I am known amongst my circle of friends as “the watch guy”. Unsurprisingly, I am frequently asked for suggestions or opinions on certain pieces. In the process of helping them out, I began to realise that I have been following a set of subconscious principles for myself when it comes to the purchase of any watch; one that I had never put into words before. Over the past few months, I have tried to collect these thoughts and flesh them out. This article is my attempt at coalescing these principles into something that is helpful, or at the very least coherent.