Contemporary and unfiltered – why Dimepiece might be the shake-up that watch tradition wishes

If you need younger edge and angle, watch advertising and marketing is most probably the remaining position within the identified universe that you just’re going to seek out it. Manufacturers invariably take a strait-laced way, heaping laboured emphasis on their luxurious credentials, heritage and technical prowess. All of which is beautiful boring. Nevertheless it additionally dangers rotating off a complete technology. Brynn Wallner is the mastermind at the back of @dimepiece.co – an Instagram account with plans to adapt into one thing a lot larger. The launch-pad for all this took place in 2019 when she spent a yr functioning with the Sotheby’s editorial crew in New York and was once tasked with creating content material to connect to a more youthful target market. As part of this, Brynn produced a sequence known as G.O.A.T at the biggest watches of all time. “At the time, I didn’t know anything about watches,” she admits. Undeterred,  Brynn sourced a consultant watch author and dived into the method, taking accountability for all of the manufacturing, symbol analysis, fact-checking and enhancing. Consequently, she gained a crash path in brand histories, movements and references. “It was this whole new world that was totally foreign to me,” Brynn tells Time+Tide over Zoom. “I had to be told about it beautiful temporarily in…

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