It’s clear that right now, some watch brands are doing incredibly well and some are really struggling. There doesn’t really seem to be a whole lot in between. But why is that happening, and what can the failing brands do to make things better?

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Here on Andrew Morgan Watches I want to bring you all the best on watches from my personal perspective. There's watch reviews, expert reactions, top 10 lists, the best and worst of the industry and a whole bunch of memes, too. So if you like Swiss watches, German watches, Japanese watches—whatever—you'll be sure to enjoy AMW!

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So you’ve been feeling a bit less enthusiastic about collecting watches recently. Here’s why.

Support me on Patreon: https://www.patreon.com/AndrewMorganWatches

Grab some merch: https://andrewmorganwatches.com

Read my novels: https://www.amazon.com/stores/Andrew-J.-Morgan/author/B00GTW1B6A

Follow me on Instagram: https://www.instagram.com/andrew_morgan_watches/

Here on Andrew Morgan Watches I want to bring you all the best on watches from my personal perspective. There's watch reviews, expert reactions, top 10 lists, the best and worst of the industry and a whole bunch of memes, too. So if you like Swiss watches, German watches, Japanese watches—whatever—you'll be sure to enjoy AMW!

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Some watch brands are terrible, some watch brands are good, but if there’s truth in anything, it’s that there’s something that every single watch brand does that I absolutely hate.

Featured brands:

Hublot

Vacheron Constantin

A. Lange & Söhne

Jaeger-LeCoultre

Hamilton

Nomos

Glashütte Original

Armin Strom

Parmigiani

MB&F

Chopard

Tissot

Audemars Piguet

Patek Philippe

Seiko

Laurent Ferrier

F.P. Journe

Urwerk

Bremont

IWC

Breguet

Panerai

H. Moser & Cie.

Ulysse Nardin

Tudor

Richard Mille

Gerald Charles

Blancpain

Ressence

Longines

Cartier

TAG Heuer

Breitling

Omega

Rolex

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This is your roundup of all the latest and best watches, from bargain-price vintage-styled treats, multi-coloured, hand-engraved wonders, half-a-metre tall mechanical robots, and of course, the watch Tudor just dropped that’s going to pull Rolex’s pants down and give it a good spanking.

Featured watches:

Benjamin James Deerhurst

H. Moser & Cie. Endeavour Flyback Chronograph Dual Time Date

Favre Leuba Deep Raider Revival

Dennison 2026 Edition Oblique Collection

Barrelhand Monolith

Parmigiani Fleurier Carillon Tourbillon 30th Anniversary

Formex Aria Manufacturer Chronometer

Arcange Selenograph

Leger A. Fah Momentous

Ming x J.N. Shapiro 37.06 Lightning

Albishorn Air 1948 Type X-Graph

Schwarz Etienne 1902 Synergy

Girard-Perregaux Laureato Fifty 39mm

Jaeger-LeCoultre Master Hybris Mechanica Ultra Thin Minute Repeater Tourbillon

Zenith x Naoya Hida G.F.J. Calibre 135

Kiwame Tokyo Kubo

MB&F Horological Machine No.12 The Guardian

Raymond Weil A.R.T.

Tudor Black Bay Chrono 39

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In 2025, the Oxford English Dictionary word of the year was rage bait. Yes, I know that’s two words. It's defined as “online content deliberately designed to elicit anger or outrage by being frustrating, provocative, or offensive, typically posted in order to increase traffic to or engagement with a particular web page or social media content.” Today we’re going to talk about how luxury brands are using rage bait today to get ahead of the curve.

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Today we’re going to figure out what an everyday watch needs to be, bust some myths about what you need in a daily wear watch and lay out some selections that can take your through the rigours of being a human in 2026.

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It’s time for some real truths. Let’s be honest with ourselves: buying watches isn’t all puppy dogs tails and squirrel’s biscuits. We like to pretend, we like to ignore, but there are some harsh realities that you need to be aware of. Let’s go cold turkey together!

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Even with Watches & Wonders just a recent memory, there’s been a whirlwind of new watches that you most definitely mustn’t miss out on. There’s affordable must haves, revolutionary high end creations, and of course the answer to the age-old old question: what happens when you force cheap plastic through an octagonal hole?

Featured watches:

Kiwame Tokyo Mune

Echo/Neutra Rivanera + Seconde/Seconde/

De Bethune DB28XS Sea Tourbillon

Sartory Billard SB10

Aaron Becsei Pameus

Venezianico Arsenale Calendario

Cleguer Inspiration One

Fears Brunswick 40 Filton

Universal Genève

Baltic Seconde Majeure

Wolbrook Jetflyer

Jacob & Co. Godfather II

Ressence Type 11

Anton Suhanov Flamingo

Naissance d'une Montre 4 - Le Carrousel

Rexhep Rexhepi Chronograph Flyback

Raymond Weil Millesime The Fifty

Minerva The Unveiled Crownless

Stéphane Pierre and Julien Tixier L’Impétrant

H. Moser Streamliner Small Seconds Lime Green Enamel Boutique Edition

Ming 29.06 Peepshow

Longines Hydroconquest

Audemars Piguet x Swatch Royal Pop

Prefer to watch on YouTube? You can here: https://youtu.be/kSAeuDdMGNc

Keep up-to-date with the latest at www.andrewmorganwatches.com

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