Hodinkee, a leading online platform for watch enthusiasts, recently appointed James Stacey as its new editor-in-chief. The decision comes in the wake of the site’s acquisition by Watches of Switzerland Group, signaling a strategic pivot towards revitalizing its editorial vision.
Stacey, who has been with Hodinkee since 2017, faces the challenge of reinvigorating the brand’s status in a competitive landscape that has experienced a significant shift since Hodinkee’s peak in the late 2010s. The watch market, which once flourished, is now characterized by increased noise and distraction, particularly driven by social media. Founder Benjamin Clymer emphasizes Stacey’s unique understanding of the brand’s essence, stating, “[Stacey] understands the core of the brand in a way very few people do. He gets what made Hodinkee special when we were doing things that really changed the game.”
Founded in 2008, Hodinkee became a pioneer in online watch coverage, creating a dedicated community of collectors during a time when the luxury watch market was booming. Its influence attracted notable investments, including backing from LVMH Luxury Ventures and celebrity endorsements from icons like NFL star Tom Brady and musician John Mayer. However, recent years have been challenging. The ill-timed acquisition of Crown & Caliber, a resale site for used Rolex watches, coincided with a downturn in the market. This resulted in notable layoffs and criticism from former fans who felt disconnected from the brand’s trajectory.
Clymer candidly remarked, “Hodinkee was distracted. The eye wasn’t on the prize in terms of meeting people where they were.” This acknowledgment of past missteps sets the stage for Stacey’s new leadership direction.
Now working under the ownership of Watches of Switzerland, the company is entering a phase of “a certain amount of stability,” according to Stacey. His focus will be on what Hodinkee does best: delivering news on new releases, providing expert-led product reviews, and showcasing original photography. A key element of Hodinkee’s identity, the “Talking Watches” video series and its biannual magazine, will continue to play a crucial role.
Moreover, Stacey is intent on enhancing Hodinkee’s presence on social media, particularly on platforms like TikTok. This is a pivotal move to engage younger collectors who frequent these channels. “We want to continue to lead the charge in exploring the watch world, while finding ways to not always be preaching to the choir,” he remarked, highlighting a commitment to expanding the audience base.
Stacey’s vision includes leveraging new projects such as streaming content, which could further enrich the community engagement experience. It’s a multifaceted strategy aimed not only at restoring Hodinkee’s former glory but also at adapting to the realities of contemporary consumer behavior.
One crucial aspect of this rebranding is the balance between retaining Hodinkee’s loyal fanbase and attracting new audiences. This involves innovating without alienating existing supporters. It’s a common challenge in the luxury sector; brands are often tasked with staying true to their roots while evolving their offerings to align with modern sensibilities.
The acquisition by Watches of Switzerland marks a significant chapter in Hodinkee’s history. This partnership not only aims to bolster its online presence but also to reinforce its editorial credibility during tumultuous market conditions. Although Hodinkee has faced difficulties in the resale market for luxury watches, its strong editorial content remains a valuable asset that can guide its recovery.
As James Stacey steps into the editorial helm, the foundation laid by Hodinkee’s dedication to the world of horology will continue to shape its narrative. His leadership may well mark a turning point, rediscovering the magic that made Hodinkee a pioneering force in watch journalism.
Ultimately, the journey ahead for Hodinkee is one of vigilance and adaptation, navigating through the complexities of a rapidly changing market while striving to remain a trusted authority in the watch community.
