The Time Tribes

Five distinctive types of watch buyers and the timepieces they wear.


The Fresher

He’s in his early twenties, fresh off campus and the world doesn’t know what’s about to hit it. This guy built up a burrito food truck empire in his first year at uni (a Russell Group red brick, of course), ran two club nights and still managed a first with honours. Though he’s not in to suits, as such, he likes his clothes and recently invested good money into a pair of Church’s brogue boots (his dad swears by the Northampton shoemaker, after all). Watch-wise, he’s about to make his first serious investment and he knows what he likes… he thinks.

a. Baume & Mercier

Steel Classima slim on black alligator strap,


b. TAG Heuer

Titanium Carrera Connected Touchscreen,


The High Flyer

He’s got money to burn and he’s got Cartier on his mind (who hasn’t?). He’s just spent half his savings marrying his wife (who has a thing for Italian shoes) and he’s just about ready to splash out hard-earned cash on himself. The High Flyer reads the FT during the week and Esquire at the weekend, he likes sushi (not so keen on sashimi) and prefers Bourne to Bond — he’s just that kind of a guy.

a. Cartier

Stainless steel Drive de Cartier on black alligator strap,



In addition to timepieces, the elder statesman has a penchant for round tortoiseshell spectacles, double-breasted cashmere suits from Anderson & Sheppard and long winter holidays in Mustique (summer breaks are frightfully common). He’s one of those fortunate older men who’s kept a sweep of charcoal hair well into the autumn of his life and he knows the difference between day and dress watches. He owns 20 of each, after all.

a. Jaeger-LeCoultre

Stainless steel Geophysic Universal Time Automatic on black alligator strap,

b. Piaget

Rose gold-diamond Altiplano on black alligator strap,



He’s escaped the corporate hamster wheel and now spends his weekends kite surfing in Oman, ocean diving in the Maldives and cliff diving on France’s Atlantic coast. With a face carved from mahogany, hair with the lightest smattering of grey and a physique to shame men 20 years younger, he’s also a wizard on the stock market and gets by on his dabblings (he netted a cool £3.6m last year).

a. Bremont

Stainless steel Alt1-ZT Automatic on brown leather strap,

b. Breitling

Stainless steel Navitimer,



This guy has got nothing to prove, apart from the fact he has impeccable taste. A multiplatform designer by day and father of two by night, he has a thing for Margaret Howell shirts and vintage Helmut Lang, spends his weekend visiting art galleries with the kids and can regularly be found walking his whippet, Maud.

a. Nomos Glashütte

Stainless steel Tangente 33 Karat Manual,

b. Junghans

Stainless steel Max Bill Automatic,


All available at The Watch Gallery.

Alec Doherty