If you want youthful edge and attitude, watch marketing is probably the last place in the known universe that you’re going to find it. Brands invariably take a strait-laced approach, heaping laboured emphasis on their luxury credentials, heritage and technical prowess. All of which is pretty dull. But it also risks turning off an entire generation. Brynn Wallner is the mastermind behind @dimepiece.co – an Instagram account with plans to evolve into something much bigger. The launch-pad for all this happened in 2019 when she spent a year working with the Sotheby’s editorial team in New York and was tasked with creating content to connect with a younger audience. As part of this, Brynn produced a series called G.O.A.T on the greatest watches of all time. “At the time, I didn’t know anything about watches,” she admits. Undeterred, Brynn sourced a specialist watch writer and dived into the process, taking responsibility for all the production, image research, fact-checking and editing. As a result, she received a crash course in brand histories, movements and references. “It was this whole new world that was totally foreign to me,” Brynn tells Time+Tide over Zoom. “I had to learn about it pretty quickly in…
The post Fresh and unfiltered – why Dimepiece could be the shake-up that watch culture needs appeared first on Time and Tide Watches.