Year in Review: the Best “Money No Object” Watches of 2025
I’m long on record saying the mark of a genuine enthusiast is being able to get just as excited about a $100 Timex or G-Shock as about a $100,000 Rolex or Patek. I still think there’s something to that. Still, I also recognize that summing it up so patly, though convenient, ignores a huge amount of the nuance that undeniably exists in the watch space. It also ignores some of the fundamental impacts of price, including, crucially, attainability. After all, there are very few enthusiast pursuits (or, really, pursuits of any kind) where price and pursuit can be wholly siloed, and watches are not some rare example where we can afford to be price agnostic - at least, not most of us. Still, once in a while, it can be fun to just say screw it and enjoy watches for what they can be at their most extreme. Which brings us to the topic of today’s 2025 round-up, “F**k You Money” watches. The concept of a “F**k You Money” watch can be a bit nebulous. Unlike dive watches or chronographs, say, which either are or are not what they say they are, there’s no real set definition for what qualifies as “F**k You Money,” but like Supreme Court Justice Potter Stewart and pornography, I may not be able to specifically articulate what qualifies as a F**k You Money watch, but I know it when I see it. gérald genta Geneva Minute Repeater You thought I was gonna start with some crazy Richard Mille or Jacob & Co., didn’t you? Well, this probably isn’t going to be that kind of...
Fratello
