Monochrome Watches
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Your Feedback on Selling Watches on MONOCHROME

The Dan Henry Give-Away has ended and the Winner has been contacted...

| By Frank Geelen | 4 min read |

Shortly before the start of Baselworld 2018, we started a giveaway. You could win a Dan Henry 1970 Automatic Diver 40mm. All you had to do was to answer a few questions regarding our webshop and, more specifically about selling watches on MONO, and that cool, yet very affordable, retro-inspired dive watch could be yours… Last Friday we closed the giveaway with some 1,300 entries, and here’s a recap of what you told us. 

Of course, we always keep an eye on the competition, although we certainly do not always conform. MONOCHROME is and remains very much what it was set out to be in the first place, namely a high-quality watch magazine focussed on high-end (mechanical) timepieces. One that educates, inspires and helps in decision-making. And of course, a magazine that allows all of us to shares our passion for the finest watches with all of you. Oh, and of course we’re eco-friendly, as MONOCHROME is not available in print and no trees have to be cut in order to bring our latest stories to your attention. Just subscribe to our free newsletter, which you can do in the annoying pop-up (max. once a month when you don’t delete your cookies) or below in the footer, and enjoy our photos and stories.

To sell watches or not to sell watches

One of the most important recent developments is that one of our competitors started selling new watches. I’m not talking about the limited editions that they’ve been selling for some years and I’m also not talking about their vintage offerings. Since a few months, they’re selling a small selection of the collection of several brands. With more and more retailers entering the online arena of watch sales this is getting pretty interesting for consumers (and for brands alike). My question: what should we do, follow suit or maybe not?

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The question whether our webshop adds value to the entire “MONOCHROME” experience was answered very positively, and more than 70% of you said it does add value (16% says no, and 13% does not have an opinion.) I’m happy with this outcome! Of course, we try to offer the accessories that make your life as watch enthusiast easier and more pleasant. But do not hesitate to let us know what you would like to see more in our webshop.

MONOCHROME is the third biggest watch publication in the world

The next question was to learn from you, whether you think that selling watches influences our editorial independence. Fifty-three percent (53%) of our readers say it does and that’s a clear signal. It is also the very reason why we have not started selling watches. I am considering it, but I’m also reluctant in doing so. I know that our editorial independence won’t be compromised, as that’s the factor that we, as a team, are guarding every day. It is the most important factor why MONOCHROME is doing so well – we’re the third biggest watch publication in the world, based on the number of readers. But still, should we start selling watches (new, used or limited editions), it can easily create the image that our independence has been compromised, so I wanted to hear your opinion.

As said, 53% thinks the editorial independence will be influenced, still, 36% thinks it won’t, and that’s reassuring. Twelve percent had no opinion. Now the next question is whether there’s a perceived difference in editorial independence when selling new watches compared to pre-owned watches or limited editions.

More than half of the respondents, 55% to be precise, think that selling new watches is different from selling pre-owned watches or the occasional limited edition. This versus 36% of respondents who say there’s no difference, and 9% who has no opinion. Now the big surprise came with the last question when I asked you whether we should start selling watches and if so, should we sell new watches, used watches or limited editions…

  • 21% says we should stay away from selling watches
  • 56% thinks we should sell used watches
  • 50% thinks we should do limited editions
  • 27% thinks we should sell new watches

While one-fifth of our readers say we should not start selling watches, 56% say we should sell used watches and 50% say we should do limited editions. Only 27% of you think we should sell new watches. Let’s say, that’s one thing we will not do in the foreseeable future. But we will have a look at possibilities of limited editions and the do’s and don’ts of the sometimes murky world of used watches. I’ll keep you updated on how we sail along, and by all means, do not hesitate to let us know what you’d like to see in our webshop (contact form is below in the footer, or straight via the webshop.)

For now… I’d like to congratulate Stewart Connel with his new (almost new, as I had to photograph it) Dan Henry 1970 Automatic Diver 40mm. Congrats!

Dan Henry 1970 Automatic Diver

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