Christmas is coming early this year! Have you already started thinking about Christmas gifts? Maybe you have, and are considering buying a watch for your partner, loved one, or even yourself. Watches make great Christmas gifts because they’re unique and highly personal. Moreover, they’re great storytellers. Many timepieces come with interesting histories that make them even more special to buy. Gifting a timepiece can also be the perfect way to mark the start of your story with a loved one. In any case, a timepiece is much more than a simple gift.
Christmas Starts in Summer
When it comes to finding the right watch, your search can never start too early. There are numerous things to consider before you finally decide to buy. First off, there’s the question of which model to buy. The process of finding the right timepiece can take a long time. Granted, if you’re buying for yourself, you probably already have an idea of what you’re looking for. But even then, you need to research all the possible options. When you’re buying a watch for a loved one, the process is even more important. After all, you don’t want to end up buying the wrong one!
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So, what are some of the things you need to keep in mind when buying a watch? It all starts with looks. Sure, some watch fans will focus on specs first, but for the majority of people, it’s all about a good-looking timepiece. With hundreds of brands to choose from, you might want to start searching early to get a sense of what’s out there. Once you’ve found the right model, you need to look into the finer details: What’s the size, and will it fit the wrist of the person you’re gifting it to? Is it comfortable to wear? Does it suit their style? Is it mechanical or quartz? Manual winding or automatic? Do you want it on a bracelet or a strap? What are the material options? What are the different dial colors? Does it fit your budget? Where can you get the best price? Do you want to buy offline or online?
As you can see, there are a lot of questions that need addressing. And while making a list of these questions is done in a matter of minutes, finding the answers to them might take you weeks or even months – especially when you’re considering a few different models. Given the importance of the watch’s physical attributes, you may want to visit different stores or boutiques. Only then will you be able to find out whether a watch is the right size, whether a bracelet or strap is more comfortable, and whether a dial is the right color for you after seeing it online.
You’ll find a lot of opinions about these topics online, but in the end, there’s only one view that counts: your own (or the person you’re buying the watch for). So, once you’ve narrowed things down, the next question is the buying process. Do you go for new or pre-owned? And would you like to buy from a physical store or online? Do you buy it locally or from abroad if it means getting a better price? These are some of the questions you’re facing. And as you can imagine, it takes time to sort through them. So, to get your Christmas gift in time, you might want to start the process as early as possible!
Christmas shopping online or offline?
The way we get information about watches has changed drastically over time; this is especially true over the last two decades. Your first port of call used to be the brand’s official website. But more often than not, these websites were little more than a glorified catalog with basic information and no prices. If you wanted that info, you’d have to visit an official dealer, which used to be predominantly multi-brand stores rather than single-brand boutiques. Dealers would be able to provide all the finer details, and you’d get to experience the model up close – a crucial step when buying a watch.
This process only really applied to new watches. For used timepieces, you mostly had to turn to pre-owned stores. You could’ve also checked out message boards where watch enthusiasts share information, opinions, and offer watches for sale, but that option was mostly only open to die-hard fans. It was hard to wade through all the opinions to find the specific tidbit you were looking for. Thus, the most important step in gathering information about models, prices, and getting a feel for different timepieces was going to an actual store.
The Buying Process Two Decades Later
With the rise of social media and e-commerce, that world has been completely turned upside down. Gathering information, seeing a watch on a person’s wrist, finding the best price, buying a watch from abroad – the landscape looks very different today. The research and decision-making process has certainly become significantly easier over time. Social media, for example, can give you a great idea of what’s out there, how different models look on real wrists, and the chance to ask questions or share opinions about specific watches. The rise of social media has made the process of getting an idea of what to buy incredibly simple.
Once you have an idea of what you’d like to buy, it’s time to check availability and prices. That’s where Chrono24 plays an important role – and has done so ever since the platform launched in 2003. As an independent marketplace, Chrono24 offers ample information about specs, prices, and sellers, and makes international buying an easy and secure process for worry-free shopping. It’s safe to say that the platform has become the go-to source for any info you might need about availability and pricing.
That said, physical stores obviously still have added value. Brand boutiques in particular have increased significantly in number, and provide a more emotional shopping experience that connects you to the watchmaker. That’s an important feeling when you buy a luxury product, because chances are, it’s not an everyday purchase. Plus, boutiques offer that super important physical experience with a watch that I mentioned earlier. Whether you end up buying a watch online or not, holding a watch in your hands and trying it on your wrist can make all the difference. You really want to get it right the first time, especially when it comes to buying for someone else. Therefore, it’s crucial that you start the process early, so you can surprise them with the watch of their dreams.
In case you’re wondering about my Christmas watch…
This brings me to my own personal gift list. Two weeks before Christmas, my dad will turn 80. Back in 1966, he bought his first serious watch: an Omega Seamaster De Ville. He’d saved up money from his first real job to fund the purchase. To celebrate his 80th birthday, and the fact that he still wears his Seamaster De Ville, I’m going to buy a similar Seamaster De Ville fixer-upper that we can restore to its old glory together.
My search for the perfect specimen is starting now, because Christmas is just around the corner…
