Every generation has its own fashion fads. Be it in clothing, automotives or other accessories, people are always bound to find something to possess a collective ‘crush’ on. And inside our generation, the current generation that’s, the one item – at the very least as far as designer watches go – that is ‘lucky’ enough to catch the fancy of so many people may be the black dice watch. In a few circles, the black dice watch is fast replacing what were traditionally considered top watches. In Sub Emotes , you mention among the classically popular brands, and you get rolling eyes: what you are talking about is so ’20th century’ is apparently the collective feel. In exactly the same forum, you mention a fresh generation watch like the black-dice watch, and suddenly, you see flickers of fascination with your audience.

So why is it which makes the black dice watch so popular, you ask.

Well, for starters, the black-dice watch is so popular because it is considered ‘fashionable.’ It is really a generational thing, and the folks who consider this ‘their generation’ also consider the black dice watch a fashion statement. Being seen wearing the black dice watch sends the message you are ‘in.’ Not knowing what the genuine black dice watch is, alternatively, sends the message that you are ‘out.’ This is the way the generational fashions cycles work. How does the black dice watch come to be considered a fashion statement, you ask. Well, the label of it is one factor. It seems to be aesthetically made with today’s fashion-conscious person at heart: a package that heralds from afar that it is truly a ‘designer watch.’ The endorsements it has received (by way of being seen worn by fashion icons of these times) also go quite a distance towards making it be considered part of what makes an individual look fashionable.

Yet the black dice watch is not just a fad. Basically, its popularity isn’t just something of empty hype. Even the pragmatic watch shopper, who cares more for practicalities in a wrist watch (instead of how ‘fashionable’ a watch is actually) will still find the black dice watch irresistible for a number of things.

For starters, the black-dice watch is fast gaining a reputation for durability. The makers of it say that it is a durable watch, alright, but many people are not more likely to take their word for it. We have been usually quite skeptical about these exact things. So someone buys the black dice watch, subconsciously fearing that it could come apart the next morning. Another morning comes, and the watch continues to be intact. The next week, the watch is still intact. Another month, the watch is still intact. Another year the watch continues to be intact, looking like new, and the person shares the experience with another one, who subsequently shares with yet another one…in order that it becomes a reputation.

So confident, in fact, will be the makers of the black-dice watch, that they are offering it with a full one year guarantee. Obviously, to provide such a guarantee, they need to be pretty sure they have a quality product.