Business practices are also changing. Over the past decade, the watchmaking world has clearly taken note of the streetwear industry. The “drop culture,” as it’s called, is the bread and butter of brands like Supreme, and we’re seeing the same tactics being applied in the world of watchmaking. Social networks have allowed the model to proliferate. Content is created around a product, then at a certain date and time the limited edition merchandise is released and sells out fast, and then it’s never made again. Limited editions in the watchmaking world are nothing new, but watch brands adopting this model to sell watches are a new phenomenon. Since the recession, this has become an industry standard. And while this may anger many potential buyers, it demonstrates an industry that grows and changes over time. Remember that HODINKEE TAG Heuer limited edition Skipererra? This is another new phenomenon. Communities (like this one) and personalities now act as filters between the community of unconditional enthusiasts and brands that are sometimes a little disconnected from the world of “watch nerds”. Eric Wind propelled the creation of the recent limited editions of the Seiko 5 Rowing Blazers. Seiko might have neglected the rally bezel without its involvement. Hell, there’s even a limited-edition Zodiac inspired by the colors of the ocean that Ariel Adams saw on a 2019 trip to the Bahamas. It’s easier than ever to make a limited edition watch. Some are fantastic, others are just another alternative to a standard production model.