Are We Extras in Someone Else’s Luxury Watch Fantasy?

Six weeks with my fifteen-year-old twins is a better sociology course than anything you’ll find at UCLA. Their generation runs on shared experiences—amusement parks, concerts, parties—and the sacred ritual of turning those moments into cinematic TikToks. They love empathy. They love energy drinks. They love boba with the devotion earlier civilizations reserved for gods. They exchange hugs so theatrical they deserve SAG cards. They also love not driving. Why would they? They have concierge parents for that. The car is not transportation; it’s a mobile confessional booth where they talk, text, and disappear into playlists like monks retreating into sonic monasteries. Licenses can wait. I’ll be stunned if either one pilots a vehicle solo before age twenty-five.

They dress alike, too—hoodies, high-rise jeans, baggy sweatpants. When I pick them up from school, I scan a sea of identical silhouettes and play a grim game of Where’s Waldo: Daughter Edition. It’s like they all emerged from the same fashion assembly line, stamped and released in bulk.

Then there’s the strangest quirk of all: the generational terror of bare feet. We live in Southern California, where flip-flops are a constitutional right. But when my daughters’ friends come over, I’m ordered—ordered—to put on shoes. Feet are not feet anymore. They’re “dogs,” “grippers,” “claws,” a traveling carnival of anatomical horror. One girl saw my bare feet and reported back like she’d witnessed a crime scene. Since then, I suit up like a hazmat worker whenever teenagers enter the house.

Watching their collective likes and dislikes has turned me into an amateur René Girard scholar. Girard argued that we don’t want things because they’re intrinsically wonderful; we want them because the tribe wants them first. Desire is social plagiarism. The tribe writes the script, and we perform it thinking it’s improvisation.

But there’s a dark twin to mimetic desire: mimetic aversion. If the tribe hates something, we learn to hate it, too—even if we never felt a flicker of disgust on our own. Case in point: “I saw your dad’s dogs. Gross.” A moral judgment delivered about toes.

Naturally, this has sent my twenty-year watch obsession into a philosophical tailspin. When we crave a watch, is it a private passion—or just tribal ventriloquism? Are we collectors, or are we obedient extras in someone else’s luxury fantasy? And if we’re that easily programmed, doesn’t it expose something mildly humiliating about us—our insecurities, our hunger to belong, our weakness for social approval dressed up as taste?

Maybe understanding desire would clarify us. Or maybe it would only prove how unclassifiable we really are. Some mysteries resist labels.

Still, in the watch world, mimetic aversion is practically doctrine. Quartz watches are treated like dietary betrayal. You used to grill rib-eyes and now you’re flipping soy burgers? Next you’ll be wearing Crocs and asking for decaf. Show up at the wrong meet-up with a quartz on your wrist and you won’t just lose respect—you’ll lose invitations, subscribers, and possibly citizenship. “Quartz?” they’ll whisper. “Traitor.”

On the flip side, mimetic desire runs the show just as ruthlessly. Look at the waiting lists. Look at the resale prices. When you buy certain watches, you’re not buying steel—you’re buying absolution. A Rolex Sub isn’t a timepiece; it’s a baptism. The tribe anoints you with holy water and hums a choral anthem over your wrist.

So yes, the watch hobby is soaked in mimetic desire and mimetic aversion. But here’s my heresy: if you’re a true watch obsessive, those forces barely apply to you. Because your relationship with watches isn’t tribal. It’s theological.

A real watch obsessive is ruled by three forces.

First, the Svengali Effect. A certain watch doesn’t attract you—it hypnotizes you. It hijacks your agency like a charming cult leader. You try to resist. You fail. The watch plants itself in your brain and grows there like an invasive eucalyptus until surrender feels like destiny. This isn’t imitation. This is possession.

Second, Horological Fixation. At this stage, your watch stops being a timekeeping device and becomes a visual narcotic. You no longer use your watch to check the time—you commune with the object. The world fades. The wrist becomes a shrine. Eden relocates to forty-two millimeters of brushed steel.

Third, Horological Transfiguration. You put on the watch and—boom—you’re not just dressed, you’re transformed. James Bond. Jacques Cousteau. Brad Pitt walking into a bar where the jukebox automatically switches to something heroic. The watch doesn’t accessorize you; it authorizes you.

I’ve known watch obsessives for decades. I know the symptoms. I know the tells.

So if you live under the Svengali Effect, Horological Fixation, and Horological Transfiguration, René Girard’s mimetic theory doesn’t really apply. The good news: you’re not a phony lemming chasing tribal approval. The bad news: you’re completely unhinged.

Congratulations. You’re a true watch obsessive—authentic, independent, gloriously insane.

Now put on your watch. You’ve been Clark Kent long enough. It’s time to rip open the shirt and let the cape fly.