219. Identity Crisis Watches, Expensive Plastic, and Marathon Marketing Gone Wrong

This week on aBlogtoWatch Weekly, the crew dives headfirst into the watch industry’s current identity crisis and asks a simple question: who are luxury watch brands actually selling to right now? From pricing debates and shifting market expectations to the strange gap between branding and real world execution, the conversation gets surprisingly honest about where parts of the industry may have lost the plot. Ariel also shares thoughts from his latest Watches and Wonders recap article, while the team debates how brands are struggling to connect with collectors in a changing market.

Along the way, Rick recounts a baffling experience at the London Marathon where official sponsor TAG Heuer seemed nearly invisible despite heavy branding, sparking a larger discussion about missed marketing opportunities and why some watch companies still feel disconnected from their audience. There is also plenty of classic ABTW Weekly chaos, including a surprisingly passionate debate about expensive plastic watches, trade show swag etiquette, Monaco opinions, and Rick’s apparently “invisible” glasses. As always, it is part industry insight, part group therapy, and part watch nerd rabbit hole that somehow makes perfect sense by the end, (kind of).

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