The wristwear making a comeback – an antidote, perhaps, to the snobbery of stealth-wealth.
, Alec Baldwin plays Blake, a real-estate sales manager devoted to hyper-capitalism. Arriving from head office, he disembowels his underlings with a spectacularly vicious diatribe, demanding they close more deals or face the sack.
“You see this watch?” he barks at someone who dares to question him. “That watch cost more than your car. I made $970,000 last year. How much did you make?”It’s not hard to imagine the watch in question. Obviously, it’s gold and shamelessly conspicuous . The reason you can picture it so easily is that a gold watch is routinely used as cinematic shorthand to imply that a character is ruthlessly ambitious and morally suspect.
This jauntier vibe was also evident at the recent Watches & Wonders fair in Geneva, where Rolex and Tudor both released gold watches with brightly coloured dials in Smurf blue and pickle green, respectively.These followed the pleasantly louche revivals that came earlier in the year, like the Piaget Polo 79, and the Bulgari Bulgari that George Michael paired with a dangly crucifix earring back in the ’80s.
Gold’s return is, in part, a reaction to the watch world’s recent mania for stainless steel. But it also feels like a response to the po-faced elevation of the stealth-wealth trend, with its more complex and self-conscious form of snobbery. Cheerfully unabashed and over-the-top, a gold watch sends a very different message – and it’s all about living out loud.
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