Once upon a time—last week, to be precise—I made a YouTube video arguing that a man should not chase variety in his watch collection but instead find his signature style and whittle his hoard down to a tasteful few. Like a monk with only one robe. Or a chef with one good knife. Or a middle-aged guy who knows that buying yet another GMT won’t fix his marriage.
Now, did I believe what I was saying? Not entirely. I was, to be honest, talking myself off the ledge. It was a kind of public self-hypnosis: say it enough times on camera, and maybe I’ll stop buying watches I never wear. But I’ll admit—the thought experiment was stimulating, like sniffing ammonia salts just to feel something. Most commenters agreed, saying peace of mind only arrived after purging the herd. But not all. Some insisted that a large, diverse collection brings them genuine joy. Fair. Not everyone needs to live like a horological monk.
Still, I enjoyed making the video. It felt like intellectual calisthenics for the soul, even if it didn’t convert me.
One viewer, the formidable “Captain Nolan,” asked a deceptively simple question that demands more than a quick reply:
“How can you discover your identity without trying watches in every category—divers, pilots, field watches, dress, digital, mechanical, quartz, and so on?”
By “identity,” he means your taste. What fits your lifestyle, your aesthetic, your internal brand. A fair question. And at first, I answered like a smug adolescent. I said, “You know what you like the same way I knew Raquel Welch was the apex of female beauty when I was nine. One glance. No need to watch Love American Style reruns or thumb through Vogue. Case closed.”
But that answer is glib. And idiotic. Taste in watches—unlike adolescent lust—is not a hormonal thunderclap. It’s a process.
So here’s the grown-up answer: yes, you do need to try different styles, just like trying on jackets at Nordstrom. Some are flattering, some make you look like a Bulgarian hitman. It’s tactile. Visceral. And wildly expensive. To really figure out your taste, you may end up spending $5,000 to $10,000 just to land in the right neighborhood. You might call this the Fitting Room Narrative—the idea that trying on a wide range of watches will help you find the “real you.”
It sounds rational. Comforting, even. But I don’t believe in it.
The problem is the human brain. It’s not a spreadsheet. It’s a haunted house full of desires, delusions, and marketing fumes. So let me propose a more honest alternative: The Fever Swamp Narrative.
Here’s how it works:
You fall headfirst into the hobby. You start buying watches the way a toddler grabs Halloween candy. You buy microbrand divers, G-Shocks, Speedmasters, and maybe a Rolex or two if your credit limit allows it. You tell yourself each one serves a “purpose.” You start spending a grand a month, easy. Over ten years, you’ve spent more than most people do on therapy. And God knows you need therapy.
Eventually, the collection metastasizes. Dozens of watches, each one representing a temporary high. You stop wearing half of them. You obsess over straps, bezels, lume. Your identity fuses with your hobby. You’re no longer a man who wears watches; you’re a man being worn by them.
Then comes the collapse: financial strain, marital tension, the vacant stare of a man wondering why he owns three identical Seikos. Maybe you go through a breakup or foreclosure. Maybe your friends stage an intervention. Maybe your dog leaves you. Think about that. Your watch obsession got so bad your dog abandoned you.
You finally tap out. Sell the collection. Keep three. Or two. Or one. You tell yourself you’re “cured.”
Except… maybe you’re not. Maybe, like Bell’s palsy or a bad ex, the obsession lies dormant. All it takes is one random trigger—a stressful day, a YouTube thumbnail, a flash sale—and you relapse. Buy a Sinn. Then a Squale. Then you’re back in the swamp.
Why do we cling to the Fitting Room Narrative when it’s so obviously false? Because it has a tidy structure. A clean arc. Beginning, middle, resolution. We’re narrative junkies. We want our Luke Skywalkers to finish Jedi school and never regress.
Same with watch collectors. We want the Watch Ninja to overcome his demons and live a Zen life with a single Grand Seiko. If he relapses, we unsubscribe. He becomes a punchline. Another Liver King of horology.
Still don’t believe me? Consider Pete Rose. In the ‘70s, he was “Charlie Hustle,” the human embodiment of work ethic. But zoom out, and the myth crumbles. Pete wasn’t disciplined—he was compulsive. He gambled, lied, betrayed friends. The man was a walking cautionary tale wrapped in a Cincinnati Reds jersey.
Or take Sedona. Supposedly a spiritual vortex. In reality, a commercialized fever dream of overpriced crystals, green juice, and pseudo-mystical hokum. You arrive expecting transcendence and leave with a maxed-out credit card and lower back pain from a “chakra realignment.”
We love myths because they sell. But real life is more complicated. Messier. Less flattering.
So I could tell you a satisfying tale about finding my “true self” through curating a humble collection of retro divers and minimalist field watches. I could wrap it all up with a bow. But I won’t. Because that would be fiction.
And honestly, haven’t we had enough of that?
Cinemorphosis 
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