The problem with watch reviews - and how to fix them.

[@CIRCLEDARK]

Amen. The problem is that there is a formula for becoming a big YT watch channel apparently... and it involves doing exactly what you said shouldn't be done. What you said is exactly why I have a problem with the Swatch X reviews, for example. The criticism always boils down to the idea that "I can get a 'real' watch for a few hundred dollars instead." Obviously, you can buy a basic Seiko or something similar for the same amount of money. However, what everyone ignores is that... I don't have a use for one of these types of $150 "boring" watches. They do nothing that I couldn't get from a $15 Casio -- nothing that I couldn't get from any number of other watches I already own. When I'm looking at my watches in the morning and deciding which one to put on my wrist for the day, I never once ask myself "Which one of these is going to tell the time the best?" It's an emotional decision. A normal, simple, accurate, boring watch brings nothing to the table, so I literally would never feel compelled to wear a $150 Seiko, no matter how well-built it is. There is a reason why I sometimes skip over the $10k Breitling Duograph and grab the $400 Swatch Blancpain instead that morning. Because on those days, I might be feeling particularly nostalgic; and Swatch reminds me of when I was a kid and everyone wanted the fun little transparent plastic quartz watches with the bright stripes and gummy straps. Is that watch "worth" $400 objectively? No. Is it worth $400 to me because of what it brings into my life on the days that I put it on? Definitely. These reviewers need to stop sending mixed messages. On one had, they are completely rationalizing spending $1000, $5000, $50,000 for something that doesn't do anything you can't get for free from your cell phone. On the other, they are trying to tell you that $300 for a Moonswatch is foolish. Sadly, we are all sheep. We see a bunch of people online saying the same thing; and we are instinctively parroting the same message.

[@SamuraiJackson]

The everyday carry knife review channels have fallen into a similar trap where nearly all of them talk about the same specs and then spend a lot of time talking about how the knives feel when they open and close. Reviewers almost never test the blade to show it how it performs- knives nowadays are treated like fidget devices. Watch reviews often feel like that too. For example, nearly every review of a dive watch describes how the bezel feels and any detectable "back play" is treated as a demerit, which is ironic because a little bit of backplay in the bezel can help clear out salt and silt (stuff that can occur after any dive) without jamming the bezel stuck. Great commentary, Pete!

[@joeconrad3828]

I agree about the bezel fetishists. “Listen to those clicks!” LOL. Another one is the obsession with depth rating. 200 meters isn’t enough. Every watch has to be good to 300 meters. Ludicrous.

[@threethrushes]

99 per cent of watch 'hobbyists' with dive watches have never dived and have absolutely no idea. I'm a PADI-certified rescue diver and the deepest I've dived is 32m - which felt very deep. A watch with a 50m WR rating is sufficient for 99.9999 per cent of the planet's population. That said, I got a 5000m WR watch, just because.

[@boldmeregarden637]

Add lume test fanaticism to that list also. I take my watch off to sleep and have an LED clock in the bedroom.

[@TheBrendonian]

@@threethrushesa 50m rating is not enough for even splashing about in a pool, but your point is basically correct 100m is enough for most people’s needs 👍

[@peterlorimer3552]

Longines silver

[@michaelriera6277]

You bring something unique to the watch KZbin universe, regardless of the number of subscribers .

[@stefan9793]

Actually, I do think that Pete has only

[@lbco5229]

I’m glad you stated this is a ‘hobby.’ Like you, I have a lot of different brands and enjoy them all. Too many KZbinrs take themselves too seriously without any real insight.

[@masterwatch]

this is great Pete.. just keep going talk and video what you like and what you want to talk about it.

[@MeestroDavid]

Good points all, but I think you missed by far the biggest problem with luxury watch reviews, which is that the “reviewer” will never really criticize the watch. They’ll call out a couple of minor things they’d prefer were different (“I wish it had micro adjust," blah blah) but you’ll never hear, “I can’t recommend this-it’s not worth the money.” They parrot press releases from the brands, and never do even the most basic research to challenge marketing claims such as movement origins or brand history. Most egregiously, they never report on known problems with the watches that might prove helpful to dissuade someone from spending thousands of dollars on a potentially bad watch that brings service headaches and costs. Ultimately professional watch reviews are pointless because the reviewers are dependent on the brands for access, review samples, and press perks and it’s well known that the big Swiss brands exercise editorial control over the reviews they provide samples for. The result is, as you say, that all reviews are the same, mostly just people describing the macro shots on screen, reciting a spec sheet, and closing with some empty statements about who the watch is for. They’re ads, not reviews. Not once have I seen a reviewer, watch in hand, say, “given all the problems, you’d be insane to spend 9 grand on this thing” or “the company says this is an in-house movement, but that’s a lie: It’s a rebranded version of the same thing found in this other brand's watch costing half as much and owners are reporting loads of issues with it.” Instead, every Swiss luxury watch is great, every Swiss luxury watch is worth whatever is being charged for it, and even though the reviewer was flown to Monaco by the manufacturer for its unveiling and had a lovely chat with the CEO of the brand about the watch, these are supposed to be honest opinions…

[@zevongrie1402]

Yesssss! All rainbows and unicorns is not helpful at all.

[@kitabshah193]

In Fratello recently there was an article that was VERY honest. Almost saying "don't buy this watch". About the Porsche Design Marmot, MARCH 15, 2024. Very rare to get that kind of tone in a watch review. But it was very refreshing.

[@boop8621]

This is quickly becoming my fav watch channel

[@kitabshah193]

I wonder if the reason they (we) don't talk about that 99% of the "value", is because to acknowledge it takes the absurdity out of the shadows and into the harsh light of analysis and self reflection. Just hearing you rattle off some of the reasons we might pay that extra amount has made me uncomfortable! However, despite the discomfort, thanks for the video, and good to see you're back at it and making regular content. Agree or not, I enjoy hearing your perspective.

[@TheBrendonian]

I completely agree. I had a conversation with a fellow enthusiast recently. He was comparing my two Cartiers (both recent Santos models), and felt some weird need to declare one a winner as though it somehow made the other redundant. The joy of owning both is in the appreciation of the differences, and how they actually fit different moods, occasions, lighting and even different outfits. I had to explain that he was thinking like a one watch guy, not a collector.

[@dacianpecican]

THANK YOU so much for making this video! Now everything makes more sense on why I really enjoy some watch reviews while I find some others to be boring…. 😊

[@kellylyons7611]

I ‘got into’ watches about a year ago. I used to watch KZbin videos. But I gave up. You are the only one left who I watch religiously. …I feel I have used the word watch in a trolly way. Apparently my vocabulary is just sad.

[@theblackacre2560]

Thank you!!!!!!!!!!!!!!!!!!!!!!!!! Watches are more than a spec sheet. You are becoming my favorite watch guy on youtube. A true watch philosopher.😂

[@underachievingwatchcollect1878]

Totally agree Pete! And don’t forget about the perfect one and done or best everyday or the GADA watch! People watching watch reviews probably have multiple watches and are more interested in how a new watch will fit functionally and aesthetically in their collection. Maybe watch reviewers secretly wishing they only had a few (or one) watch and expecting it to do almost everything or being almost perfect.😎

[@johnstyron6543]

I think you are 100 percent right. I think it’s great to know the specs and that’s part of a review and we must decide our style. I get that. But I think some watches are simply overlooked because they don’t “check all the boxes”.

[@PeteMcConvill]

agree - one of the great problems with the one size fits all approach to watch reviews is that it drastically narrows the range of watches that even make it to the review stage.

[@christopherwilliams6880]

[@dunderhay9169]

I like your thinking 👍 . I think it is worth mentioning that there are some of us who have been through the status/heritage/luxury phase and come out the other side still loving watches, but seeing the incredible value and quality available at less than £1000. My biggest complaint about watch reviewers is that some obviously have never worn the watch for more than 5 minutes, some don't even resize the bracelet because they plan to sell it on! Watching James does a first impressions and then a review weeks or months later 👍. I watch reviews of watches I would never consider buying, because I find the reviewer interesting and their thoughts entertaining.

[@jeanlefranc3817]

Excellent analysis. Be it written papers or KZbin reviews, every single watch is indeed presented as if it were the unique and final watch readers / viewers would own till the day they died. Making the Omega Aquaterra and maybe some Blackbays the only models worth considering.

[@sage9743]

Uh oh. I have both the AT and the 58.

[@TimeTickerOfficial]

Bravo!!! Great video! The points you made were spot on!

[@Trapvision3D]

I watched a few of your vids after YT recommended you. This is the 1st time YT got it right and suggested a channel surrounding horology that i actually like.😊

[@SuperYova]

This is a great topic. It reminds me of the Kevin O'Leary ("Mr. Wonderful") and Teddy Baldassarre video collaborations where they meet up at watch boutiques and compete to see who can assemble a better 5 watch collection from the inventory available. Whereas Teddy picks pieces that reflect both a range of prices and styles that cover many specs, Wonderful focuses primarily on dials that wow him. And over time it's occurred to me that the more interesting collection of watches are the ones with the more interesting dials.

[@SpaceG95]

To be truly honest. Many of us give a rats azz about the company history or lineage. This "hobby" for lack of a better word is a personal experience. I don't buy a watch be it's the newest hype or it is full of heritage. When I put it on, does it make me smile? Will it fit in with my lifestyle? Another thing that is irritating is the size shaming. Everyone doesn't want to wear a small watch regardless of wrist size. The idea of a "proper" watch is gone.

[@Valera_Scotland]

the final point was brilliant too..

[@gusdx3654]

Also, the wrist shots / filming close to the camera don’t show the perspective. They should be in about 2-3m distance in multiple angles and situations for better overviews.

[@degenerateWA]

Growing slowly is preferred IMO. Too fast would be unmanageable for me, and I'd lose the original intent, which was to discuss watches with like-minded people. Greay video🍻

[@Valera_Scotland]

Really well said Pete. I hope the big boys and girls of this KZbin world are listening... I was however thinking "but I only have one watch! So I must be dull and not really a watch collector!"... Until I realised that I have like 5 hahha.. They are mainly Casios, a vintage Enicar and a G shock, and live mostly in the box. I only really wear my IWC Mark 16... I love what you said about reviews... You are so right... Why does every review treat the watch as a "one and done / one watch collection" etc? I hope that Britt, Adrian, Andrew or whoever, watch your videos p.s. for me, The Mark XVI (or 16) does exactly what I want it to do beautifully.. It is comfy, thin, extremely legible.... I wanted a great daily versatile boring watch. That's what I got..Is it more handsome than some gold dress watch? Well probably not... Can it dive to 300m? Maybe not.... BUT that;s not the point.. like you said... I can go get that vintage gold Omega, or JLC to be that old school beautiful watch, or I can go get a CWC diver to be the navy 007 spy or whatever... but yes... every watch should be judged by much more interesting criteria

[@thequintanashow5058]

Britt exploded when she was Watch Gringa because she was so different and funny and authentic. Quit even watching her shortly after she big timed and became virtually indistinguishable from all the others

[@CIRCLEDARK]

To get over the hump and become a "big" KZbinr, you need to start drinking the koolaid and following the agenda. I can hardly blame them. They see what works and then do that. You and I might disagree with them, but it seems that most people find that type of content perfect.

[@jeremyrice3719]

Pete, completely agree with one caveat. The one watch nonsense is insane to me. Why would I want to wear one shirt or one watch or even one pair of shoes every day? Why live in a box? Sounds like a nightmarish Kafka short story. I want my watches to stand out, pop, make me smile. Versatility sounds like a curse. I have ten watches so I always have one that fits my mood, my outfit, my activity. As a few others have stated I only watch videos of watches I’m at least remotely interested or curious in. I can make up own mind. I’ve seen countless reviewers or even excellent podcasters discuss a watch and not even mention the dial color. Color, the perfect shade, is essential to me. That’s what no one can really review a watch. We all have different tastes, personalities, etc. Still, I’d much rather hear a reviewer explain what the appreciate or don’t about a given watch. Honestly, I’d rather hear an actual owner talk about why the love their watch. That’s infectious and enjoyable to watch even if I don’t share their enthusiasm.

[@paulthompson9062]

This is a great video and great channel. I've only just discovered it this morning. I like your honest style with no bs...

[@MCMTL]

I've had 3 watches for most of my life. A dress Seiko, a sports Citizen and a G-Shock. Just ordered a Pitzmann Chronograph.

[@gavinwhite9743]

The real world experience is often missing. I bought the Omega seamaster 300m titanium NTTD model, and it looks stunning, wears great. However, nowhere, did I see a review mentioning that the brushed skeleton hands on the brown face were totally invisible in low light conditions. ( such as a restaurant) So much so, I eventually sold it, despite loving many aesthetics. So I would like real time on the wrist reviews. However, all that aside, I think you make some very interesting points.

[@JamesSnell-rc5xt]

Agreed, Your video should be required watching for the manufacturers and brands. Not sure Richmont and Swatch really understand their customers and their products anymore.

[@WATCHingJames]

I struggle with reviews of a watches that has not really been worn. I can get a feel for a watch quickly. But not truly understand a watch until I’ve worn it for at least a month.

[@simonmcguire4290]

Good video essay. I wouldn't really call it a problem but more an issue as the more popular channels, whilst often subscribing to and relying on some of the tropes you mentioned, get the hits due to the personality of the presenter. The watches, or the way they are presented, becomes more or less secondary to the content but there are still those, like yourself, who aim to do things a bit differently. I am one of those with several watches in my current collection - nothing above £1500 in value - and tend to ignore the cliches and concentrate on the things I look out for i.e. does it look nice. I used to get hung up on things like sapphire crystals and bracelet taper (?) but now just look at watches that interest me full stop.

[@verynormalman]

Firstly BP is God tier. I read your channel statement. But I use a Pelagos as an everyday beater, rather than a G Shock (although I own many). And that's because it can do the job. The whole Rolex game is silly because no one really wears them. And when they get scratched on their vulnerable highly polished SS, they go straight to get a polish. A tool watch that's PURE jewellery.

[@bassmanbowman3266]

Pete, which watch are you wearing in this video please? The orange banded one 😎

[@PeteMcConvill]

Seiko Sumo, grey dial, orange second hand on an orange NATO

[@Zotrax1946]

Correct. Specifically, I stopped watching her(after years) half a year ago. Repetitive. Rolex shmolex stuff. Almost every show. And yes, she’s certainly not alone in doing it..

[@ruudinkeksijat]

I really enjoy Chopard's LUC lineup. They seem to be ignored pretty much everywhere because of the first reason. Specific and beatifull watches, but not the most durable ones, or beaters... I have north flag for that use. Still I often hear from other hobbyist critisism of not being shock resistant enought or something similar... I did buy one mainly for looks and for really cool movement, not going for diving or skydiving...

[@sean1e100]

As well as his visuals and smart copywriting, I get the feeling that this is why You’re Terrific does so well. And Urban Gentry And Oisin And Jody … In fact… there is quite a contingent out there who do exactly what you’re saying so hope isn’t all lost 😊❤

[@PeteMcConvill]

You're Terrific and TGV are actually pretty good, Jody (who I really really like personally) is a perfect example of the problem. You dont actually have to watch his reviews, show me the watch, read me the specs I know what he'll say.

[@sean1e100]

@@PeteMcConvill Fair point… I can see what you’re getting at. I’ve always wanted to start a review channel where I talk through how and why I use my watches, something which folk never really seem to get into. How different watches connect to outfits, contexts, the company kept etc etc. If I get some momentum up in learning the basics of editing then I might have a go.

[@eurovnik]

Spot on about mistake 1. I usually dislike large dive watches as I'm much more of a small gold dress watches with ornate dials and cases sort of person. But, I absolutely love my 45mm Seiko Turtle Save the Ocean with its unique bright blue patterned gradient dial inspired by the blue whale. If someone had said: "this watch is really special because of its dial and would be a good choice for someone who usually finds dive watches too dull and bland but appreciates eye catching, colourful, original designs", that would have been way more helpful. Re mistake 2: I find it incredibly frustrating that it's almost taboo for watch reviewers to state the obvious - you pay a lot for a fashionable brand name and that's fine. You can see this in the way that "fashion watch" is a derogatory term as if fashion doesn't affect "proper" watch collectors and watch brands. I think there may be a male insecurity aspect to this - the mentality that it's not "manly" to be into fashion, clothes, jewellery etc, but obsessing about specifications is just fine.

[@markwheeler4417]

It would be interesting to see how these points can be successfully applied to written reviews. I suspect that most YT reviewers started off by reading reviews, then seeing reviews. The world may have moved on so that now, new creators are influenced more by video but the current generation of reviewers probably started with written reviews. There is an audience for "specification" reviews, they don't call us "watch nerds" without some justification after all. However, as you pointed out, the why do I want it, what excites me element is missing in almost all reviews. One thing you hinted at is the question of value. Some brands play on value but this is losing impact but it is a major component of many reviews. Value is often expressed as specification/dollar and/or resale price but should we care? You can buy a $15 Casio that tells better time so why do we discuss the value of the rest of the watch? I'm not sure I fully agree with your take on this but I may be approaching it from another angle. I don't think there is a single answer as different parts of the audinece will want different things but certainly some more variety in watch reviews would be much appreciated.

[@Treviscoe]

The one thing no reviewer ever tells you about the watch is the main thing you want to know about it (or should do) - how accurate it is. A few seconds gained or lost every day soon mount up when you're wearing a watch.

[@PeteMcConvill]

see, Im completely the opposite, first I only set my watch to be approximately right or a few minutes ahead and I own a number of watches so have to set whatever watch Im wearing that day every morning anyway - and for accuracy my rule of thumb is that accuracy only counts to the point it interferes with your real life - will you miss your plane? will you be late for meetings - for me plus or minus a minute or so a day is fine and since virtually every watch achieves that I dont really care. why "should" I care more?

[@boop8621]

Watch reviewers are uncomfortable talking about qualitative aspects because this requires a certain kind of education the average consumer/reviewer does not possess. It’s so obvious when you hear words like, simple, pure, aesthetic etc. they lack the design vocabulary and the critical faculty to evaluate the product. More money than brains as they say…

[@NeoWahNah]

This guy speaks the truth.

[@chriszivoder2650]

Excellent video, love the subject matter. One thing that people don’t realise is that Britt is most likely responding to what her fans and what they expect from her I.e. more view = greater return. Most of Britt’s fan, followed Britt because her easy introduction to watches for those getting into the hobby, of cause as those followers become more educated in the watch world, the dumbed down approach to watch reviews no longer offers enough original content. I think Britt needs to leave her beginner guide videos to start concentrating on the next level of watch enthusiasts.

[@sinjinadams2862]

There are so many watch channels on KZbin that it's kind of overwhelming. Everyone pretty much reviewing and saying the same stuff. I tend to only watch the videos I'm interested in and tune out everything else. I know it must be a huge challenge for content creators to keep their channels interesting and relevant and keep people watching.

[@BenNS1971]

Great topic and great video. Couldn’t agree more.

[@carlkim2577]

Most watch reviews are compromised. That's the real problem. You can't say anything negative, not really. We all know what's happening.

[@PeteMcConvill]

I hear that a lot but otoh Im curious - give me an example of a genuinely "bad" watch, a watch that clearly had/has flaws that reviewers arent pointing out.

[@kofiofosu9051]

New sub…definitely buying a Casio now.

[@jimfoster5602]

Well said

[@florinoglan6797]

For me is a hobby as well and I enjoy wearing all of my watches, mechanical or quartz, expensive or a lot less expensive. I like them all the same. When I watch a review I do it to see the watch and I ignor most of the time what they say about it. When KZbin watch review becomes a bussines I loose interest.

[@GregMilner]

Great video. I largely agree. This is what make Urban Gentry videos so good. He does go into those intangibles like heritage and style, the latter which I don't alway agree on but still very interesting to watch.

[@johanvandersandt8904]

Well said!

[@the_9ent]

I’ve watched your video twice yet can’t see what the gripe is. Watch review channels are formulaic because they usually inform viewers what they tune in to hear about: dimensions, specs, price, wrist roll etc. I make a point not watching videos about Rolex, Omega etc. as I will never have or want to spend that kind of money on a watch. But I also don’t watch reviews of watches I don’t like the look of either regardless of their price to specs value.

[@johnbrennan592]

Any of the 3 helmets involved with about effing time are for me the bottom of the barrel.

[@BAF605]

The elephant in the room is the payments or free watches that are handed out. I'm getting well pissed off with "reviewers" telling me that though they've had a free watch or a payment from the brand the review to follow will be entirely without bias. I'll be the judge!!

[@PeteMcConvill]

Firstly, unless you know the youtuber personally, got to see their notes and had a discussion with them on their review precisely how would you judge if they were biased or not? I find most people seem to simply assume that someone that says something they disagree with was biased. That said ........ I do think that some people sell their opinions - from my limited experience this tends to be an issue at the entry/affordable/microbrand end (who by the way are the main 'purchasers' of this content) but to be fair and for what its worth, from the youtubers I know they try really hard not to be biased in reviewing the product in their hand. The real bias comes in the selection of what to review before its even got to them - 99% of people will only take on products they like, as a result they simply dont see the problems that might be present for someone not already disposed to like a product. The best example I'll give here is a Rolex Submariner - if you love the brand and the idea of the watch you'll simply not see that its got issues with its case shape, hand size, choices of font/typeface, etc. Its a sub and you love it, its really popular and either those issues are invisible or irrelevent.

[@BAF605]

@PeteMcConvill As you've admitted yourself you have a tendency to overthink. I can tell when a review has been bought and paid for!! The superlatives line up to be counted, and the following week that same reviewer will have "found" yet another "best" dive watch, field watch, microbrand, dress watch, Sub or Speedy homage/equivalent, etc, etc. The bigger the channel the more BS is spewed in my experience. Your dissing of the SUB is predictable but laughable.

[@MikeOBrien1945]

The things that disappoint me the most about reviewers is when they haven’t actually had the watch in hand, and are just reviewing pictures and manufacture’s data. Also, some reviewers have just turned into Aliexpress shills.

[@stebesplace]

The biggest fallacy of this medium for consuming watch content is the perception that content creators appreciate and own the watch they’ve put on the pedestal only to turn around and sell because it wasn’t for them. Translation, gotta move inventory to make way for the next review. It’s why you can’t take any of the content literally, and instead use it purely as a visual to prepare for an in person experience.

[@cedarcanoe]

Most popular watch channels are nothing but extended paid marketing of watch brands. And most of the YT watch reviewers have a far too big ego. I have stopped watching reviews as well.

[@mybrainlikesthings]

We al have our idiosyncrasies, and we all approach making videos differently. Which is why your opinion about other creators being boring hits me wrong. Inclusivity, such as stating the obvious watch stats, allows more people to participate. I was able to fast track my watch knowledge of terminology and what to look for by studying Tim Mosso’s (Watchbox Studios) prolific output. And while he does talk fast he never asks anyone to be a seasoned watch collector as a prerequisite.

[@PeteMcConvill]

That you raise Tims product showcases as examples of "reviews" goes to the heart of my complaint.

[@kenohanrahan4745]

Off topic, but here it might be appreciated… has anyone noticed that usually the Likes for a video are usually around 10% of the number of views. It seems very consistent across all the watch review channels 🤔

[@bobbydazzler1780]

Why buy any watch when you can use your phone and why use your phone when you can shout? Why shout when you can get somebody to shout for you? Why get out of bed when you can just doss the day away under the covers? Sleep is the answer.

[@Dr_LK]

And long video intros...lol...we all skip them. Wink wink.

[@introspectiveparty]

It seems like you're addressing a perspective that might be a bit disconnected from the broader reality. Just because you personally don't know anyone who owns just one watch doesn't mean that the majority of people have multiple watches or want to own or can buy multiple watches. Reviewers who emphasize a watch's versatility make a valid point because they aren't just catering to collectors like yourself. They're considering all kinds of individuals, including those who might not have the financial means to buy multiple watches. So, it's important to acknowledge that there's a diverse audience out there with varying needs and resources. Getting the best bang for our buck still matters.