It may or may not be a source of pride to Americans that we collectively represent one of the biggest mysteries facing those in fine watchmaking in Switzerland. But we do.
Not a day will pass that a watch executive won’t ask themselves, “Why don’t Americans buy more watches?”
It’s a practical question.
Despite the fact that watchmaking and watches are more popular and visible than ever in the Unites States, it’s still very much a niche interest. The question for most Americans is not why shouldn’t they buy a watch, but rather, why should they?
The U.S. once had a robust watchmaking industry, but by the beginning of the 1970s, American watchmaking basically was dead. America was never known so much for fine watchmaking as for good watchmaking — solid, unassuming, utilitarian timepieces that were intended to work.
In these pages, we hope to give you an idea why someone would take an interest in fine watchmaking — more than that, why someone could be, as many watch lovers are, passionate about watches; why intelligent men and women of good taste might find a reason to spend money on a great watch, and count it as money well spent.
Watchmaking is a very, very old art. The modern era in mechanical watchmaking is nearly 500 years old. In that time watches engaged the ingenuity of many of the world’s greatest scientific minds as well as being a focus for some of the best expressions of the highest of decorative arts.
Perhaps that’s part of the reason for the renewal of interest in stateside watchmaking over the last few years. People are discovering a depth of history and a kind of mechanical ingenuity that makes the best watches objects of enduring value and perennial fascination.
And if you already do love watches and watchmaking, we hope you’ll find ample reason here to feel justified in your interest, and even a thing or two you already didn’t know.
Watches can be enjoyed on any number of levels, but even if you never dig as deep as a hopelessly obsessed enthusiast, it’s worth knowing that a well-chosen watch can be a source of lifelong satisfaction and enduring value.
– JACK FORSTER
Editor, TRIBUNE TIME
