Let me start by saying that I’ve never been the biggest fan of Hodinkee and I was never a regular reader of it even before I started Watch Collecting Lifestyle in 2013. Nevertheless, I do applaud what Ben Clymer was able to build in such a short period and how much he did to raise awareness in an industry that was slowly dying, especially among the younger generations. Ben is a master at getting the right attention from the right people at the right time. However, one thing he should’ve never done was to be less involved in the day-to-day of Hodinkee and let it slowly decline while overindulging and splurging on his vintage car collection and getting every watch he had dreamed of and more. But in my humble opinion, the real decline of Hodinkee started the day Stephen Pulvirent left and other editors like Jason Heaton became less and less involved with it. Not even bringing Jack Forster could help with the decline in credibility and the biased reviews after Hodinkee became a watch shop with a media arm and not the other way around.
Now that it’s been announced that The Watches of Switzerland Group has acquired Hodinkee, things are going to get very interesting for all of us in the watch media, and I mean it. The 1916 Company —WatchBox— already had its content-producing capabilities with Jack Forster as Global Editorial Director even before the Hodinkee acquisition took place. Now, The Watches of Switzerland will be able to push editorial via Hodinkee —regardless of what was said about remaining independent and publishing what they want—in a way that they can create buzz to push certain watches in their inventory. A fantastic way to work with a Trojan horse and sell more watches.
As part of the acquisition, Ben Clymer will return to his leading position at Hodinkee, for the first time since 2020 and it will be interesting to see how Hodinkee reshapes and who they drop along the way within their editorial team that can write about style but know very little about watches.
As far as the rest of us, I think more acquisitions of this kind will follow as a natural progression of the watch industry and what some readers and buyers are looking for. Imagine a world where authorized dealers and watch dealers control the rhetoric by owning a watch medium.
What this means is that retailers can significantly enhance their sales and customer engagement by owning their digital publishing powerhouse. By creating or acquiring a publication, retailers position themselves as industry experts through the credibility —in many cases built over more than a decade— that has already been established by the watch publication they intend to buy or buy.
Offering valuable insights, trends, and tips related to their products can establish trust with customers, making them more likely to make purchases. In this case, pushing weak inventory or creating frenzy or hype around certain timepieces. Retailers can also tailor content specifically to their target audience’s interests. By focusing on their customer demographics, they can create relevant articles, product spotlights, and how-to guides that resonate with readers, driving them toward purchases.
Owning a publication allows retailers to communicate directly with their customers. This reduces reliance on third-party platforms and enables them to share promotions, new product launches, and events straight to their audience, fostering a stronger connection. Then, they can incorporate storytelling to connect with readers on an emotional level. By sharing customer success stories, behind-the-scenes looks, and brand narratives, retailers can create a sense of community that encourages loyalty and repeat purchases.
Featuring products in articles, reviews, or guides allows retailers to highlight their offerings organically. This can lead to higher visibility and can influence purchasing decisions without the overt push of traditional advertising. They can also use their publication to cross-promote products. By showcasing complementary items together or offering bundled deals, they can increase the average transaction value and encourage customers to explore more of their inventory.
One thing that no one is thinking about is how a well-maintained publication can improve a retailer’s SEO —search engine optimization. By regularly publishing relevant content, they can enhance their online presence, driving organic traffic to their website and ultimately increasing sales. Then comes the part where analyzing reader behavior, preferences, and engagement can help retailers fine-tune their marketing strategies, product offerings, and inventory management. This acquisition is way more than what it appears and the fine details behind it is something very few of us have thought about.
Owning a publication offers retailers a multifaceted approach to driving sales. By providing valuable content, engaging with their audience, and leveraging their brand authority, retailers can create a powerful tool that not only boosts sales but also fosters long-term customer relationships.
The leaders in the watch retail space should be getting their checkbooks ready so they can counter what The Watches of Switzerland will be able to do now that they also have a media arm in-house.
At this point, we’ll just have to wait and see who follows suit. As far as WCL, just show me the money.
