Collector Personas

As a result of the internet, previously isolated watch enthusiasts are now connected in real time, forming communities across various sites from WatchCrunch to WatchSeek to Reddit and many more. To the uninitiated, it may seem like all these collectors are birds of the same feather because isn't a watch collector like any other watch collector? But NO, that couldn't be farther from reality as there exists a number of different approaches to building watch collections.

1) Silverback Gorilla - These collectors care about status. Their watches represent the path they’ve walked to get here and serve as a constant reminder of their success. Brand name is usually the first and second point of consideration (other than ‘does it look good when I flex?’); other aspects such as movement, power reserve, and water resistance are not nearly as important. Any brand without a proven track record or recognition is a waste of money.

2) Affordable Hoarder - These collectors have been able to acquire a large collection of only affordable watches due to budgetary constraints and/or lack of discipline. Many such collections were built rather quickly with a focus on filling up large watch boxes as the #1 priority. An Affordable Hoarder lives by "quantity over quality".

3) Brand Ambassador - Brand ambassadors, as the name suggests, are loyal to one brand. They associate strongly with one or more of the following: a brand’s mission, connection to historic events or figures, or design language. Because of the monumental value Ambassadors have assigned to the brand, they will never consider those of competing brands because why deviate from the one brand that matters?

4) Microbrand Maven - These enthusiasts started with mainstream brands but disillusioned by repetitive designs, have since found their interest in boutique offerings. A Microbrand Maven is not afraid to gamble on a new brand with little to no name recognition as long as there is a clear angle of differentiation versus mainstream brands... in fact, being amongst the first to discover the start to the next big trend is the badge of honor which these eclectic collectors seek.

5) Inspector Gadget - This type of collector loves watch complications and has made it their goal to acquire many functions across different types of watches. He/she will be sure to have at least one watch for every occasion and likes to show off the range of functionality.

6) Category Specialist - This type of collector have found their calling collecting one type of watch, be it chronographs, divers, dress, military... etc. The Category Specialist loves the history behind why their type of watch was invented and how the category has evolved. His/her collection will cross over brands and be unified by a particular type or complication..

7) Museum Curator - This group of collectors are romantics at heart. They are curious about the technical and design innovations that have pushed forward the watch industry. To these collectors to, it matters which watch was the first automatic chronograph, the first to be used on the moon, the first to be given out by US presidents to visiting guests of the state... Museum Curators are structured thinkers who follow their own set of collection rules while hunting for watches that preserve styles from past eras and/or celebrate horological achievements.

8) Design Devotee - Design Devotees collect because of their love for well designed products. Watches with unique case & dial materials and/or improve practical use resonates with this type of collector. Aesthetic improvements requiring hours of additional artisan work or new manufacturing techniques is the focal point of attention. A bi-coloured ceramic bezel to denote day and night on a GMT? Fantastic. Zaratsu polishing of metal to enhance reflection of light? Absolutely. These collectors seek watches that WOW with their design and are fairly brand agnostic, as long as the execution of the dial and case is immaculate.

9) Tinkerer - This type of watch enthusiast is knowledgeable about watch making and takes a hands-on approach to their watch collecting journey. Many Tinkerers spend hours looking for fitting watch components and seek out other Tinkerers to share learnings from their customization experience. He/she is not afraid to experiment in their pursuit to make an existing watch slightly better or even a new watch from scratch. Tinkerers are creatives whose resulting works range from overpriced franken-watches with no resale value to one-of-a-kind pieces that are sought after by other collectors.

10) Color Lover - these collectors have discovered their favorite color and will never deviate to another. Perhaps their collection was not started with such intention but somewhere between watch #2 and #3, he/she decided that this was not going to be an easy habit to break and thus the unifying collection theme was decided upon.

11) Strategic Planner - these types are thoughtful about building a balanced collection prepared to meet the demands of any special occasion.. trekking through the jungle, flying across multiple time zones, decompressing from below the waves, sitting in a packed office conference room, raising a toast in a festive ball room... A Strategic Planner incessantly scans the watch universe for new developments and has devised an efficient acquisition plan that gives careful consideration to the number of watch slots, abides by a collection budget, and minimizes overlap between watches.

12) Wild Child - This type of watch collector does not plan out future acquisitions nor is there a discernable theme to the watches already acquired. The only rule that matters to a Wild Child is – "if I like it, I’m getting it". There is a hint of compulsion and unpredictability to this type of collector that will make a Strategic Planner grimace... but the Wild Child does not care as collection nirvana is but a stop in his/her state of mind.