How I Get Stun Locked Watch Shopping...Everytime 😐

Watch shopping is one of the best, and most painful things a watch collector can do.  My process is a constant churn of suffering and indecision, with many a sidequest involved.

It often begins with a post on WatchCrunch (hello!) or the algorithm decides I haven't bought a new watch in awhile and sneaks things into my YouTube feed.  At this initial stage there is still hope. Maybe I don't have the money, maybe I don't have room in my watch display, or maybe another shiny thing takes my interest.  

The second those hurdles are cleared, the true descent into darkness begins.  I scour the internet for articles, videos, and memes.  I do a doctoral thesis on the watch brand's legacy.

I'm still one step out of the rabbit hole.  There is still a chance I don't get pulled in. Another shiny rock, not enough information, or wilting interest once the initial dopamine hit wears off. But then I ask myself, what about the alternatives?

With this thought I'm fully enshrouded in madness. What about this brand? What about this other watch in the line? What if I go more expensive or cheaper?

What follows is a gorging of oppositional research.  The watch I once loved at first sight...pfft! The case is too thick, the second hand looks at me funny, I could get the cool kids micro-brand version for so much cheaper.

I begin to talk myself into different watches from the same brand that I once balked at as not my style, too gaudy, too obscure. I'm now compulsively comparing screen shots, arguing internally in a vicious circle.

In pure desperation I realize there is only one hope left. I must venture out into the cold world and visit an AD to try on the watches.  I put on my good watch buying clothes, put on my most expensive watch, and shade my eyes from the sun and head out.

I'm on the final lap, this visit will finally break the stun lock. I could not be more wrong.  More watches catch my eye, some I want to compare aren't in stock, and the disdainful gaze of the AD deepens the shame as I try on watch after watch.  The tray now a monument to my hubris with a multitude of watches.

Do I buy a watch? Fool! "Will you take that phony dream and burn it before something happens?" I tell the AD I will be back soon to actually buy something.  The cycle continues.

Finally, one day I walk in, my mind is made up, I am going to get one of those three watches.  I can see the light at the end of the tunnel.  My eyes have a hint of life about them.  

I buy a Seiko on impulse that I haven't even researched.  I leave. The... cycle... continues... 😵‍💫