Why Entry-Level Watches Could Be the New Status Symbol

A renewed interest in horology is putting wristwatches back in the spotlight, and The Watch Store is meeting the moment with a rebrand.

In the age of smartphones and quiet luxury, you’d expect wristwatches to feel obsolete. But thanks to TikTok and a renewed interest in design and storytelling, horology is having a moment. Watches have reemerged not just as accessories, but as subtle markers of identity, cultural fluency, and belonging for those in the know. “There is a rise in horology,” noted Vincent Aguilion of The Watch Store, which recently underwent a full rebrand to meet the sensibilities of a younger, more design-conscious market. “Watches are not just about telling time. Right now, we wear watches because [men and women] want an accessory.” 

Although wristwatches originated in the early 19th century, they didn’t gain widespread popularity until the early 20th, coinciding with industrial mass production. Before World War I, wristwatches were primarily worn by women as decorative bracelet timepieces, while men favored pocket watches. But after the war, many soldiers returned home with a newfound appreciation for the practicality of wristwatches in combat, transforming them into a masculine civilian staple according to horologists.

In the 21st century, watches live at the intersection of tradition and technology. Smartwatches now function as digital companions, tracking health, receiving notifications, and integrating seamlessly into daily life. Still, mechanical watches continue to thrive, cherished not for convenience but for their craftsmanship, heritage, and tactile permanence. While auction houses and luxury boutiques remain temples for collectors, the fandom is no longer exclusive to the ultra-rich, with influencers like Hong Kong-born Austen Chu and the Philippines’ Pareng Hayb making the conversation free for all. 

“We cater to the mid-market,” Aguilion explained. “A mix of Swiss and fashion brands…very aspirational pieces.” This accessible tier is where The Watch Store Philippines has quietly flourished, bridging the gap between high fashion and heritage horology, stocking brands such as Tissot, Frederique Constant, Seiko, Calvin Klein, and Tommy Hilfiger. 

Originally a family-run distribution business founded by the Jacinto family, the company began exploring retail at the turn of the millennium. Over the past 25 years, it has grown to include over nine stores nationwide, including its premier destination, Tempus Boutique, which exclusively offers Swiss brands at seven locations.

Now, a quarter-century since its inception, the company is rebranding its entire philosophy around watch retail, shifting from transactional to experiential, and offering customers a more personalized, hands-on experience. “We’re changing the logo… and then we’re going to have a 360 execution,” Aguilion shared. “From our socials, our websites, our e-commerce platform, and then from our offline stores, we’ll update the logos and uniforms.”

Like a pair of Converse or a Ford car, great design and innovation should be democratic and accessible for all. No matter who you are or where you’re from, we all have a limited amount of time, and every minute should count.

Learn more about The Watch Store through their website and Instagram pages.