Perspectives

Structural analysis of horology — brand positioning, market cycles, and the craft–commerce tension.

The collection · 113 essays

Baltic Watches: How a French Microbrand Turned Vintage Restraint into a Modern Strategy

Baltic is the rare young watch brand whose most important asset is not a movement,...

Nomos Glashütte is often reduced to a neat phrase: the Bauhaus watchmaker from Germany. That description...

A. Lange & Söhne is often discussed as if it were an uninterrupted nineteenth-century institution....

The most disruptive watch company of the late twentieth century was not Swiss, not mechanical, and not trying...

Citizen is not difficult to understand because its watches are obscure. It is difficult to understand...

Seiko is the rare watch company whose cheapest credible mechanical watch and most technically sophisticated luxury watches can be...

Longines occupies one of the strangest positions in modern watchmaking: it has more...

Tudor is no longer convincing collectors that it is more than “the affordable Rolex.” That argument has effectively...

TAG Heuer is strongest when it stops trying to look like a miniature version of the...

Cartier is the watch brand collectors often underestimate for exactly the reason the market has learned to reward it:...