STORYBOOK ROMANCE

摘要

Everyone who works in the watch industry is locked in an ongoing battle against dullness. In the old days, things were not like this. A watch was an essential piece of kit, so you bought one according to how much money you had and whether you needed it to go with a lounge suit or a boiler suit. Now that the exact time is never further than a glance or tap away, nobody needs a watch. Companies must therefore work hard to make the desire for one so strong that you can no longer distinguish between want and need. A product launch is often accompanied by an elaborate computer simulation of the watch movement being put together. As an action-movie soundtrack plays, you see wheels and pinions being assembled in such dramatic fashion you would think they were building a machine to explore the next dimension, rather than something that ticks away obediently on your wrist.