One of the less glamorous, but nonetheless important, activities in the watch industry relates to intellectual property (IP). AI thinks this is what it would look like if Rolex and a customizer were gladiators fighting in an arena. Largely behind the scenes, micro mechanical engineers file patents, brand founders file trademarks and attorneys file lawsuits when they believe someone has infringed on the rights of a horological IP owner. Periodically, some of this activity is covered by the popular press, particularly when there is a lawsuit. For example, Swatch Group's unsuccessful litigation against Vortic was covered by a wide range of media outlets (and Vortic themselve documented the legal clash on YouTube and in a forthcoming book . A somewhat recent watch market development relates to the customization of timepieces. Customization can take many forms, including "bust down" watches in which gemstones are added by an aftermarket jeweler. I first realized watch
The story of watches and moon exploration is arguably more well-trodden than the surface of the moon itself. A view of the moon from the IM-1 lunar lander. Photo credit Intuitive Machines. The Omega Speedmaster is the incumbent "moonwatch," a title earned after U. S. astronaut Wally Schirra wore his personal Speedy on Earth orbit in 1962. Seven years later, Speedmaster was there when humans first landed on the moon. What's interesting is that this legacy of Omega on the moon emerged through serendipity. There was no grand marketing plan or product placement strategy or KPI which choreographed the arrival of the Speedmaster on Schirra's wrist. Instead, Omega learned that the Speedmaster had been adopted by NASA astronauts in 1965 when they saw a news photo of Ed White wearing one during a spacewalk. Eventually, Omega's role in spaceflight became more intentional and formal. An Omega Speedmaster Project Alaska III. I took this photo during a Phillips auc