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    About WhoWatchWear

    For people who
    notice the details.

    WhoWatchWear is an independent editorial publication covering watches, motors and the culture surrounding beautifully engineered things.


    Read The Latest →
    Mechanical wristwatch representing WhoWatchWear

    Why We Exist

    The price tag is rarely the interesting part.

    Watches can be feats of engineering, objects of industrial design, pieces of history and completely irrational things to fall in love with. Cars are much the same.

    WhoWatchWear exists to explore what sits behind that fascination. We cover mechanical watches, luxury watchmaking, independent makers, emerging microbrands, performance cars, motorsport, travel and design.

    Some stories begin with an extraordinary complication. Others begin with an affordable diver, an overlooked sports car or somebody stubborn enough to build something differently. If there is a good reason to care about it, we want to understand why.

    Our Philosophy
    Great enthusiast culture should make you want to know more, not make you feel bad for knowing less.

    Mechanical wristwatch representing WhoWatchWear watch coverage

    Watches
    Precision is only half the story.

    Performance car representing WhoWatchWear motors coverage

    Motors
    Character beats numbers.

    What We Cover

    Follow the obsession.

    From independent watchmakers and Swiss maisons to emerging microbrands, motorsport and contemporary luxury, we look for the detail that turns a product into a story.

    01 / WATCHES

    Watches

    Mechanical watches, new releases, complications, hands-on stories, collector guides, heritage and the details behind important brands.


    Explore Watches →

    02 / INDEPENDENTS

    Makers

    Independent watchmakers, microbrands and the designers and founders doing things their own way.


    Discover Watchmaking →

    03 / MOTORS

    Machines

    Performance cars, automotive engineering, motorsport and machines that reward the person behind the wheel.


    Explore Motors →

    04 / LIFESTYLE

    Culture

    Travel, design and modern luxury for people who care more about character and experience than simply displaying a logo.


    Explore Lifestyle →

    Our Point Of View

    Character beats status.

    We appreciate haute horlogerie, hand finishing and extraordinary complications. We also appreciate a simple watch that gets every proportion exactly right.

    We love ambitious performance cars, but we understand why an old manual coupe can be more memorable than something twice as fast.

    Prestige can make something noteworthy. It cannot make it interesting.

    Editorial Principles

    Useful before impressive.

    01
    Explain the interesting bit
    Movements, complications and engineering become much more interesting once you understand what makes them different and why someone built them that way.
    02
    Look beyond the obvious
    Famous brands matter, but so do independent watchmakers, emerging microbrands and overlooked machines with something genuinely new to say.
    03
    Have an opinion
    Not every launch deserves applause. Good editorial judgement means identifying what is genuinely interesting and explaining why.
    04
    Leave the gate open
    Nobody was born knowing the difference between a column wheel and a cam. Enthusiasm is better when newcomers feel invited into the conversation.

    The Editorial Desk

    People who notice things.

    Writers, collectors and incurable enthusiasts with a tendency to notice the watch before remembering the person’s name.

    Alex Mercer, Editor-in-Chief

    Editor-in-Chief

    Aleksandr Mercer

    Alex writes about independent watchmaking, collecting and the mechanics behind great watches. Compact cases and unnecessary complications remain recurring weaknesses.

    Sophie Bennett, Features Editor

    Features Editor

    Sophie Benoit

    Sophie covers independent brands, design and the personalities shaping modern watch culture. She prefers watches that reward a second look.

    Daniel Foster, Motors Editor

    Motors Editor

    Daniel Foster

    Daniel covers performance cars, motorsport and automotive engineering. Manual gearboxes, analogue controls and interesting engines usually win him over.

    Maya Collins, Culture and Design Editor

    Culture & Design Editor

    Maya Collins

    Maya explores watches through design, travel and visual culture. She is interested in why certain objects become personal rather than merely valuable.

    Who It’s For

    Beginners welcome. Obsessives encouraged.

    Maybe you’re choosing your first automatic watch. Maybe you already own more than you can reasonably explain. Maybe cars led you to watches or watches led you to cars. Either way, you’re probably in the right place.

    01
    You care why something was made.
    02
    You notice details most people miss.
    03
    You think mechanical objects can have personality.
    04
    You enjoy falling into extremely specific rabbit holes.

    In Short

    Watches, motors and enthusiast culture.

    What is WhoWatchWear?

    WhoWatchWear is an independent online publication covering watches, horology, cars, design, travel and modern luxury culture.

    What watches do we cover?

    Our coverage includes mechanical watches, independent watchmakers, Swiss brands, microbrands, complications, new releases and watch collecting.

    Is it only about watches?

    No. Watches sit at the heart of WhoWatchWear alongside performance cars, motorsport, travel, design and lifestyle.

    Do you need to be a collector?

    Not at all. WhoWatchWear is written for experienced enthusiasts and people discovering watches, cars or enthusiast culture for the first time.

    Keep Exploring

    There is always another rabbit hole.

    Discover the latest watches, independent makers, performance cars and stories from WhoWatchWear.


    Read The Latest →

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