The End of About Effing Time
At the end of the latest episode of About Effing Time, George, Andrew, and Adrian announced that AET was coming to an end with that episode.
AET is one of the primary things - along with WatchCrunch - that really got me back into watch enthusiasm this year. I loved the enthusiasm, the good-natured banter, the thoughtfulness, and the lack of self importance. The guys seemed like genuinely good people who wanted to share a common interest and friendship with the world, and it made for really good TV and enhanced the watch hobby.
Most importantly, I loved the stories. The best thing about this - and any - hobby are the people and stories, and the AET guys exemplified that and reinforced that. On a recent episode, Andrew said that at watch gatherings, he wanted to hear interesting stories about why people had the watch they had, and that he never liked talking to Rolex wearers because the only story possible is whether they got it at retail or not. Whether that’s true or not, it illustrates a great maxim for life - find the people with good stories, and you’ll have a great time.
I felt like this season was very uneven, and the energy wasn’t there most of the time. On the one hand, the episode of Marcus talking about his alcoholism and how losing his Tudor was a catalyst for getting sober was some of the best TV I’ve seen this year, and certainly the best watch content. Just really powerful and compelling.
On the other hand, just about every other episode this year seemed lacking - like they were going through the motions. In particular, it seemed like George especially was distracted and mailed it in a lot. For example. the CEO for a day episode, where he did his lawyerly best to avoid putting down any company, and the State of the Collection episode, where he just just talking about his collabs, both ended up being damp squibs of episodes to me, largely due to George’s contribution to the shows. I feel kind of bad saying that, since he seems like a genuinely nice guy and I’d love to own a Bamford at some point because of AET, but he was the energy of the show, and the show really depended on it. When he wasn’t on, it down
I had a feeling early on that this season was going to be the last one, as the lack of a sponsor this season was ominous. They never really attracted a big audience, with barely more than 70K subscribers on their YouTube channel. A seasonal format and a niche hobby meant it would never really break through and get huge numbers. It was the most well-produced watch content on the web, so it couldn’t have been cheap to make, and all four of the guys (Marcus is an owner as well) could be doing much more profitable things with their time with their own businesses. If they didn’t see a path to sustainable profitability, it’s better that they ended it now versus drag it out and make gradually worse content.
So thanks George, Marcus, Andrew, and Adrian. Your made a dent in the watch world, and it was absolutely appreciated. I’m looking forward to seeing what they all do next with their respective platforms.
If divers wear dive watches, and pilots wear pilot watches, who wears tool watches? 😉
Aw man, I just started listening to them 😭
Was too cringy for me, when they did WAW with T shirts and started running around they lost me. After watching the video something must have happened, they just handed out a bunch of branded stuff. I’m sure it will come out in the wash
I enjoyed some of their content but it felt largely derivative for me, like they are trying to be who they think they should be and not being true to themselves….but I’ve also only watched a handful of their stuff so I may have not got the best sample size.
Do you remember what episode Marcus talks about losing his Tudor? That sounds like an interesting conversation
Sorry was never really a big fan of the show … I only watched cuz I like Adrian the other two not too much and both sounded a pompous puces of…****s!!
Ok anyways… moving on..
I was just about to start thinking of maybe listening to this in the next few months. Now I won't bother.
I was just about to start thinking of maybe listening to this in the next few months. Now I won't bother.
I would love the live stream of your reactions to this show. :-)
🥳🥳🥳
Was too cringy for me, when they did WAW with T shirts and started running around they lost me. After watching the video something must have happened, they just handed out a bunch of branded stuff. I’m sure it will come out in the wash
I rather liked their W&W videos. The whole overalls thing was certainly a schtick, but I liked how they were poking fun at how self serious the industry is. To each their own!
Thought it was barely that old. Mind you, was an expensive venture in some respects — most YT start as hobbyists, but this went all in trying to be a sort of Top Gear/Grand Tour for watches. It did seem sometimes very… oddly elitist, and yet oddly George, JCB heir, was often the least snobby when that reared its head.
They should find a way to rethink the format maybe, especially with the three of them based in three different countries. Maybe they needed to bulk out episodes with stuff like the things Adrian already does on his channel. Or documentary stuff. George has a workshop right there, and that could have been interesting to see.
I enjoyed some of their content but it felt largely derivative for me, like they are trying to be who they think they should be and not being true to themselves….but I’ve also only watched a handful of their stuff so I may have not got the best sample size.
Do you remember what episode Marcus talks about losing his Tudor? That sounds like an interesting conversation
It’s in the latest season, the title is about he lost his Tudor twice.
Yeah for some reason, I just really tuned out this season, it seemed like they were really stretching to find content. Some of the watch searching on Bond Street, etc.
I agree with you, Bamford seemed, distracted most of the year. I will be honest, I really didn't know or watch Andrew or George's channels, I am huge Bark and Jack/Adrian fan, so that was the only reason I tuned in. I did like the organic way they all met at Watches and Wonders and started the channel
I agree with you about the Marcus stuff, very powerful and honest content.
I never liked it.
I’ve just started watching this been recommended for a while. Easy watching content. George may shill his stuff a lot but jeez I’d love to own some of them, I’d probably do the same 😂 wonder whether they’ll keep there podcast going
Just nice to hear people talking about watches
https://youtu.be/gZaAkuXTIz4?si=dlYFoVNOtHCnD1Ie
Ended my subscription couple of months ago. Sounded very artificial and self promotional. Will not miss it.
Just another YouTube watch channel. Here today, gone later today.
I Liked listening to them during my little breaks through work as I walked outside. I do understand that it is tough to keep doing something like this long term and still have enough Time to run their own channels it takes a lot of effort. I will miss the captain boring moments for sure hahah
It might have been Balazs from Fratello that called him the most punchable face in watch Youtube???
I don't know but that's funny!
😩💔
And I just started watching them too.
The other thing that struck me was that the three did their speeches separately. That’s a huge difference to them appearing side by side to say that it’s done. Really odd, TBH. Smacks of a falling out between the three, which could be why some of it was so flat.
I tried with this show because of Adrian but found it wasn’t to my liking. Sorry to those who were fans. I know it’s tough to lose a show you really like. I’m hoping Adrian can start something up that seems a little bit more in the lane of the rest of his content. I felt like he was swept up in the antics of the other two in this show.
This show had some great moments, but many downright boring ones. There are definitely watch YouTubers who I prefer over AET so I'll spend more time watching them.
I think they would have done better without Adrian, who is one-dimensional in his likes and opinions. I did always look forward to the other boys teasing him. I am looking forward to seeing what George and Andrew do next.
Bummer!! What other podcasts do you recommend?
The other thing that struck me was that the three did their speeches separately. That’s a huge difference to them appearing side by side to say that it’s done. Really odd, TBH. Smacks of a falling out between the three, which could be why some of it was so flat.
It was also weird the three had different views on what was happening. George seemed to suggest “who knows what’s next” where as the others were a little bit more
Definitive about it. I think you’re right. Andrew I think gave a nod to it being a bit up and down too… ah. Fair enough
They started the show when the industry was at peak watch hype. That’s since died a down, if not a death. The idea of being the “Top Gear” of the watch YouTube world was a nice one…but the second series was awful and the third just tired to the point where it got heavily cringe and felt old.
Awesome channel. The concept was really dope. Got me hooked on watches and the culture again. Sad to
see them go.
I really wanted to like it, but just could never get into the show. It always seemed so disorganized and chaotic. They three didn’t seemed to gel together well and have good chemistry. Surprised they called it quits though. A lot of other people seemed to like it and started to get some steam.
I think they loved what they loved. They often liked the same thing, which for me is a problem. To many like minded people in a group brings no balance to a conversation. And I get the Bamford was all about self promotion, but God he likes something else other than his own products.