25 Hard Truths from Watches and Wonders 2026

In this video I take a step back from the hype of Watches and Wonders 2026 to look at what it actually revealed about the watch industry. From Rolex’s marketing machine to the wave of perpetual calendars from Patek Philippe and IWC, this year’s show felt like more than just a series of launches. It says a lot about where watches are right now and where they might be heading. What stood out is how much of this is about perception rather than timekeeping. Watches have become cultural objects. They represent status, taste, nostalgia, and sometimes just good marketing. Whether it’s the lack of a steel Nautilus or the push from brands like Cartier and Hermès into stronger storytelling, there’s a lot going on beneath the surface. I also look at how different brands are navigating this. Tudor feels a bit stuck, TAG Heuer is trying to push things forward, and Grand Seiko and Chopard continue doing their own thing, sometimes without getting the attention they deserve. There’s also the bigger picture. The attention economy is shaping how these watches are launched and how we talk about them. Everything moves faster, and it’s easy to get caught up in the noise. This isn’t a full recap of Watches and Wonders. It’s a look at what sat underneath it all and what it might mean going forward. If you enjoyed this, consider subscribing for more thoughtful takes on watches. What do you think I got right or wrong? Let me know below. Chapters: 00:00 Watch person Christmas 00:30 Rolex are a marketing company 01:18 Calendars 02:19 Discontinuations 03:28 Tag Heuer 04:46 YouTube makes watches worse 05:48 No more steel Nautilus 07:02 Cartier 07:44 1970s 08:42 IWC are going to space 09:33 Piaget 10:07 Swatch are right 10:55 Chopard 11:42 Tudor are cooked 12:54 Credor 13:41 Holy Trinity 14:31 Longines 15:04 Hublot are Hublot 15:40 Oris 16:35 Raymond Weil 17:02 Grand Seiko 17:56 Hermes 18:31 Bulgari 19:06 Nomos 19:44 Norqain 20:20 Moser