My Watch Hobby Has Taught Me That Consumerism Can Become a Full-Time Job Resulting in Madness

Experience has taught me that one more watch could push me from “mild enthusiast” to full-blown horological lunatic. I currently own seven watches I like. Each serves a function, fills a niche, scratches an aesthetic itch. And yet, the siren song of three very specific timepieces keeps playing in my head: the Tudor Pelagos, the Seiko Astron SBXD025, and the Citizen Attesa CC4105-69E.

These aren’t idle cravings. They’re fully staged daydreams with lighting, music, and a voiceover narrated by my inner Watch Demon. But I resist. And I resist for three very good reasons.

First: Trying to fit more watches into my already-balanced rotation turns my so-called hobby into a logistical nightmare. It’s no longer joyful—it’s wrist-based Uber driving, shuttling watches in and out of rotation like I’m managing a fleet. I find myself resenting time itself for not giving me enough wrist hours to justify the collection. A hobby should not feel like an unpaid internship.

Second: I fall into the delusion that this next purchase—the Pelagos, the Astron, the Attesa—will be the final watch, the one that ends the madness and ushers in a golden era of contentment and minimalist grace. But let’s be honest: feeding the Watch Demon only sharpens its teeth. Every new arrival rewires the brain for more dopamine hits, not less. It’s not a cure. It’s a catalyst.

Third: Whenever I buy a new watch, something twisted happens—I begin to resent the ones I already own. Not because they’ve failed me, but because I need to invent reasons to justify their exit. The logic goes: “This new watch is more versatile,” or “I’ve outgrown that one.” Then I sell a beloved watch, feel instant regret, and enter the soul-destroying loop of rebuying what I never should have sold.

So what’s the solution? Lately, a single thought has been rising above the noise like a lighthouse in the fog:
“Jeff, put on your Tuna.”
Specifically, my Seiko Tuna SBBN049—possibly the most salient, most “me” watch I own. When it’s on my wrist, I don’t think about the next acquisition. I don’t scroll listings or pace the floor of my psyche looking for the next horological fix. I’m just… good.

Maybe that’s the Truth Path: stop chasing. Start wearing. Let the Tuna do its quiet, oversized magic and get back to the point of all this—joy, not inventory management.