This Watch, That Watch is an independent horological commentary and review channel hosted by Mike. The channel offers a fresh, pragmatically grounded alternative to standard watch content. Rather than simply focusing on case finishes, movement calibers, or technical specifications, Mike unpacks the business, positioning, value proposition, and real-world wearability of timepieces across all price points—from budget microbrands to high-end luxury icons.
With a straight-talking, analytical style and a dose of dry humour, the channel cuts through luxury marketing hype to examine why collectors connect with specific models—and why certain brand strategies succeed or fail. Mike’s focus on the business of watchmaking, consumer economics, and honest value assessment has earned the channel a loyal following of over 200,000 subscribers. Whether exploring high-horology trends at Watches & Wonders or providing guidance for entry-level enthusiasts, This Watch, That Watch balances deep industry insight with everyday practical advice.
5 Highlighted Channel Videos
1. I’ve Collected Watches for 30 Years. Here’s Where I’d Stop
- Drawing on decades of personal collecting experience, Mike breaks down the psychological trap of endless watch acquisition. He outlines the core threshold where adding more watches yields diminishing emotional returns and offers advice on building a lean, purposeful collection rather than accumulating pieces out of habit or hype. Garnering hundreds of thousands of views, this video resonated deeply with seasoned collectors and beginners alike. Viewers praised the candid, mature perspective on collection fatigue, calling it one of the most sobering and reflective guides to watch buying on YouTube.
2. Luxury Watches: Worth It? AND How to Find the Good Watches
- In this comprehensive breakdown, Mike evaluates what truly justifies luxury pricing in modern horology. He examines brand tiering, manufacturing overhead, finishing quality, and residual value, while identifying underrated watches that deliver genuine value at reasonable price points. Widely discussed across watch forums and subreddits, the video was praised for its objective, corporate-savvy analysis of luxury markup. Enthusiasts appreciated the practical buying criteria over emotional brand worship.
3. 10 More Watch Brands Rated
- Continuing his popular tier-list commentary, Mike evaluates ten prominent watchmakers based on design language, quality-to-price ratio, historical relevance, and current market trajectory. He highlights brands doing compelling work alongside those falling into repetitive design patterns. A hit with subscribers, generating extensive discussion in the comments section. While tier-ranking videos often spark debate, viewers commended Mike’s transparent criteria and even-handed critiques.
4. Big Mistakes Watch Brands Keep Making
- Mike highlights recurring strategic missteps by major heritage brands and independent manufacturers. Topics include aggressive price escalation, artificial scarcity, poorly executed reissue campaigns, and a lack of innovation in mid-tier catalogs. The video struck a chord with enthusiasts frustrated by modern watch industry trends. Commenters commended the video for giving voice to common consumer grievances in a structured, professional format.
5. Swatch x AP: People Are Missing the Bigger Picture
- Analyzing major industry collaborations and industry moves, Mike explores the broader strategic implications of high-low watch brand partnerships and what they signal for the future of luxury consumer perception. Commended for looking beyond immediate sensationalism, the essay gained traction among viewers seeking macro-level market insight over quick reaction takes.
Recent Press & Media Mentions
- RolexMagazine Editorial Coverage: This Watch, That Watch and Mike’s commentary on industry naming conventions and model rollouts were featured in an editorial by Jake Ehrlich on RolexMagazine.com, highlighting his sharp critique of modern brand marketing strategies.
- Feedspot Industry Directory: The channel is featured among top horology and timepiece review creators on Feedspot’s Watch Review Channel Directory, recognizing its distinct focus on practical ownership advice over pure technical breakdowns.