Helvetica, The Watch

Helvetica: it's a font, it's a movie. It's even a coffee shop in Brooklyn. Well, not really.

Now it's a watch, and a remarkably cheap one.

JomaDeals is selling the gold-plated Mondaine Helvetica for $124.99. This is certainly the cheapest Swiss watch you're going to get anywhere besides the Swatch store at the airport. And the look of it isn't half bad for a certain type of person that I am, most assuredly, not. Still.

I've written about this before, but watch prices are on the way down. The market is super-saturated. This past weekend at Mid-Ohio, a friend talked about buying a watch that was "an asset, not an expense." My response: There's no longer any such thing. Ulysse Nardin is 50% off. Pateks are 30% off. Certain Rolexes will hold value for a while, but if you think a stainless Daytona will still be worth eleven grand ten years from now, you are fucking nuts, my friend. Buy the watch you like, wear it, enjoy it.