What Factors Are Considered When Choosing a Watch?

Choosing a watch is like any other important decision that one makes in their lives, and one which is unique in its own entirety. Unique in the sense of this decision requires a dual motive.

So to understand how the decision making process can vary, it is important to detail the key factors that play a part. These factors inevitably vary depending on the end user, but each user will have their own unique identity or criteria that determine their ultimate choice.

So first we must decipher, is the end user of a covert or overt character. Is this someone that sees their timepiece as just an accessory and has no interest in functionality? Or is this someone who is the opposite and has no qualms in wearing a less attractive or less fashionable watch? On the flip side, is this someone who cares for both look and function? Are they willing to compromise on a half way model or is it precision, perfection and divine beauty that they strive towards?

These different factors will be considered in this article.

Firstly, let's focus on the 'overt' character. To describe this person in one paragraph, I would say they are very fashion conscious and very interested in outer appearances as the word overt suggests! They may be someone who is outgoing, very social and very aware of their self appearance and how they may be perceived to their peers. They may be a trend-setter. Somebody that takes pride in other people's look and in turn their own. This end user is also very savvy when it comes to fashion and is absorbed in the celebrity lifestyle. They are more interested in feelings. So they will see how the style or look of a certain watch or accessory makes them feel. They associate looks, brands and colours with certain role models or celebrities and strive towards that perception. It is not necessarily status they strive for but more so the feelings associated with that status.

Now let's shift the focus towards the more 'covert' character. This is someone who is in many ways opposite to the character above. They are far less absorbed in the celebrity/fashion fracas and much more interested in functionality, precision, technology. This is a real gadget freak and their criteria is different in that they are in the loop of latest technical developments and probably models. Their criteria is still as detailed as the overt customer and in fact can even be more stringent due to the tangibility of the features and functions desired. However it makes their decision far more 'black and white'. This person could be a diver, an athlete, traveller, someone with a real passion for the outdoors and living life to the full.

In this modern era, many customers are now crossing paths and looking at more than one criteria. This makes the decision making process far more complex. Nature has prevailed and we are in a time where people want it all and have become more demanding. This has made designer watch manufacturers take stock and conceptually design models that are both visually and functionally appealing.

Brands such as Citizen have done this particularly well by combining style and function into one. The Eco Drive collection symbolises this ethos perfectly. Citizen have always been known for producing high quality watches, but are also an authority in timepiece fashion, such as taking their digital heritage and adapting new technologies to stylish chasses!

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