Worn & Wound – a Place to Discover Watches and Experience Enthusiasm

Change is a difficult topic. It makes us uncomfortable. We grow used to a thing as it is and can resent it for becoming something new. It’s natural and understandable. But, for the subject, change is often growth. It’s maturation, evolution. It’s a process that happens with age and experience. Fighting it can lead to stagnation, or worse, dissolution. As the co-founder and co-owner of Worn & Wound, I’ve regularly faced along with my partners and the team, points of inflection where we had to confront what it is that we are doing, what does it mean, what the best road forward is for us, and the wonderful audience we’ve cultivated over the years.

When Worn & Wound kicked off in 2011, the mission was clear, but it was also simple and built, partially on a lack of experience and expectation. We wanted to cover the watches we were interested in because we didn’t think anyone else was doing them justice. Those watches were very affordable, as we were young professionals with modest funds to spend on this hobby. We knew very little about the industry, the brands, and the culture. Luckily, we found a niche that worked for us at the time, drawing in an audience of like-minded individuals that supported and encouraged us to continue.

Some of the first watches ever reviewed on Worn & Wound along with our recent 10th Anniversary Limited Edition celebrating them

Over the years since, we’ve learned a lot. Not just about watches and the industry, but about running a business, and what it takes to stay relevant. The company has changed as it has grown, incorporating new voices and ideas into its fabric. Our interests have expanded. The watches we covered when we first started still draw our attention and adoration, but so does a much broader spectrum of the industry. What ties it all together are our intentions and passion. A great release from a “micro brand” can get us just as excited as some wild new complication from a high-end independent or a simply beautiful expression of design from a luxury house. Our interests are no longer restricted by the idea of what we can buy, and rather have opened up to what we find fascinating.


With this shift, we’ve come across the challenge of how to best communicate our philosophy with you, our readers, as well as internally and with brands. A singular statement that connects the pillars of our company: editorial, retail, and events. Through some branding exercises and soul searching, we have narrowed in on a simple combination of words that we find sums it all up. Two words that belong together, acting as a North Star for new content and initiatives, always connecting us back to our roots.

Experience Enthusiasm™

Every article we write, every podcast we record, every video we shoot, every product we add to the shop, every limited edition we design, every event we throw – everything we do. It’s all about experiencing and sharing our enthusiasm for watches, horology, watch culture, and other things we’re passionate about from cars to EDC to fashion. It always has been. We have and always will maintain a tone that is approachable, open, positive, and honest because we think that everyone should experience enthusiasm.

The Zodiac Super Sea Wolf LE combined many of our interests from watches to EDC to sneakers and outdoors gear

As we move forward, long-time readers will likely see content they didn’t expect from us. Coverage of brands and watches that didn’t fit into the too-strict mold from the early days. The recent Watches and Wonders event coverage is a good example of this. From the halls of the Palexpo to the winding streets of Geneva, we found ourselves covering watches with eye-watering price tags, but incredible watchmaking, unique stories, created by people with genuine enthusiasm. An enthusiasm that stirred us to excitement, sometimes to our own surprise, which we wanted to communicate through articles, videos, and podcasts.

This philosophy isn’t limited to the type of brands we cover but also the style of the content we create. In the past, we’ve been blamed for being too positive. Being negative and controversial can get clicks, but it’s not us. It’s not enthusiasm. It’s a trick. Constructive criticism is more valuable to the brands and to people who are genuinely interested than insults or arrogant dismissals. Collecting watches and being part of the watch community should always bring us and you joy. If it doesn’t, something is wrong. So, we’re going to keep Worn & Wound positive and, naturally, enthusiastic.

The Enthusiasm for watches at our Windup Watch Fair series is infectious

Now, don’t worry. This isn’t a sea change. We aren’t turning our backs on the watches and brands we’ve covered from the beginning. Rather we are expanding the breadth of our coverage to follow the growing passion and enthusiasm of our team and our readers. So, stick with us, we think you’re really going to enjoy what we have in store for the rest of 2022 as well as the years beyond.

Worn & Wound – a place to discover watches and Experience Enthusiasm™

Windup Watch Shop
Windup Watch Fair

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Zach is the Co-Founder and Executive Editor of Worn & Wound. Before diving headfirst into the world of watches, he spent his days as a product and graphic designer. Zach views watches as the perfect synergy of 2D and 3D design: the place where form, function, fashion and mechanical wonderment come together.
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