The Collector’s Crossroads: Should I buy now or wait?

Ricardo Sime

It’s that time of year. As watch journalists, our inboxes start getting inundated with press releases and embargo dates. New collections are created while others are retired with one of the biggest watch fairs of the year around the corner. Yet as crazy as this time is for us, as a collector, it’s probably one of the most frustrating times of the year. Because we’re all asking ourselves the question: should I buy now or wait?

Who wished they waited for the coloured dial Cartier Must before buying a Tank?

That may seem like a weird question to ask. Many would think a passionate group such as ours would be locked in to what we want. Regardless of what may come next. However, take the fear of missing out and add multiple brands reworking their designs, on a yearly basis, and you have the perfect storm. Often times you’ll find a collector paralysed by uncertainty. Especially in the months of November to March, which many would consider watch fair season.

The best comparison to this situation that I can think of is what iPhone users must feel in the month of August. Do you spend your money on the last generation (at a discount) or wait for that amazing new hotness in September?

Who would have waited for the Tudor Black Bay Chrono had they knew it was going to be released?

But there is one glaring difference. Where with the iPhone, leaks occur throughout the year, watch brands on the other hand, are traditionally tight-lipped about what is coming next. New sizes? “What are you talking about?” Potential new colours? “Can’t share that with you.” We don’t even get a clue as to what collections will be updated.

I know some will read this and say: “Ricardo, that’s how its always been. Tough cookies.” Yes, it has. But the current high-demand environment we’re living in amplifies this. Collectors are now left with a hard choice: buy the watch now, seeing as I may not get a chance to again or wait for something that may better line up with what I want?

Wanted a smaller IWC Big Pilot but didn’t wait? Here’s a 43.

So what’s a collector to do? Sadly, short of not buying a watch, nothing. Only brands have the power to change things. Some of them have already taken the steps necessary. They’re listening to fans of the brand and giving them what they want. Shorter lug-to-lug. More sizes. More interesting colours. The more brands can align their creations with what we as collectors want, the better the chances are we as collectors will jump on what they are offering. Instead of asking ourselves: should I buy now or wait?