where he plucked this stat from ( I suspect this sparkling piece of ‘market research’ was based on the fact that half the time he leaves his own watch on the bathroom sink). Anyway, it got me to thinking that maybe wearing a watch these days is a little passé. That ones mobile, Blackberry, MP3 will give you all the time advice you need. In 156 different languages, 20 different time zones and all whilst playing ones latest favourite tune. With dancing elephants. And of course the having the latest gadgetry is an essential part of ones ‘cool’. Even without one of the portable gizmos it’s not too hard to just gaze down at the RHS of your screen and there’s Greenwich Meantime right there next to your Home Wireless speed.

Ad’s for watches are traditionally the top end products Tag Haur, Rolex, etc aimed straight at the ‘mature man’or indeed woman. Rugged looking yachtspeople , all crinkly eyed and weather-beaten glancing at their Tag Heuers before they head off into the roaring 40’s. Literally. The quality watch sites naturally ooze of big old school star quality. Brad Pitt, Urma Thurman, George Clooney, Nicole Kidman. Tiger Woods. Steve McQueen. Yes I know he’s dead but the ‘Cooler King’ remains cool forever. Even for selling watches.

And for myself ,having just been given, as a gift a cool looking Omega I was delighted to be reminded that this classic use of brand placement ie Bond’s watch is Omega. And we all know that even the ‘kids’ are finding Bond cool again. Despite Pierce Brosnan’s best efforts.

But of course this is all missing the point. Yes, the 16-30 years olds are no longer wearing watches. For now. BUT a watch is still a chance to display an elegant symbol of your taste level and your attention to detail. They still represent a ‘statement’ whether it’s a Fossil for the younger generation or a Rolex. Course if you happen to be Jay Z then naturally your Rolex will come with enough Bling to make Stevie Wonder shield his eyes BUT you can wear a quality timepiece that says ‘I might not have James Bond’s body, Walther PPK, License to kill or Miss Moneypenny lusting after me BUT at least I have his watch'.