If you had the chance to take a tour on this website you might have noticed a section with links to a list of influencers of choice for matters related with horology. They are nowadays unavoidable to learn about watches, trends, advice and mistakes, "lists" of just about everything, from price to features, and watch reviews.
The user preferred format varies from blogs that have grown into independent media outlets, like ablogtowatch and hodinkee, that might also sell watches and accessories, and YouTube channels that are adding subscribers on a daily basis. Users seem to reward quality (image, sound, content) but mostly the channel owner communication skills and horological relevance and insights.
These YouTube channels have different approaches to content, however it is common to find the same watches featuring in reviews, the same choices in “top” lists, links from one channel to another and joint reviews. This is to show you that despite having their own ideas and unique voices, YouTubers get inspiration in fellow broadcasters and this creates the trends that feed the market.
If this is true for the mainstream choices, such as the baselworld releases, it gets clearer with microbrands that require finding and trying the watches. Large channels like The Urban Gentry (+200k subscribers) can result in the drain of the entire stock of microbrands like Lorier in a few weeks with a simple referral. If the watches get picked from half a dozen blogs/channels it’s expected they become as popular as they do.
The advice here is that you search before buying any watch, to understand the different approaches and opinions. If it’s consensual is probably worth taking a look at.
These are the channels I follow.
A Blog to Watch
Armand The Watch Guy
Watchfinder & Co.
Just One More Watch
Bark and Jack
The Time Teller