BEST OF SIHH

Dear watch brand CEO, head of communications or chief watch designer. If a journalist looks you right in the eyes and says the following words, “It’s such an incredible activation of your DNA, simultaneously reaching into your past while audaciously defining your future,” take it from me, you should reach for the heaviest object in the room and club him or her over the head. Because either a) said journalist has ingested far too many free glasses of champagne followed by scamming as many free single malt whiskies as they could off your regional PR at the Leopard Room and this is their fall back catch phrase when too hungover to even see straight yet alone form a coherent thought about your watch or b) they are simply just full of it.

So how then can you tell if they actually like your watch? Well, they could formulate a smart, considered statement that is also demonstrative of having done some heavy lifting in the research department before coming