Before the acquisition, Watches of Switzerland USA had no real content creation element.
Everything Watches of Switzerland distributes (via magazines, billboards, TV ads, social media, etc) looks polished and perfect — just like a luxury watch ad — but there’s no long-term educational or entertainment value behind that type of ephemeral (advertising) content.
In contrast, Hodinkee specializes in (editorial) content that provides long-lasting educational and entertainment value.
Owning Hodinkee instantly provides Watches of Switzerland USA (and WOSG internationally) access to its innate ability to create and sell out limited edition collaboration timepieces in a way that no other entity has ever done.
Not to mention adding a turn-key watch insurance operation, which provides a valuable service to buyers without needing to develop it internally. And don’t forget about the access to Hodinkee‘s coveted customer list, as well as data — which is certainly something every watch retailer (or watch brand) would like to get ahold of.
Hodinkee combined with Watches of Switzerland now likely has the leverage to host collector events of an unprecedented level in the US and UK — such as epic Watches and Wonders-grade watch shows.
Whether WOS underpaid, overpaid, or got the evaluation just right, is probably beside the point, because it’s likely not much more than a rounding error for a group of that scale. What they ultimately bought is time — and time is priceless.
Photo of Ben Clymer taking a close-up at the launch of Omega Seamaster Diver ETNZ Limited Edition in 2013 in San Fransico — taken by Professional Watches.
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