Serious Journalism Vs Influencing Decoded With SJX Watches

In 1997, a watch journalist began developing a specialized interest in horology. Having written for all daily newspapers in Singapore and moderated an online watch forum, the writer established a personal blog in 2011 under the initials "SJX". Initially a solo project, the platform has since expanded to a professional editorial team, including an in-house photographer and several contributing writers. The website focuses on comprehensive watch journalism and industry coverage.

The founder's professional interests center on diverse horological topics, with a particular emphasis on independent watchmaking. His work encompasses technical analysis of precision timekeeping and historical research, including specialized topics such as rare historical watch commissions and technical innovations in mechanical timekeeping.

We caught up with Jx Su, to discuss watch journalism and more! There’s a thin line between serious watch journalism and content creation. The contemporary watch media landscape represents a nuanced intersection between traditional journalistic standards and modern digital content strategies. Professional watch journalism historically distinguished itself through rigorous research, technical expertise, and authoritative reporting on horological developments, industry movements, and technological innovations.

However, the digital era has fundamentally transformed media consumption. The rise of social media platforms, YouTube channels, and influencer-driven content has blurred the traditional boundaries of watch journalism. Sharing his thoughts on these blurring lines he said, “Different platforms cater to different audiences. It depends on what you’re seeking and depending on that you naturally gravitate towards that depth of content. For instance, if a topic really intrigues me, I would seek in-depth journalism, however if its a fleeting thought, I wouldn’t consume that content deeply.” 

Watch media houses are catering to different audiences through different mediums. But what is serious journalism catering to? Talking about what the future holds, he added, “Watches as a category is very niche. People on YouTube with millions of followers do not cater to serious watch collectors or enthusiasts but to an audience segment that is just observers and has a relative interest in watches. But for me, it doesn’t matter as I communicate to an audience with a similar interest in watches. Influencers play a role in increasing interest amongst audience but if you want to learn about the details then you have to go beyond influencer videos.” 

Recently, we saw a leak of the Patek Philippe Cubitus weeks before it actually launched causing mixed reactions in the industry. Was it to drive hype or deviating from responsible journalism? “The level of responsibility is the same as in any other industry. If a brand provides you with information under embargo and you accept it, you must adhere to the terms and conditions as this is basic business etiquettes”, he added. 

Moving on the conversation leaned towards mechanical innovation and watchmaking. Does your marketing strategy also have to get more innovative with time? Sharing his thoughts on this he said, “The watch market is still quite traditional and the marketing depends on the audience. For the masses, they are only looking for nice watches at a great price whereas for serious watch collectors, they want detailed explanations. Brands like Patek Philippe have a mass advertising based on generational watches however, when they present to clients they go into the details of the mechanism, movements and more. 

The conversation ended with useless innovations in the watch industry, where things that cannot be delivered do not work.