Rediscovering the Joy of Collecting: Breaking Free from the "Flex Culture"

I’ll admit it: being entrenched in the watch industry has, at times, nudged me toward the so-called "flex culture." In a world where timepieces are often wielded as status symbols, it’s easy to fall into the habit of wearing your most impressive watch in the hopes of sparking admiration—or even just conversation. But recently, I’ve found myself rethinking this approach, rediscovering the pure joy of collecting, and remembering why I fell in love with watches in the first place.

If you’ve been with me from the start, you’ll know that I sold my entire watch collection to fund my journey as a watch dealer. It wasn’t just a business decision; it was a leap of faith, fueled by passion. As the business has grown, I’ve treated myself to a new watch each year—a small but meaningful way to begin rebuilding my collection. The thrill of filling up my watch box again has been exhilarating, but I found myself consistently gravitating toward wearing my "heaviest hitter" in my collection, while my other watches were collecting dust.

This pattern of behavior got me thinking and after some introspection, I realized that it was due to my constant readiness for the next potential client. In an industry where a watch can be both a conversation starter and a business card, I never knew where or when that conversation might happen. Whether at my kid’s sporting events or while picking up groceries, I wanted to be prepared—armed with a piece that would immediately capture attention.

However, with that mindset, I inadvertently stifled my passion for watch collecting. There came a point, just a few weeks ago, when I seriously considered selling off my entire collection to acquire just one more significant, show-stopping piece—something that would always make the right impression.

So on a recent family vacation to the beach, I decided to bring along a couple watches: two Seiko dive watches (and a Seamaster). These weren’t my usual go-tos, but something about the relaxed environment and the break from routine inspired me to switch things up. I even went as far as fitting the Seikos with NATO straps—another step out of my comfort zone. And you know what? It was a detox for my soul. No one commented on my watches, no new business opportunities arose, and it didn’t matter one bit. I was wearing them for myself, because I genuinely enjoyed them.

This experience reignited my love for collecting. It reminded me that watches are not just tools for flexing or networking—they’re personal artifacts, with their own memories and meaning.

The moral of the story? Take a moment to go back to your watch box and give those neglected pieces some much needed wrist time. Reconnect with the watches that once held significance for you. Dust off that G-Shock, and let your Rolex rest for a while. Embrace the fun of wearing watches again, and don’t let the pressures of flex culture cloud the true essence of what makes this hobby so special.

In the end, it’s not about the attention your watch garners, but the joy it brings you. So, wear what you love, and let that be enough.

Featured Timepieces:

Seiko Pepsi (ref 7S26-002X)

Seiko Turtle (ref 4R36-1002)

Featured NATO Straps:

Anti Watch Watch Club DECON

Zulu Alpha Straps NATO

Comment below and let me know which watches you recently dusted off.