We can break down art consumption into two, coexisting categories: (1) studying the cultural/social significance and appreciating the artistic skill, and (2) buying it as a financial investment and a great social signal amongst friends. ![]() And when we consume watches, we really only participate in the artifact. From Duchamp’s Fountain to Ai Wei Wei’s Dropping a Han Dynasty Urn and Maurizio Cattelan’s The Comedian (the infamous banana duct-taped to a wall), art is now more diverse in medium and conception.īut here is the problem: when we consume art, we participate in something much bigger than the artifact. I can already hear many of you say, “but what is art anyway?” Indeed, since Modern art and Postmodern philosophy have taken over, the definition of art has become increasingly broad and inclusive. To be fair, the art world has made it easy for us to co-opt art. In an Indiana Jones-esque move, we replaced “function” with a sandbag of equal weight labeled “art.” But just like in the movie, I don’t think it really works. Quartz continues to shake the industry, only now in much more subtle ways. I see this push toward art as a result of the spiritual crisis brought about during the 1980’s that the industry has recovered from economically, but not existentially. Only art can beckon wild premiums, waitlists, record-breaking hammer prices. It’s a gentleman’s agreement between the brands, dealers, auction houses and collectors (and even average consumers) to conclude watches are art, because buying this stuff otherwise doesn’t make any sense. A lot of this, I believe, is because watches have lost their functional value. I think “watches are art” finds its footing in a deep-seated insecurity – both on the selling and buying side of the watch world. I have a theory why this idea – “watches are art” – has become so popular. It’s an idea that is too often taken for granted and too self-evident for my personal liking. ![]() ![]() I appreciate the craftsmanship, the creativity, and yes, the artistic skill that goes into watchmaking.īut when people say watches are art, I sense they are just saying “watches are cool” or “watches are beautiful”. I say this as a watch collector and fanatic. And by extension, they probably don’t understand why people buy watches. Whenever I hear someone say, “buy watches because they’re art,” it often makes me think that they don’t understand why people buy art.
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