The West, My New Fascination

As enthusiasts of watches, we have a proclivity to dive deep into culture, history and design, which lead me to my new fascination with the western lifestyle.

March 31, 2020
By: Christian Zeron

I, like the rest of you, have been quarantined for 13 days now and I’ve spent my time three ways.

First, adapting to the changing industry. With conventions like Basel and SIHH cancelled, publications like ours are being looked at to contribute to the successful launches of brands’ new releases. This is exciting.

Source: Theo & Harris

Second, buying watches. I’ve actually had the time to sit down and enjoy more watches than ever. I found a lovely 16750 in North Carolina last Monday, a rare grey Buckley on Thursday and on Friday, I called a friend and waxed poetic about our Cartier Duoplan Bec d’Aigle for over an hour.

And finally, watching westerns. So, in the same way I’ve detailed my journey and love affair with Cartier, I’m going to tell you a bit about my newfound appreciation of the west.

I’m new to this, and I know I’m late. I never “got” the appeal of the aesthetic. Maybe because I grew up in the suburbs, two dozen miles east of the nearest farm, guided on summer nights by the light pollution of lower Manhattan. Since I’ve started dressing to own taste, I’ve opted for clothing more traditional and educated than I am – charcoal flannel, university stripe OCBD’s and horse bit loafers are a uniform as comfortable as freshly pressed pajamas.

But, and maybe this is the quarantine talking, I’ve fallen in love with the western image and lifestyle.

It started with Rio Bravo. It took a familiar face like Dean Martin’s to ease me in. But something about the isolated towns, long and lonely horseback rides and worn-in ranger belts started to speak to me. In the last fifteen days, I’ve binged new and old.

I’ve fantasized over vintage sterling buckles like I do engine turned bezels; the fantastic colors of thick cardigans like I do handmade straps. Now, just like trad is different from ivy, which is “nothing” like prep, I’m sure I have an extremely muddled understanding of the west/southwest.

But it’s in my nature to explore and that has brought me to connect with new people that have been kind enough to share their culture with me, and I’ve been so rewarded. I’ve befriended a Texan that has built a leather goods business, putting his neighbors to work, sharing his love for the style he was born into with the world. And a woman in Santa Fe that has been making traditional blankets for friends and locals for 30 years. I’ve enjoyed learning what I have first hand, feeling their passion through the phone. And the bonding, especially in this time.

So now, because Instagram is stalking us all, my feed is filled with photos of big ol’ decks, mountain views, fire-pits, patterned blankets and vintage Explorers. And when I see these photos, I can’t help but to think they represent the perfect setting to take a step back, to suck the marrow from life.

This past fall, Anna and I took a retreat to a little cabin in upstate New York to develop a marketing plan for 2020 and, while it was before the culture clicked for me, I remember being so at peace. I’ve always preferred small groups and quiet scapes and, while I’m well aware Greater Poughkeepsie is a far way from Wyoming, I don’t think I’m so far off.

Where New York is a quick Marlboro red, the west seems to be a slow cigar and, while I’d never leave my post here in the east, I’m glad I’ve found the plains, even if from the comfort of my sunken chesterfield.

What I’m getting at is this: as enthusiasts of watches, specifically vintage watches, we have a proclivity to dive deep into culture, history and design. We recognize our relative ignorance and allow our interests to guide our (sometimes excessive) study. And that childish excitement is, to me, one of the most interesting and inspiring traits in our community and it should be encouraged, even if that means a few of us end up in out-of-context cardigans in the West Village.