003: Hedonic Treadmill
In the world of watch collecting, the thrill of the hunt and the joy of the acquisition are emotions that few other pursuits can match. As both a collector and a store owner, each new addition to my collection or inventory gives me a surge of excitement. But I've noticed something over the years—a pattern, a cycle, that's as consistent as the precise ticking of a Swiss timepiece. No sooner have I procured a new piece that I find my eyes wandering, my mind dreaming of the 'next' acquisition.
This relentless pursuit of the 'next piece' can best be described through a concept in psychology known as the Hedonic Treadmill or Hedonic Adaptation. This idea suggests that as individuals, we continually return to our baseline level of happiness regardless of the positive or negative events that occur in our lives.
In the context of watch collecting, the Hedonic Treadmill presents itself as the constant chase for the next watch. The excitement of a new purchase is undeniably exhilarating—the fulfillment of researching the timepiece, tracking it down, and finally securing it. However, over time, this joy begins to fade. The once 'new' watch becomes familiar, and the happiness derived from its acquisition returns to the baseline. This prompts the pursuit of a new piece, a new rush of excitement, setting the cycle in motion again.
The Hedonic Treadmill can turn watch collecting into an endless chase, where satisfaction is always just one timepiece away. It's like trying to fill a vessel that can't be filled; no matter how many watches I add to my collection or my store's display, there's always a desire for more.
But over time, I've learned to see this not as a frustration, but as a testament to the deep-seated passion I have for these marvels of craftsmanship and design. The ever-present anticipation for the next acquisition keeps the world of watch collecting vibrant and exciting. It drives me to discover new models, explore different brands, learn about the unique history of various pieces, and engage with fellow enthusiasts.
While the Hedonic Treadmill implies a cycle of unending desire, I choose to see it as a motivating force that keeps me constantly engaged in my love for watches. Yes, the satisfaction may be fleeting, but each moment of joy, each surge of excitement, is a reminder of why I started collecting in the first place. It's a journey of passion, discovery, and constant learning—a journey I wouldn't trade for anything.
In this continuous cycle, each watch acquired is not an endpoint but a stepping stone, leading me further into the intricate and captivating world of timepieces. It's a world I am privileged to inhabit and share with others, offering them the chance to experience their own journey in watch collecting, their own run on the Hedonic Treadmill.
I'm an ardent watch collector and historian, tracing the ebb and flow of time through the lens of horology. My fascination began with the intricate mechanisms that tick beneath each dial and has grown...
Nice share and gorgeous watches. We have discussed this previously as there are many behavioral economic nerds amongst us. Always a good topic.
I look at the hedonic treadmill, to your early point, as lifesytle adaption. IE, at one point in life, I was happy to eat fried baloney on Wonder bread. It was a childhood cuisine of the poor. Since then, I have had a modicum of financial success and work at an amazing company that provides free lunch. When I first got there, I thought…No way, this is the best. I hit the jack pot. Well, my lifestyle adapted and while I always appreciate free food, there are many days I prefer get something different than the same cafe food. The more one grows in their station in life, the more one gets accustomed to a certain level of living. To me that exemplifies the treadmill, vs. chasing the next dragon.
I agree this happens with most forms of collecting, but I am not sure, despite my bio, it is continuous, or headonic. I look at the desire to acquire and consume, the Diderot effect, as a different phenomenon than the hedonic treadmill. I can come home with a five figure watch, a headonic treadmill bar, but that does not stop me from immediately searching for an odd couple hundred dollar Seiko. If I was truly on the treadmill, I would seek to stay at the new level or higher.
Gotta stay on the Treadmill longer, need to lose some weight
Ah, the thrill of the chase!
Yup, for many that's the addiction.
I'm a biker, have been all my adult life.- It's the same with bikes, but amassing a collection is unfortunately financially prohibitive, so the lust is for faster and faster, or better handling or something.
I'm older, so I've learnt to appreciate what I have, & also learnt that's it's the lust for knowledge and experience that motivates the chase, not necessarily the material object at the end as I/we tend to overhype expectations and end up disappointed. 🤔
It never ceases to amaze me how we seek to rationalize, justify or just plain explain this irrational behavior many of us on the Crunch have to endlessly pursue, acquire, display, discuss, and obsess over timepieces.
For some, I'm sure the dopamine hit received each time a new purchase is made and an extra jolt once the package arrives, and then the third hit when the new watch is worn and shared with others who apreciate it is a key factor driving the behavior.
For others, it is that need to organize and categorize and catalogue that drives them...what I would define as "the completion syndrome". This is the reason that "collectibles" in whatever form have multiple color variations or special packaging or limited editions...it drives the need to fill all the spaces. The most brilliant use of this was in the philatelic collecting field where stamp albums were produced with pictures of stamps for each country to aid stamp dealers in selling stamps to collectors so they could complete their book.
Others will be purchasing watches as a display of wealth or adroit collecting skills or to be part of a "club" of collectors. This is the social need behind watch acquisitions.
I could keep going, but suffice to say, we all have too much disposable income and too little sense so we collect watches.
Nice share and gorgeous watches. We have discussed this previously as there are many behavioral economic nerds amongst us. Always a good topic.
I look at the hedonic treadmill, to your early point, as lifesytle adaption. IE, at one point in life, I was happy to eat fried baloney on Wonder bread. It was a childhood cuisine of the poor. Since then, I have had a modicum of financial success and work at an amazing company that provides free lunch. When I first got there, I thought…No way, this is the best. I hit the jack pot. Well, my lifestyle adapted and while I always appreciate free food, there are many days I prefer get something different than the same cafe food. The more one grows in their station in life, the more one gets accustomed to a certain level of living. To me that exemplifies the treadmill, vs. chasing the next dragon.
I agree this happens with most forms of collecting, but I am not sure, despite my bio, it is continuous, or headonic. I look at the desire to acquire and consume, the Diderot effect, as a different phenomenon than the hedonic treadmill. I can come home with a five figure watch, a headonic treadmill bar, but that does not stop me from immediately searching for an odd couple hundred dollar Seiko. If I was truly on the treadmill, I would seek to stay at the new level or higher.
You've highlighted an important distinction between lifestyle adaptation and the continuous chase for the next "big thing." This adaptation you speak of, where once extraordinary circumstances become commonplace, is indeed a crucial part of the hedonic treadmill theory.
Also, you brought up a really interesting point about the Diderot Effect. I hadn't thought about it that way, but it's clear that there's a big difference between the two. There's something special about coming home with an expensive watch, and still getting a kick out of hunting for a cheaper Seiko. It's not always about upping the game, but the thrill of the hunt, the variety, and what each piece means to you personally.
Your comment has added a lot to the discussion, so thanks for sharing your thoughts. It's always cool to get a new perspective on why we collect watches.
It never ceases to amaze me how we seek to rationalize, justify or just plain explain this irrational behavior many of us on the Crunch have to endlessly pursue, acquire, display, discuss, and obsess over timepieces.
For some, I'm sure the dopamine hit received each time a new purchase is made and an extra jolt once the package arrives, and then the third hit when the new watch is worn and shared with others who apreciate it is a key factor driving the behavior.
For others, it is that need to organize and categorize and catalogue that drives them...what I would define as "the completion syndrome". This is the reason that "collectibles" in whatever form have multiple color variations or special packaging or limited editions...it drives the need to fill all the spaces. The most brilliant use of this was in the philatelic collecting field where stamp albums were produced with pictures of stamps for each country to aid stamp dealers in selling stamps to collectors so they could complete their book.
Others will be purchasing watches as a display of wealth or adroit collecting skills or to be part of a "club" of collectors. This is the social need behind watch acquisitions.
I could keep going, but suffice to say, we all have too much disposable income and too little sense so we collect watches.
Thanks for dropping such a thoughtful comment! You've really hit on a bunch of different reasons why we're all here geeking out over watches.
Totally agree with you about the dopamine hits. There's nothing quite like the feeling of scoring a new piece for your collection, right? And sharing that joy with others who get it - priceless!
You've nailed it with the "completion syndrome". I mean, who doesn't love the thrill of hunting down that last rare piece to complete a set? Those marketing guys sure know how to keep us hooked.
The social aspect you mentioned is spot on too. Being part of a "club" of fellow watch lovers, showing off our latest finds and swapping stories - it's all part of the fun.
At the end of the day, we're all here because we love watches and the joy they bring us, even if it might seem a little crazy to others. But hey, we're all a little mad here, right?
Thanks again for your insights, they really add to the conversation. Keep 'em coming!
You can make yourself feel better about the endless pursuit by selling off one every time you buy one