SEIZE THE DAY
Watches aren’t just for telling the time, they help us conquer our fears, too
What would life be like if we were never afraid? There would be definite advantages With no fear of rejection you might finally write the groundbreaking novel that you’ve definitely got in you Or with no nagging concerns you could reach a state of monklike nirvana and spend the rest of your life peacefully contemplating the wonders of the universe Of course it might not work out Your book might be rubbish Or you may wander blissfully in front of a bus
We talk about fear as something to be conquered to be overcome But we don’t really know what we would do without it People selling us watches and cars have long realised that people are drawn to fear We are full of admiration for anyone who does brave things like soldiers and racing drivers and there is money to be made by the desire to be associated with anything that causes terror Otherwise we wouldn’t be so fascinated by those viral videos of people flying down the side of mountains wearing cloth wings If none of us had any fear there would be no thrill for the people doing it or the people watching
In the old days there was plenty to be afraid of from wild beasts to warring tribes But in the modern world most of us are so far removed from physical threats that we have busied ourselves inventing ever new ways to scare ourselves Climbing diving racing and flying we’ve pushed the envelope when it comes to dangerous stuff All these activities come with their own perils especially for early adopters and new watches have been designed to suit every endeavour to tell the time but also as a vital part of the daredevil’s uniform Even for the few that do truly scary things like going into battle or blasting off into space there is a specific wristwatch to serve as a trusty companion all the way
The news and advertising industries get criticised for playing on our fears to make us consume content and buy products Watch companies do not play on our fears they embrace them So when you look at your wrist you don’t just see the time you see a story of adventure of a watch that can go to extreme places and do wild things And the best part at all you don’t actually have to go out and do those dangerous things yourself but the knowledge that you could is reassuring Fear is an important part of life but sometimes just thinking about it is enough