04. time-business


Europa Star

When pieces go from Instagram to shop windows

EDITORIAL

Español
October 2018


When pieces go from Instagram to shop windows

This issue marks the creation of a new tradition at Europa Star: we have selected the watch innovations that caught our eye this year in a few carefully chosen and well-defined categories.

The digital age is changing everything it touches. Our aim is to take a moment to digest the swirl of announcements and new releases that 2018 has brought. Traditionally, the horological calendar was divided into two parts: the “unveiling” of creations in the first half of the year (nowadays mainly through virtual channels!) and their “physical” arrival in shops in the autumn, with a few notable exceptions like the Rolex GMT-Master II, which has a waiting list long enough to make any competitor blanch...

This issue comes at a pivotal moment in the horological year, when the virtual becomes physical and tangible!

What was before just an image on Instagram or a rumour in Basel or Geneva is now transformed into a reality. And since we have been criticised in the past for being a bit “protestant” in our in-depth reviews – and that’s a compliment for Genevans – we will be giving the watch-as-object its full due here.

What was before just an image on Instagram or a rumour in Basel or Geneva is now transformed into a reality.

We have titled this issue Watch Curator because we are bringing all our critical expertise to bear on creating a list of today’s most remarkable watches in a series of carefully chosen categories. The incredible variety on display goes to show that watch culture, which is growing faster than annual profits for the industry, has never been stronger!

Because we live in the omnichannel age, and this applies to watchmakers as well as media outlets, we have also included a selection of articles that were previously online exclusives, ranging from profiles of digital watchmaking disruptions from innovative platforms like WatchBox and Troverie to reporting on often overlooked watch markets – such as those of Panama and Nigeria – to deep dive interviews with brands and a piece on the incongruous relationship of Instagram and vintage watches.

When pieces go from Instagram to shop windows

We hope our readers, whether they are professionals or collectors, will cherish this issue for years to come. After all, across every channel and in everything we do, from our in-depth reviews to our work as watch curators, we aim to produce content that contextualises these pieces and delivers a lasting impact!

Speaking of the long view, our next issue in November will represent the culmination of the first phase of a project that is very dear to our hearts: the digitisation of over 90 years of Europa Star archives. A legacy that informs our work as journalists, ensuring that our unique takes on the changes to this industry will stand the test of time!