I am quoting in full the editorial that appeared in L'OROLOGIO 160, on newsstands from today, because I believe it may shed light on any doubts and questions of our most affectionate readers and, at the same time, underlines the spirit of both our publications and this Blog.
Opinions and (pre)judgements - L'OROLOGIO 160 August/September 2007
Since the beginning of the year, L'OROLOGIO articles have been enriched with a new tool. In addition to technical data, comments on the size and price of the timepieces have appeared on the product sheets, also with precise references to the competitors of the models presented. One more tool to be able to freely, but knowledgeably, judge the products that the magazine presents.
This month I would like to emphasise a fact that seems obvious to us, but evidently not to some: the products we present from month to month are not all those offered by the market. L'OROLOGIO makes a selection from the manufacturers' proposals, based on its own editorial line. We therefore like to present and illustrate those models that we consider most interesting and most representative of today's mechanical production. I often hear comments from friends who are not experts such as: "But how much do these watches cost!". This is perhaps the most obvious reaction on the part of a normal person, completely unfamiliar with this world, who is leafing through L'OROLOGIO. But the magazine's editorial choices are studied on the basis of the preferences and interests of its readers, who, even when they consider the price of a watch to be excessive for their pockets, are nonetheless interested in learning more about it, as an important element in the formation of their own watchmaking culture.
What I call 'watchmaking culture' is the set of facts and knowledge that allows us to make judgements that go beyond the 'I like it' or 'I don't like it', to which I often hear even those who profess to be watchmaking 'experts' limiting themselves. The true expert always gives reasons for a judgement, whether positive or negative, even if it is limited to the aesthetics of the object. This is the added value of an opinion expressed by an expert. That is why you will always find so many motivations in our articles: from historical to technical to market motivations. Because there are many factors that contribute to determining the price of a watch.
It should also never be forgotten that we are always talking about premium products intended for an elite audience. And belonging to this sort of exclusive 'club' also has a cost. After all, if you were to buy a watch just to tell the time, you would need less than ten euros (just as you don't need to buy a spider to get around).
One fact that has been puzzling me lately is that people who then go to great lengths to disqualify themselves belong to this 'club'. They are all those who readily admit to buying and wearing fakes, who purchase their watches through channels that are if not exactly "illegal" are certainly "unchecked", naturally glossing over the swindles that they have most probably suffered at least once (in this regard, read the exclusive interview on page 62 of this same issue with a computer swindler), who tend to always discredit the official sources of information and the Houses themselves. This is behaviour that hurts the sector, those who frequent it as enthusiasts and those who work in it. Because it should not be forgotten that behind all products there are people who have collaborated in their creation and realisation, believing in them and committing themselves to them (isn't that what we all do a bit in life?), certainly not with the aim of defrauding those who will appreciate the result of their work.
I often hear it said that it is an all-Italian attitude to always believe that those who want to sell us something are cheating us in some way. I think instead that this is a commonplace that needs to be debunked. And that the preachers of this bad faith should be increasingly isolated in their small 'communities', which are often closed circles, precisely because they are easier to manage and control. Instead, most of us are increasingly able to make the best of our passions, trusting above all our own yardstick of judgement, built on facts, over time.
