OPINION: We need to talk about bezel screws
“Such a shame they don’t take the time to align their screws. I wouldn’t buy one purely because of this.” Every time we post a picture of a watch with exposed bezel screws (mostly Hublot or Bell & Ross) we get a variation of this comment. And I’m well and truly over it. While many brands use exposed screws on bezels, the most commonly cited example is that of the iconic Royal Oak from Audemars Piguet. It’s certainly what all the commenters on our social feeds reference when they’re lambasting other brands for their inability to align screws. But you know the funny thing? The screws on the AP’s bezels aren’t screws. In fact, they’re threaded nuts which fit neatly and immovably into the perfectly hexagonal holes in the bezel. They’re secured via the screws on the caseback, which – surprise surprise – aren’t neatly aligned. In contrast, the bezel screws on your Bell & Ross or Hublot are your typical – albeit high-end – screw. They serve the purpose of holding the bezel onto the case, and this is their main role. Looking good? That’s an afterthought. And what’s a worse look — having a screw come loose because…
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A large part of my job is sifting through press releases. After a while they all start reading the same, thanks to the seemingly limited vocabulary of most marketing departments. And you know what the greatest irony is? While these communications have been designed to make the watch they’re talking about stand out and sound unique, the constant, jargonistic repetition of these rote phrases has precisely the opposite effect. Now, it’s only fair to point out that I’m far from guilt-free in this situation. I’m pretty sure I’ve abused all the below words at some point. But you know what they say – admitting you have a problem is the first step on the road to recovery. Icon A quick Google suggests that, outside of specific religious meanings, an icon is something regarded as a representative symbol, or worthy of veneration. Now, if we’re all really honest with ourselves, I suspect that we can count the number of genuinely iconic watches on one hand. Easily. Things get a little trickier if we take a step back from the macro, looking at designs that – while they might not be iconic to the average Jane on the street – are nonetheless a…