The challenge

Also, the term “luxury” means something completely different today than it did even just a few years ago. Now, luxury to me means overnight delivery and the ability to purchase from a fast, well-designed, native iOS app. Champagne and caviar is fun the first time, and it still might get a certain type of buyer excited about a watch, but for me, and for many HODINKEE readers, we know everything about the product already, and we just want the experience to be as easy and painless as possible.

image of community

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In most cases, people expressed frustration that they were buying a watch from someone who simply didn’t care as much or know the first thing about what they were selling. It was just a job to them. It made me think of a line I once heard from a friend who was, at the time, the CEO of Tourneau. He told me: “Ben, HODINKEE is the best thing to ever happen to us, and the worst. More young people care about watches than ever before, but because of you, they know more than our salespeople.”