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COYI
·How about Jeremy Clarkson.
This was featured in the Sunday Times back in 2009, written by Jeremy Clarkson.
"I suppose that in the days when your fishmonger knew your name and what sort of cod you liked on a Friday, "brand loyalty" made sense. Now we live in a world of supermarkets and corporations, it is the most ridiculous thing on all of God's green earth. No matter how many loyalty cards you have in your wallet.
That said, I am the worst offender. Even though I know Virgin is the best airline, I always try to fly BA. Even though I know HSBC is in fairly good shape, I bank at Barclays. Even though I know the new style of Levi's reveals my butt crack when I bend over, I would still never buy a pair of Wranglers.
And this brings me neatly onto the question of watches. For some time now I've been on the hunt for a new one but the choice is tricky. I couldn't have a Breitling because I don't own an Audi. I couldn't have a Calvin Klein because they are pants, I couldn't have a Gucci because I'm not a footballist's wife, I couldn't have a TW Steel because my wrist isn't big enough to sport something that can be seen from space, I couldn't have a Tissot because I'm not eight and the only thing in the world worse than a fake Rolex is a real one.
Have you noticed something odd about Rolexes? Especially the modern ones that wind automatically when you move your wrist about? A great many owners wear them on their right hand. I jump to no conclusions here but you can feel free.
Mostly, though, I cannot wear any of these watches because I am an Omega man. I have worn a Seamaster for years, not because James Bond has one and not because Neil Armstrong wore something by the same maker on the moon but because on the day I went away to school my parents gave me a Genéve Dynamic.
The trouble is that for the past few years Omega has been the Pillsbury dough of Swiss watches. The Terry and June. Omegas were dreary. They were boring to behold. They were Vectras in a world of Ferraris and Lamborghinis. The De Ville Prestige, for example, was plainly designed by someone who had a black-and-white telly.
This filled me with despair. I wanted a watch. For the same reasons that I bank at Barclays and wear Levi's, it had to be an Omega, and it just wasn't coming up with the goods. It was like Leeds United. Once the home of Peter Lorimer and Gary Sprake but now an also-ran bunch of unimaginative clod-hopping no-hopers.
And then one day, in Hong Kong, I saw it. A new Omega. It's called the Railmaster and it is a thing of unparalleled beauty. There is no button that owners think will call for help if they find themselves in a crashing helicopter on Kilimanjaro, it is not waterproof to 8,000 metres, there is no stopwatch, there is no swivelling bezel to tell you how much air you have left in your tanks and you even have to wind it up every morning or it will stop. Plainly this is a watch for the sedentary soul. The man with no hang glider or mini sub in his garage. I bought it in an instant."
This was featured in the Sunday Times back in 2009, written by Jeremy Clarkson.
"I suppose that in the days when your fishmonger knew your name and what sort of cod you liked on a Friday, "brand loyalty" made sense. Now we live in a world of supermarkets and corporations, it is the most ridiculous thing on all of God's green earth. No matter how many loyalty cards you have in your wallet.
That said, I am the worst offender. Even though I know Virgin is the best airline, I always try to fly BA. Even though I know HSBC is in fairly good shape, I bank at Barclays. Even though I know the new style of Levi's reveals my butt crack when I bend over, I would still never buy a pair of Wranglers.
And this brings me neatly onto the question of watches. For some time now I've been on the hunt for a new one but the choice is tricky. I couldn't have a Breitling because I don't own an Audi. I couldn't have a Calvin Klein because they are pants, I couldn't have a Gucci because I'm not a footballist's wife, I couldn't have a TW Steel because my wrist isn't big enough to sport something that can be seen from space, I couldn't have a Tissot because I'm not eight and the only thing in the world worse than a fake Rolex is a real one.
Have you noticed something odd about Rolexes? Especially the modern ones that wind automatically when you move your wrist about? A great many owners wear them on their right hand. I jump to no conclusions here but you can feel free.
Mostly, though, I cannot wear any of these watches because I am an Omega man. I have worn a Seamaster for years, not because James Bond has one and not because Neil Armstrong wore something by the same maker on the moon but because on the day I went away to school my parents gave me a Genéve Dynamic.
The trouble is that for the past few years Omega has been the Pillsbury dough of Swiss watches. The Terry and June. Omegas were dreary. They were boring to behold. They were Vectras in a world of Ferraris and Lamborghinis. The De Ville Prestige, for example, was plainly designed by someone who had a black-and-white telly.
This filled me with despair. I wanted a watch. For the same reasons that I bank at Barclays and wear Levi's, it had to be an Omega, and it just wasn't coming up with the goods. It was like Leeds United. Once the home of Peter Lorimer and Gary Sprake but now an also-ran bunch of unimaginative clod-hopping no-hopers.
And then one day, in Hong Kong, I saw it. A new Omega. It's called the Railmaster and it is a thing of unparalleled beauty. There is no button that owners think will call for help if they find themselves in a crashing helicopter on Kilimanjaro, it is not waterproof to 8,000 metres, there is no stopwatch, there is no swivelling bezel to tell you how much air you have left in your tanks and you even have to wind it up every morning or it will stop. Plainly this is a watch for the sedentary soul. The man with no hang glider or mini sub in his garage. I bought it in an instant."
