The Long Read: In an increasingly digital world, people are still willing to spend huge amounts on analog timepieces. The inquiry is, why?

On 17 March 2016, the watch manufacturer Breitling opened a lavish brand-new stalling at Baselworld, the worlds biggest watch fair, to show off its latest marvels. There was the Avenger Hurricane, a beefy pitch-black and yellowish extravaganza in a special polymer casemade specifically to survive all extremes of superhuman adventure( 6,500 ). There was the Superocean Chronograph M2 000 Blacksteel, with full functionality at a depth of 2,000 metres( 3,850 ). And there were at least 60 other items, each out-glistening the other in an attempt to demonstrate a brand-new and expensive space to tell the time.

And then there were the fish. Above the enter to the temporary store which, at 10 metres high, was actually more of a pavilion was a big cistern impounding 650 jellyfish. The container actually more of an aquarium was the size of a new London Routemaster bus sliced down the middle.Empty, it weighed 12 tonnes; its 16,113 litres of water contributed another 16.5 tonnes. Because it contained so many fish and so much water, the cisterns sides were made from a 13 cm-thick layer of methacrylate, a transparent information similar to plexiglass.

Precisely what the jellyfish had to do with selling watches was a riddle, and it would remain a riddle until they were removed from the container when the pavillion shut. Perhaps they represented liberty; perhaps they were a reminder of the sort of happen you could see if you purchased a Breitling diving chronometer. But the strangest happen about the tank was that most people who recognized it precisely glanced up and hurriedly moved closer. Considering where it was, it didnt seem peculiar at all.

For eight days each year, Basel becomes the centre of the watch nature. The fairs organisers claimed 150,000 paying guests and 1,800 labels spread over 141,000 sq. metres of show seat. Admission expenditure 60 Swiss francs a period( virtually 50 ), for which one could have bought a nice Timex. Near the Breitling pavilion was an obelisk for Omega, and a palace for Rolex. TAG Heuer adorned its booth with a TAG Heuer-sponsored Formula 1 racing car. One could waste many hours ambling the plush carpets here, and encounter numerous very handsome men and womenpromoting Breguet, Hublot, and Longines, and very many handsome men and women buying their wares, too. Some kiosks is likewise selling jewellery including Chanel, Gucci and Chopard and some labels were selling watches contained within ornaments: concerts of the unnecessary, such as the Harry Winston Premier Moon Phase 36 mm, with father of bead and 104 brilliant-cut diamonds.

The show was a celebration of our proficiency of timekeeping, and of the refinement and years of training that get into realise objectives of grace and accuracy. But it was also a celebration of excess and superfluousness, of watches that exist simply because they can, like animal ordinances at a circus. Many worked on the most intricate levels to play serves almost beyond usefulness: there were watches with a calendar that lasts 1,000 times; there were watches picturing the phase of the moon in a different occasion zone. And then there were components such as the Aeternitas Mega 4 from Franck Muller, made from 1,483 ingredients. This would announce the hours and quarter-hours with the same bell sequence as Big Ben. At its propel, it was heralded by its manufacturers as the more complex wristwatch ever made, and a grandiose work of art.In addition to its 36 complications a complication is essentially a neat ruse was the ability to tell the time. Another complication is because it cost 2.2 m.

And therein lies the whodunit of the modern timepiece. These periods , no one is in need of Swiss watch to tell the time or a watch from different countries. The time displayed on our mobile phones and other digital inventions will always be more accurate than the time exposed on even the most skilfully engineered mechanical watch, yet service industries has a visual attendance in our lives like few others. The storefronts of the worlds big-money expressways glow with the lustre of Rolex and Omega; newspapers and periodicals appear to be kept in business mainly by watch adverts; airports would be empty eggshells without them. The export significance of the Swiss watch trade fell by 3.3% last year, due primarily to a downfall in demand from the eastern Asia. But it is up 62.9% compared against six years ago. In 2015 “the worlds” bought 28.1 m Swiss watches valued at 21.5 billion Swiss francs.

We live in uncertain financial eras, but watch costs at Baselworld demonstrate no signalings of making a cut-price concession to the unstable yen or rouble, or even the recent competition from the Apple Watch. Surely, the opposite seems to be true: the higher the asking price, the greater the appeal, for cheapness may suggest a decrease in quality.

So the Rolex Oyster Perpetual Day-Date 40 in platinum( The watch par excellence of influential parties) is on sale for 41,700, while the platinum Patek Philippe Split-Seconds Chronograph with the alligator fasten( For men who take accuracy severely) is 162,970. For some collectors, this would be considered entry-level: the most complicated limited-edition watches sell for 1m or more. These watches have a waiting list, as “the worlds” merely contains so many squinting employer craftsmen who can manufacture them, and even they havent found a direction to extend the day beyond 24 hours.

But why do we continue to buy these over-engineered and redundant machines? Why do so many people compensate so much better for an item whose principal function may be bought for so little? And how does the watch industry not only survive in the digital age, but survive well enough to erect a 16,000 -litre saltwater shrine to its continued domination of an outmoded prowes? Far beyond the warn of time, watches tell us something about ourselves. And so the answers to these questions lie within our inclination for extreme fantasy, our intake of amazing commerce, our unbridled and shameless capacity for fanfare, and our reincarnated respect for artistry in a digital world.

And perhaps there is something else ticking away at us a feeling that the acceleration of our daily lives may soon demonstrate overwhelming. When watchmaking embarked, we had no hypothesi of jam-packed calendars and unbreakable deadlines, much less of quality day or me time. Our epoches were not ruled by the clock. These days, having produced this ungovernable cyclone of rush upon ourselves, we may be grateful for anything not least a beautiful windable timepiece that reinstates at least an apparition of control.

The Patek Philippe showroom at 18 New Bond Street has been done up in a sophisticated palette of sycamore, brass and alabaster. Here we may find the revered Swiss companys entire current Patek collection, straining from the relatively modest Calatrava and Aquanaut frameworks( beginning at around 5,000) to the outlandish Grandmaster Chime Ref 6300 in lily-white amber, paunch as a fist, which expenses in the region of 1.7 m.

One enrols the establishment through a double-door airlock, guarantee that no one get in who may not appreciate elegant creativity, and no one needles who has not settled their history. The showroom at 400 sq. metres, the most significant single-brand watch shop in the UK was not sufficiently large to host its own opening defendant in December 2014. The event was held in a glass pavilion in the courtyard of Somerset House, embellished for the darknes in a mode that would not have looked out of place in the heyday of Versailles, albeit a Versailles lit by LED suns on imitation cherry trees.

The London salon is the most modern of Pateks three flagship storages, but they all share a similar retail psychology. The others, in Paris and at the companys home in Geneva, enclose the clientele in an identical citrus aroma, and in all three, the piped music is as suave and alluring as 1950 s Monaco. There are a few subtle changes, the companys PR chief tells me. In London you get cookies with your coffee, whereas in Geneva you get chocolates.

In all three supermarkets an imminent buy is obliged more pleasant, and more likely, following the arrival of champagne. The London outlet has a lower-ground neighborhood resembling a library, and a twinkle, gently well-lighted planetary area where prospective customers may scrutinize watches with ultimate discretion. The entire showroom has intentionally ostracized all elements of the digital macrocosm: there are no iPads or electronic tills, and all staff members have undergone a course in calligraphy to enable the careful inking of client receipts and guarantees.

My expertise is doing beings glad and to create an environment my patrons experience, pronounced Ed Butland, the stores administrator. We will show you any item suited to your needs and occasion. Money is the latest act we want to talk about. On the day I visited, Butland was not wearing his usual watch, a manually wound platinum Calatrava with a two-tone dial, but conducting a wear-test on a stainless-steel ultra-thin progress porthole Nautilus that had just been serviced.

An iPhone has no soul, he replied. With most electronic inventions theres merely a screen and a back, and good-for-nothing that connects you with whats actually going on to make it labor, and nothings moving. Theres no human element and no human psychological joining. This partly interprets the longstanding entreaty of a mechanical timepiece of any make.A few weeks before my tour of the showroom, I had visited Patek Philippes headquarters in the Geneva suburb of Plan-les-Ouates, where I talked to Thierry Stern, the companys chairwoman. He had his own remembers on why the watch endures.

We should never forget that its roughly the only jewellery we can have as a gentleman, he announced. And its something neat! We should never forget that. Its not only a watch, its a piece of art. If they[ our clients] want to keep it as something of value, fine. I would prefer to see them wearing it. Its likewise a reward I repute. Yes, you are able make a quartz or digital watch to your son for his bridal, but I do not make those types of items today will last-place. They will change each year, like phones, so should I engrave a[ digital] watch like this and articulate Happy Birthday from your father, and then what are you going to do the next year?

Patek Philippe dignities itself on being the last independently owned watchmaker in Geneva. The busines has been in the sides of the Stern family since 1932. Thierry Stern, who is 46, took over from his father Philippe six years ago. He is gently unassuming and comfortably portly, and quite lacking in the hauteur one may expect from the head of such a distinctive brand.He speaks softly and laughs easily one has no trouble portrait him selling ties, or with a cup of fondue in front of him. He recalled a satisfying he had recently in New York with manufacture managers from Silicon Valley, and he was surprised to see how many of them wore Patek. When he asked them why, he told me, They all said the same: It produces us down to clay, and its nice to have something mechanical when youve been working in the digital nature for so long.

In the last six years Stern has increased annual production from about 40,000 watches to 60,000, which is still a minuscule output compared to a Swiss monstrou like Rolex, which produces more than 700,000 watches a year. Exclusivity is a key to usefulnes. Stern maintained that he was not worried by a difficult start to the year and the impact of Brexit on sales; he had just approved the designs for the collecting for 2028. When youre dealing with season, he recommended, it makes it possible to take the long view.

Patek Philippe, which sold its first watch in the 1850 s, has never been at the crass culminate of the market, and doesnt look for promotions from wizard footballers and rappers the road other firebrands do. Jay Z, for example, “whos had” rapped about owning a Hublot and the big-face Rolex( I got two of those! he boasts in a duo with Kanye West on their album Watch the Throne) might not seem the most likely customer of the more subtle Patek brand. But he is: he has been recognise at basketball games wearing a 120,000 Grand Complications model in white gold. Perhaps he likes the gentility and( relative) restraint of it, a 21 st-century billionaire hankering for an updated 19 th-century masterpiece. Either practice, he is certainly an ardent buyer of the brands brilliant marketing.

Patek has passed practically the same advert for the last 20 times, and it contains a tagline that is both enduringly effective and highly annoying: You never actually own a Patek Philippe. You simply look after it for the next generation. The way is accompanied by epitomes of simulates in various stages of self-satisfaction: a father set at a piano with his son, a baby chuckling with her daughter over lifes little luxuries. The photo, taken a number of Herb Ritts, Ellen von Unwerth, Mary Ellen Mark and other masters whose act hangs in museums, are designed to budge a sense of responsibility and family indebtednes, of empire and heritage. They may request primarily to someone with new money aspiring to be someone with old money. Buy an expensive watch, they seem to be responding, and you will belong.

The Aeternitas Mega 4 from Franck Muller. Photo: mesIMG/ imgStd/ 28276

Tim Delaney, the president of Leagas Delaney, the English publicizing companionship responsible for the Generations campaign, told him that the adverts arose out of a desire to reflect Patek Philippes own sense of longevity and belonging the fact that, unlike most watch firebrands, which are owned by large corporations, the company is independent.

I asked him why his expedition had lasted so long. I think its a universal revelation, he suggests. Its not pushy the judgment doesnt running around, it doesnt become less intelligent the more you see it. The picture are an attempt to show humanity and kindnes. Truth Its idealised. Everyone knows its advertise. You have a strong sense that its a natural bail between the two parties, the father and the son, mother and daughter, so its appetizing, but its not a photograph of a guy with his real son. I asked Delaney whether there were any other watch campaigns he admired, and he thought for less than two seconds before he spoke No.

In the last century we have suffered the separate of the sound barrier, the invention of the atomic clock, radio-controlled timekeeping, the internet, and pixelated clocks pulsating inexorably on our information technology and phones. And yet none of these developments has warned the dominance of the Swiss watchmaking manufacture. Exportations rose even during world war ii with the rest of Europe in turmoil, the temporal reliability of neutral Switzerland presumed even greater relevance. For pattern, the International Watch Company a leading manufacturer based on the banks of the Rhine, in the northern Swiss city of Schaffhausen sold its Large-scale Pilots Watch to both the RAF and the Luftwaffe. Both backs were grateful for its massive dial, its big glove-operable treetop and its protection against abrupt fells in air pressure as they tried to shoot one another out of the sky.

In 2014, the Swiss exported 29 m watches. This was only 1.7% of all watches bought globally, but 58% of their significance. This promotes a fibre of questions. Why Switzerland in the first place? How did this unassuming, landlocked country be coming home with predominate the industry? And how did it original the art of billing tens of thousands for the purposes of an object that often kept day less accurately than an object expensing 10?

The first mechanical watches were not Swiss. The earliest first round and then oval-shaped, and worn as large pendants showed around 1510 in Germany, the Netherlands, France and Italy. A small craft are set out in Geneva a few decades later, thanks mainly to artisans employed as goldsmiths; filigree and enamel labour, and knowledge with intricate etch tools, enabled craftsmen to shift their attention to miniature mechanics. There were 176 goldsmiths working in Geneva in the 16 th century, and their emergent watchmaking abilities were almost certainly aided by the newcomer of Huguenot refugees from France.

None of this quite is one reason why it was Switzerland, rather than Germany or France, that gained the pre-eminent reputation for precision and beautiful. But this is because that reputation developed primarily in the 20 th century. Prior to this, fellowships such as Breguet, Cartier and Lip in Paris, and numerous small firmsbased in Glasshtte, in the German regime of Saxony, all grew prized specimens.( These neighborhoods still create fine watches, they just struggle to compete with the cachet of being done in Switzerland .)

In England, which could justifiably claim to be the innovative centre of clock and watchmaking in the 17 th and 18 th centuries, the roster of experts of premier craftsmen included calls still celebrated at the Greenwich Royal Observatory and the British Museum: Thomas Mudge, John Harrison and Thomas Tompion. With the exception of Harrison, whose clocks allowed the calculation of longitude at sea, the mentions are now all but forgotten, owing to the habitual British rule of neglecting the concerns in which it once extended the world.

But the Swiss precisely maintained on extending, sometimes buying up the most prominent houses elsewhere in Europe, and organizing transaction bodies and certification targets that increased the industrys reputation for excellence and integrity. In the 19 th century, the Swiss became masters of the increasingly flat devices that permitted traditional pocket watches to evolve into wristwatches; a watch tattered as a bracelet was particularly useful when riding on horseback.

The Swiss also made full employ of new innovations, enthusiastically changing the old procedure of winding a watch by key in favour of the modern stem-and-crown mechanism. In the early 20 th century, they combined the new American-originated system of conveyor-belt mechanisation with the most significant the methodology of neighbourhood hand-crafting.

Today, the specific excellences that make a watch Swiss are the subject of strict law definition, and are as closely regulated as champagne or parmesan cheese( the specific characteristics on watches is always Swiss moved or merely Swiss rather than Established in Switzerland, a tradition dating back to 1890 ). To characterize, a watch must meet particular strict criteria( or, according to the Fdration de lIndustrie Horlogre Suisse FH, where this grouping originates, a watch must adhere to The reporting requirement stipulated by Swissness ). To classify as Swiss Made, a watch must a) have a Swiss shift( that is, the basic device comprised of cogs and springs that obligate the watch tick) b) have such movements incorporated in a case that is represented within Switzerland and c) be checked and certified in Switzerland.

All was going well until the 1970 s, when something made the hand-made mechanical watch transaction like a mallet. As the decade changed it seemed that the Swiss would not, after all, be telling the worlds period for ever. In September 1975, The Horological Journal a well regarded commerce publishing founded in 1858 announced an important milestone in its own history of horology. On its consider was a picture of a Timex, a watch that ranged on quartz. It contained a minuscule patch of crystal that reverberated at a high and established frequency when powered by a battery. This steady signal was then transmitted to an oscillator, an electronic circuit that regulated the paraphernaliums that grew the watch sides. The old-fashioned device of winding and supremacy storage in a coiled spring was dismissed at a stroke.

The quartz move had been around since the 1920 s, but its miniaturisation had only been achieved in prototype by Seiko and Casio in Japan in the late 1960 s. Its cost had previously taken it beyond the general buyer, but now, through mass production at Timex and its primary American rival Bulova, the electronic watch represented a change of doctrine a piece of disorderly engineering long before the phrase dwelt. It was solid state, with no ticking, and the new watch heralded the sunrise of mass tech-based consumerism. Split-second timing, formerly the exclusive region of physicists and technicians, was now available to all, and there was no better mark of the seismic alter from the mechanical to the electronic macrocosm. Time itself was now flashing at us everywhere. No theatre visit was complete without half-hourly beeping from watches in the gathering, fears were now racing us to every appointment.

The Swiss reacted to the digital disruption with a combination of denial and mild hysterium. Between 1970 and 1983, the Swiss share of the watch marketplace fell from 50% to 15%, and the industry shed more than half its personnel. As one of Tom Stoppards personas made it in his 1982 play-act The Real Stuff, It examined all over for the 15 -jewel movement. Serviceman loped through the market hollering the cog is dead! But the days of the Japanese digital watch were numbered. In the early 1980 s, with fate on the horizon, the Swiss fight back with a new ideology of their own, and something plastic, less costly and powered by quartz and battery: the Swatch.

The Swatch from its identify onwards injected colour, youth and recreation into Swiss watches( God knows, the fusty manufacture requires it ). The watches were sold in the companys own patronizes and advertised on MTV, while artists and film directors, including Keith Haring and Akira Kurosawa, designed limited editions and stimulated watches hip and desirable again for a new generation. With the terror over, the Swiss could once more is focused on numbering their bank account. In 2014, gross sales of the Swatch watch amounted to more than 9bn Swiss francs. Today, the Swatch Group is the worlds largest watchmaking fellowship, consisting of brands including Longines, Blancpain and Rado that once would have shuddered at the believed to be being owned by an territory with such garish feet. Swatch even owns Breguet, the company that claims to have represented the first wristwatch in 1810.

Earlier this year, in an interview with the New York Times, Brad Pitt withdrew his time on the list of world war two movie Fury. Pitt, who is a firebrand representative for TAG Heuer, is recalled that Logan Lerman, the youngest actor in the casting, was given a watch to keep track of various activities during the films recitals. One daytime he came to me and said the watch has ceased to, and I read, Youve just got to wind it. He came back literally 15 minutes later and pronounced, Wait, how do you wind it?

For those born into the digital age, the prospect of making a watch start may seem as distant and implausible as crank-starting a vehicle or changing the ribbon on a typewriter. But it is precisely this process the end of a feat of infinitely intricate human engineering that entreaties to the watch connoisseur. It too explains why a fine watch overheads so much.

Making anything really small by hand tends to be extremely expensive. In the watch industry, the precision of the minuscule divisions is one reasonablenes for the great rate( even the tiniest jailer expenses eight Swiss francs, precisely because it is such a minuscule screw ). But the major contributory factors are human and old-fashioned the wisdom, handed down through centuries, required to make something beautiful and functioning from an otherwise inanimate assemblage of metal and stones. In each of the impressive Grande Complication watches made by the International Watch Company( IWC) there are 659 divisions 453 more than there are bones in the human body.

But this is nothing compared with the Patek Philippe Grandmaster Chime, which holds 1,366 constituents within a 16.1 mm-thick subject. This is the one with the 1.7 m price tag, and I treated one for a brief minute when I visited the Geneva headquarters( how time wings when youre enjoying something you know will soon be taken away from you ). The watch did actually experience expensive. It had a dual-face, a superpower device extending at 25,200 semi-oscillations per hour, a perpetual calendar, a strikework isolator expose, a moon period, and a Grande and Petite Sonnerie( internal sounds and consternations with minuscule hammers impressing shiny gongs when activated by a side lever to make the wearer know the time in the dark ).

It was as heavy as any wrist would bear, and was without question a masterpiece of horological artwork. But the thing I liked most about it was that after nine years on the drawing board, and as many at the manufacturers workbench, you still had to wind the damn beautiful occasion by hand.

The greatest think of all is that this watch has a mechanical crusade, often of it changed from pocket watches created in the 17 th century. The precision tooling and some of the fitting is a possibility done by machine now, but the specific characteristics and final forum the tiny screws, springs, platefuls, pedals and gems, the loads on the edge of the balance wheel, the ratchets that mediate the power supply, the interconnected barrels that create an force reserve, and the pallet forking is connected to the escapement pedal that causes the ticking sound are to be undertaken by brain and hand.

A master watchmaker at IWC Schaffhausen referred Christian Bresser formerly told me that making a watch realise him seem omnipotent. Its the most difficult event to mention, but its the God complex, or the Frankenstein complex. You have the grey overcoat, and youre generating life.

The Patek Philippe Grandmaster Chime. Photograph: Jean-Daniel Meyer/ Patek Philippe/ JD Meyer

Creating life from pinions and rotates and tiny fuckings may be the easy constituent. One then has to sell the thing. With so many watch business creating exclusively slight modifications of the same produce, how should the well-heeled buyer make a alternative in thiscrowded sell? Should we rely, as we increasingly do in our modern world, on guidance from personalities?

At Baselworld in 2015 I constricted my lane into a launching of a new watch at a pavilion designed for Hublot. A flashy beginner on the incident, Hublot was set up by an Italian in 1980, based itself in Nyon, a town in south-western Switzerland, and was owned by the French indulgence goods corporation LVMH. Hublot prides itself on its timekeeping for preceding sporting incidents, and its most recent brand envoy was Jos Mourinho, manager of Manchester United and a keen watch collector.

Brand envoys are a key element of watch salesmanship, and the facts of the case that they do not generally wear a watch at all while achieving their greatest stunts is not a important consideration. Lionel Messi and Cristiano Ronaldo have signed for Audemars Piguet and Jacob& Co. Alongside Mourinho, Hublot also has Usain Bolt. Breitling has John Travolta and David Beckham, Montblanc Hugh Jackman, Rolex Roger Federer, IWC Ewan McGregor, and Longines Kate Winslet. Patek Philippe has shied away from celebrity endorsements, but it did formerly boast that its clients included Queen Victoria.

When Mourinho appeared at Baselworld in 2015 he was still administrator of Chelsea. He was wearing a grey raincoat over grey cashmere, and he countenanced his watch with light applause and a short speech about how he has been part of the Hublot family for a long time as a love, but now it had all been made official( ie he had received his bank transport ). His watch was “ve called the” King Power Special One, nearly the size of a hockey puck, 18 -carat king golden with blue-blooded carbon, a self-winding Unico manufacture Flyback Chronograph with 300 constituents, an immense 48 mm suit, all the car-mechanics uncovered on the dial area, blue-blooded alligator buckle, a skeleton dial, a dominance substitute of 72 hours, an publication of 100 and a price in the boundaries of 32,000. The promotional blurb claimed that its consideration of this agenda item most like Mourinho himself: The watch is provoking the robust exterior secretes the genius below. It was both startling and terrifying at the same time.

But the most remarkable thing about the Hublot King Power was not that it was like an armored container, but that it did not continue very accurate day. When the favourite American magazine WatchTime deported exams on an earlier framework, it felt it gained between 1.6 to 4.3 seconds a era. Extra epoch: yet another thing for Mourinho to quarrel with the referee.

But accurate timekeeping has long ago ceased to be the object. And this, with deep irony, is another reason why the world watch industry endures. Once you can afford to waste even entry-level tolls for a Patek Philippe or a Hublot, your watch has begun to represent status and one-upmanship. A watch is a statement of accomplishment, and too of intent.( It is also one of the easiest ways to export money from one country to the next .) Something glittery on your wrist says something about your paying supremacy and your flavour, much as an expensive car can do; it is not always an attractive attribute. Its a deception, of course, but the fatter and more complicated and expensive the watch, the more the wearer may expect power of the universe, the still centre of a spinning wheel.

Baselworld 2017 have so far been announced itself as a fairground for the senses. Next March, the appearance will feature an expanding array of smart watches, pieces that intimate the leading brands are not prepared to accept another debacle comparable to the quartz crisis. Many companionships initially rejected the potential impact of the Apple Watch and same designs that act as a synced companion to the mobile phone, but “theyve been” forced to reconsider; when Apple inaugurated offering a watch in a gold client for several thousand pounds more than high standards framework, and Herms began constituting 1,550 straps for it, the luxury marketplace began to feel a bit uneasy.

So Breitling will be offering its Exospace B5 5, allowed to be chronograph to engage with any smartphone. And TAG Heuer will have its Connected Smart Watch, promising audio streaming over WiFi and all manner of fitness tracking. It claims it differentiates a completely new period “the worlds” first wrist-worn computer.

But the watch has always been a computer; certain differences now is what it calculates. A dial that once inscribed out our lives in hours and instants, its accuracy is dependant on our capacity to prepare it in motion and breeze it, may now keep working connected with the rest of the earth, via GPS and overnight wireless accusing. Yet the remarkable event is not the rise of verse and emails on the wrists that was always going to come at some moment but how robust the conventional and mechanical wristwatch has proven itself alongside the new technologies. Alongside the absurd complications of the fattest new timepiece enters something we are evidently keen to hang on to a impression that charm and elaboration are ends in themselves, and that the workbench of the skilled technologist is still hero-worship more than the production line. A beautiful clicking timepiece renders us something back moving us, perhaps, to an imagined meter when time was still our friend.

Timekeepers: How the World Became Preoccupied With Time, by Simon Garfield, issued by Canongate at 16.99. To prescribe a transcript for 13.93, go to or call 0330 333 6846.

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