An Intentional Collection: How to Curate a Collection You Truly Love

Collecting

Aug 22

“Any rule is worth testing, be it conscious or unconscious. Challenge your assumptions and methods. You might find a better way. And even if it’s not better, you’ll learn from the experience. All of these experiments are like free throws. You have nothing to lose.”
Excerpt from The Creative Act by Rick Rubin

I am a long way removed from my early days of collecting - the days when I’d ask more seasoned collectors for their advice on what to buy and what I should collect. I used to worry about what others might think of my collection - I’ve owned the watches a collector is supposed to own, according to those veteran collectors. But collecting is changing, and I’d argue for the better.

Since those early days, I’ve learned that a watch collection is a deeply personal thing. What makes sense for me to own and wear doesn’t necessarily make sense for anyone else. In the last year, with the hype disappearing for most brands, I have been inspired by those who have evaluated their collections, and downsized into a smaller collection that they will love and wear. This approach makes so much sense to me.

I love this quote from Rick Rubin because it feels relevant to where I am in my watch journey. I need to challenge some of my own assumptions about watch collecting and the watch industry, and I think most other collectors are being challenged, too. In the wake of the speculative hype cycle in the watch industry, I find myself questioning what it means to be a collector. Does a large volume of watches make you a collector? Can you buy/sell/trade, have a smaller collection and still be a “collector”? What does it mean to have a smaller collection?

As I pondered, I came across Mark Cho’s post on Instagram covering his 12 Principles of Watch Collecting, which gave me permission to rethink the industry and my overall collecting philosophy.

Two of Mark’s Principles deeply resonated with me. No. 6: Make your judgments alone first and seek others’ opinions later, and No. 7: What you will wear the most is what fits you the best.

Mark’s points echo advice I frequently give: buy and collect watches that make sense to you and that you will actually wear. The true enjoyment of owning a watch comes from wearing it, as there are objects meant to be worn, used, and lived with in daily life. If there is a watch in your collection because you believe it represents a watch a collector “should” have, it might be time to consolidate that piece into something you will truly wear.

As collectors, we get so focused on acquiring more watches that collecting can feel like a never-ending cycle. I’ve noticed that when I feel this way, I haven’t stopped to ask two fundamental questions: 1) Am I enjoying this process? and 2) Will I wear this watch?

And if the answer to either question is no, consider this is your permission to pause and re-evaluate your collection, your collecting philosophy, and what collecting means to you.

I’ve been on this quest to emphasize that collecting is a mindset - I don’t think it’s about the volume of a collection - rather, I think that collecting is about education - understanding watchmaking, the watchmakers, and their history and growth within the industry. I also believe that the educated collector who truly understands their style, collection, and ethos, will derive more enjoyment from their watches and wear them more frequently.

A small collection means less clutter, both physically and mentally. Each watch comes with its presentation box, outer box, and shipping box, all of which require and take physical space. The mental gymnastics of managing a large collection can create mental clutter and often blur the lines of what your collection truly is.

A smaller collection can be more rewarding - you spend time with each watch, you know exactly why you own it, and understand its story. And if that story changes, there is no rule that says that you must hold onto that watch forever. Ultimately, it’s a collection you know and love intimately.

Question the assumptions of your collection. Question what other collectors tell you. Learn from your experiences. As Mark Cho so eloquently states, the mistakes you make in collecting are your tuition. Don’t dwell on them. Share those stories at dinners or over drinks with friends, but don’t let them linger in your mind. You can’t change the past, but you can recalibrate your approach to collecting and align your collection to watches that you will wear and love. Maybe a smaller collection is the right approach for now.

Interested in consolidating your collection? Schedule a time to discuss how I can help you curate your ultimate collection, and help you consolidate your collection and help you build a collection you will love and wear.