Sorry for perhaps guiding this thread in a downward spiral...
I do not care for the goods marketed by Hodinkee, don't care for their advertising relations with brands such as Tudor and others, don't care for their hyped-up pieces (yes, they will feature certain brands/types of watches/etc. before making money of related goods - and I'm
guessing that some of the coverage of watch auctions also net a bit of advertising money) of merchandise, I don't care for their fanboys swooning over their "journalism" in the heavily censored comments section, I don't care for the wrongfully described, "curated" choices* of vintage watches in the shop** and I get the creeps from their entire glossy, "premium", hipster "ooh, look at us we're not nerds, we're horologists" agenda. They are a business.
Yes, they do take nice photos. Yes, some of the content is actually rather nice in a not too "up-our-own-arse" kind of way, though those articles are rather rare at the moment. Yes, they are good marketers. Yes, they know their audience.
Wibbles make some good remarks, not least:
Not quite. In the vintage market they have influenced that market to their own ends as dealers in same. Give me any page of their vintage sales and I'd bet I could point out some real howlers(and better counsel could point out even more). And overpriced howlers at that. Aimed at the largely uninformed user base they have fostered as one of the "independent voices". And they can be anything but. Look how many articles promote dealers and particular auction houses even particular auctioneers. There is also a tendency to have an article on a particular segment and within weeks or days, a promotion of an upcoming auction in the same segment.
As I said I have
zero issue with them making a few quid. I admire that. I
do have issue where they seek to manipulate the market with too many editorials that promote such manipulation.
If people want to spend their money on products from Hodinkee, of course they are welcome to do so. And if they proudly show off their new watches on Instagram or on OF, chances are that I'll applaud them on their new acquisition. And pretty much all the watches they have collaborated on with watchmakers are very nice.
It's just not for me. The way Hodinkee approach the hobby and how it is somehow turned into an industry is not what why I am a member here.
* I don't for one second believe that many other dealers are better in this regards.
** I deleted "overpriced" for the same reason as above...