AVI-8. Is there a brand you just can't buy, and why?
From time to time I see Facebook adverts for AVI-8 watches. They're cheap and cheerful, and sometimes have very neat tie-ins. As an aviation type, I appreciate this. The current ones, celebrating the Tuskegee airmen are really nice.
But...
That name... AVI-8... it's like 1337$P3@k from the 1990s. Like someone would type on IRC. I can't do it. I cannot have a watch with AVI-8 on the dial, period. I cannot look down every 15m and see such a name like that, sitting there, staring back at me.
And this made me wonder, do any of you react like this to a watch brand?
EDIT: I mean, look at the watch in the image I've just added. It's lovely, especially at the price. It's got some historical flavour. It's right up my alley. If the company was called something like AVION (French for aircraft, if memory serves), it would have all the same vibes, and none of the 1990s IRC speak. Watches like that, branded AVION, I would buy.
I've loved watches all my life, going back to the 1980s. Current watchbox: Seiko, Bulova, and Casio.
“U-Blow”…cause saying it will make me laugh like a teenager.
Besides the fashion brands; I would like to think I am open to most brands, including Hublot. Definitely nothing they have in their currently catalog or past, but who knows. Maybe one day they will straighten the screws on the bezel. This is the closest, strictly because I like the artist and it is almost well done, but again, those damn screws.
Personally two negatives:
First Pagani which reminds me of Pagani Zonda.
Two the new homages LOL
At this point I don't think I can walk the streets of Los Angeles with neither. Try explaining to the robber that's a Pagani homage not the real deal by the time you say "bro is a Pa..." pistol whipped.
It has been something that I have been thinking for a while. With the crime rates going up in big cities around the world is it even worth walking with a homage? To me homages of ultra expensive watches especially Pagani is not worth buying too many negatives.
Personally two negatives:
First Pagani which reminds me of Pagani Zonda.
Two the new homages LOL
At this point I don't think I can walk the streets of Los Angeles with neither. Try explaining to the robber that's a Pagani homage not the real deal by the time you say "bro is a Pa..." pistol whipped.
It has been something that I have been thinking for a while. With the crime rates going up in big cities around the world is it even worth walking with a homage? To me homages of ultra expensive watches especially Pagani is not worth buying too many negatives.
I'd prefer running into a thief than running into someone wearing the real deal. It would just be too embarrassing, specially in LA, 😆
Please don’t say Hublot, please don’t say Hublot~~~~ 🥹
Panerai. Never tried one on but I’m sure it would look like I stole my dad’s watch on my relatively small wrist. The designs aren’t appealing to me either despite the Italian marine backstory.
I’ve got a whole list of brands that I won’t buy from for various reasons which I won’t share now because they make me look petty and childish (which is a fair and accurate assessment).
Microbrands. Haven't found one that's floated my boat yet. Either too tacky or too derivative....sorry !
I know its petty and i actually like their watches, but the name Christopher Ward does not speak to me.
Yes, there is one brand you cannot buy. That brand is Rolex. For ethical reasons, I cannot buy their products.
I love to get a Tudor- but i cannot afford it though i need most of my money for living, every € i can save i lay beside. Sometimes comes a g shock around, so the money- level mostly is too low to go to a tudor ad
I agree with Pagani Design and similar copycat brands. Mentioned it before but straight up copying of designs from other brands just isn’t for me.
Of the normal brands, probably Tag Heuer. Haven’t been drawn in by any of their models and always found a nicer/better alternative for the ones I do like (within a reasonable price range).
I love to get a Tudor- but i cannot afford it though i need most of my money for living, every € i can save i lay beside. Sometimes comes a g shock around, so the money- level mostly is too low to go to a tudor ad
What will be will be : 😏 oneday you just may get your wish . I got what I wanted but I am 61 . All good things come to those who plan , not wait …. Good luck 🤞
Rolex.
Treating a willfully "wanting-to-pay" customer like your slave is something I can't get behind. If I could buy one, I wouldn't. That watch would always feel like a carrot on a stick just by the way I'd had to get it...
Nah, thanks.
Not really. Got love for almost every brand. I usually can at least pick out 1 model I like from every brand.
As far as the Pagani stuff that's my personal option on why I would not buy one. Personally I'm all over Los Angeles and have been mugged at gun point twice for way less than a homage or an Invicta (way before watch collecting) so in a moment of been there done that moment. I move different now. So this is not a OMG you are breaking the ethics by buying from China. while sipping on coffee and typing from a keyboard made in 3rd world country. I own homages not the homages of popular watches. So this is not a "peeing on them" comment. People like what they like and we are here to throw opinions and should never be about some hate or watching people's pockets.
Yeah, I should have made it clear that part wasn’t aimed at your personally. More a general rant at what I have seen about the internet, on YouTube and the like.
We’re fortunate here, that guns are significantly less common.
We had a spate of ‘Eastern European Ladies get too friendly with Old Man and steal his Rolex on the street’ crimes over here, and some knife related incidents that made the news, and in all of that it was always an actual high end watch. They watch, and look, and target that precise item in a lot of these cases. Other times people are targeted for other reasons. Not once have I heard it turning out they had robbed someone for what turned out to be a Sekonda or something, despite the fact they are far more plentiful here — let alone a Pagani.
I think it’s weird that we’re now at a point where many watches cost more than a mobile phone. People wear Apple Watches, which are very expensive things in themselves, because they are so common as to not stand out — which makes them not only less of a target, but because they are so known, criminals know they can be too easily tracked I imagine.
It is a strange, and sometimes frightening world we live in. Street crime can change a persons outlook so much. I am fortunate in that I have only really come up against it twice - one time I was a little stupid and got my wallet back from a pickpocket, another time I managed to fight off some attackers, and they got nothing. Both times I was very very lucky indeed, and I pray to not end up in those situations now, when things are much worse and people are more often armed.
I think, on balance, no one should really take anything to some places they that aren’t willing and able to part with quickly and smoothly should it come to it, and something they can afford to replace. Which is a sad indictment of where some of our countries and cities are really. Whether that be about crime, or some of its causes.
Saying that — I think I saw a Tudor in the wild today (you know, the really posh homages) on a tube train heading to South London. Brave man, or confident man, I could not say. It’s always South isn’t it?
THANK YOU for saying this; it's a weight off me hearing someone else complain about "AVI-8." It's intolerably dorky, and "1337$P3@k from the 1990s" is perfect. A real shame because I think I might want one of the watches otherwise!
You're welcome! I would absolutely get something from the brand, if it had a sensible name, too.
Their watches are interesting enough that I might get over it someday, but "Formex" sounds like some specialized kitchen tool to me.
Or a condom brand.
Yeah, I should have made it clear that part wasn’t aimed at your personally. More a general rant at what I have seen about the internet, on YouTube and the like.
We’re fortunate here, that guns are significantly less common.
We had a spate of ‘Eastern European Ladies get too friendly with Old Man and steal his Rolex on the street’ crimes over here, and some knife related incidents that made the news, and in all of that it was always an actual high end watch. They watch, and look, and target that precise item in a lot of these cases. Other times people are targeted for other reasons. Not once have I heard it turning out they had robbed someone for what turned out to be a Sekonda or something, despite the fact they are far more plentiful here — let alone a Pagani.
I think it’s weird that we’re now at a point where many watches cost more than a mobile phone. People wear Apple Watches, which are very expensive things in themselves, because they are so common as to not stand out — which makes them not only less of a target, but because they are so known, criminals know they can be too easily tracked I imagine.
It is a strange, and sometimes frightening world we live in. Street crime can change a persons outlook so much. I am fortunate in that I have only really come up against it twice - one time I was a little stupid and got my wallet back from a pickpocket, another time I managed to fight off some attackers, and they got nothing. Both times I was very very lucky indeed, and I pray to not end up in those situations now, when things are much worse and people are more often armed.
I think, on balance, no one should really take anything to some places they that aren’t willing and able to part with quickly and smoothly should it come to it, and something they can afford to replace. Which is a sad indictment of where some of our countries and cities are really. Whether that be about crime, or some of its causes.
Saying that — I think I saw a Tudor in the wild today (you know, the really posh homages) on a tube train heading to South London. Brave man, or confident man, I could not say. It’s always South isn’t it?
We’re fortunate here, that guns are significantly less common.
Definitely a big plus.
Funny enough this happened today in Downtown LA:
To me L.A has always been pretty out there when it comes to robberies but it seems with social media, criminals have gotten more blunt about robberies and doing big heist. Before it was a snatch and run or give me your crap. Now they are literally hitting up the wealthy people and neighborhoods. If there's some type of recession it might get worse for businesses.
We’re fortunate here, that guns are significantly less common.
Definitely a big plus.
Funny enough this happened today in Downtown LA:
To me L.A has always been pretty out there when it comes to robberies but it seems with social media, criminals have gotten more blunt about robberies and doing big heist. Before it was a snatch and run or give me your crap. Now they are literally hitting up the wealthy people and neighborhoods. If there's some type of recession it might get worse for businesses.
It’s because those are probably the ‘maximum profit’ areas and probably comparatively lower risk during the act itself. The internet now sometimes acts like a big advert for criminals sadly — there’s been a few linked to things like Instagram too. Social media, like you said.
I received another brand from the parent company of AVI-8 (Dartmouth) and the name kills it for me too. RGMT. I would otherwise really like the watch. The name is cheaper than than the product. I am still in the learn I much as I can phase, but I would rather not own too many homage watches. I don’t mind micro brands and I don't want to become a major watch brand snob as the result of my new found addiction - but if all the microbrand is doing is making a knockoff with a different name on the watch face, I am trying to steer clear of that.
I don’t mind the name, but I’ve never found one of their watches that I like all that much. I generally prefer the watches of their sister brand, Spinnaker.
I received another brand from the parent company of AVI-8 (Dartmouth) and the name kills it for me too. RGMT. I would otherwise really like the watch. The name is cheaper than than the product. I am still in the learn I much as I can phase, but I would rather not own too many homage watches. I don’t mind micro brands and I don't want to become a major watch brand snob as the result of my new found addiction - but if all the microbrand is doing is making a knockoff with a different name on the watch face, I am trying to steer clear of that.
Oh god yes, the and variation of their logo that has sort of corporal's stripes incorporated into the M... it looks tragic. And don't get me started on some of their prices, well over the $1000 mark. LOL. Just nuts.
I don't like the name Orient or the logo.
I don't think I could buy a watch with a sterile dial, but then since I don't know what brand it is, I can't include their name here.
Are you a Star Wars fan? I love Star Wars and the name AVI-8 would remind me of R2-D2 or one of the Red squadron's X-Wing fighters. I could wear it a smile thinking of a galaxy far far away. It's a gorgeous watch, maybe by changing your perspective you can perform a Jedi mind tricks on yourself and find a way to.look differently at that vibrant Dial. Thanks for sharing. I'm going to look at more of the Dartmouth brands.
I've loved Star Wars since I saw Empire in the cinema in 1980. But even a similarity to something like BB-8 can't change my mind and, indeed, shouldn't be needed to change my mind. As I said in the OP, when a word like AVION exists, that even shares three letters with the existing name, and is appropriate to flight, and looks good as a name on a dial in general, it's mind-blowing why they'd go with AVI-8. It's so cringe.
I've loved Star Wars since I saw Empire in the cinema in 1980. But even a similarity to something like BB-8 can't change my mind and, indeed, shouldn't be needed to change my mind. As I said in the OP, when a word like AVION exists, that even shares three letters with the existing name, and is appropriate to flight, and looks good as a name on a dial in general, it's mind-blowing why they'd go with AVI-8. It's so cringe.
@complication appreciate the honest feedback here! When AVI-8 started we definitely didn't think about the way it would be perceived today. We pronounce it "aviate" and thought it would be a great play on the word, whilst also drawing inspiration from the typography commonly found on military aircraft from the WWII era.
Always a healthy discussion though 🙂 glad you appreciate the recent Tuskegee Airmen launch --- stay tuned for additional commemorative releases this year!
@complication appreciate the honest feedback here! When AVI-8 started we definitely didn't think about the way it would be perceived today. We pronounce it "aviate" and thought it would be a great play on the word, whilst also drawing inspiration from the typography commonly found on military aircraft from the WWII era.
Always a healthy discussion though 🙂 glad you appreciate the recent Tuskegee Airmen launch --- stay tuned for additional commemorative releases this year!
Nice to hear from you @roshbm! I think honest feedback is always useful - whether one agrees with it or not - as it's still a genuine thought from someone out here, sitting very much in the target audience.
And I do totally understand it's pronounced 'aviate'; see the OP of this thread for why I find that sort of thing cheesy. In Australia, people often use M8 (mate), joining words like GR8 (great) and H8R (hater), all in the same vein. So I "get it", believe me. I just don't see that style of naming as a fit for these watches.
Putting my marketing hat on from my day job, those sort of texting abbreviations (or Internet 1337$P3@k as I called it in the OP), might suit a playful, youthful, don't-take-us-seriously sort of brand, but I don't think that's what the brand is. Do you see it that way? I find the use of classic WW2 fighters, or even squadrons, deserves a bit more seriousness. Something more upmarket. The Tuskegee Airmen with 'Avion' on the dial would look classy. With AVI-8 and it just doesn't have the same vibe, or a vibe that befits the history.
Again, just a thought from one person. But I assure you it's genuine.
Nice to hear from you @roshbm! I think honest feedback is always useful - whether one agrees with it or not - as it's still a genuine thought from someone out here, sitting very much in the target audience.
And I do totally understand it's pronounced 'aviate'; see the OP of this thread for why I find that sort of thing cheesy. In Australia, people often use M8 (mate), joining words like GR8 (great) and H8R (hater), all in the same vein. So I "get it", believe me. I just don't see that style of naming as a fit for these watches.
Putting my marketing hat on from my day job, those sort of texting abbreviations (or Internet 1337$P3@k as I called it in the OP), might suit a playful, youthful, don't-take-us-seriously sort of brand, but I don't think that's what the brand is. Do you see it that way? I find the use of classic WW2 fighters, or even squadrons, deserves a bit more seriousness. Something more upmarket. The Tuskegee Airmen with 'Avion' on the dial would look classy. With AVI-8 and it just doesn't have the same vibe, or a vibe that befits the history.
Again, just a thought from one person. But I assure you it's genuine.
Hi Rob! @complication
Definitely agree and understand where you're coming from - especially in terms of how the name/logo may be perceived! 1337$P3@k takes me back to the old Counter Strike days 😂
Taken on all your thoughts and it's comments/opinions from genuine watch/history/aviation fans such as you that we're always happy to listen to!
Never doubted your thoughts were ingenuine, and the discussion here has been great to read 💪