The Unlikely Watch Guru Shaping Timepiece Trends
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Yoni Ben-Yehuda, the mind behind Material Good’s business development in New York City, finds himself immersed in the world of watches, studying wrists of all shapes and sizes. Yet, none command as much attention as John Mayer’s.
John Mayer has unintentionally become a big deal in the watch world. He gets texts and emails from all kinds of people – famous and not – asking about the watches he’s wearing in pictures. According to Ben-Yehuda, Mayer’s impact is massive. He’s not just a stylish rockstar; he’s a true watch nerd.
Whether it’s an IWC ‘Big Pilot’ or an obscure Audemars Piguet Tourbillon, Mayer finds beauty in the diversity of the watch world.
Mayer’s influence isn’t just about making watches cool; it’s about making them more valuable.
Last year, when he praised a gold Rolex Daytona with green dial in a Hodinkee video, its price shot up from less than retail to almost $50,000.
Smart dealers have started stocking up on watches Mayer might like, knowing they’ll be worth more later. John Mayer posed in a GQ shoot last year wearing a steel Audemars Piguet Royal Oak Perpetual Calendar. Now, dealers have stockpiled around 20 Royal Oaks from the ‘80s, all in the name of John Mayer.
Mayer’s first Hodinkee video had him talking about his COMEX-stamped Rolex like a starry-eyed teenager. “Wearing this watch to dinner makes it virtually invisible to others unless they recognize its significance,” said Mayer. “Such watches are my personal favorites.”
What’s special about Mayer is that he keeps it real. In a world where celebs often become ambassadors for big brands, Mayer stays true to his love for watches. He doesn’t represent a company; he represents himself. This makes his influence more authentic, like getting advice from a friend, not an ad.
Mayer has made vintage watches a big deal. He has become a trendsetter. He has proven himself knowledgeable with impeccable taste.
However, as Ben-Yehuda notes, this comes with its challenges. “I bet that’s kind of a hard position to be in as a collector,” he says. “Every watch has to be fire. But I guess from his point of view, if he wears it, then it’s fire.”
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