In Conversation With Ashok Soman on Shaping WOW’s Next Chapter

Ashok Soman, editor-in-chief of WOW (World of Watches) Singapore
(Image courtesy of Ruckdee Chotjinda)

As WOW (World of Watches) embarks on an exciting journey into 2025, it reaffirms its legacy of horological storytelling while charting bold new paths to captivate the modern watch enthusiast. The potential launch of its standalone digital platform, watchwow.com, deepens its connection to a growing audience across Southeast Asia and beyond. With a distinguished history of combining in-depth analysis, compelling narratives, and a passion for timeless craftsmanship, WOW evolves while staying true to its mission.

From celebrating the art of classic watchmaking to championing bold innovations, WOW is poised to engage seasoned collectors and emerging enthusiasts alike, weaving together the past, present, and future of fine timepieces. As it navigates the dynamic landscape of the watch industry — spotlighting regional trends, leading events like Watches & Wonders, Geneva Watch Days, and Dubai Watch Week — WOW remains an indispensable guide for its audience. Ashok Soman — the editor-in-chief and visionary at its helm — shares insights on what lies ahead for WOW in 2025 and his predictions for the industry at large.

What defines this new era of WOW as a publication, and what can audiences expect from the 2025 editions? 

Expect the best of course! Seriously though, WOW is deeply connected with its own past so it is all really one story, just with new chapters. Our mission in 2001 was to provide practical information about watches while weaving compelling stories about the same for an audience that wanted more depth than fashion, lifestyle, and design magazines could manage. This has not changed. In fact, with the “anything goes free-for-all” internet rules of engagement, there is a role for responsible actors to set the record straight. For example, we might do regular stories about pundits on the internet who are wrong!

How do the six issues planned for WOW 2025 tie into a cohesive narrative?  

Well, it is really important to note that six is just a number — we have our regular four quarterly issues and two special editions that are annuals. WOW is definitely not going bi-monthly, in other words. For example, WOW Legacy remains dedicated to more classic and dressy watches from watchmakers with a grand tradition. This will remain relevant since we think watchmakers will only lean more heavily into the sporty aesthetic because this is what most buyers want, globally. That means our normal quarterly issues will ply these routes, leaving our Legacy issue to explore the paths less taken. As for the sixth issue, WOW Vision will chart its own course but I’m sure we can discuss specifics on that since this is something totally new for 2025.

Ashok Soman, editor-in-chief of WOW (World of Watches) Singapore
(Image courtesy of IWC Schaffhausen)

The 6th issue of WOW will be dubbed “WOW Vision”. How does “WOW Vision” aim to attract and resonate with a younger demographic?

It is frustratingly true that serious watchmakers believe that watches should come in all shapes — as long as those shapes are round. If nothing else, the Apple watch demonstrates that there is nothing superior about being round. Not for nothing, the seminal designs of Gerald Genta for Patek Philippe and Audemars Piguet show that collectors are not shy about different shapes and styles. Our vision for WOW Vision is to give form watches their own space to shine, just as we do with dress watches in Legacy.

How is “WOW Vision” addressing the shifting interests and values of younger audiences, such as sustainability, AI and digital innovation?

There is an interesting study by Watchfinder & Co. that reveals that a new generation of watch enthusiasts are keen on the more interesting designs of the past. This is the same audience that makes Cartier such a powerful force in watchmaking, to cite just the most prominent example. On the flipside, the same study also showed that independent watchmakers are much sought-after by all generations — such watchmakers are often pretty bold in their design sensibilities. Combined with our own insights into what watch buyers want, the facts brought to light by the study gave us a big confidence boost in launching WOW Vision at this time!

How do you see the preferences of younger watch collectors — particularly with accessible and smart watches — influencing the future direction of WOW as a publication?

Well, I have never been shy in saying that smartwatches are not watches — they are wearable computers. The companies that make them do not call themselves watchmakers and they are not sold as timekeepers. There is a strong crossover between the smartwatch and the tool watch, and we hope that traditional watchmaking can show tech firms how to make nigh indestructible products truly collectible, like the peerless G-Shock for example.

Ashok Soman, editor-in-chief of WOW (World of Watches) Singapore
(Image courtesy of Ruckdee Chotjinda)

What future plans or innovations can readers look forward to in WOW’s upcoming editorial approach?  

The most obvious thing is the WOW website, watchwow.com, which has been a long time coming! As you know, WOW and LUXUO are partners, and the results have been great for us both. Readers who may never have heard of, nor have access to, WOW will have read our stories. This gives our content much-needed exposure and lets readers in markets beyond Singapore discover our voice. I think we can say mission accomplished on that front, and we hope to continue. On the other hand, WOW itself — that is to say the brand — needs its own platform. Think of it this way: You may know the YouTuber Johnny Harris from his eponymous channel on the video-sharing platform. Arguably, this is how he got famous because he literally earned his views here. He also has a website, which functions as a container of sorts for his content. That is one way in which the relationship between WOW and LUXUO can continue, but certainly not the only way.

How do the regional editions of WOW collaborate, and what strengths do they bring to each other? 

One interesting thing to note here is that WOW — or more precisely World of Watches Malaysia — will be leading the way with watchwow.com. In this way, WOW Singapore will get to watch and learn from the experience of the Malaysia edition in developing and starting this solo adventure. Of course, the different editions of WOW can also meet more comfortably on watchwow.com, where we need not worry about being too watch-heavy because nobody visiting the website will be interested in anything other than watches!

What are the challenges and opportunities in maintaining a regional network for a specialist publication like WOW?  

It is more like an international network to be honest, which emerges from our regional network of editors and writers. For example, we are individually connected with local markets but all editions are somehow connected with Singapore. By the same token, we are all connected with Geneva; our various connections help us to better understand the industry and give us a shot at handling watches and gaining access to stories that would be otherwise impossible. Our in-depth look at the Rolex 1908 was only possible because our contributor in Paris had access to the watch, to cite just one example. It is the same watch everywhere in the world but not every market has access to it. The Patek Philippe Cubitus is yet another example, covered here on LUXUO first, thanks to the partnership we discussed earlier.

Ashok Soman, editor-in-chief of WOW (World of Watches) Singapore
(Image courtesy of Ruckdee Chotjinda)

What role does the digital platform play in complementing WOW’s print editions, especially for Singaporean audiences?  

The answer to this, which we will see more of in 2025, is not really the website but social media. Singapore is obviously small but it packs quite a big horological punch, being consistently in the top 10 export markets for Swiss watchmakers. The short of it is this: what watches are worn here, and make an appearance on social media, rival and even eclipse what shows up in other major metropolitan cities. Social media gives us the chance to be relevant in an outsized way, and potentially very quickly. 

Heart Media goes by a motto of “elevating desire”. Southeast Asia has unique preferences when it comes to luxury watches. How does WOW cater to these nuances? 

There are certainly nuances and our long-running series of panel discussions between the different editors addresses these. One of our most popular reads, this is the best place to see how the different editions view issues related to watch collecting as well as local preferences, as you noted, and the relevance of overall trends. We were amongst the first groups of editors to address watches as a potential alternative investment class and the rising tide of dive watches and sports models with integrated bracelets. I’m always surprised to discover how many people read this rather lengthy piece — maybe one day it will actually make it to YouTube (or something).

You have been vocal about your opinion of trendspotting. Could you clue us in on what capacity you find value in engaging with trends, particularly in this region?  

Do you know what’s not trending? Chasing status. Humans are obsessed with status, and watches are often symbols of this. Whatever generation you come from and wherever you find yourself, status is likely to be of some importance and thus watches too. A very popular watch might not be rare, but being able to actually buy it is the challenge. I suppose you could say this is a relatively recent phenomenon, but brands do make limited editions that might only be available to a handful of people. Being one of the select few is worth a price above rubies.

Ashok Soman, editor-in-chief of WOW (World of Watches) Singapore
(Image courtesy of Ruckdee Chotjinda)

With so many events like Geneva Watch Days, Dubai Watch Week, and Watches & Wonders, how do you decide on events to prioritise particularly when it comes to coverage? 

There’s no question that Watches and Wonders Geneva (WWG) is a must. Not only is it the biggest fair of its kind, but it is also early enough in the year that we can use it to reliably plan the rest of the year. Even as 2024 comes to a close, we are still running stories that we developed there. That was in April, and I’m already looking forward to it in 2025. WWG is not really a consumer event though and there are very few days that are open to the public. If our readers wanted to experience something like this, I would actually recommend Geneva Watch Days, which is much more like a festival or country fair. In Singapore, I join many of my peers in hoping that we can have something like IAMWATCH and SpringSprang regularly, perhaps as one true watch fair for the region. It is not often that people who love watches can gather and exchange views, while also engaging with actual watchmakers who can steer us in the right direction and gently correct any errors in our thinking.

Let’s discuss 2024’s reshuffle of CEOs and leadership changes that have made headlines in the luxury watch industry. How do you think these shifts will impact brand direction and the industry as a whole?

Looking at the overall story of watchmaking, there is great value in consistency. Watches are not ephemeral products, after all, and often survive for more than one generation. Considering this, brands should always take the long view. Coming at it from a different angle, whatever the industry does is interesting to folks like me and you, but if you buy a TAG Heuer, for example, it is unlikely that you care about who has the top job there. Let’s look outside watchmaking: does a BYD car feel more exciting if you like the CEO? You might say that there is a counterpoint there with Tesla but Elon Musk is an exception.

On the other hand, of course, collectors care about succession for Roger Smith and Kari Voutilainen, but these are watchmakers not brands. A Vianney Halter Trio made without the watchmaker Vianney Halter sounds like a travesty, but it does not have to be. The short of it is that succession is a matter of greatest consequence for independent brands that have yet to step out of the shadow of a living master-watchmaker.

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