BuyingTime Daily - February 9, 2026
Bad Bunny’s AUDEMARS PIGUET malachite Royal Oak goes Super Bowl, OMEGA adds VR bobsleigh, and Geneva 2026 ramps up as new drops pile in.
Time Graphing today’s watch universe
Today’s watch universe opens with a pop-culture crossover moment as AUDERMARS PIGUET stole some Super Bowl halftime wrist time thanks to Bad Bunny, who wore a yellow-gold Royal Oak Selfwinding with a malachite dial—proof once again that nothing accelerates brand awareness quite like 100 million viewers and a perfectly chosen sleeve length. From stadium lights to alpine speeds, OMEGA leaned hard into experiential marketing at the Winter Olympics with a Milan pavilion that mixed heritage, timing tech, AI imagery, and a virtual bobsleigh ride that reportedly hits 90 mph—because simply reading about chronometry is no longer enough, you now have to feel mildly motion sick to appreciate it.
Industry-scale ambition is also front and center as Watches and Wonders Geneva 2026 expands both its LAB program and its cultural footprint, blending startups, sustainability themes, and citywide programming that suggests the fair increasingly wants to behave like Art Basel with escapements. Historical perspective arrives via reflections on the Quartz Crisis, reminding us that the near-death experience of Swiss watchmaking didn’t kill the industry so much as scare it straight, setting the stage for a $30 billion mechanical revival that still defines today’s market. That revival continues to ripple outward, with once-quartz-first brands like TIMEX, CASIO, and CITIZEN leaning into mechanical credibility, while CHOPARD teams up with Zagato to deliver its lightest-ever concept watch—an aggressively modern reminder that weight, like nostalgia, can always be engineered away.
On the product and design front, the feed is dense in the best way. Dive chronographs get a thoughtful reappraisal as true hybrid tool watches, H. MOSER & CIE. opens the doors to its Schaffhausen manufacture and future expansion plans, and a flood of February discoveries—from microbrands to celestial-themed dials—underscores just how crowded the release calendar has become. New watches worth flagging today include the AERA × Todd Snyder D-1 Diver specials, FEARS celebrating 180 years with a poetic jump hour, collaborative anniversaries from LACO and Circula, fresh elegance from PARMIGIANI FLEURIER, and limited-edition artistry from SARPANEVA, SCHAEFER & COMPANIONS, and Watch Ho & Co. Reviews round out the picture with hands-on looks at everything from the avant-garde ARTYA Luminity Wavy to the ultra-serious BREGUET Type XX Chronographe 2075, plus practical value checks like the Baltany military chronograph and deep dives into AUDEMARS PIGUET’s latest technical flexes.
Opinion and editorial threads keep the conversation grounded. The question of whether now is the time to buy a gold ROLEX lands where it usually does—metal prices matter, but brand gravity matters more—while rubber straps continue their slow, squeaky takeover of wrists that once swore eternal allegiance to leather. Event-wise, ORIS and Worn & Wound turned Brooklyn into a Big Crown Pointer Date block party, proving community still matters in a market obsessed with scarcity. Video-wise, there’s no shortage of homework tonight, from January’s best releases and myth-busting takes on Swiss pricing to collector psychology, brand fatigue, and a Rolex allegedly saving a marriage—which may be the strongest argument for mechanical watches yet.
Finally, the auction spotlight remains fixed on the white-gold ROLEX Cosmograph Daytona ref. 126509, the so-called “Baby Le Mans” that isn’t, currently sitting at a $30,100 bid as the clock winds down tonight. It’s a reminder that even in a saturated market, the right Daytona—especially one in stealth precious metal with a full set—can still pull gravity toward itself.
–Michael Wolf
News Time
Bad Bunny wears Audemars Piguet watch at Super Bowl halftime show
Bad Bunny wore an Audemars Piguet Royal Oak Selfwinding 37mm watch with a malachite stone dial during his Super Bowl LX halftime show performance. The watch, priced at $75,700, features an 18k yellow gold case, a self-winding Calibre 5909 movement, and offers 50 meters of water resistance. Audemars Piguet confirmed the watch's details following the performance.
Omega offers virtual bobsleigh ride at Winter Olympics
Omega has unveiled a pavilion in Milan coinciding with the Winter Olympics, offering visitors an interactive experience highlighting the brand’s long-standing role as the Official Timekeeper of the Games. The pavilion features exhibits exploring Omega’s contributions to Olympic events, including historic images, athlete profiles, and technology displays. For thrill-seekers, the pavilion offers a virtual reality experience that simulates a bobsleigh ride at speeds reaching up to 90 mph, along with AI technology that allows visitors to create images of themselves performing freestyle skiing jumps.
Feature Time
Perspective: Watches and Wonders Geneva 2026 Expands Its Ambitions—And Its Audience
Watches and Wonders Geneva 2026 is set to expand its ambitions alongside its audience, featuring a redesigned LAB that showcases 15 innovative startups from a pool of 60 applications, emphasizing sustainability and social impact within the watchmaking industry. The “Wake Up!” exhibition offers a unique historical perspective on alarm mechanisms, highlighting the evolution of wake-up technology as it relates to social interactions and industrial demands. The event’s growth in exhibitors and attendees reflects the vitality of the industry, and this year’s program includes a variety of activities spanning Geneva, from music festivals to design installations.
Watch men
In April 1984, Jacques Piguet and Jean-Claude Biver, facing a declining Swiss watch industry due to the rise of quartz watches from Japan, sought to revive the Blancpain brand with a focus on high-quality, handmade timepieces. Meanwhile, Nicolas Hayek proposed a different solution by merging struggling watch companies into the Swiss Corporation for Microelectronics and Watchmaking (SMH) to boost efficiency and production capabilities, which led to the creation of the Swatch. Ultimately, the quartz crisis, rather than signifying the end of Swiss watchmaking, became a pivotal moment that led to its resurgence, establishing a thriving $30 billion industry that now heavily influences global luxury watch manufacturing.
The ABCs of Time: The Rise of Mechanical Watches Among Quartz-Focused Brands
The rise of mechanical watches among quartz-focused brands marks a significant shift in consumer preferences, particularly in the wake of the Quartz Crisis of the 1970s and 1980s. Timex reintroduced mechanical watches with the Marlin in 2017, revitalizing its heritage while maintaining affordability, while Casio launched its first automatic model, the Edifice EFK-100, in 2025. Similarly, Citizen has recently expanded its mechanical lineup with high-end models like The Citizen, showcasing its ability to adapt and compete in the luxury segment.
Chopard partners with Italian Zagato for its lightest-ever concept watch
Chopard has partnered with Italian automotive design house Zagato to unveil the Lab One Zagato Concept, a groundbreaking wristwatch that exemplifies the integration of automotive and horological design. Weighing only 43.2 grams, it is Chopard’s lightest titanium watch, engineered for optimal performance while showcasing a strikingly minimalist aesthetic. Limited to just 19 pieces, this watch is not merely a nod to Chopard’s heritage in motorsport but represents a forward-thinking approach to watchmaking, pushing the boundaries of traditional watch design.
Dive Chronographs: The Ultimate Tool Watches Combining Functionality And Style
Dive chronographs represent a significant evolution in tool watches, merging the robust features of traditional dive watches with the precise timing capabilities of chronographs. These timepieces are engineered to endure the depths of the ocean, offering exceptional water resistance and legibility under challenging conditions. With features like durable materials, luminescent hands, and integrated chronograph functions, they cater to a diverse audience, including athletes and watch collectors alike.
Hugues’ Accomplishment: The Story of Hugues Bürki
Hugues Bürki, an alumnus of the Technicum in La Chaux-de-Fonds, made history with his record-breaking school watch crafted during his training at the prestigious Swiss watchmaking school. Bürki’s journey culminated in 1966 when he submitted his cal. 65-based montre école to the Neuchâtel Observatory, achieving an unprecedented N-score of 3.31 points, showcasing remarkable precision nearly indistinguishable from quartz timekeepers. After graduation, Bürki transitioned into the watch industry, and his innovative vertical friction clutch design revolutionized chronograph movements, ensuring smooth engagement and setting a new standard in the industry.
Just Because: The Ultra-Cool Monolithic Konzept Zeit Watch Stand
The Konzept Zeit watch stand is a unique and stylish solution for displaying and protecting watches when not worn. Designed by a young German company, it features a monolithic aluminum structure that securely holds watches upright, allowing for easy visibility without distracting branding. Slated for release in March 2026, the Konzept Zeit watch stand will retail for EUR 1,000.
Inside the H. Moser & Cie. Manufacture in Schaffhausen
H. Moser & Cie. has made remarkable progress in the watchmaking industry over the past decade, evolving from relative obscurity to a significant player known for its unique blend of traditional craftsmanship and modern innovation. The company’s manufacture, located in Neuhausen am Rheinfall, showcases advanced techniques in watchmaking, including innovative solutions for movement design and hairspring production. As the brand continues to grow, it is poised to expand further into the global watch market with a new facility set to be completed in 2028.
10 F1 Drivers and Their Favorite Watches
Formula 1 drivers face extreme conditions in their high-speed sport, where precision and durability are essential for their timepieces. The article highlights ten notable watches worn by F1 drivers, showcasing a blend of luxury and functionality. From the TAG Heuer Monaco Verstappen Edition to George Russell’s custom IWC Ingenieur, these watches serve as both a fashion statement and a tool for timing precision during races.
Oracle Discovers: Watches for February 2026
The February 2026 watch feature highlights a variety of intriguing timepieces from different brands, including Mezei Watch Company’s Arctic Blue, Kiwame Tokyo’s Iwao series, and CIGA design’s Time Cipher. Each watch combines innovative design with functionality, appealing to collectors and enthusiasts alike. The diverse styles and features cater to various tastes, from the modern aesthetic of Mezei to the celestial beauty of the Santura x Bauche Nebula.
Editorial Time
Should I buy a gold Rolex today?
Gold plays a complex role in the luxury watch market, serving both as a valuable commodity and a key material for high-end watches. Although Rolex has increased prices for gold models in response to rising gold prices, the value of luxury watches is not solely determined by the raw material, as factors such as brand equity, desirability, and scarcity significantly influence market values. The volatility of gold prices can affect watchmaking costs and long-term value perceptions, but it does not dictate daily market prices. Despite gold’s fluctuations, the demand for luxury watches remains robust, particularly for prestigious brands like Rolex, Patek Philippe, and Audemars Piguet.
Opinion Time
Is rubber becoming the superior strap choice?
The growing popularity of rubber watch straps is reshaping the landscape of watch accessories, as they transition from being primarily associated with sport and dive watches to a versatile option suitable for various styles and occasions. High-end brands like Hublot and Rolex have embraced rubber in their designs, showcasing it on premium timepieces and challenging the traditional perception of rubber as merely a sporty material. While rubber straps present a comfortable and stylish alternative to leather and metal, they may not appeal to everyone due to personal preferences regarding texture and aesthetics. However, the evolution of rubber straps has led to a blend of comfort, durability, and refined aesthetics that make them an increasingly attractive choice for watch enthusiasts.
Event Time
Oris and Worn & Wound Celebrate the Big Crown Pointer Date “Bullseye” at a Packed Brooklyn Showroom Event
On February 6, 2026, the Windup Watch Shop showroom in Brooklyn buzzed with excitement as Oris and Worn & Wound celebrated the launch of the Big Crown Pointer Date “Bullseye.” Despite the chilly weather, a diverse crowd of watch enthusiasts and newcomers gathered to engage with the brand, enjoying hands-on experiences with the Oris collection and capturing professional wrist shots. The event featured a live Q&A session with VJ Geronimo, Oris’s CEO for The Americas, and Blake Malin from Worn & Wound, discussing the brand’s community support and the story behind the Bullseye watch. The evening concluded with a multi-winner giveaway, where several lucky guests received custom Oris-branded items.
The Latest Time
AERA
Introducing the AERA × Todd Snyder D-1 Diver Special Editions
AERA has collaborated with Todd Snyder to introduce the limited-edition AERA × Todd Snyder D-1 Diver watches, available in two striking colorways: Blackout and Whiteout. Each of the 25 pieces is crafted from lightweight titanium and features distinctive orange accents, with key modifications including the removal of outer dial minute markers to enhance legibility. The D-1 Diver features a Grade 2 titanium case with diamond-like carbon (DLC) plating, a Sellita SW200-1 Elaboré movement, and a water resistance of 300 meters. Priced at approximately $2,944 USD or $3,200 USD, the watches will be available for purchase starting February 10, 2026, with shipping beginning on February 16.
Fears
Fears Brunswick 40.5 Jump Hour ‘Celestial’
Fears has launched a limited edition Brunswick Jump Hour watch to commemorate its 180th anniversary, featuring a striking 40.5mm stainless steel case and a captivating Astral Blu aventurine dial inlaid with a mother-of-pearl moon. With only 75 pieces available, this timepiece combines a unique design with practical features, such as a water resistance of 100 meters and a durable Sellita SW200 automatic movement enhanced by a jumping hour module. The dial showcases a single rhodium-plated hand that tracks minutes across a celestial map-like layout, creating a mesmerizing effect under different lighting. Priced at approximately $5,568 USD with the strap and $5,824 USD with the bracelet, the Fears Brunswick 40.5 Jump Hour Celestial is a significant addition to the world of microbrand watches.
Laco Uhrenmanufaktur
The Laco x Circula ProLab Combines 170 Years of Shared Pforzheim History
Laco and Circula, both rooted in Pforzheim, Germany, have collaborated to celebrate their anniversaries with a limited edition set of watches named the Laco x Circula ProLab. This partnership honors Laco’s 100 years and Circula’s 70 years in watchmaking, resulting in two distinct pieces that combine elements from both brands, with one watch representing Laco’s field watch and the other Circula’s Type-B Flieger. The Laco watch features a sandblasted stainless steel case with a 200-meter water resistance and is powered by a Sellita SW200-1 automatic movement, while the Circula watch showcases a scratch-resistant case and a 150-meter water resistance. Both watches are sold as a set of 170 pieces, presented in an aluminum case, symbolizing the rich watchmaking heritage of Pforzheim.
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Parmigiani Fleurier
The Parmigiani Fleurier Tonda PF Micro-Rotor Agave Blue
The Parmigiani Fleurier Tonda PF Micro-Rotor Agave Blue showcases a stunning design available in both stainless steel and 18K rose gold, with dimensions of 40mm by 45.6mm and a slim profile of 7.8mm. The new agave blue dial, inspired by the colors of the agave plant, incorporates the brand’s signature hand-applied Grain d’Orge guilloché finishing, enhancing its aesthetic appeal alongside applied indexes made from 18K rose gold or rhodium-plated details. Equipped with the in-house PF703 micro-rotor automatic movement, the watch offers impressive craftsmanship visible through a sapphire case back, with luxurious finishing touches and a power reserve of 48 hours. Priced at approximately $27,255 USD for the stainless steel version and $66,700 USD for the gold model, this high-end timepiece balances elegance with advanced horological technology.
Sarpaneva
The New Sarpaneva Stardust Pluto And Stardust Mars
The Sarpaneva Stardust Pluto and Stardust Mars are two new limited edition watches, each limited to just 20 pieces, showcasing the brand’s commitment to unique design and craftsmanship. Housed in Sarpaneva’s signature Korona case made from high-grade Finnish stainless steel, these watches feature a 42mm diameter and distinct four-part openworked dials, with Pluto offering a silvered matte base and blue two-tone hands, while Mars boasts a red gold-plated matte base and black two-tone hands. Both watches are powered by the modified Chronode P.1003 automatic movement, which has a 60-hour power reserve and a small seconds display at 10 o’clock. Priced at approximately $18,150 USD excluding VAT, these exquisite timepieces are expected to be delivered within two to eight weeks.
Schaefer & Companions
The Schaefer And Companions Octolune Watch Streamlines The Brand’s Silhouette
The Schaefer and Companions Octolune Watch introduces a refined and versatile design that softens the angular aesthetics of the previous Solune collection, featuring a 43mm wide 904L stainless steel case with a unique octagonal bezel. The lug design has been enhanced for a smoother appearance, successfully balancing complexity and elegance, while the watch launches as an alternative case option to the brand’s existing dial offerings. Powered by a Top Grade ETA 2892-A2 automatic movement, the Octolune promises reliability with a power reserve of 42 hours and respectable accuracy, with refined finishing details including blued screws and a custom-signed rotor. The Octolune collection is available for preorder, starting at $2,210 USD.
Watch Ho & Co
Watch Ho & Co(mmunity) X Selten Jui Bauhinia
The Watch Ho & Co(mmunity) X Selten Jui Bauhinia is a limited edition timepiece celebrating the collaboration between Watch Ho & Co and Selten, retailing at $1,250 USD. With only 200 pieces available per dial variant, this watch features a stunning natural white mother-of-pearl dial tinted in pink and purple, inspired by the Bauhinia flower symbolizing Hong Kong. The intricate Mountain Pattern engraved on the dial adds a layer of depth, while heat-treated hands in contrasting colors enhance its visual appeal. This new edition showcases refined craftsmanship with a reliable Miyota movement and embodies a sense of community and belonging among collectors.
Wearing Time - Reviews
ArtyA
Hands-On With The ArtyA Luminity Wavy AMR-01
The ArtyA Luminity Wavy AMR-01 showcases a unique blend of avant-garde design and practicality, featuring a compact 35mm diameter case available in materials like Grade 5 titanium, black DLC titanium, and sapphire. Each model is meticulously crafted, with options for transparent sapphire, amazonite, or mother-of-pearl dials, and is limited to just 99 pieces. Powered by the in-house AMR-01 micro-rotor movement, these timepieces boast impressive specifications, including a frequency of 28,800 vibrations per hour and an 82-hour power reserve. While the pricing reflects their exclusive nature, with options ranging from approximately $18,240 USD to $43,215 USD, their wearable size and striking aesthetics make them compelling choices for enthusiasts seeking something distinctive.
Audemars Piguet
Everything You Need To Know About The Audemars Piguet Neo Frame Jumping Hour (And More)
The Audemars Piguet Neo Frame Jumping Hour represents a significant addition to the brand’s collection, marking the launch of its first fully in-house jumping hour caliber. Designed with an 18k pink gold case, its dimensions are 34.6mm in height and 34mm in width, featuring an automatic movement that displays time through two apertures—one for hours and another for minutes. The Neo Frame collection aims to diversify Audemars Piguet’s offerings beyond the Royal Oak, responding to a demand for unique, aperture-based designs. Priced at $71,200, the Neo Frame Jumping Hour is positioned as a competitive option within the luxury watch segment, appealing to both collectors and new customers interested in the latest horological innovations.
Audemars Piguet
The New AP Royal Oak Selfwinding Perpetual Calendar Openworked
The Audemars Piguet Royal Oak Selfwinding Perpetual Calendar Openworked features a 41mm titanium case that combines lightweight construction with an elegant design, allowing for a slimmer profile compared to previous models. This watch is powered by the new Calibre 7139, which integrates all perpetual calendar functions in a single layer, with an openworked sapphire dial that provides a clear view of the intricate movement while maintaining legibility. With its patented crown-only adjustment system, the watch simplifies the typically complex process of setting a perpetual calendar, making it user-friendly. Limited in production, it is available exclusively through Audemars Piguet boutiques for approximately $207,230 USD, excluding taxes.
Baltany
Baltany Military Chronograph S5405 Review
The Baltany Military Chronograph S5405 is a well-priced watch that offers exceptional value at $148. It features a mecaquartz chronograph caliber, which allows for lightweight and precise timekeeping, as well as a robust design with a 39mm sandblasted stainless steel case and a sapphire crystal. The watch stands out with its impressive lume, excellent water resistance, and thoughtful layout that enhances readability, whether in daylight or at night. With its combination of affordability, quality manufacturing, and vintage military aesthetics, the Baltany Military Chronograph S5405 proves to be a compelling option for watch enthusiasts and casual users alike.
Breguet
Breguet Type XX Chronographe 2075 Hands-On: A Carefully Decorated Haute Aviator Chronograph Watch
The Breguet Type XX Chronographe 2075 series is a notable entry in the Breguet collection, celebrating the brand’s aviation heritage, featuring two models with either a striking solid silver face or a black anodized aluminum finish. The 38.3mm case is crafted from Breguet’s unique gold alloy, housing a new manually wound 5Hz movement that combines modern technology with traditional craftsmanship. In addition to its aesthetic appeal, the watch is powered by the in-house caliber 7279, which offers a power reserve of 60 hours, with hand-engraved decoration that pays tribute to the Breguet 19 aircraft. Priced at $50,200 USD, this special edition watch is not limited in number but features individual serial numbers, indicating its exclusivity.
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CIGA Design
Hands-On With The Fun CIGA Design Time Cipher
The CIGA Design Time Cipher is an innovative watch that features an intuitive wandering hours display, designed to provide a fun and engaging experience. With a distinctive black aesthetic, the watch boasts a 45mm case made of stainless steel or black carbon coating, complemented by a supple black fluororubber strap that ensures comfort and balance, with a Super Black dial that absorbs 99.3% of light. The CD-08 movement, based on the Miyota 9015, supports this unique display and offers impressive technical specifications, including a 42-hour power reserve. Priced at $899, it offers significant value considering the level of conceptual and technical development involved.
Jaeger-LeCoultre
Jaeger-LeCoultre Reverso Hybris Artistica Calibre 179
The Jaeger-LeCoultre Reverso Hybris Artistica Calibre 179 exemplifies nearly 200 years of watchmaking expertise, showcasing an innovative Gyrotourbillon that rotates at different speeds to enhance timekeeping precision. Crafted in the Vallée de Joux, the watch features intricate artisanal elements, including 200 lacquer-filled hollows, and combines a stunning 18K pink gold case with a unique design that has evolved since the introduction of the Reverso in 1931. The watch’s Calibre 179 movement, made from 18K pink gold, showcases exceptional craftsmanship and integrates a semi-spherical balance spring and a Gyrolab balance wheel to optimize performance. With only 10 limited edition pieces available, the Reverso Hybris Artistica Calibre 179 is not only a timepiece but also a masterpiece of haute horlogerie.
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Comparing Time
Sunday Morning Showdown: Seiko Rotocall Re-Editions Vs. Casio G-Shock Square In Steel
The comparison focuses on two iconic digital watches: the Seiko Rotocall re-editions and the Casio G-Shock Square in steel. The Seiko, known for its unique bezel and historical significance in space missions, is praised for its comfort and aesthetic appeal, particularly its colorful design, but lacks the advanced features found in the G-Shock, such as Bluetooth connectivity and superior water resistance. The G-Shock is celebrated for its toughness and practical functionalities, making it a more versatile option and maintaining its cultural impact as an indestructible timepiece. Ultimately, the audience is invited to vote for their preferred model, weighing the subjective charm of the Seiko against the objective superiority of the G-Shock.
A Hands-On Comparison of the Omega Speedmaster Black and White, White Dial, and Classic Moonwatch
The Omega Speedmaster line has introduced three attractive models: the classic Moonwatch, the modern White Dial, and the stylish Black and White. Each model features the same 42mm case design and the co-axial 3861 caliber movement, but the differences lie primarily in the dial aesthetics, with the Moonwatch boasting a matte-black dial with high legibility and vintage charm, while the White Dial offers a glossy finish with applied markers. When it comes to pricing, the Moonwatch starts at $7,800 for the Hesalite version and $9,000 for the sapphire variant, while the White Dial is priced at $9,100 and the Black and White at $10,400. Despite the visual appeal of the latter models, the price difference raises questions about their value compared to the classic Moonwatch, which continues to hold a special place in the hearts of watch enthusiasts.
Buying Guide: The Renaissance Of The Jumping Hour Watch, With Six Of Today’s Finest
The resurgence of the Jumping Hour watch complication has captured attention, blending simplicity in display with complexity in mechanics. Notable examples include the Audemars Piguet Neo Frame, featuring a striking pink gold case and advanced movement priced at EUR 64,900, and the Czapek Time Jumper, which showcases a hinged cover and intricate mechanics for CHF 42,000. Other highlighted watches include the Chronoswiss Neo Digiteur, the Niton Prima revival offering limited editions in precious metals, the elegant Cartier Tank à Guichets with its heritage design, and the H. Moser & Cie Pioneer Flying Hours adding a sporty twist. Each watch combines artistry with innovative engineering, catering to collectors who appreciate the uniqueness of Jumping Hour watches, with prices ranging from CHF 29,000 to CHF 64,000.
The 9 Most Accurate Watches for the Precision-Obsessed
The piece explores the distinction between mechanical and quartz watches, highlighting their unique mechanisms and purposes, with mechanical watches celebrated for their craftsmanship and emotional connection while quartz watches offer practicality and greater accuracy. The discussion introduces exceptionally accurate timepieces such as Citizen’s Caliber 0100, which boasts an incredible accuracy of within one second per year, and Breitling’s SuperQuartz movement, which outperforms standard quartz watches significantly. The narrative also highlights mechanical advancements, including Grand Seiko’s Spring Drive, which merges traditional watchmaking with modern precision achieving ±20 seconds per year, and Zenith’s Defy Lab utilizing a single-piece silicon oscillator for extraordinary accuracy. Collectively, these watches exemplify how both quartz and mechanical technologies can coexist, emphasizing a blend of artistry and scientific mastery in the world of horology.
Jumping Hour watches - our top 6 recommendations
Jumping Hour watches are experiencing a surge in popularity, with numerous prestigious brands introducing models in this category over the past year. Notable recommendations include the Louis Vuitton Convergence, which features a hand-guilloché sunray pattern on its dial, and the Czapek Time Jumper, showcasing an unusual design with a prominent jumping hour display. Other highlights include the Cartier Tank à Guichets offering a vintage aesthetic with dual dial layouts, the Gerald Charles Maestro 4.0 Ducati combining iconic design with bold colors, the Chopard L.U.C Quattro Spirit 25 reinterpreted in white gold, and the Niton Prima reviving the brand with its innovative jumping hour complication. As brands continue to explore this trend, collectors and enthusiasts are drawn to the unique features and elegant styles that these timepieces offer.
3 watch brands setting the pace, and 3 that could easily join them
The watch industry has seen significant advancements in technology, particularly in escapements and complications, with brands like Rolex, Breguet, and Vacheron Constantin leading the charge. Rolex introduced its innovative cal. 7135 movement with a new Dynapulse escapement, Breguet celebrated its 250th anniversary with groundbreaking releases including the 10Hz magnetic escapement, while Vacheron Constantin showcased its commitment to complexity with the Solaria Ultra Grand Complication integrating numerous features into a single wristwatch. In addition to these established names, brands like Jaeger-LeCoultre with its Master Control test, TAG Heuer with its history of pushing boundaries with high-beat movements, and Zenith’s exploration of silicon oscillators in their Defy series are also positioned to make their mark. These brands continue to challenge traditional watchmaking norms and embrace technological advancements, suggesting a bright future for horological innovation.
Watching Time - Videos
The 5 Best New Watch Releases of January 2026 (and 2 Honorable Mentions)
January 2026 saw the release of several noteworthy watches, featuring innovative designs and advanced technology. Among the top five releases, each watch showcases unique craftsmanship and functionality, appealing to both collectors and casual wearers. In addition to the main selections, two honorable mentions highlight the diversity in the market, offering impressive features and designs worthy of attention. The overall trend in watchmaking emphasizes a blend of tradition and modernity, catering to a wide range of preferences and lifestyles.
A Rolex that saved a marriage?! Wrist Check Pod joins us for a 3-WATCH THROW DOWN
In a unique twist, a Rolex watch is highlighted as a pivotal element in saving a marriage, showcasing its sentimental value and significance beyond mere luxury. The video features a discussion among enthusiasts on their top three watches, emphasizing personal stories and emotional connections tied to each timepiece, particularly focusing on the impact of the Rolex in the context of relationships. The engaging format promises not only to entertain but also to deepen the appreciation for watches as symbols of meaningful moments in life, thereby intertwining the allure of horology with personal narratives and human emotions.
14 Watch Brands that AREN’T Worth Your Money Anymore
The video discusses various watch brands that have lost their value or appeal in the current market, highlighting reasons why consumers should reconsider their investment in these brands. It focuses on aspects such as brand reputation, quality, and pricing strategies that no longer justify their products. As the market for luxury and collectible watches evolves, certain brands that once commanded high prices are now seen as less desirable. The video aims to inform viewers about these shifts, encouraging them to make more savvy purchasing decisions when it comes to investing in watches.
ON TIME | How REAL Watch Collectors Think ( Eric Wind Explains)
The video features Eric Wind, who shares insights into the mindset and perspectives of genuine watch collectors, emphasizing the importance of passion, knowledge, and appreciation for the artistry behind watchmaking. Wind discusses how collectors approach their acquisitions with a deeper understanding of history, craftsmanship, and brand heritage, which often guides their purchasing decisions. Throughout the conversation, various factors that influence collectors’ choices are explored, including market trends and personal connections to specific pieces. Wind encourages viewers to foster a genuine connection with the watches they admire, suggesting that this emotional investment enhances the overall collecting experience.
This New Seiko Is A Rolex Killer (+ More)
The new Seiko watch has been positioned as a formidable competitor to Rolex, captivating enthusiasts with its innovative design and functionality. This video explores the unique features that set the Seiko apart from traditional luxury timepieces, suggesting it may redefine expectations in the watch industry. Viewers can anticipate a thorough examination of the Seiko’s craftsmanship, style, and value proposition, as it challenges the dominance of established brands like Rolex. The narrative promises to engage both watch aficionados and casual viewers alike, making a case for why this new release could disrupt the market and attract a diverse audience of consumers looking for quality without the exorbitant price tag.
The Lies & Truth: Why Swiss Watches Are So Expensive
Swiss watches are often perceived as symbols of luxury and precision, commanding high prices that can leave many wondering about the reasons behind such costs. The craftsmanship involved in creating these timepieces is a key factor, as many Swiss brands emphasize traditional techniques, meticulous attention to detail, and high-quality materials. Furthermore, marketing strategies and brand positioning contribute to the elevated prices of Swiss watches, with many brands cultivating an image of exclusivity and prestige. As a result, the cost of Swiss watches is not merely a reflection of the materials and labor involved but is also significantly influenced by the brand’s narrative and the cultural value placed on owning such an item.
This Watch Is Crazy but is it Too Crazy?
The piece delves into the intriguing design and features of a distinctive watch that raises questions about the limits of creativity in horology. While the watch is undeniably eye-catching and innovative, it prompts a discussion about whether its design is too unconventional for mainstream acceptance. The balance between artistic expression and functionality is explored, highlighting the challenges faced by designers in catering to diverse consumer tastes. As the narrative unfolds, it examines the potential market response to such a bold timepiece, inviting viewers to consider the evolving nature of watch design and the complexities involved in appealing to a broader audience while maintaining originality.
The Death of the Watch Industry and More Myths About Luxury Watches
The video explores the current state of the luxury watch market, addressing common misconceptions and the challenges facing the industry. It delves into the evolving landscape of consumer preferences and the impact of modern technology on traditional watchmaking. In addition to discussing the decline in sales and interest in luxury watches, the video examines the myths that often surround these timepieces, including their perceived value and craftsmanship. By providing insights and expert commentary, it aims to inform viewers about the realities of luxury watches and the factors contributing to their changing status in the marketplace.
Exploring the 2026 novelties at the AP Social Club
The video highlights the upcoming features and innovations that will be introduced, providing insights into new offerings that aim to engage members of the AP Social Club. The content promises to showcase how these novelties will enhance the overall experience. With a focus on engaging presentation, the video is designed to attract attention and generate excitement among viewers. This combination of multimedia and engaging content is expected to resonate well with the audience and encourage participation in the club’s activities.
Revolution Awards 2025 - Best Watches of 2025
The Revolution Awards 2025 showcases the best watches of the year, highlighting exceptional designs and innovative features that define the luxury watch industry. The event promises to celebrate not only craftsmanship but also the technological advancements that have shaped modern horology. The awards will be featured in a video format, making it accessible to a wide audience interested in the latest trends and styles in watchmaking. The event aims to engage viewers and enthusiasts alike, offering insights into the standout timepieces that have made an impact in 2025.
Watch market struggles: There are too many brands
The watch market is currently facing significant challenges due to an overwhelming number of brands competing for consumer attention. This saturation has led to confusion among buyers, making it increasingly difficult for individual brands to differentiate themselves in a crowded marketplace. As a result, many companies struggle to establish their unique identity and attract loyal customers, leading to a decline in sales and market share. In response to these challenges, brands must reevaluate their marketing strategies and product offerings to stand out, focusing on quality, innovation, and customer engagement to help navigate the complexities of the current market landscape.
Get behind the scenes 🎬 with Riccardo Torrisi, from Out Of Order Watches
The video offers viewers an exclusive look into the watchmaking process and the unique philosophy behind the Out Of Order brand. Riccardo Torrisi, a key figure in the company, shares insights into the craftsmanship, design choices, and the innovative spirit that drives the creation of their distinctive timepieces. The video highlights the brand’s commitment to quality and individuality in the watch industry, showcasing the meticulous attention to detail and the creative processes that define Out Of Order Watches. It aims to engage both watch enthusiasts and potential customers by inviting viewers to appreciate the artistry and passion behind each piece.
Swiss Watchmaking Is a Lie (And Here’s Why)
The video delves into the complexities and misconceptions surrounding Swiss watchmaking, challenging the romanticized perception of Swiss craftsmanship. It suggests that what is often marketed as traditional and artisanal may not reflect the reality of the industry, exploring how mass production and globalization have influenced the authenticity and quality associated with Swiss watches. Furthermore, the video emphasizes the impact of branding and marketing on consumer perceptions, revealing that many watches labeled as Swiss-made may not be entirely produced in Switzerland but rather assembled from parts sourced globally. This discussion aims to provoke thought regarding the value placed on heritage and craftsmanship in an era where authenticity can be obscured by clever marketing strategies.
These Hottest New Watches Just Dropped!
The latest release features a collection of the hottest new watches that have just hit the market, designed to capture attention with their stylish aesthetics and innovative technology. As trends in watchmaking evolve, these new models showcase a blend of luxury and functionality, appealing to both collectors and casual wearers alike. The video promises to highlight the unique features and craftsmanship behind each watch, providing an engaging presentation that showcases the beauty of these timepieces. This release aims to excite watch enthusiasts and inform potential buyers about the latest trends in horology.
Longines’ Iconic Dive Watch Gets a White Dial
Longines has introduced a striking new version of its iconic dive watch, now featuring a white dial that enhances its classic aesthetic. This update comes as part of the brand’s commitment to blending traditional watchmaking with contemporary design elements, with the white dial not only contributing to a fresh look but also improving readability. The dive watch retains its essential features, including robust water resistance and a reliable movement, ensuring that it meets the high standards expected from Longines. With this release, the brand continues to celebrate its heritage while appealing to modern tastes, solidifying its position in the luxury dive watch market.
BuyingTime at Auction
A few select current auctions that caught our eye on Grailzee.com
[Friday’s auction watch, the 2023 Czapek & Cie Quai Des Bergues “Blue Aurora” L.E. 42.5MM Blue Dial Leather Strap (Blue Aurora) - was bid to $10,555 but did not meet its reserve of $18,000. - make an offer]
2025 Rolex Cosmograph Daytona “Baby LeMans” 40MM Black Dial White Gold Oyster Bracelet (126509)
Auction Report: The “Baby Le Mans” That Isn’t (But the White-Gold Daytona Still Hits Hard)
The listing calls this the Rolex Cosmograph Daytona “Baby Le Mans,” but it’s worth putting that nickname in its proper lane. The widely used “Le Mans” reference is the 2023 anniversary Daytona (ref. 126529LN) tied to the 100th running of the 24 Hours of Le Mans, with telltale changes like a 24-hour totalizer and the red “100” on the bezel. The “Baby Le Mans” nickname more commonly gets applied to a different contemporary Daytona that borrows some of the vibe without being the anniversary piece. Your watch here—ref. 126509 on a white-gold Oyster bracelet with the black-and-steel dial—doesn’t need borrowed mythology to justify itself. It’s the stealth-wealth Daytona: precious metal, monochrome attitude, and the kind of wrist presence that only looks “quiet” to people who’ve never picked up 18k white gold.
On the specs, the 126509 is a current-production Rolex Daytona in 18 kt white gold with an Oyster bracelet and an engraved tachymeter bezel—classic Daytona architecture, but executed in full precious metal with that bright-black/steel dial configuration. The example you’re tracking is described as new, still wearing protective stickers on the case back, and offered as a full set with inner/outer boxes, accessories, and papers dated February 14, 2025—exactly the kind of packaging/paperwork profile that matters when the buyer pool includes people who treat “complete” like a religion.
Now the part everyone actually cares about: value, and how hard you should lean into the bidding before enthusiasm becomes a charitable donation. WatchCharts’ current data pegs the authorized-dealer retail price around $56,400 (as of January 2026) and the estimated market price around $49,650 (as of February 6, 2026). That “market under retail” dynamic can happen in precious-metal configurations where availability is less hysterical than steel Daytonas and where buyers start doing math instead of praying. Real-world asking prices, however, are all over the map: you can find “new/unworn” dealer listings sitting around the high-$50Ks to low-$60Ks on Chrono24 (for example, ~$59,999 and ~$61,575 in recent listings). Those are asks, not necessarily closes—and asking prices are where optimism goes to live rent-free—but they do show that “full set, stickered, 2025 papers” still commands a premium versus a generic pre-owned example.
So what’s a rational “win price” for this auction, with the hammer falling at 10:00pm tonight, February 9, 2026? If the condition is truly new and the set is complete as stated, a defensible fair-value band is roughly low-to-mid $50Ksbefore buyer’s premium, with upside into the high $50Ks if the venue pulls in retail-anchored bidders who are allergic to patience. That range squares the WatchCharts market estimate with the reality that “new/full set/stickered” is a different animal than “pre-owned, maybe polished, paperwork story unclear.” If bidding runs into the $60Ks (before fees), you’re basically paying “Chrono24 wish price” without the convenience of clicking “Buy” and moving on with your life.
The buy thesis is straightforward: this is one of the cleanest ways to wear a precious-metal Daytona without broadcasting it from across the room. The dial is purposefully restrained, the bracelet is the real weight-bearing flex, and the full-set, near-time-capsule condition keeps your downside cleaner if you ever decide to rotate out. The only real caution is psychological, not mechanical: don’t let the “Baby Le Mans” label trick you into paying “Le Mans energy” for a watch that isn’t the commemorative 126529LN. The 126509 stands on its own merits—and it should be valued on its own merits, too.
Current bid: $30,100