From Thanksgiving to Christmas, a considered in-person experience turns a watch from an SKU into a gift worth giving.

The rise of brand communities reflects this shift. Collectors no longer want to remain anonymous consumers in a checkout cart. They want to talk to the founder. They want to see production updates, design sketches, mistakes, revisions.

The reality is simple: watches require maintenance, and every watch brand eventually faces performance issues, warranty claims, and customer quality concerns. How a brand responds to these issues increasingly determines its long-term credibility and survival.