Some will skim this page or read the postings on watch discussion forums and ask why any of this matters. Indeed, in the larger scheme of things, most voters will be more interested in Senator Obama’s positions matters such as taxes, international relations, national security, and individual rights, and less interested in his selection of this watch, some 15 years ago. By the same token, watch enthusiasts may question whether Senator Obama’s selection of a TAG-Heuer really means much, for the TAG-Heuer brand or for watch collecting, in general. In short, maybe the fact that Barack Obama selected this watch and wore it for so many years is just not that important?
But returning to the language and habits of watch collectors, Barack Obama’s TAG-Heuer is an important watch. Obama’s TAG-Heuer may not be as important as the Rolex that Marilyn Monroe had engraved for President Kennedy. It may not even be as important as the Timex that President George W. Bush seems to have lost, while working a crowd in Albania. Still, this watch is important, as the watch that a young man selected ,as he embarked on his career or when he was married, and seems to have worn regularly every day for the next 15 or so years. In the imagery that the watch brands seek to create, here we have a man of action, an adventurer, a sportsman, wearing a watch that suits his personal style so well.
Is Obama’s selection of this TAG-Heuer as important as matters of world peace and the wellbeing of our nation? Absolutely not. Still, as a Heuer collector, I am happy that he chose this one, and not a Rolex, an Omega or a Timex.