The message is simple: reading a book on dentistry will not turn me into a dentist. Reading George Daniels’ epic Watchmaking will not turn a pimpled 17-year-old kid overnight into a master watchmaker capable of crafting a Breguet-grade watch.
No matter how much money is poured into publicity, online presence,
commissioned articles, likes, and followers in an attempt to create the
personification of an “independent watchmaker” and a brand supposedly
worth investing in, a knowledgeable and discerning collector won’t be
fooled. The feeble attempt to blindly replicate a Daniels watch on a
kitchen bench using crude tools will fool no one.
To some, our video is somehow controversial. Others feel slightly
uncomfortable with demasking and debunking. And some simply can’t handle
the truth: we are still trapped in the woke movement of the COVID era.
Telling someone that there is no shortcut to education, bench
experience, and investment in high-grade precision machinery—which,
combined with the hard labour of skilled craftsmen, produces a
masterpiece of industrial quality—is somehow seen as offensive.
Yet we, the watchmakers, have no choice. Our role is to educate, to
unmask when necessary, to guide, and to protect our trade and our craft.
And equally, to protect you—the watch enthusiasts—from shonks who claim
to be us.
We don’t want what’s yours, but we will guard what’s ours. Vigorously.
Investing in an “independent watchmaker” could be your best decision
ever—or your worst nightmare and a financial disappointment.
This video is all you need to see to know the difference.
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