Watchville ⇥ techcrunch.com

Josh Constine, TechCrunch:

Watchville for iOS pulls in news stories from top watch blogs with cheeky names like Perpetuelle and Haute Time. That includes hands-on reviews, buyer’s guides, and feature posts that will titillate timekeepers, whether they consume through the app’s Reader Mode or view the original articles through Watchville’s internal browser.

Collectors can synchronize their watches to the exact time using the app’s Atomic Clock. Little bell sounds count down the last five seconds of each minute so they can listen for just when to punch in the crown. And if their timepieces show the moon phase, they can set that too.

If it all sounds wildly esoteric, that’s kind of the point. There’s a small, diehard, but very lucrative community that Watchville wants to appeal to.

I don’t anticipate this market is shrinking, either. I wonder how such a market will react to the Apple Watch, particularly the Edition model. The timelessness of luxury watches is a huge part of their appeal; constant iteration, on the other hand, is part of technology’s appeal.