[Ed. – Because it looks cool.]
Though he frequently wore a Cartier Tank watch, Andy Warhol didn’t use it to keep the time. “I wear a Tank because it’s the watch to wear,” Mr. Warhol once said, according to a September 2017 article in the New York Times. He would never even wind his wristwatch—it was for looks, not to look at.
Today, it seems, style-conscious men are adopting the Pop artist’s perspective, treating their increasingly redundant wristwatches more like jewelry than a tool—a move that traditionalists might instinctively want to ridicule. Judson Lee, 38, a director at an advertising agency in Fayetteville, Ark., owns three watches but almost never sets them. All of his timepieces are mechanical and therefore require winding for an accurate read, unlike quartz watches which can dependably rely on a battery. He thinks of each watch as “an object of style,” an accessory that rounds out an outfit as a bracelet would. He wasn’t always indifferent to conventional timekeeping: “Pre-iPhone I certainly set them, kept them at the correct time and date, all that jazz,” he said. These days, when he wants to check the hour of day, he simply takes out his iPhone.