For her 30th birthday final 12 months, Brynn Wallner knew she needed to rejoice the milestone with a watch, however she wasn’t certain which one. While doing analysis on-line, she discovered not solely an absence of inspiration, however an absence of illustration.
There have been many blogs and Reddit threads that, she stated, felt very male-dominated. “A lot of wrist shots with cuff links, whiskey and whatever dudes are into,” Ms. Wallner stated with amusing, through a video name from her dwelling in New York City. “I felt like, none of this is doing it for me.”
So in spring 2020 she began an Instagram web page referred to as Dimepiece. “Dimepiece is slang for a hot girl — she’s a 10, like a dime,” Ms. Wallner stated. “Obviously we’re previous rating ladies’s hotness numerically, however I believed it was such a cute play on the phrase ‘timepiece,’ which sounds so comically critical.”
But critical was behind her resolution. “I’m 31,” she stated. “I’ve been nurturing a career, living on my own, I have a little bit of disposable income and I’m at the place in my life where I’m ready to level up in terms of what I own and what I do.”
The web page has turn out to be a gallery of watch sightings in popular culture, present and previous. The pictures, flanked by sassy captions, embrace Nicki Minaj flashing a uncommon pink Richard Mille, Jennifer Lopez from her Diddy days with a Franck Muller Curvex on one arm and a 1979 smoky-eyed Debbie Harry sporting a Seiko. In late August it had round 14,800 followers.
Dimepiece options footage of celebrities carrying watches, together with the singer Debbie Harry, circa 1979, carrying a Seiko.Credit…Brian McLaughlin/Michael Ochs Archives, through Getty Images
The Dimepiece web site adopted just a few months later, with a give attention to informative posts together with “The Basics: Watch Parts,” “Four Iconic Watches to Know If You’re Considering Investing” and the First Dimers sequence, with Ms. Wallner interviewing “girls, gays and theys” about their first watches.
A primary watch, Ms. Wallner stated, may be any sort — simply to get the really feel of a timepiece in your wrist — like the classic Casio digital watches with metallic bracelets that she calls “the It Girl watch on a dime” as a result of they promote for round $50. “But if you really are set on a particular watch, you can save money. This can be your goal for what you want to get when you turn 30, or when you get a promotion,” she stated, “Men are taught that. A watch is a ceremonious gift; it’s been a symbol for men and I don’t think it is as much for women.”
Her followers appear to understand the recommendation. Hannah Baxter, 32, deputy magnificence editor at The Zoe Report, just lately despatched Ms. Wallner an Instagram message about shopping for her first luxurious watch, a 1979 26-millimeter Rolex Lady-Datejust President, after “months and months of searching, deliberation and budgeting.” She wrote that she “felt so prepared to navigate the process” due to all of the “killer info” on Dimepiece.
“This new wave of young female watch enthusiasts is a relatively new phenomenon,” stated Roberta Naas, a veteran horology journalist, writer and founding father of the web site A Timely Perspective. And as “watches have become more universal,” she stated, Dimepiece is an instance of a neighborhood of “women supporting each other, having fun and sharing stories.”
Ms. Wallner — who grew up in New York and, after school, spent 5 years in Los Angeles earlier than returning to the metropolis — stated 2019, the 12 months she spent engaged on editorial content material for Sotheby’s watches division, was the basis of her horological background.
She additionally credited many ladies for sharing their information and encouragement, together with Isabella Proia, an affiliate vice chairman at Phillips Watches; the Watchonista advertising and marketing specialist J.J. Owens (“She’s been collecting since she was a teenager”), Zoe Abelson of @watchgirloffduty and Cara Barrett (“Her Hodinkee piece on why “All Watches Should Be Unisex” made waves in the trade and set a optimistic, progressive tone for the remainder of us attempting to change it up”).
Ms. Wallner operates each the web site and Instagram web page herself, making a residing as a contract author, artistic guide and by portray pet portraits. As an influencer, she stated, “the paid opportunities I’ve worked on have been with luxury consignment sites like The Real Real or a watch boutique like Watches of Switzerland.”
To her, Dimepiece, which takes up the bulk of her workweek, is definitely greater than a passion, and he or she desires to construct it to the level that it turns into a trusted useful resource. “Inevitably, as the project develops, I will need to monetize, but I’m trying to be very intentional about how this is done,” she stated.
But Dimepiece has prompted some customers to ship Ms. Wallner what she describes as the “I never even cared about watches before, but now I have to get a watch” kind of messages and wrist photographs (generally from males).
“It never even crossed my mind to consider a watch as a luxury item for me to invest in for myself,” Chelsea Hale, 29, an actual property saleswoman in New York City, wrote in an e mail interview. But since she started following Dimepiece, she stated, she and her buddies have borrowed their moms’ classic watches to put on them round city.
Dimepiece posted a video of the singer Raye carrying a Bulgari Serpenti watch.Credit…JMEnternational for BRIT Awards, through Getty Images
And some followers have made vital purchases. Hadley Goodman, 22, a shopper providers assistant at Doyle public sale home, stated she stumbled throughout the Dimepiece Instagram web page proper as she was starting to turn out to be , and later obsessed, with watches. “Dimepiece helped foster my interest in watches and also helped put a watch in the priority spot on my wishlist,” she wrote in an e mail interview. “I got my watch, a Cartier Roadster, as my college graduation present.”
Ms. Wallner stated she believed ladies of her technology, who grew up flipping via the pages of Nylon and Teen Vogue, developed a style for luxurious as youngsters. “But I feel like watches haven’t been as drilled in our heads or marketed right to us,” she stated.
(For instance, she stated, Serena Williams, one among Audemars Piguet’s model ambassadors, is so extraordinary that the tennis star makes the model’s watches really feel “that much more out of reach for me.”)
Ms. Wallner stated she notably treasured the cultural historical past and tales behind watches. “It’s hard to look at a watch without seeing time and meditating on time,” she stated.
She hopes to cross down her first watch, a 25-millimeter Cartier Tank Française she purchased for $three,400 in May throughout a buying journey chronicled by Vogue. “I gravitated towards the steel. It felt very sexy, it had an edge to it,” she stated. “I still feel so special wearing it.”
Since then, Ms. Wallner, who clearly loves small watches, has purchased a two-tone 26-millimeter Rolex Lady-Datejust with a champagne dial.
Next on her want checklist is an Audemars Piguet Royal Oak with a diamond bezel and a blue mother-of-pearl dial — however “I feel like I want the right moment,” she stated. “If I would just casually buy a third watch, I don’t know if it would sit right with me.”