Once again we have no choice but take our destiny into our own hands.
The print media is dead and commercial television is gone. And if you have a story to tell, then you have to share it online.
Remember the Qantas magazine? Remember the two hundred page Sydney
Morning Herald weekend issue, a sophisticated paper loaded with news,
stories, events, exciting products and thousands of houses for sale, ten
thousands cars, countless holiday destinations, music and arts,
business news and politics?
Today, SMH offers ten pages of yesterday's news and twenty pages of
horse racing 'articles'. An unsophisticated broadsheet for
unsophisticated readers. Irrelevant, soon to be gone forever.
And even in its current, below the common denominator and common sense
level, no main stream media would publish a story about a maker or a
thinker - because their readers could not care less. Surely, one can be
published in 'Luxury insert' - for $10,000 per half page. But even if
money is not an issue, being 'interviewed 'by a journalist who could not
care about you, or your story, or your product'- let alone about the
big picture or fine horology is simply unbearable. Why should I pay
$10,000 for the privilege to
talk about horology with someone who knows absolutely nothing about the
watchmaking and everything about Swiss Megabrands and have that story
shared with unsophisticated audience?
We have no other choice but to reach to smart people who care. And this is why YouTube is the way to go.
Independent watchmaking is a big story and a big project of global
relevance and importance. There are many watchmakers, horologists,
machinists, makers, craftsmen and artisans who, like us, have no
platform to voice their cause and present their beautiful watches -
except on the media channels they have created themselves. And we are
now doing the same.
However, our goal is not to talk about ourselves, but about our fellow
watchmakers. To allow them to share their stories. To open their hearts
and workshops to those who care - you and me.
Yes, the quality of our videos is rather pedestrian, the quality of
verbal expression is rudimental and vocabulary at times just elementary.
But for those who care, the message will come through loud and clear:
it is about an endless pursuit for perfection, learning, improvement,
and creativity. It's raw and uncut, honest, and we tell it as it is- the
way you like it.
Today, my guests are two craftsman- two young men who are currently
making some of the most fascinating one-of-a-kind watches. Actually, to
call those mechanical timepieces watches would be too simple.
|
|
