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" ... Now part of the problem –especially in the United States –is that the whole notion of watches as objects to be taken seriously on any level at all is largely an alien one. Virtually every editor-in-chief of every major consumer publication from the lowest to the highest knows very little about watches and watchmaking; individuals who in every other respect are models of intelligent discernment, who wouldn't dream of approaching wine, or style, or cars, or architecture, from an uninformed perspective, look at watches with a nervous suspicion (often largely justified, it pains me to say) that not only are they themselves not terribly interested in watches, but their readers aren't either. Thus we see high end mechanical watches –objects with over 500 years of history in Europe and the USA, and which for much of that time represented one of the most sophisticated syntheses of technology, science, and artistry in the entire course of human history –handled by already overworked fashion or accessories/jewelry editors; the level of sophistication is usually abysmal (all-black is in!) and coverage all too often consists of a single page of watches with only the most superficial relationship with each other piled one atop the other like so much fruit in a basket. The United States could be a far more vital market for fine watchmaking than it is, of course, but the perception of disinterest on the part of readers is a self-fulfilling prophecy which the caution, and lack of knowledge, of most general consumer publications and their editors does little to mitigate –and the dull acquiescence of the enthusiast press, needless to say, doesn't help either. So far the watch industry's way of handling this has been to simply throw money at the problem, but ads won't fill the credibility gap any better than they ever have. ... "