How advertising shaped watch demographics

If you’ve peeked at modern watch culture in the last few years, chances are you’ve felt Brynn Wallner’s impact—whether you realized it or not. She’s the founder of Dimepiece, the platform that reframed watches through a lens that’s stylish, pop-cultural, and—crucially—women-forward. In our conversation for The Materialist, Brynn unspooled the origin story of Dimepiece, the pandemic moment that sparked it, and why a Cartier on a wrist can carry just as much meaning as a family heirloom or a diploma on the wall.

Who Brynn Is—and Why She’s Interesting

Brynn came to watches through words. While working on editorial projects at Sotheby’s, she found herself immersed in the mythology of the “greats”—Patek, Audemars Piguet, Rolex—and the pop-cultural stories that made models like the Paul Newman Daytona household names. One problem: in all that coverage, women barely appeared.

When the pandemic cost her job, it gave her time. She went to Florida with family, turned 30, and realized she had never once aspired to own a watch. That realization became Dimepiece: first an Instagram moodboard of women (past and present) wearing watches; quickly, a movement. From Princess Diana in a Tank to Rihanna in a Nautilus, Brynn used recognizability to create an accessible on-ramp for new collectors who didn’t speak reference numbers.

She blends pop culture fluency with archival curiosity—and she isn’t precious about it. Brynn is the rare voice who can decode a movement, then ask how it looks with your bracelets. She writes for mainstream fashion titles, sits with Swiss brand heads in Geneva, helps private clients source vintage, and now designs: her recent Timex Intrepid “baby diver” collaboration (co-created with dealer Alan Bedwell/Foundwell) scaled a ’95 design down to 36mm with crisp, wearable styling—and promptly sold out.

What Dimepiece Changed

1) It widened the picture.Dimepiece popularized a simple idea: if you can see women wearing watches—stylishly, contextually—you can picture yourself wearing one too. Instead of “for her” remixes in pink or diamond-festooned minis, Brynn advocated for intention in design: what would a modern woman actually want to wear every day?

2) It normalized self-purchasing.In her DMs and interviews, Brynn saw a structural shift: women buying watches to mark promotions, launches, moves, and milestones. The watch as self-made heirloom—not just a gift received—has real cultural weight.

3) It reframed how watches are worn.Bracelet stacks next to cases. A Tank with denim. A small diver to the beach. Dimepiece treated watches as part of an outfit, not museum pieces under glass. That styling voice mattered—and brands noticed.

4) It nudged brands toward better product.Cartier’s reemergence of the Baignoire on a bangle—explicitly “meant to be stacked”—was designed with women in mind from the start. The secondary-market frenzy that followed proved the point, and other houses (Omega, Hermès) have put real R&D behind smaller mechanical movements rather than reflexive “shrink it and sparkle it.”

The Topics We Covered (and Why They Matter)

Pandemic acceleration & the waitlist era.From 2020 onward, watches surged alongside art and other “passion investments.” Supply couldn’t (or wouldn’t) match demand; waitlists ballooned; secondary prices spiked. More people paid attention—some for love, many for speculation—and the culture broadened beyond the old forums and trade catalogs.

Quartz vs. mechanical, minus the snobbery.Brynn can break down the quartz revolution without turning it into a purity test. The point isn’t to dismiss quartz (or Swatch or Timex); it’s to understand why a movement matters to you—accuracy, romance, serviceability, sustainability, story—and buy accordingly.

Styling and agency.Stigma around scratching cases or mixing bracelets is giving way to a wear-your-watch life. That’s not carelessness; it’s use. Patina, in this view, is biography.

Heirlooms and meaning.Brynn’s father passed her his 1980s Datejust—an act that subtly rewrote a familiar script (father-to-son). We talked about the way objects carry memory across decades: the watch you buy now can be the most durable thing your family keeps.

Buying smarter (and calmer).We got into the collector jargon that can intimidate newcomers—“birth-year watch,” “box and papers”—and landed here: work with trusted sources, focus on quality and condition, and don’t let cardboard + ephemera overshadow the watch itself.

From spotting to making.Brynn’s Timex project is meaningful not just because it sold out, but because it models a path: research the archives, find an idea with cultural resonance (JFK Jr.’s 1990s Intrepid), scale and style it for today, price it accessibly, and bring new collectors into the fold.

Why Brynn’s Cultural Impact Endures

* She made the watch world bigger without dumbing it down. The scholarship is there, but so are Bella Hadid, Spice Girls, and Getty rabbit holes. That blend is the future.

* She centered women as protagonists, not props. Not just as recipients of gifts—but as researchers, writers, buyers, curators, and designers.

* She bridged media, retail, and product. The same instincts that power a clever Instagram caption can guide a collaboration that sells out and lives on wrists.

* She changed how “serious” looks. You can be meticulous about a caliber and still care how it sits with your Carolina Bucci.

Where to Start (If You’re Watch-Curious)

* Try on everything—from a small steel Cartier Tank Française to a 36mm diver—and notice what you reach for a week later.

* Wear it with your life: stack your bracelets, take the beach walk, accept the scratches.

* If you’re hunting vintage, prioritize condition and trust over buzzwords.

* Mark a milestone for yourself; that’s how heirlooms begin.

Explore Brynn’s Universe

* Instagram: @dimepiece.co

* Features & Interviews: Dimepiece.co

* Timex Collaboration: The Intrepid “baby diver” reissue (now sold out—watch the secondary market)

If you want to go way down the rabbit hole…

* Read Marc’s dissertation on the The Renaissance of the Swiss Watch Industry.

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