Editor’s note: Justin Mastine-Frost, while being full of energy as a human being, is not what I would describe as ‘excitable’. If you ever want Justin to hype something, he is — in fact — likely to go the other way. So when we brief the mighty JMF, we do not know what we’re going to get. Which is 100 per cent part of his charm, and his personal brand. Therefore, when his copy came in about the Vacheron Constantin Les Cabinotiers Collection, it caught everybody’s attention. He was excited, hyped, and making no bones about it. These are words of fire, that — while landing on a positive note — take many prisoners along the way. Take the second sentence of the story: “In this era of overblown, overhyped, and over-exaggerated positioning by brands and their marketing machines filled with a youthful and often naive ‘we are the next big thing!’ mentality, words like unique are thrown around with impunity pretty much every other day.” It’s like the final scene of Once Upon a Time in Hollywood with Leo DiCaprio and the flame thrower! I’ll let the magic happen again in this Editor’s pick, one of our favourites from Justin, and a perfect summary of why —…
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