Watches are a staple accessory for two reasons: they are both fashionable and practical. However, in a new viral video, two women highlighted that a lot of people who wear luxury watches care a lot more about the former than the latter.
While affordable watches have their benefits, men especially are more likely to splash out on luxury watches. So, TikToker Ashlynn Neumayer (@ashneufit) and her friend decided to put their watch reliance to the test.
“No, literally last night Paige and I decided we would go up to guys with watches and we would ask them the time; all of them went to check their phone,” she revealed.
She later added that “the watch didn’t even tick.” In total, she says they asked 5 guys for the time. Every time, they pulled out their phone. Neumayer ended the video with a facepalm.
BroBible reached out to the TikToker via email.
People Call The Men ‘Performative’
Some commenters called out how “performative” watch-wearers are.
“I try not to be too judgmental because I’m old enough to have worn a wristwatch for most of my life, so I have the muscle memory…but there’s no doubt a lot of watch wearing is performative wealth/taste signaling,” one wrote.
“It’s basically them wanting to wear jewelry but the only real acceptable ‘masculine’ piece for men to wear is a watch,” a second added.
“After that say ‘nice bracelet,'” a third quipped.
“Oh god they’re wearing performative watches now,” a fourth complained.
Watch-wearers also weighed in with their view.
“Yeah I’m wearing it for the fashion, since when has that been a problem?” a fifth asked. “‘It’s performative’ no s— it’s fashion, that’s kinda what fashion is.”
Why Are Watches So Popular?
On the website Just Watches, there are a number of theories regarding why watches are so popular psychologically. One reason is that they can be considered to be an “accomplishment.”
The site adds that it “isn’t just about keeping track of your time but it is also about sending a message: I have made it. This gives you a boost and the watch becomes a statement.”
@ashneufit Clocked them
Another major reason is due to the scarcity effect. This is the idea that if something is difficult to obtain, it is more desirable. This, according to the site, is why Rolex makes its watches so difficult to obtain.
“It also makes you feel special and the idea of owning something that others might not have is always tempting,” the website says. “This leads to association with a certain ‘status’. We all want to feel exclusive and luxury watches know how to do that.”
Its role as a status symbol aside, Just Watches also notes that, since luxury watches’ value increases over time, they can be considered to be an asset. It’s not just something you wear—it is also an investment.