Fashion watches. We all seem to hate on them. But why? Because everybody else is, is there a good reason behind it?
The main reasons I have found seemed to be a prevalence of quartz, derivative bland styling, bad value for money, and or course the fashion brand.
Let's start with the brand. Simply being a fashion brand should not be a strike into itself. After all, Tiffany and Co. could be considered a fashion brand, they didn't always make there own watches. We pay a premium for Tiffany signed Rolex and Patek watches. Why? At the end of the day they are good watches regardless of the name on the dial.
Derivative bland styling? That of course is in the eye of the beholder. Sure, many fashion watches aren't very sophisticated in this department, but it you like the looks, go for it.
Bad value for money. This is where I think the heart of the problem lies. And it shouldn't be just "fashion" branded watches either. Timex is a big sinner here. Nothing wrong with a mineral crystal, quartz powered, plated brass cased, questionably styled watch if you like the look of it. If it's cheap and has a price befitting it's spec. This is where I get confused. If I can get a much better spec, automatic, sapphire crystal, stainless steel cased watch for let's say $250, why would I pay double that for some fashion watch? I don't care about the name. Any storied in watchmaking named is going to cost more than $1,000 anyways. But at least that $400 micro brand is good quality for its price.
So the question is, if there were a well specced watch from a fashion label for a great price would you buy it? What if there were a Levi's branded diver, with a sapphire crystal, ceramic lumed bezel, stainless steel case and bracelet with an ETA movement that while looking like every other diver, was priced at $450, would you buy it? Would it be more or less appealing with Levis, or Wrangler, or Carhart for it's "fashion label". I'm never claiming it to be an $8,000 Submariner, or a $2,000 Oris Aquis, just an honest quality watch for it's price bracket.