Collectors Are Evolving: The Shift from Spec Sheet Chasing to Story-First Buying

For a long time, the conversation in the microbrand watch world revolved around specifications. People compared movements and crystals with the same seriousness that wine judges compare tannins. If one watch used sapphire, another needed double-domed sapphire. If one brand offered 200 meters of water resistance, the next claimed 300, just because it sounded stronger. The goal seemed clear: more features per dollar meant a “better” watch.

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