For those who’ve been on watch Instagram during the last yr, you might have most probably come throughout @dimepiece.co – a super amusing and unapologetically fizzy take a look at watches throughout the eyes of celebrities and popular culture. The account used to be began by means of Brynn Wallner, 30, a former Sotheby’s manufacturer and present freelancer who spotted a dearth of female-focused watch content material and made up our minds to do something positive about it.
Whilst many watch accounts haughtily focal point on rarity, complexity, and the area of interest, @dimepiece.co presentations watches throughout the lens of a giddy new fanatic. She’s ecstatic to discover a antique shot of Aaliyah dressed in a G-Surprise, or an Elle throwback of Christy Turlington rising from the sea with a watch strapped to her biceps, or a Tyrell Hampton picture of Hailey Bieber consuming a bowl of French fries with a towel round her hair and a Rolex on her arm. The brand new accompanying website features a sequence referred to as First Dimers, “by which we interview numerous ladies, gays and theys about their first-time watch purchases. Since you by no means overlook your first.”
I lately sat down with Wallner to discuss how she came upon watches, what she thinks of the passion, and what is subsequent for Dimepiece.
HODINKEE: How did you get into watches?
Wallner: When I labored at the editorial crew at Sotheby’s to assist bridge the distance between gross sales and content material, the watches division in point of fact leaned on me as a useful resource. We labored on a sequence referred to as GOAT: Greatest Of All Time which concerned profiling other iconic watches, just like the GMT, the Royal Oak, the Nautilus – you recognize, all of the heavy hitters. I needed to edit the entire articles, and one day, I used to be like, “Oh my God, I’ve to truth test all of this.” And so I get started studying, researching, and Googling into the farthest corners of the web, simply to be informed all about watches.
What made you get started Dimepiece?
I spotted that ladies have been hardly integrated within the narrative. It is like, you may have the Paul Newman Daytona – and you’ve got Jonah Hill dressed in it. With a lot of these tales and a lot of these dense, wealthy histories of watches, the only time you’ll see ladies used to be Ellen Degeneres and Victoria Beckham dressed in watches. By way of and big, ladies weren’t integrated in those histories. It is so bizarre. I do know ladies wear watches. I do know ladies are all for watches. However the place’s the foundation? The place’s the useful resource?
So I began tweeting about watches, and anytime I might see a watch in popular culture, I might post it. Lovely briefly, I changed into obsessed. And I made up our minds, you recognize what, I’ll create one thing referred to as Dimepiece. I began making an Instagram feed that used to be highlighting all of the baddest on the web and in superstar/influencer tradition, and figuring out the watches. That is the way it began.
What does Dimepiece imply?
Dime is slang for a “sizzling lady,” but it surely additionally rhymes with time-piece. A dime is a ten – like ten cents. So it is, it is indicating that the girl is an ideal 10, which at this level is an excessively dated perception, and we aren’t score ladies by means of numbers in anyway, however it is simply been followed into tradition. She’s a dime; she’s a dimepiece.
What’s the final Dimepiece, or grail watch, for you?
My good friend has this Patek Philippe Nautilus Ref. 3900 watch that I fell in love with one day and have not stopped daydreaming about since. I like a two-tone moment, and the 32mm measurement completely balances out its masculine glance. It is daring and lovely, and I do know everybody’s drooling over the 5711 at the moment, however the 3900 is the only for me.
What do you suppose is without equal problem for ladies to be informed extra about watches?
The way in which watches are marketed to women misses the scrape – and particularly ladies in our age staff, and even more youthful. I believe ladies love jewellery items, and we like an iced-out moment once in a while, however actually, we are gonna purchase the “males’s” model as a result of it is cooler, or it seems higher.
There is additionally no centralized useful resource for ladies who’ve a identical mindset. I am speaking in regards to the millennial hive mindset of what is cool and what is now not. There is simply now not a spot the place you’ll get a directly resolution about anything else even all the way down to the basics. Like: How do I do know what sort of band I would like? Or do I desire a leather-based bracelet? Or what is the price of a steel? Do I would like gold? Do I would like stainless steel? There is no person serving to resolution the ones questions in a centralized position for ladies. And I believe like males have the posh of nerding out on Reddit threads and will determine it out from there. However there are not that many ladies integrated in the ones dialogues.
What’s your technique to that?
As of now, I’ve introduced dimepiece.co as an extension of the Instagram care for. On one facet, it is influencer interviews highlighting ladies who’ve watches, with a focal point on people who find themselves entering watches for the primary time. At the different facet, it’s an academic platform.
I believe if there’s extra consideration paid to the entry-level collector, then it might encourage an entire staff of ladies who need to purchase a watch – however who’re understandably very intimidated by means of the whole thing that includes the acquisition and the business.
Who’re your best Instagram follows?
Emily Oberg of Sporty and Rich; she has an important watch assortment. She kinds all of her marketing campaign photoshoots with watches, which I believe could be very cool. Rowing Blazers is every other account I apply.
What is the maximum surprising factor you’ve discovered about watches to this point?
When I first heard a couple of perpetual calendar, I did not even know what it used to be. So then I needed to Google it, and I assumed, oh, that is so sensible! After which I used to be studying this text, and so they stated, in fact, by means of the time we get to the yr 2100, then you will have to set it. I am similar to, whoa. Timepieces outlive us. They have got those lives of their very own, and so they necessarily have heartbeats. That in point of fact dropped at existence the concept watches are such a lot larger than simply equipment.
What’s your favourite Dimepiece post to this point?
The picture of Mary-Kate Olsen dressed in a large fats Daytona and he or she has a whipped cream in her hand. I used to be similar to, ok, what’s going on right here? However it introduced me back to that technology in New York Town. She used to be most certainly out partying, with the very questionable presence of the whipped cream. That shot, and the one in every of Emma Bunton from the Spice Women.
The place do you to find inspiration?
There are such a large amount of nineteen nineties nostalgia accounts on the web. And I believe as a result of there have been no mobile phones, other folks simply wore watches extra. So, it will get started with me scrolling on the web, and I will see Gwyneth Paltrow dressed in a Cartier Tank to a premiere. After which I will simply move down a rabbit hollow from there. After which, unexpectedly, I’ve 100 pictures on my telephone, after which I’ve to move and ID the watches, which is the toughest part.
Who’s your dream Dimepiece?
Drew Barrymore; she’s a watch collector. And ever since she began The Drew Barrymore Display, I’ve spotted that she’s all the time dressed in a watch. And I like that.
You’ll learn extra about Dimepiece here.
This interview has been edited for brevity and readability.