Watchcology: Dopamine and Watch Collecting

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https://open.substack.com/pub/adamrlincoln/p/dopamine-and-watch-collecting?r=3emutq&utm_medium=ios

Dopamine and Collecting: The Ephemeral Joy of New Watch Alerts

I was listening to That Watch Podcast, specifically Episode 12, where they discussed how the excitement of a New Watch Alert (#NWA) is remarkably fleeting, lasting maybe a week for them, despite acquiring about a dozen watches annually. This observation leads to intriguing questions: How long does the thrill of a new watch last? Does buying several watches a year affect this duration? And does a higher-value watch sustain our affection for longer?

Clicking “Buy Now” triggers a dopamine rush in our system, a sensation that, while exhilarating, is short-lived and often leads to a continuous search for the next horological treasure. This cycle is exhilarating as long as it doesn’t become all-consuming. But what happens when the desire for the next watch shifts from want to need? How do we ensure we’re not squandering money or making poor investments?

It’s crucial to view watch purchasing as spending rather than investing. With the current downturn in the watch market, there might be better deals, but true financial gain is typically reserved for those investing in exceptionally rare pieces. My view of watches is twofold: they are either a source of immediate enjoyment or a legacy item for future generations. Either way, financial gain is not my primary motive for collecting.

The impact of social media on our dopamine levels is significant. The endless stream of perfect images can lead to impulsive purchases if one has the means—or even if one doesn’t. Echoing sentiments from Fratello’s Watchcology, it’s essential to live within our means, a principle even watch publication CEOs adhere to.

Social media often presents an idealized image, not the reality. George Bamford’s glamorous life of international travel and event attendances, as portrayed online, is a case in point. While these images are enticing, recognizing the distinction between the polished social media facade and reality is key to navigating its influence.

The drive to attain what we haven’t yet achieved, amplified by social media, encourages us to strive and showcase our successes. However, it’s not solely the platform’s fault if we yearn for the latest luxury timepiece showcased by influencers.

Community plays a vital role in the social media landscape, offering global connections that would otherwise be unattainable. Engagement, rather than passive interaction, enriches the experience, fostering learning and connection within the watch community.

On a personal note, I’m currently searching for a new watch with a GMT function, as I don’t have this complication in my collection yet. The journey, including the research and decision-making process, is as thrilling as the acquisition itself.

The recent introduction of movements like the Miyota 9075 has revolutionized the affordability of GMT watches, a topic I plan to delve into in a future piece. Hodinkee’s latest podcast had some great conversation about this and you should check it out here!

In the end, the quest for new watches provides intermittent dopamine surges, with each acquisition offering a temporary high. However, the community and the continuous learning and engagement in the watch world provide a more sustained and fulfilling experience.

Thanks for joining me on this exploration, and I look forward to sharing more in the future!

Adam

Watchcology on Instagram: https://www.instagram.com/adamrlincoln/