McGooglewatches

An incredibly brief history on the wristwatch:

The wristwatch came to be in 1868 when Patek Phillipe designed a ladies bracelet that kept time.  Up until this time the man's pocket watch was considered de rigueur.  It wasn't until 1904 when an aviator asked Louis Cartier to fabricate a watch that would be more useful to him during flight than a traditional pocket watch.   And so the modern day men's wrist watch was made to be a useful tool.  It's no surprise then that they gained popularity during WW1, when enlisted men found them to be much more practical in the trenches than pocket watches. Soon these men were seen in plain clothes sporting their wrist watches and a fashion was born.

Today:

There is a watch for every outfit and day of the year and we're not entirely sure that this is a good thing.  Just cruise Amazon and prepare yourself to be totally to be overwhelmed. Don't want to spend dough on a "designer" watch?  Just buy the knock-off on ebay... or canal street... or a purse party, or get yourself a commercial, well advertised, well known, trendy, fashion watch.  In either case, you'll be buying another one in a year and every year after that.  The movements in this type of watch aren't designed to last.  In fact, they cost about fifty cents to fabricate en masse in China.   We've talked about this before, this culture of disposability we find ourselves in.  While it's great in some instances, we  find ourselves anxious for the trend to wan.  I guess you could say we're weary of seeing watches, something we consider highly personal and rich with history, for sale in gas stations. 

When we moved locations in 2009, we were at a crossroads with watches.  To continue carrying them or not? That was the question.  How did we really feel about the online saturation of the cheaply produced, possibly counterfeit, discounted and un-warrantied Everywatch?  Probably a lot like you feel.  We're indifferent to McGooglewatches. It is what it is and it's not what we do. 

The watch we have to offer is MIDO, a company founded almost a century ago.  They design watches that will last generations with proper upkeep.  MIDO is a quality, warrantied, serviceable, repairable, stylish Swiss-made watch that we offer to our clients with a  promise.  We'll help you find a watch that speaks to who you are as an individual.

Of course your cell phone can tell you what time it is but we believe that your watch is a unique, luxurious adornment that tells something about you when you wear it.