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Why do modern watches all feel… familiar? From dive watches to chronographs, heritage reissues to “new” releases that somehow look decades old, the modern watch landscape is stuck in a strange loop. Everything feels polished. Everything feels expensive. And yet everything feels the same. In this video, I explore why original watch design has slowed to a crawl, why brands keep copying the same silhouettes, and why collectors (often unknowingly) reward familiarity over risk. This isn’t a rant. It’s a look at nostalgia, safety, psychology, marketing pressure and our own role in shaping the watch industry we claim to criticise. If you’ve ever wondered: • Why so many watches look interchangeable • Why “heritage” has become a creative crutch • Why true originality feels rare, but still matters • And whether we really want innovation… or just reassurance Then this one’s for you! Be excellent to each other! 00:00 – Why Everything Looks the Same 01:47– Why Brands Stopped Taking Risks 04:20 – The Submariner Effect 06:22 – The Speedmaster Multiverse 08:13 – The Royal Oak/Nautilus Echo Chamber 09:42 – The Collector's Dilemma 11:30 – The Quiet Truth 14:04 – What The Future Needs