Flex VS Feeling: The rebellion against luxury watch Hype

It all starts with a wrist shot.

A golden Rolex Daytona, which shone under perfect lighting, with #Newwatch alarm. The comments flood in “Congratulations”, “Baller Af”, “Pure fire”. But under the facade of social media is an unpleasant truth-luxury watches that were once valued for their art and history have become props in a status-obsessed culture. The Watch community is now between those who pursue strokes and remain loyal to the craft. But the question is: can it ever be both?

The rise of the “Flex culture” has transformed the horology into a battlefield for likes and supporters. ICONE models are no longer just masterpieces – they are currency in the game of social validation. The result: Social Media Rasern, where the latest publication becomes a must. I shared my proportion of wrist shots on Instagram (@ryhn) and experienced this phenomenon first hand. Photos with the usual suspects – Steel Daytonas, Royal Oaks and Nautilus – always attracted considerable attention because people expect and like to see it. But when L once posted a photo by Patek Philippe Celestial 5102g of a friend – one of my personal favorites – it was hardly scratching a hundred likes. To put it the least, it was discouraging and a memory of how often true art is overlooked in favor of trends and hype.

When the hype is continued, the pressure on the collectors to adapt becomes more difficult. Social media has created an environment in which possession of a lesser known or unconventional brand often feels like a failure. Everyone chases the next big thing. During my trip I watched how trends come and go. Brands that once ruled the scene now have difficulties to remain relevant, while others rise from the dark to dominate the conversation, which is why they are looking for alternatives and turn to vintage pieces and independent brands in order to escape the standard image of the luxury. In my experience, you will encounter the most passionate and knowledgeable enthusiast in this area – those who appreciate individuality through the review.

The turning point for many collectors comes when they question their own motivations. I remember that I was obsessed with a popular high-stake clock and felt the urge to make it-not because my taste was resonance, but because of its status in the watch world. This knowledge was worrying, was attracted to her craftsmanship and history, or did I just follow it to prove that I could have it? This internal conflict forced me to step down and re -evaluate what was to be seen. It was not the attention or the flex – it was the art, the story and the connection that I felt when I wear a piece that really swung with me.

The rise of independent watchmakers also played a crucial role in the drive of this movement. Brands like H Moser & Cie, MB & F and de Bethune switch off a niche and offer avant-garde designs and tailor-made craftsmanship that differ from the mainstream. These watches are not only unique – they embody individuality and arouse curiosity. I still remember that I came across the MB & F HM3 over a decade ago and blown away. I showed it to my colleagues and their reactions were invaluable: “What is it all over the world?” This is the beauty of this smaller brand-sie promoting personal connections between the collector, the creator and a close-meshed community of enthusiasts, which have a mutual appreciation for the unconventional.

Isn't it in a word that is obsessed with phenomena, not at the time that we wondered what is really important? Is it the applause of strangers or the quiet satisfaction to have something deeply personal and sensible? A watch should be more than a symbol of prosperity or success – it should tell a story, cause emotions and reflect the carrier's journey. Perhaps we will find more value in us when looking for less confirmation of others.