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 The Holy Trinity 
 Brand Worship and Other Bullshit
 They're Not That Special

The Holy Trinity is Horseshit

An overused trope in the world of watches is the 'Holy Trinity', a ridiculous idea that there is a triad of watch manufacturers that form the stratosphere of watchmaking. This is obviously bullshit because not only do the three brands - Patek Philippe, Audemars Piguet, Vacheron Constantin - not share any qualities that exclude them from others, but also they suck balls.

By Bankasayu

March 10th, 2024


Obviously we're not sponsored by any of these brands.


Patek Philippe,Vacheron Constan

Ah, the Holy Trinity of watchmakers—a term often thrown around in horological circles with an air of reverence and awe. Patek Philippe, Audemars Piguet, and Vacheron Constantin—the trifecta of luxury watchmaking, the pinnacle of craftsmanship, or so they say. But let's cut through the horological haze and call it what it is: a marketing myth wrapped in an aura of exclusivity and elitism.

 The Holy Trinity 

Firstly, let's talk about the notion of a "Holy Trinity." It's a term borrowed from religious contexts, implying a level of divine perfection or sacredness. But last time I checked, we're talking about watches here, not matters of the divine. Elevating these brands to such lofty heights is not only pretentious but also completely arbitrary. Who decided that these three brands are the be-all and end-all of watchmaking? It's a subjective designation, driven more by brand prestige and historical legacy than any objective measure of quality or innovation.

Next, let's address the notion that these brands represent the epitome of craftsmanship. Sure, they produce high-quality timepieces with intricate movements and exquisite detailing, but so do many other watchmakers—both within and outside the so-called Holy Trinity. To suggest that Patek Philippe, Audemars Piguet, and Vacheron Constantin are the only ones capable of creating exceptional watches is not just misleading, it's downright insulting to the countless artisans and craftsmen working tirelessly in smaller, independent ateliers around the world.

Then there's the issue of exclusivity. The Holy Trinity brands have cultivated an aura of exclusivity around their products, with limited production runs, astronomical price tags, and carefully curated marketing campaigns designed to appeal to a select few. But let's be real here: exclusivity does not equal superiority. Just because something is rare or expensive doesn't automatically make it better. In fact, the obsession with exclusivity often serves to alienate and exclude those who are not part of the elite club of collectors and aficionados.

 Brand Worship and Other Bullshit

And let's not forget the role of brand worship and status symbolism in perpetuating the myth of the Holy Trinity. For many people, owning a Patek Philippe, Audemars Piguet, or Vacheron Constantin isn't just about telling time—it's about signaling wealth, taste, and social status. It's about belonging to a privileged echelon of society where luxury watches are not just accessories, but status symbols to be flaunted and admired.

But here's the thing: a watch is ultimately just a machine—a beautifully crafted one, perhaps, but a machine nonetheless. Its value lies not in the brand name stamped on the dial or the price tag attached to it, but in its ability to tell time accurately and reliably. And guess what? There are plenty of watches out there that can do just that without costing you an arm and a leg.

So, the next time someone waxes poetic about the Holy Trinity of watchmakers, take it with a grain of salt. Appreciate the craftsmanship and artistry that goes into making a fine timepiece, by all means, but don't get caught up in the hype and hyperbole. There's a whole world of watchmaking out there beyond the confines of the Holy Trinity, waiting to be explored and appreciated on its own merits.

Furthermore, the fixation on the Holy Trinity overlooks the rich diversity and innovation present in the broader landscape of watchmaking. While Patek Philippe, Audemars Piguet, and Vacheron Constantin may have storied histories and iconic designs, they are not the sole arbiters of what constitutes a remarkable timepiece.

Consider the countless independent watchmakers pushing the boundaries of horology with their innovative designs, avant-garde complications, and unwavering dedication to craftsmanship. Brands like MB&F, Urwerk, and Richard Mille are revolutionizing the industry with their bold and daring creations, challenging conventional notions of what a watch should be and pushing the limits of mechanical engineering.

 They're Not That Special

Then there are the heritage brands that may not have the same level of mainstream recognition as the Holy Trinity but nonetheless boast a rich heritage and a commitment to excellence. Companies like A. Lange & Söhne, Jaeger-LeCoultre, and Breguet have been producing exceptional timepieces for centuries, drawing upon centuries of tradition while embracing modern technology and innovation.

Let's not forget the emerging talents and up-and-coming brands that are making waves in the watchmaking world. From microbrands harnessing the power of crowdfunding to small-batch artisanal workshops crafting bespoke timepieces, there is a wealth of creativity and ingenuity to be found outside the confines of the established luxury conglomerates.

Ultimately, the Holy Trinity of watchmakers is just one small corner of a vast and diverse universe of horology. To fixate solely on these three brands is to overlook the myriad voices and perspectives that make the world of watches so vibrant and exciting. So, rather than blindly worshiping at the altar of the Holy Trinity, let's celebrate the richness and diversity of watchmaking as a whole, embracing innovation, creativity, and craftsmanship wherever it may be found. 


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