Perspectives

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

The collection · 113 essays

Omega Watches: The Strategic Power of Being Second to None

Omega is often discussed through the wrong lens. Treating it as Rolex’s permanent understudy misses the more interesting...

Swatch is usually described as the watch that saved Switzerland. That is true, but too small. More than four...

Rolex is often discussed as if its dominance were a matter of fame,...

F.P. Journe is not important because it is small. It is important because, in less than...

F.P. Journe is no longer a small secret exchanged between collectors at auction previews; it is a modern...

The most important thing F.P. Journe sells is not rarity, finishing, or even complication. It...

A. Lange & Söhne is not the oldest continuous manufacture in high watchmaking, nor the largest, nor the...

Casio is not a mechanical watchmaker, which is precisely why it matters to serious watch collecting. The Japanese company...

Grand Seiko is no longer a connoisseur’s secret, and that is precisely why the brand has become...

Seiko is not one brand in the usual Swiss sense. It is an industrial...