Time and again, we’ve heard the supposed death knell of bricks-and-mortar retail, decried real-life stores as dead or in decline. For some things that’s definitely true, but watches seem to have some immunity to the downturn. It makes sense. Watches are a pricey enough prospect that most of us want to try before we buy. How can you tell whether a watch suits you without strapping it on? Augmented reality still has a long way to go.
Generally, though that means heading to a big chain store. You know the ones, your Watches of Switzerlands, Goldsmiths, and the like. They certainly have their place of course, normally as custodians of Rolex wait lists, and if you know exactly what you want, you certainly can go in and try it on. But there’s always something missing.
Ask about specific models, opinions on brands not in the store, references the floor staff aren’t getting commission on and you might well hit a brick (and mortar) wall. Even if most chain store staff know their stuff, they’re not usually there because they love watch collecting. They just want you to go in, buy a watch and leave happy.
For some collectors that’s enough. For most of us however, we want something a bit more. Richmond’s Watcho hopes to be that more.
Richmond isn’t Watcho’s first outpost; that was Milton Keynes. But the location on Richmond’s high street embodies the nascent retail brand’s singular approach to watches. So, what is that approach? How does a small, independent retailer play with the big chains? By embracing collector culture.
Watcho’s selection of brands runs from the mainstream likes of Seiko, Tissot, and Hamilton to much more niche picks like Fortis, Junghans, and one of our longtime favourites, Ball. It’s an eclectic range but one underpinned by value; even with their high-end pieces, you’re getting a lot for the money and it’s a grouping you won’t find anywhere else.
Indeed, it’s a curated selection of brands that Watcho believe in, enough that they know each watchmaker’s line-up intimately. If you need advice on specific models, collections or comparisons between one brand and another, their staff are a font of knowledge. As in fact, are other customers.
The store itself isn’t just comfortable to soothe you into buying a watch. The idea is that whether you’re in the mood to make a purchase or not, it’s a place to hang out and talk about watches. If your friends don’t get why you’re so obsessed with frequencies and the links in a bracelet, consider it a safe space.
You don’t need to rely on serendipity either; Watcho regularly host events to bring their customers together, introduce them to highlights from specific brands and generally create the sense of horological community that can be hard to find here in the UK. They’ve hosted evenings dedicated to Japanese craftsmanship, watchmaking heritage with horological masterclasses and a group showcase for American brands.
We ourselves host events in central London, but it’s never enough and having an outpost of watchmaking geekery in that Richmond is nothing but a good thing. It feels like a retail-based clubhouse, which makes sense; Watcho also has a club.
The club includes the usual updates on new releases, brand initiatives and event invites, but that’s not all. From time to time, Watcho shares exclusive members-only releases, special models or allocations made possible by their direct relationships with brands. Think of them as collector drops rather than sales events, curated for enthusiasts.
If that’s not enough to make you feel warm and fuzzy, it’s also worth pointing out that for every watch sold, Watcho donate a meal to charity or plant a tree. Even if that doesn’t shift the needle on whether you’ll part with your money or not, there’s absolutely no downside to doing good while you expand your collection.
And if you’re having trouble finding just how you’d like to expand that collection, Watcho’s ‘Find Your Dream Watch’ initiative is all about a personalised approach to just that, finding you your dream watch. You might even get it for free. Just go to the website and browse whatever watch takes your fancy. Leave a comment in the ‘win this watch’ section and cross your fingers.
In a world where bricks-and-mortar retail is synonymous with coldly transactional, Watcho’s a beacon of warming, welcoming geekery. So, if you fancy getting your hands on some great, accessible watches, joining the Watcho Club or simply hanging out and chatting timepieces, Richmond might just be your new home from home.
More details at Watcho.
Interested in the rectangle Mathey Tissot watch worn by DiNero in the IRISHMEN MOVIE