When you think of watches, most people imagine more than just a tool for telling time—they see a statement, a lifestyle, a symbol of status. As someone who’s spent years covering the watch industry, I’ve always tried to give readers a real, unfiltered perspective—beyond the usual shiny new releases and brand PR.
For those who know our media platforms—WOW and LUXUO—WOW is the specialist, focused solely on watches, while LUXUO covers a broader luxury lifestyle spectrum. But no matter the platform, when we talk watches, we speak with passion and expertise. If you’re reading this, chances are you’re a watch enthusiast too.
Late last year, a friend jokingly reminded me about the iconic “Batman” nickname in watch circles—the Rolex GMT-Master II with its signature black-and-blue bezel. Funny enough, I realized I hadn’t once mentioned “Bruce Wayne” (Batman’s alter ego) in any of my pieces for an entire year. That felt like a missed opportunity. The 2024 GMT-Master II release has been widely hailed as the rightful successor to the all-black bezel model discontinued in 2019. Its understated charm is something only true aficionados truly appreciate. Priced around $15,800 on the Oyster bracelet, it offers everything important that the GMT-Master II is known for.
Price remains one of the most complicated topics in the watch world. Take the IWC Ingenieur 40mm Automatic, for example—we listed its price as $16,600 USD in an earlier piece, but didn’t clarify that was the overseas price, not the local one. It might seem like a minor detail, but for collectors and buyers, clarity matters. Many YouTube watch channels are also debating price transparency, with Denmark’s “This Watch, That Watch” host Mike often emphasizing that watch collecting is a hobby—not a speculative investment. I couldn’t agree more.
That said, social media watch comparisons can get downright bizarre. Many influencers lump vastly different brands and models into the same “price bracket” and then pit them against each other. It’s like comparing apples to oranges—impossible to do meaningfully. For example, putting an IWC and a Rolex side by side just based on sticker price ignores the distinct histories, craftsmanship, and brand positioning behind each. Brands don’t like these silly comparisons either. Respecting these nuances should be basic etiquette for media and enthusiasts alike.
In traditional media, we’re careful to separate editorial content from advertorials. Articles with bylines are independent editorials, unaffected by brand influence, while uncredited pieces are often sponsored content. This distinction protects readers and keeps us honest. Sometimes, writing anonymously can actually free you to be more candid. Our editorial team often works like an improv troupe—starting with a loose plan, then riffing and chasing interesting ideas as they come up, even if it means abandoning the original script. That spontaneity often leads to the most genuine insights.
To give you a personal angle, I have a friend John, an American architect with a deep love for watches. Last year, he bought the “Batman” GMT-Master II and told me it’s more than just a precise instrument—it’s his secret style weapon for daily life. Whether he’s traveling or in a meeting, that watch gives him confidence and reflects his personality. John’s story reminds me that luxury watches are not just price tags; they’re a way of life, a connection to something meaningful.
In the end, the watch industry may seem glamorous, but it’s full of complexities and unwritten rules worth uncovering. As insiders, our goal is to share a perspective that’s both professional and honest—not just marketing fluff. You might not obsess over price fluctuations every day, but understanding the stories behind them can make owning a fine watch even more rewarding.
We’ll keep bringing you real voices and fresh insights from the watch world—because behind every beautiful dial is a story about craftsmanship, value, and lifestyle waiting to be told.