Perspectives

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

The collection · 113 essays

F.P. Journe: The Independent Watchmaker That Made Chronometry Scarce

F.P. Journe is now discussed as a market phenomenon, but that framing is too convenient. The more useful way...

The most important thing about Richard Mille is not that its watches are expensive. It is that...

The most important thing to understand about Tudor is that it was never designed to be independent in...

Zenith has one of the strongest technical résumés in Swiss watchmaking and one of...

Breguet has a problem most watch brands would kill for: its history is...

IWC Schaffhausen is most convincing when it resists romance. The brand’s strongest watches have rarely depended...

Cartier’s most important complication is not a tourbillon, a perpetual calendar, or a minute repeater. It is proportion. That...

Grand Seiko is no longer the watch enthusiast’s secret, but it is still one of the most...

Omega is the rare Swiss watch brand whose strongest argument is not scarcity, mythology, or...

If the modern watch market rewarded engineering as consistently as it rewards scarcity, celebrity and recognisable bezels, Jaeger-LeCoultre...