The Popularity Paradox: Why Chasing "Top Watches" Leads to Collecting Dissatisfaction
In the world of watch collecting, a fascinating paradox has emerged: the most popular watches are rarely the most satisfying to own. Ariel Adams, founder of aBlogtoWatch, explores why collectors who chase "top watches" often find themselves less fulfilled than those who forge their own paths.
The Problem With "Best" Lists
The internet has turned watch collecting into a game of top-10 lists. From YouTube videos recommending "the perfect watch collection" to buyer guides ranking the "best" watches by category, new collectors are bombarded with recommendations before they've had a chance to develop their own tastes. Adams argues this approach fundamentally undermines the collecting experience.
"Collecting watches implies the act of making very personal, very intentional decisions about which watches you elect to spend your money on," Adams writes. "Only the process of discovering and hunting these watches for yourself will lead to satisfaction as a watch collector."
Popular Watches: The Perfectly Average
Adams defines popular watches not by their quality but by their ubiquity: models that are "spoken about, mentioned, listed, referenced, sold, and recommended online and in the general media." His assessment is blunt — most popular watches are "good watches" that are "unremarkable at doing any one thing perfectly well."
"Popular watches are crowd pleasers and not risk takers. They are the safe choice you make when you are new to something before you have developed your own taste and experience."
The parallel to other collecting disciplines is instructive. In fashion, collectors strive for signature looks that no one else has. In car collecting, enthusiasts pursue increasingly rare and bespoke vehicles. Yet in watch collecting, many newcomers gravitate toward the same models everyone else owns.
The Investment Angle
There's a crucial financial dimension to this paradox. Adams points out that "greedy watch retailers have conspired to make popular watches particularly expensive." In a healthy market, popular watches should be the most commonly available — not the most expensive. The information economy has created a disconnect where a watch can be rare in real life but popular online because it's talked about frequently.
| Collecting Stage | Recommended Approach | Avoid |
|---|---|---|
| Beginner | Sample popular models to learn preferences | Overpaying for "hype" pieces |
| Intermediate | Develop personal taste through trial and error | Following others' recommendations blindly |
| Advanced | Hunt for rare, distinctive pieces that match your taste | Chasing popularity for its own sake |
The Path to Satisfaction
Adams outlines a two-part journey to collecting satisfaction. First, the learning phase: wearing and sampling as many watches as possible to determine what you like, what feels right, and what you're authentically curious about. Second, the hunting phase: once you know your tastes, seeking out watches that satisfy those unique and personal preferences.
"The most wonderful watches end up being the slightly weird ones," Adams concludes. "You'll eventually realize that, if you haven't already."
Frequently Asked Questions
Q: Should I avoid popular watches entirely?
A: No. Popular watches serve as useful benchmarks to help you learn what you like. Buy them as low-cost tests, not deep-cut investments. Use what you learn to make more nuanced purchases later.
Q: Do popular watches hold their value better?
A: Not necessarily. Popular watches that are hard to buy command premiums, but this doesn't always translate to long-term investment value. Rarity, condition, and provenance matter more than popularity.
Q: How do I develop my own collecting taste?
A: Wear as many different watches as possible. Visit ADs, handle watches in person, and pay attention to what excites you beyond what others recommend. Your taste will emerge naturally over time.
Source: aBlogtoWatch, August 31, 2026. By Ariel Adams.
Related: Beginner's Guide to Watch Collecting | Independent Watchmakers Worth Collecting