It's that most wonderful time of the year, where I get to sleep. Or at least I was hoping to. Just like last year, WLA goes dark around Christmas time. But unlike last year though, I had absolutely no time to sleep or tend to the garden or any other forms of domestic bliss. Somehow, I got caught up with the end of year shopping madness. Except rather than report or cover this annual orgy of consumerism, this time I was actually aiding and abetting when I hosted an event or two.
Watches and how you sell them is probably one of the more arcane things to think about for a watch journalist. We spend most of our professional hours thinking about movements and subtleties of a watch made by human hand from scratch. It's all very clever and cerebral. Which is perhaps why, on a subconscious level, I decided to jump the fence and join the brands. It has been fun, it has been hectic, but most of all, it has been illuminating. Selling a watch isn't so much about telling people about all the great things a watch can do or is made from or how it works. Selling a watch involves understanding who is likely to buy your watch and then hunting them down like a pack of hungry hyenas.
This would then explain some of the looks I get from inside the pavilions at Baselworld. And here I thought it was sexy old me!
Alas, WLA must rise again
And so, it must be that I return to the fold of the journalist, of the observer and the writer. We have lots of pre-SIHH watches which came with large lour, angry labels of 'EMBARGO' on it. But it's all expired with Christmas 2017 now a faint memory of an alcohol induced stupor. And nothing sobers a watch journalist like the smell of freshly engraved cases and delicately placed gems!
See you guys tomorrow!