patrick_y[PuristSPro Moderator]
33677
We do disclose it...
In each article if a watch was loaned to us, we disclose it. If it's a moderator's personal watch, the moderator can choose to disclose it or not. But if it's a supplied watch from the brand, our moderators disclose that. Also, our moderators agree not to accept gifts (we have to report to our moderator group of any gift received that has a value of over $200) from brands. We also disclose if a brand has flown a moderator over to their factory for their factory tour. For the past ten plus years, we've had the highest transparency standards of any watch review website in the world. And that's to show that our moderators are not biased towards their brands due to expensive gifts nor recipients of free travel. In fact, I feel we are accepting so little of these "gifts" that it's hurting us... Because we generally haven't accepted any factory tour with a flight, a lot of these PR Companies are not working with us, since we're often saying NO to their events. There are some brands with lavish events, where if you look at the itinerary, less than 20% of the 8 hour day is spent talking about watches, and the remaining 80% of the day is "free time" and at night, it's party-party-party, plus the PR company will sometimes fly you over, usually business class or First Class and comp your hotel room and meals... Our moderators simply don't accept. But other journalists do; and some journalists do mention that the trip was paid for by the brand's PR department and some journalists don't mention it. And perhaps we should accept more often - as it's hurting us for not accepting, since when you don't accept too often, they will likely stop inviting us. But let's say this... Let's say Zenith, which is a very cool brand, but not a popular brand on WPS, invites us to their factory; would someone from our moderator team go? Hard to say. First the schedule has to work - all of our moderators are volunteers with other primary jobs. Secondly, would the article appeal to a large percentage of our readers? And third, considering Zenith invites us and flies us there - is there a better way to do this? Maybe we should just fly ourselves over?
For me, I flew to Dubai Watch Week this year and last year on my own dime. Last year, I flew to Dubai in COACH! That's a super long flight from California; two stops too! Stayed in an awful hotel too! It was painful. I was showing the other journalists photos of my hotel room's bathroom - the other journalists really felt bad for me. But, I did this because I was curious about Dubai Watch Week. And now, when I say Dubai Watch Week is worth your time to go, I can say that with full credibility! Dubai Watch Week and their organizers totally didn't buy my opinion, I flew there myself.
I also flew to Vienna to visit Dalibor Farny (he picked me up in Vienna) and we drove together in Farny's car to visit his clock factory in Czech Republic. I toured his factory for a few days, staying in a countryside hotel. After we finished, he dropped me off back in Vienna. I flew to Vienna at my own cost. I stayed in the hotel at my own cost. And I was happy to do it, because I thought his product was a really cool product that I wanted our members to know about. And it's too bad that these articles don't get a lot of views since clocks aren't as popular as watches. BUT! WatchProSite has always been a trendsetting website. WE've identified cool trends before anyone else. WPS was the first website to support the AHCI and various independents. And several of our members have bought a piece.
This year, I flew to Switzerland on my own dime (again in COACH) to tour Bulgari. As a client at Bulgari, I probably wouldn't have felt too bad if they paid for my flight, but as a moderator, we want to operate in a manner above reproach. As a client, I felt really entitled to be as harsh towards Bulgari as I could. But honestly, I was really impressed with the factory. Very reliably made products. And made with no shortcuts. And with the best investment in technology and top quality machines and techniques. That's the beauty of a big brand, they're willing to make the long-term investments.
I also flew to Switzerland twice to meet with Miki Eleta - just incredible work. The brand didn't fly me over, but Mr. Eleta and his wife did meet me at the airport and paid for my train ticket to town. This is typically small enough that we don't mention ground transportation in our reviews. When I met Vincent Deprez in Geneva, I didn't have a rental car, so I even had to take the bus to visit his workshop. It's not unusual for a journalist to request a watchmaker to send a colleague or an assistant to pick him up. But Deprez is truly a one man show, he doesn't even have an assistant. So I didn't ask if he could come to pick me up. At WPS, we do this truly because we want to help small independents. Do any other journalists cover these tiny independents like Deprez and Eleta? Hardly any other journalists even know of these guys. Because these guys aren't going to cough up any advertising dollars to advertise in magazines. Neither of these articles generate a lot of views for WPS, so they didn't help the site a lot. And views are important. That's what gets our standing with Google and the PR agencies. When we can tell these PR agencies how many hundreds of thousands of views we have, they're impressed. They say, "please mention our products."
Overall, to my knowledge, we have some of the highest journalism standards possible. I will look at how Hodinkee discloses and I will evaluate if their standards are higher than ours or not. Hodinkee's journalism side and commerce side are separated internally. There's almost a Chinese wall between the two sides of the business. So Hodinkee's journalism side isn't affected by the commerce side very much. Although, the fact that they sell watches certainly does make them more partial.
But WPS is also a bit tougher to work with. We don't get overly romantic. We don't repeat marketing slogans. We don't perpetuate those romantic exaggerations that brands want us to suggest - an old watchmaker labors at his table for a whole year to make a watch - they want us to paint that image. We know that's not true so we don't paint that image. But other news outlets play ball the PR Agency's way...
Our moderator team's opinions cannot be influenced. All of our moderators (with the exception of my humble self) are also personally very successful people and are generally not impressed with free flights. I will say though - and most brands don't know this - my opinion can be bought with chocolate! Distract me with lots of chocolate while I'm viewing your factory and I'm sure I'll write good things about your production methods! (I'm joking of course, I need to stay away from massive amounts of chocolate, I've got expensive pants to fit into).
In the end, if WPS ever needed commercial success... We'd put up some click-bait titles. "Best Watches for Investment" and "Best collections of 3 watches at every priepoint." And fill these articles with watch companies that will advertise and sponsor WPS. But our Manager doesn't believe in that. And neither does our Moderator Team.