My Journey Part 14: The Great Social Media Experiment
The road from a few watch photos to a watch-blog website.
I was chatting with a colleague about watches recently, insisting that I’m “still just a guy with a watch hobby who likes to share a few pictures on social media.”
“But you’ve just launched a website!” they cried. “That means it’s way more than a hobby now!”
I guess they’re right.
I am a content creator. There, I said it.
Social media has been the single most important step in my journey. As someone who isn’t a massive user of social media in my personal life, navigating it all still feels a bit strange and unfamiliar.
So, why did I start? It comes down to three core reasons.
Reason #1: To learn—and to help others do the same
When I first dipped my toes into watch collecting, I quickly discovered how overwhelming the landscape is. In today’s AI-empowered world, the minute you glance at a watch, the algorithms start pushing them in front of you. Ads appear everywhere. As a novice who only knew whether a photo looked good or not, this was a massive challenge. I didn’t know a thing about movements, case materials, dial styles, or complications. It was incredibly hard to tell if a watch was actually good quality or offered genuine value for money.
Because I love discovering smaller microbrands outside of the mainstream, written information was often limited. Social media quickly became my go-to place for research. Finding other creators who had actually gone hands-on with a watch to give a fair, honest opinion was invaluable. It helped me sift the bad from the good.
The more I used these platforms, the more I wondered: Could I help, too? By sharing my own watches and honest thoughts, could I make the road smoother for someone else? Today, I share across several platforms, and I love creating the content. If I’ve helped even one person choose a great watch—or avoid a bad one—it’s completely worth it.
Reason #2: The watches (and the makers behind them)
It’s a no-brainer—I’d be a pretty bad watch enthusiast if I didn’t actually feature the watches! But it’s about more than just a daily wrist shot. When I post, I am giving exposure to a brand and showcasing them to followers who might never have heard of them before.
Almost every microbrand piece I own is because I saw a YouTube review, an Instagram post, or a TikTok. (I’ve bought quite a few Casios for the exact same reason!) These watches are fantastic and deserve to be showcased. They bring me joy, and if sharing a review can pass that joy along, I’m all in.
This has never been about trying to score free watches or flexing an expensive collection. It’s simply: I bought a nice watch, I absolutely love it, and here is why. (Or, occasionally, it’s not for me, and here is why.) It’s never been about the follower count or views. While growth is great because it expands the audience, staying true to the content is what matters most. This journey will always be rooted in two things: sharing the watches I love, and helping others learn how to navigate the challenges of collecting. The website is just the natural, deeper progression of that.
Reason #3: It is genuinely fun
Everyone needs a passion, an outlet, a hobby. As I’ve mentioned before, I have a busy day job and two young daughters. During the day, I’m in work mode; the minute I get home, I’m in dad and husband mode. Don’t get me wrong—this isn’t a complaint. I love being a family man, I’m privileged to have a loving family, and I’m lucky enough to enjoy (or at least tolerate!) my job.
But we all need something that is just for us. For me, that’s watches. I love researching them, but I equally love the creative process of editing a video, writing a review, and building the site.
Yes, it’s hard work. It can be incredibly frustrating to spend hours scripting, filming, and editing a video only for it. But when that happens, I refer back to Reason #2: it’s not about the numbers. Building this site to inform, teach, and help people discover independent watchmaking has become a borderline obsession and my ultimate creative outlet.
The Takeaway
I have to admit that this process has changed me. I’m no longer just a guy sharing a few wrist shots. I’ve become an enthusiast, a reviewer, and a creator.
Having a voice has changed how I view my own collection, shifted my buying habits, and transformed how I interact with brands and fellow creators. Social media will always be vital for sharing quick updates, but thiswatchjourney.com is now the central hub where the real detail lives. It’s the evolution of the last four months of work—so if you enjoy the socials, come check out the site. It’s deeper, more detailed, and hopefully just as fun to read.
