AN OPEN LETTER TO THE WATCH INDUSTRY
We have some potentially alarming news… Despite scientific evidence to the contrary, what attaches a wearer to their watch is not, in fact, its strap or its bracelet.
It is its story.
Time+Tide is a media group of world-leading watch writers who have bonded over this shared belief. We are not reading enough old-fashioned, beautifully crafted story in the current watch media landscape, so, together, we are going to write it.
We are dedicated to unearthing the untold stories of both the well-known and yet-to-be-known brands and watches. We then share this information online, in print (glorious print) and in other surprising places, such as events and launches.
We are less about the movement of the piece than we are about what moved the designer or watchmaker to create it in the first place.
We endeavour to get as close as possible to this original inspiration, the human story behind the mechanical marvel. We are also united in our mission to bring the stylish everyday wristwatch wearer back into the frame of global watch media.
We are less about the celebrity ambassador on the billboard than we are about the entirely unfamous watch wearer on the street: this discerning individual who has chosen to wear 17th century mechanical technology in a thoroughly digital age. Why did they choose today’s piece? What does it say about them? How did they come to own it in the first place?
So, a watch media platform for telling, and better still, sharing, stories about watches and wearers? You might say, “it’s about time.”
And, in the final instance, it is about time. “Time and tide waits for no man” is the very saying that inspired us to action. We know that the human heart is not a perpetual calendar. We also know that our so-called golden age is now and that it happens to be coinciding with yet another golden age for horology. Exciting times to say the least.
We look forward to telling watch stories and sharing wearer journeys that will inspire, educate and entertain.