I started writing these weekly editorials in 2020, in the middle of the lockdown. A lot has changed since then, of course. Even something I regret a little. While the number of people interested in watchmaking has increased, the approach to this world seems to me to have changed.
My idea is probably influenced by L'Orologio's activity on social media, which has been increasingly active for about three years now. And by some recurring comments to our news posts. So take it for what it is: an impression and not a general opinion about our readers.
I have found that sometimes when we present prestige watches, with a necessarily high price by virtue of the technological development, the know-how required to make them and the high level of craftsmanship, most of the public mainly focuses on their unattainability. Either because they are expensive, or because they are reserved for a select clientele.
I notice less, compared to the past, an appreciation for a sector that is able to offer such elaborate executions, which also give value to the rest of the manufactures' production. And I perceive a different approach to the passion for watches from the one I knew only a few years ago, when our target audience appeared to me to be thirsty for knowledge, fascinated by the most daring and valuable creations. A feeling that did not wane with the realisation, for many, that they could not buy them.
Please tell me I am wrong.
Dody Giussani
