We Need To Stop Making New Watches

Are there too many watches being made right now? After a comment on my Danubius Black Sea review saying microbrands are getting repetitive, I started to take that idea more seriously than I expected. In this video I step away from the usual focus on new releases and ask a bigger question about whether any of this is actually necessary anymore. The modern watch world feels less like abundance and more like exhaustion, with constant launches from both microbrands and major names that all seem to circle the same few ideas. I dig into why everything looks so familiar, who is really buying watches, and why enthusiasts like us might not matter as much as we think. I also explore how business thinking drives endless variation and rising prices, why more choice can actually make things feel worse, and how a concept from the philosopher Jean Baudrillard helps explain why so many watches feel like copies of copies. This is not about stopping watchmaking. It is about understanding why so much of it feels empty and what we choose to support as collectors. Let me know the last genuinely new watch you saw that actually deserved to exist. If you enjoy thoughtful watch content that connects design, philosophy, and horology, consider subscribing.