fiogf49gjkf0d
How would you like to introduce yourself?
I don’t know, I’m not a journalist. I just like to communicate about watches in a way I think the new generation of enthusiasts would like to know and receive information that go with elements of life style fashion.
Do you do that only using digital media?
I’m not a pioneer, there were a lot of digital platforms before I came around but I started something at the right time and had a lot of followers because I concentrated on doing original content throughout. I created a signature look with pictures and videos, something that is quite engaging that people can look at.
How did you get into the watch business? Are you a collector? A follower?
I started reading about watches when I finished university and found out about high complicated watches. The only information you get is a press release or something similar to that, you never see people with it or someone wearing a Gyrotourbillon or a Greubel Forsey. I added real life to these things.
You have Watch Anish on Facebook, Instagram, and blogs website with thousands of followers, how can you manage all of that?
First, I started on my own two and a half years ago. I quit my job and started the cool idea. I hired my first photographer and now I have a team of 14 people all around the world. I have my photographers, videographers, admins, writers and partners which made my work a lot easier to do. That makes me available in different places.
Many high-end watches get sold because of your reviews or posts, how true is that?
For me I can go either by the feedback I get from the audience and my followers like when they say thank you for helping me find that watch. On the other hand, retailers globally the biggest everywhere say people would come to their stores with the pictures and ask for the watch. It’s a big market and people get information from a lot of sources, it’s nice to be part of it. For me I talk about things that I like and it’s nice to know that others have the same opinion about them.
How do you choose your material?
I talk about things that I like and find interesting - the mechanics, the design, and the price point, everything that would interest a watch lover. I try to answer questions like if I had the money would I buy it? Would I like to know more about it? I enjoy exploring watches, seeing them, and discovering them that’s the criteria for me.
Is it true that you started a market that did not exist before?
I think in social media, possibly, but in digital there were always forums and other stuff. In social media, you can get the audience more engaged. It was not seen as a luxury product medium.
You put your watches on Facebook and Instagram in full context, how do you do that?
I shoot professionally. I do it in a lifestyle setting. People don’t buy a watch for mechanical reasons only, they buy it for styles, brand, and emotional reasons, esthetic reasons and the way others look at you. I capture these reasons in the way I post the material.
You have captured a lot of the masculine watches and ignored to a certain extent the feminine watches. Why?
In the beginning, the reason was that’s what I knew, but a few months ago, I started a ladies channel called watch Fashionista. It’s now 3 months old with 30 thousand followers, it’s growing a lot. It focuses on women watches & jewellery. We use the same strategy as the one for men. For 12 - 18 months, we will be working on the growth of this channel. Women watch market is growing and more natured. I’m working with a lady, an editor that lives in the Middle East. She is very fashionable and knows how to speak to other ladies.
You are a watch collector too. Tell us more about your collection.
I like everything from classic to very complicated to modern pieces. My first luxury watch was a Vacheron Constantin. I have a lot of vintage Rolex watches and some Patek Philippe. For me, I also love the very crazy brands too. I love a bit of everything.
Do you buy them as an investment to the future or because you like them?
I buy it because I love the watch. I try to get what I enjoy and love. I buy the watch, I wear, and I don’t hide it.
How many of them do you really use?
It depends on the occasion, the mood, the fashion, the event, and the context.
You were in both exhibitions, Baselworld and SIHH. In your opinion which are the most important 10 releases?
It’s difficult to say, I really like a lot of the Cartier high-end watch making collection, the earth moon. Greubel Forsey showed a prototype watch which is super fabulous. Jaeger-LeCoultre with the skeleton QP is absolutely beautiful. The thing with these exhibitions, you get over loaded with new watches. On the other part of the scale, Tudor is making good watches in terms of design, quality, positioning and very good value. Patek Philippe is always the best with the Nautilus 5960 steel.
Are you close to be a brand ambassador?
No, I don’t think I will never be a brand ambassador. I will never buy one brand. I like everything and all designs. People followed me because I always talk about my taste. I tell the truth.
Watch Anish has millions of followers; are you close to launching your own watch?
No, I don’t think so. It’s not good for the longtime credibility. The minute you start selling a watch, you become biased.
Many of your followers are from the Middle East?
20 to 23% are from the Middle East, it’s very strong.
Do you have a favorite watch?
I like Jaeger-LeCoultre but I also like more contemporary brands. There a lot of potentials and a lot of brands.
What trend do you currently see in the market?
A lot are going to vintage, it’s very big. In terms of modern watch making, people are going crazy. The 42-43 mm, the fusion of material, technology is moving fast.
Where do you think the trend is going?
I think sports associates because now it’s becoming more acceptable to wear a sports watch with a tie and a suit. I think it will grow more, and classic will be there, arts will be there on dial works.
What new projects are you currently working on?
I started communicating with a native Russian and Chinese Cantonese to manage these markets.
Tell us about your move to the Middle East.
The idea is to set up an office because it is very east to the markets in Asia and Europe.
Do you think it’s necessary to translate it into Arabic?
I don’t think there is a need for that.
What is your evaluation for the exhibitions in the region?
I think Qatar Exhibition is a really good event. The problem is that they don’t promote well. I see there is more potential. I haven’t been to Jewellery Arabia Bahrain.