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It takes a certain degree of familiarity with what happens on a daily basis in the watch lover world on (mostly) Instagram to understand the various levels of humor found in the remarkably on-point satirical Instagram account "." On the surface, you have a pretty darn funny place that ironically combines Amish lifestyle with luxury timepieces, as well as a deeper element of social commentary on the arguably absurd and socially irresponsible environment that now exists in many luxury watch social media channel accounts.

The "Watch Amish" name is first and foremost a humorous retort to "Watch Anish, " a luxury watch lifestyle and fashion channel on Instagram started by Mr. Anish Bhatt as a way of combining his clever visual talents and appreciation of timepieces. Despite rather legitimate questions that have been raised about follower and engagement authenticity, Bhatt's skilled sense of putting together a theme has nevertheless inspired many would-be social media fame-followers to replicate the type of luxury lifestyle sharing (mostly about watches, cars, and fashion) that Watch Anish has become known for. Over the last couple of years, people from all around the world have flocked to immediate and visually-oriented social media platforms such as Instagram as a way of attempting to enter the luxury world. A basic, but perhaps not easy to answer question is, why?

It's been interesting to see the social media landscape rapidly develop (devolve) over the last few years, as more and more collectors, retailers, and brand people (as well as everyone who wants people to believe they fit into one the aforementioned categories) use social media to create imagery that they hope illustrates the type of lifestyle they want to portray - whether or not it is authentic. The result is that many people who once used social media channels as a legitimate way of connecting with other collectors and commenting on what other people were doing, wearing, and seeing have since abandoned Instagram and competing social media platforms. One colleague referred to the watch community on Instagram as a "shit show, " and another said a bit more eloquently remarking that, "it's basically a bunch of douchebag posers trying to make other people think they are rich."