The Man Behind Archie Luxury: aBlogtoWatch Podcast Interview With Paul Pluta

The Man Behind Archie Luxury: aBlogtoWatch Podcast Interview With Paul Pluta

Paul Pluta is better known to most watch lovers on the internet as Archie Luxury. His prolific YouTube channel currently has almost 8,000 videos, and for years now, dedicated fans have enjoyed the strongly worded and uncommonly intimate vlogging style of this Australian luxury pundit. In the embedded podcast-style video interview, I invite you to listen to an hour-long chat I had with Paul Pluta himself.

I recall with relative clarity my initial reaction when learning about Archie Luxury some years ago. "Wow, I am really glad someone is doing this," is what I remember thinking. While I don't always agree with Paul in all of his opinions (or methods) I must eagerly applaud the passion and openness with which Paul channels his thoughts, desires, and reactions to the world of watches through his character Archie Luxury.

The Man Behind Archie Luxury: aBlogtoWatch Podcast Interview With Paul Pluta ABTW Interviews

The Man Behind Archie Luxury: aBlogtoWatch Podcast Interview With Paul Pluta ABTW Interviews

To most people Archie Luxury is entertainment. They enjoy hearing him rant about popular watch brands and models that we all know about, and are keen to hear if Archie approves or not. The most interesting moments in Archie's video career are when he doesn't like something. Never one to hold back from profanity or extreme polarization, Archie Luxury tells it like it is, given his particular subjective view of brand marketing, design, quality, and popularity with collectors.

The Man Behind Archie Luxury: aBlogtoWatch Podcast Interview With Paul Pluta ABTW Interviews

The Man Behind Archie Luxury: aBlogtoWatch Podcast Interview With Paul Pluta ABTW Interviews

My goal behind interviewing Paul was to help internet watch lovers who have viewed his work to better understand "the man behind the luxury." In our interview Paul jests that Paul Pluta is the character that Archie Luxury made up (when of course it is the opposite). Paul is a warm, congenial man whose friendly nature is of course sometimes the exact opposite of Archie's outspoken and sometimes abrasive take on life. Even Archie Luxury's opinion and feelings on brands (especially the negative ones) are often exaggerations or drama devices cleverly created in order to create entertainment value.

Among the less common things that Archie Luxury does in the space of social media watch enthusiast personalities is accept money from his audience members to review their own watches. At times they even send him their watches. People do this for the entertainment value of Archie speaking about their watches, as well as the knowledge that no matter what, he will be honest and not hold back.

The Man Behind Archie Luxury: aBlogtoWatch Podcast Interview With Paul Pluta ABTW Interviews

The Man Behind Archie Luxury: aBlogtoWatch Podcast Interview With Paul Pluta ABTW Interviews

Unfiltered and undiluted emotion is something that the luxury world (watches or otherwise) needs a lot more of. For that reason alone I personally celebrate the fact that the watch community is lucky to have someone like Archie Luxury - who makes being interested in watches, as well as being part of a watch enthusiast community all the more interesting and diverse.

The Man Behind Archie Luxury: aBlogtoWatch Podcast Interview With Paul Pluta ABTW Interviews

Archie's biggest success is one that he perhaps doesn't even realize. The growing world of luxury watch "opinion leaders, bloggers, sales people, consults, etc." is full of traps for unwary consumers. In other words, it is hard to get an honest opinion out there. Like what I've tried to do with aBlogtoWatch, Archie Luxury gives his unadulterated opinion and then asks his audience to make up their own mind. Archie is about sharing his thoughts, not dictating behavior to his audience. While his particular style isn't for everyone, I feel that Archie Luxury serves as a natural hedge against the forces of online personality statement disingenuity that so often plagues social media channels these days (especially in the watch space).

If you haven't already, I invite you to listen to my interview (above) of the one, the only, Archie Luxury.

  • AC3 the international célébrity 🙂

  • Mikita

    Damn, I already opened my beer and chips, plugged in the earphones only to see.. “The video is unavailable.”

    • Ariel Adams

      We apologize for that temporary technical issue. It was correctly shortly after we published the article.

  • Mikita

    Ray Wilkie and SuperStrapper must be happy – they love this guy 🙂

    • Raymond Wilkie

      I can’t believe Ariel thought him worthy enough for a feature on this blog. The guy is a fowl mouthed A hole . The last time i saw him he was screaming at me ….PANERAI IS OVER, IT’S F’!!ING OVER ! . Just because he swears a lot really doesn’t bother me ( i live in Glasgow, we use the word fuck like a coma ), it’s the quality of sound and that know all attitude that he has.

      • Mikita

        Of course he is worthy for ABTW – he is kinda popular, doesn’t matter people like him or not, most of WIS have already heard of him. I agree that he must be the most repetitive guy I’ve seen, but some of his vids aren’t bad, actually. I think the trick is that if he started doing just normal reviews – he’d have 100 times less views…

  • Ron-W

    You should have saved this one for release on March 31st.

  • Elijs Dima

    Interesting. Isn’t Archie/Paul railing against much of what aBtW embodies/does? Far as I understood, the whole Archie thing was a response to the excessive ‘buttering-up’ that watch blogs/media do to watch manufacturers. As you yourself write, “The growing world of luxury watch “opinion leaders, bloggers, sales people, consults, etc.” is full of traps for unwary consumers. In other words, it is hard to get an honest opinion out there.”

    Well, yeah, that’s aBtW too… You’ve got a ton of sponsored posts, and everything else is a) a watch industry press rewrite, b) inevitably positive/glowing review of yet another mediocre swiss industry piece, or c) a positively cast highlight of some insanely priced, insanely designed piece built for an oil sheikh…

    • Arild Skulstad

      Agree! It is all a scam bit I love it…

      • Ariel Adams

        What is all a scam?

    • Ariel Adams

      Sponsored Posts are not in my opinion buttering up to the industry – but rather a vehicle that forces the industry to communicate better with the watch audience. We have advertisers write the posts themselves and they are fully transparent. These are not messages we’d cover from an editorial perspective, and they are of products that we feel at least part of the aBlogtoWatch audience will be interested in. The majority of our audience specifically requested in a survey that aBlogtoWatch be fully funded by advertising – so along with that comes the agreement that in exchange for a free website, they view some advertising. I’m not going to defend the fact that we have bills to pay and staff to maintain.

      As for the editorial, we try to cover the best of what is out there. We leave plenty of watches out of coverage for a range of reasons. Reporting on the story a watch brand gives a model isn’t re-writing a press release, it is simply explaining how the brand positions the product. We rarely feel that the story a brand lends to a particular product is a primary reason to buy it or not. For the most part that is a function of price and aesthetics.

  • IanE

    I’ve listened to a few of his videos: apart from the rather jarring repeated use of profanities (with very little variation on a theme), the worst aspect is that he tends to make one point (e.g. that he would choose a gold Rolex over a Laurent Ferrier because of ease of resale without losing money) repeatedly (and definitely ad nauseam) throughout the 5 to 10 minutes of the video. 30 seconds can be amusing, but that is enough!

  • William & Falcon

    Requesting an interview with TGV to never happen thanks.

  • IG

    THE LEGEND!

  • Ulysses31

    I’ve never watched a single one of his videos and from what i’ve heard about him through the years, I have no desire to start.

    • john coleman

      Oh go on, see one just for a fu**ing larf!!

    • Pasquale

      You can start from here: https://youtu.be/WCzYpWI6ANs
      Thank come back to me and tell me what do you think…

      • Ulysses31

        I’ll admit, that was pretty funny.

  • Jesus Christ

    WTF

    Madness.

  • #The Deplorable Boogur T. Wang

    A good interview, because of your experiences and history Ariel. This person is a total waste of human flesh.
    Sorry to see this on ABTW.

    • Ariel Adams

      Like I said, he isn’t for everyone but I stand by the interview and the discussion we have which was specifically meant to be a chat with the person behind his work.

  • John Law

    The Wolf of Watch Street….

  • Raymond Wilkie

    I can’t believe this was an article. I can’t stand the man.

    • Archie or Paul? I agree Archie can be a bit much to take at times. But I was pleasantly surprised to hear Paul speak sanely and with true passion and knowledge about watches (no ranting in evidence). Did you listen to the whole thing Ray?

      • Raymond Wilkie

        I don’t doubt that he has a true passion for what he is doing, and in the main has a good insight into the industry, but it’s just the way he brings himself across with this charterer he has invented. His opinion is law and undebatable, and i hate being screamed at like some idiot that knows nothing. Can’t see why people follow this guy.

        • Ariel Adams

          What you are describing isn’t really who he is, and I attempted to demonstrated that in the interview. He isn’t for everyone for sure, but I found this to be salient in helping to describe and understand the larger universe of watch personalities online.

          • Raymond Wilkie

            Not being acquainted with Paul on a personal level i can only base what i think about him from how he has decided to portray himself online. I know up to a point it’s a bit of a act, but even with that said he’s not someone i don’t think i could be friends with.

  • Han Cnx

    Haha, nice article. It’s indeed refreshing to have his channel. It seems he’s not doing all that well at the moment and is not trying to hide that; the contrary in fact. I can appreciate that.

  • Marius

    People might not like Archie Luxury, but the reality is that AC3 has four big plusses.

    1. Unlike watch journalists who sugar-coat everything, and copy/paste press releases, Archie is not afraid to speak his own mind. Sure, his language is not the most elevated, but at least he doesn’t use platitudes such as “Well, this watch is not for everyone, but it doesn’t pretend to be” or “This watch uses the trusty and reliable ETA caliber.”

    2. Unlike most watch bloggers whose reviews are based on handling the watches for a few days (in some cases, a few minutes), Archie has actually owned & bought with his own money a few serious watches such as: Patek Calatrava, Patek Worldtime, Patek Annual Calendar, AP Royal Oak, JLC Reverso, Breguet Type XXI, Rolexes, etc. How many watch bloggers have actually owned such watches? Not many, I can assure you.

    3. The earlier videos of Archie are extremely informative & helpful. Granted, his latest videos suck, but after years and years of excessive love for Thai ladyboys and generic antibiotics, what do you expect? However, his earlier videos (2011-2014) are quite good. The fact that he is obsessed with buying pre-owned is a helpful information for most punters. Have you seen how much a Lange Datograph depreciates the moment you take it out of the boutique? Take a look, and then criticize Archie.

    4. Despite his general appearance, Archie`s collection is quite refined and well thought out. The Archie 5 comprised a Patek Calatrava, Patek Annual Cal., JLC Reverso, AP Royal Oak, Breguet Type XXI, and a few Rolexes. If you ask me, that’s quite a refined & balanced collection. Currently, the Pontiff owns a Patek World time, JLC Reverso, Omega Moon watch, and a Rolex. Again, that’s quite a refined ensemble.

    • Raymond Wilkie

      Refined and balanced and really boring.

      • Leaving everything else aside, why is it a boring collection?

        What would an exciting collection be?

        • Raymond Wilkie

          Ok, i concede maybe boring was the wrong word to use to describe AC3’s personal collection of watches. Would safe be a better word ?
          And yes, i am jealous.

      • Pasquale

        Classics are not boring.
        Classics are results of genius and timeless design.
        Classics have history and are results of years of evolution.
        Classics have timeless value.
        Fashion watches come out from a marketing strategy that have the goal of increase revenue at the end of the quater and are the reasons of why most of big brands completely destroyed their soul an credibility.
        Regards.

  • Allan

    Wow, shocked to see this on a site of this quality. Next.

    • Ariel Adams

      You should listen to the interview.

  • SuperStrapper

    He might have over 8000 vids, but he should have stopped at the 1000 mark because I have not found him funny or entertaining for years. In the earlier days i was pushing people to his channel because i thought i it was great. The original grand seiko hate piece (that i think he had to take down?) Was a great laugh. And he used picture 7/7 in this article to start a thread on WUS forever ago, simply saying something to the effect of “hi, im archie luxury, the foremost expert on watches in the world” and then never came back to the thread, but it went on for like 9 pages of outrage and butthurt. Quite lulzy.

    But, archie luxury is largely a one-trick pony and his schtick got tedious. I want to listen to this podcast but I’m wary of losing that hour forever.

  • Phil leavell

    Listen to AC3 a couple times he tells it like it is. Rather long-winded but funny as hell. Add to top it all off he makes money from his blogs and loves watches never pulls a punch. Blog on AC3 I’ll listen once in awhile thanks for doing the interview Adam because sometimes the truth hurts

  • Jeffrey Wong

    Love hate on AC3. He tries to appeal to the common man, but he is a bit of a “watch snob” as he has dumped hard on some brands, while at the same time he was in an online war with TGV, who comes off as more the regular guys – watch reviewer, but some guys find too fake-ish…. Some other watch reviewers don’t put themselves in front of the camera and the audience do not connect to them. I liked AC3’s reviews early on, but still watch TGV, as he works watches more in my precise range.

    • William & Falcon

      That’s funny, I’m the exact opposite. I can’t stand TGV. I do think he’s fake-ish. It may sound strange but even though he is (supposedly) playing a character, I find Archie to be much more real in a warts-and-all way. TGV may be less snobby about brands yet comes off as much more snobby generally, and with absolutely no sense of humor to boot. The whole situation is a bucket of contradictions. But I think the AC3/TGV divide illustrates how you have to cover the industry for an outfit like ABlogToWatch. I think AC3 plays more to the aspirational crowd and TGV plays more to the “I’ve got some money, which watch do I buy today?” kind of crowd.

      If ABTW put up too many articles about Vacheron, Lange, etc. (TGV) people might complain saying, “I’m a regular guy, how am I supposed to afford these?” But if ABTW put up all micro brand/kickstarter/sub $1000 stuff, there might be (AC3) people clamoring to see some more expensive, snobby stuff, even if it is not realistically obtainable. I’m way oversimplifying it, but I think that’s why it’s important that ABTW covers everything from Patek to Don Kylne.

      • Ariel Adams

        Hence why we value covering a large variety of watches on aBlogtoWatch. By default it means that we aren’t going to please everyone all the time. With that said, the range of items we cover is ideally meant to offer someone thing to a more diverse group of people.

        • Chemistman

          Must say I enjoy ABTW these days. Yes lots of coverage not only the expensive but microbrands and all other aspects too

    • Archie Miller

      TGV was actually a fan of AC3. He even mailed him a coffee table book with a hand-written note but later turned his back on Archie. He was also involved in the internet war but do you think he will openly admit that on his channel?

      Federico was also a fan of AC3. He also turned his back on him because he didn’t like Archie’s Bangkok vids and didn’t want to be associated with him. Even though he actually met Archie in Bangkok and appeared in one of his vids!

      Setting the whole persona thing aside, TGV will promote any watch to get youtube views. People buy a watch and they want some reassurance, so they go watch TGV to tell them it’s great. He also works Long Island Watch Co to promote watches for them. It’s essentially an advertising channel.

      Archie tells you the truth! He is truly independent and nobody is giving him money to say a watch is great. Archie fans love the rawness and brute honesty of the channel.

      It’s great to see Archieluxury archiving mainstream success!

  • ShrinkTheState

    Good interview. Enjoyed it. Listening to Archie is a kick in the pants, entertaining and many times quite informative.

  • DanW94

    He’s good for a chuckle but it wears thin rather quick. I just rather not slog through the nonsensical ramblings most of the time. If I’m checking out watch videos I’ll tune into TheWATCHEStv or a similar channel like that.

  • Pistol Pete

    His bit get old after about ten minutes. Yeah, he knows a bit about watches, but he appeals to the lowest common denominator, like the Kardashians or Real Housewives.

    • Larry Holmack

      You mean you can listen to 10 minutes??? Wow….I cannot handle anymore than 3 minutes!!!!

    • Chaz

      Or POTUS

  • Jerry Mathers

    If you’ve never watched his bracelet removal video, you haven’t lived.
    https://youtu.be/CQdjWnXGWXE

    • DanW94

      Okay, I admit, that was pretty f**king entertaining….

    • Omegaboy

      I just went through this arduous process yesterday, though didn`t turn the air quite as blue. Wound up doing this: Separate the bracelet by removing a link screw. Sacrifice a watch tweezer by spreading it wide enough to reach both ends of the spring bar. Razor knife off a fifth of a wine cork lengthwise. Lay the watch facedown with the cork under the bracelet and butting up to the watch case. Insert tweezers and squeeze. Done.

      Putting it all back together though required two glasses of St. Bernardus Abt. 12 to fortify my patience. What a pain!

  • Marius

    According to this article: “Like what I’ve tried to do with aBlogtoWatch, Archie Luxury gives his unadulterated opinion and then asks his audience to make up their own mind.”

    Wait a minute! Hold on! Just back the truck up!

    Are you telling me that ABTW articles express an “unadulterated opinion?” It appears that you don’t understand the meaning of this adjective. Unadulterated means: “not diluted or made impure by adulterating; pure.” Most articles covering Bremont, Hublot, and Tag Heuer, to name just a few, would suggest otherwise.

    • Dinkee, H. O.

      CORRECTOMUNDO!

    • Ariel Adams

      This is were subjectivism comes into play because without knowing the metal state of the writer then you can’t judge how much effort they are putting into being unadulterated in their opinion. All you can say is that a statement seems to be undiluted when judged by your own personal standards. You feel a violation when a statement doesn’t meet your own subjective expectation and thus assume the writer is trying to hold back. I’m not sure that is always fair.

      More so, I’ve “tried” to make aBlogtoWatch a place for unadulterated opinion. It turned out years ago I needed to take a more diplomatic approach to sharing what I feel in a manner that is the most productive over time. In exchange for the pleasure of immediacy and brashness, we’ve had to take a more strategic approach to promoting those values which we hold dear. I still feel that when opinions are given on aBlogtoWatch they are honest and unadulterated. People might want more brazen emotion and commentary that matches their own opinions, but doing so can unduly hold us back from a larger mission of education and creating important conversations. That we are even talking about this is in my opinion a demonstration of the success we’ve had in trying to promote the importance of honesty of sentiment in the context of helping people decide how to spend their luxury watch dollars.

      • Dinkee, H. O.

        You can send all the private messages to me that you want, but I am just one of AN ARMY who is now standing against what you’re doing here. You need to become FAIR AND BALANCED. Just like all mainstream media has lost their way with Trump, you need to find your way again with watches. But you can’t seem to see the way things are at all.

        • Ariel Adams

          Humor me and illuminate the community by explaining to us “the way things are…”

        • Frank Mercurio

          Media, like watches and many other things all come in various shapes and sizes.
          Blind faith and ignorance cannot validate the media as a whole but it sure seems to work.
          I used to like watching Bill O’Reilly for a good hard laugh but got my real news from Jon Stewart.

      • Berndt Norten

        Metal health will drive you mad, Ariel!?

  • Simon_Hell

    I could get pass the tripple chin, the greasy combover, the estrogenic beer belly or the pinstriped suit, but the man seriously need to have those symetricaly positioned skin tumors on his temples removed…for crying out loud.

    • Ulysses31

      He’s gross. I want to believe they’re where he attaches his visor, Geordie LaForge-style, but I know it’s a lie.

    • Marius

      Are you talking about Archie Luxury, Benjamin Clymer, or Ariel Adams? Your description would fit all three of them to a T.

      • William & Falcon

        Ariel doesn’t wear suits.
        Sleeves=bad

        • #The Deplorable Boogur T. Wang

          Well…they are

      • Ariel Adams

        You are better than simply making personal attacks on people. Each of us (in their own way) put ourselves out there into the public eye not to promote ourselves, but ideas we (ideally) feel are valid. Focus on responding to the intellectual material of people’s contribution to society and less on their person. I seriously doubt you’d want to be the subject of similar scrutiny.

        • Dinkee, H. O.

          You can send all the private messages to me that you want, but I am just one of AN ARMY who is now standing against what you’re doing here. Just like all mainstream media has lost their way with Trump, you need
          to find your way again with watches.But you can’t seem to see the way
          things are at all. You need to become FAIR AND BALANCED.

          • Ariel Adams

            Pretty sure Fox News just dropped the slogan “fair and balanced.” There is still time for a watch brand to pick it up as their motto. I think it would work better for a product maker versus a media.

          • Raymond Wilkie

            I am NOT one of your army.

      • Raymond Wilkie

        Have some gawd dam respect !

    • TrevorXM

      Those aren’t skin tumors, those are electrodes.

  • Muttley1

    Archie’s profanity count has dropped since someone posted this video. Skip the first minute if you know how to use a tachymeter.

    https://www.youtube.com/watch?v=zVjmQh_qzgY&t

  • Pasquale

    From the archive “The best of the best of Archieluxury” :
    https://youtu.be/2WugZX1a-P0

  • Marius

    Archie Luxury`s ultimate masterpiece — his chef d`oeuvre, so to speak — is a video entitled “Geezers, Spivs, Publicans – Rolex Dagejust II Wearers – ArchieLuxury Explains”
    Enjoy!
    https://m.youtube.com/watch?v=lIHugs2nBgg

    • Chaz

      I’m pretty sure he keeps showing a regular 36mm DJ with the “Jubilee” (or “laser engraved”) dial. I’ve never known the DJ2 to have this dial.

    • TrevorXM

      Ha! He’s almost Hitchockian in this one! Well, in his own way…

      “Spivs, SPIVS, SPIVS!”

    • Berndt Norten

      I’m kind of partial to his rant about old Vacheron dress watches, complete with his ‘insights’ on US politics

      • William & Falcon

        I love his video dressing down of Mattice, the Dutch brotheletier…

    • Archie Miller

      I like to come back to this gem once in a while.

      https://www.youtube.com/watch?v=IqmXN_0aD1k

    • Word Merchant

      Datejust II: I’m going to put him down as a maybe.

  • MEddie90

    Nice to finally see a real connoisseur of fine horology on ABTW. This site is seriously upping its class.

    On a serious note, a few mins in and quite entertaining so far. Great work ARCHIE.

  • Buy and Sold

    Ariel, if things were as you describe on Archie’s channels I would agree, but actually it is clear that Paul suffers from manic depression, and there are some disturbing videos advocating prostitution, followed by drunken misogynistic rants. I wish that Paul would stick to the watch chats, as the insights into his personal life are disturbing. On the other hand we are getting unfiltered honesty. There is no “act”. There is no character.

    • Yeah, he seems bi-polar to me too.

    • Yojimbo

      I have two things I must tune into Howard Stern and Archie, he should never change

    • Ariel Adams

      I’ll be the first to admit that I have watched less than 1% of Paul’s videos so I can’t discuss the content of his greater work. I can however say that he is a part of the watch lover community online, I wanted to understand more about him, and felt that it was worth sharing my conversation with him. I’m not trying to endorse his views, opinions, lifestyle, or business. I thought this was an interesting look at someone that probably is frequently spoken about not always understood.

      • Buy and Sold

        I salute your for it! I like his reviews of other people’s collections, especially when they have a lot of shitters!

  • Chaz

    Archie is like late night ice cream binging….downing a whole six pack of good craft beer….enjoying a fat Filet Mignon cooked rare…a short-term “girl friend” in Tokyo arranged off the interweb.

    Once in a rare while. Not often.

  • TrevorXM

    Highly entertaining. Thanks for posting this!

  • commentator bob

    This guy is like the Jeremy Clarkson of watches, except Jeremy Clarkson is entertaining for more than five minutes and does not have horrible skin tags on his face. Not to beat up on someone over a physical issue, but I’m pretty sure a dermatologist could remove those for less than the cost of a “shitter” watch.

    • Archie Miller

      They are moles and not skin tags. Also this is the Pontiff we are talking about, have some respect.

  • mtnsicl

    This article, video and the responses are so classic. You can’t make this shit up!

  • Lawrence

    The Gold Sub was better than his new Patek

  • Yojimbo

    Archie Luxury is one of the best goddamned things happening on the internet outside of market reports and daily news. Without him and Stern I’d lose my mind.

    ______________________________________________________
    ABTW DO AN INTERVIEW AND FEATURE ON SuperStrapper

    • Dinkee, H. O.

      Nobody would ever want to see an interview with the most ignored and unliked poster on ABTW. Unless it is actually you who is SuperStrapper — or you are are not and are simply looking for this blog to go down in flames.

    • Ariel Adams

      In all seriousness, if there are personalities out there who you feel we should interview, I’m certainly not closed to serious suggestions.

      • William & Falcon

        I second the SuperStrapper idea. He seems to really know his stuff. It would be cool to have a window into that aspect of the watch business.

      • Mikita

        I believe there may be more interviews with independent watchmakers, especially with those who make more affordable watches. I may suggest Pascal Coyon, Roland Kemmner, Torsten Nagengast. I think there is also never ending interest for modded watches from legends such as Yobokie, Dagaz guys, Artifice Horoworks. I think it may be interesting to know these guys, why they started doing what they are doing, and where the projects are heading now.

      • Yojimbo

        I 100% would LOVE it if you featured SuperStrapper, he has been here for a long time and he has made some great observations during that time.

  • Frank Mercurio

    Bris-bain is no Sydney or LA, but it’s not all that bad here. We don’t have a Golden Gate Bridge or an Eiffel Tower and most cities don’t.
    As a California transplant, Briz-bin as it’s referred to, is not that bad of a place.
    The American Psycho thread was very revealing in the character of Pluta. There appeared to be a note of sadness or maybe depression creeping into the interview but it was engaging banter.
    Viva la Tudor!

    • Ariel Adams

      My apologies for pronouncing Brisbane incorrectly. I’ve not traveled there myself yet and hope to someday. Especially en route to the Gold Coast’s beaches that I’ve heard are worth a visit.

      • Frank Mercurio

        Ariel you pronounced it just fine. I liked how ‘Pluta’ (I am certain not his real name) egged you on and pronounced it Briz-BAIN knowing that’s how Americans say it.
        Please do come and you’ll love Byron Bay, Sydney and Melbourne- as well.
        Plus the beaches north of Brisbane on the Sunshine Coast are some of the best in the world.
        I’m a Bay Area transplant. Minor point: Australia has more US expats than any other country.
        Thanks for the laugh!

  • Dinkee, H. O.

    Is it not time to give Archie Luxury the well-deserved (and modestly paid) column that he has EARNED over all this time? Nobody in this specialized field of watch journalism has earned this more than him. Yes, it would be controversial, but with your blog spiralling down fast in this area compared to the genius marketer at Hodinkee, isn’t it time for you to add a Howitzer of internet traffic to your blog? With disclaimers and warnings, of course. It’s just an idea. Wasted on you, no doubt, as the natural life span of this blog has shifted into fade mode.

    • Ariel Adams

      It appears you are here to go down with the ship you claim to dislike and yet dedicate so much of your time and attention to. Congrats, you are among this fading website’s more prolific community members. You once had more clever things to say, a more diverse vocabulary of humor, and certainly some punchlines to your jokes. These days you’ve simply gotten angry and brutish. It’s not becoming of you and I’m starting to lose interest in engaging with you, much like others of the community who have come to me in complaint of your questionable contribution to these conversations.

      • simon

        Ariel, we may not agree on many things, but I am with you 100% on this. H.O Dinkee seems to be that guy who discovers a joke that is funny, but keeps telling it over and over again. Now he is more annoying than anything else.

    • Joe

      While ABlogToWatch covers many watch manufacturers, ABTW itself is a brand and probably has to consider who/what content is able to represent the site.

      Archie is entertaining but if he was able to “do his thing” at full volume it would undermine most watch brands on here other than Rolex or PP and also likely alienate ABTW readers because he is so polarised. Polarised not just with watches but also with his views on society.

      You can have a private chuckle at the things Archie says but it’s probably not the public image that is in the interests of ABTW (or any other site).

      I have a feeling that if the same thing were to be suggested at Hodinkee, their response would be similar.

      Maybe a toned down Paul would be good but unless that could be guaranteed, it probably wouldn’t be a great idea. It’s a shame because he seems to know his stuff.

  • lightofeast ray

    I like the interview. People are afraid of changes but changes are what keep us moving 🙂

    gogo

  • William & Falcon

    Gotta be honest, this interview endeared me to Adams a little bit. I’ve been very critical of him before but those two stories he told underline what a struggle it must be to cover the super self-serious Swiss. His sometimes vaguish, PR kinda language does frustrate me, but we’ve gotta recognize that we probably wouldn’t have this forum here in 2017 if Ariel was a bridge-burning machine like Paul Pluta. I mean, Paul can be hilarious but brands aren’t exactly lining up to work with him. They’re not working with him, you understand?
    They’re not working with him, they’re working against him! 🙂

    If that’s the price that Ariel must pay for the site to exist, so be it. We can always be the ones to trash the watches that need a-trashin’, in the comments.

    • Mikita

      Amen!

    • Raymond Wilkie

      Is their a thank you in their somewhere ?

      • William & Falcon

        Just ask him out already, Ray. I think he’s married but it’s worth the shot. You don’t want to regret not taking that chance on love.

    • Ariel Adams

      I really appreciate you saying that and taking the time to consider the often delicate position that I and the team are often in – between the audience and the brands.

      • IG

        You are between the dog and the lamp post. But which side is the dog?

    • Raymond Wilkie

      Better 🙂

    • Berndt Norten

      Turning and turning in the widening gyre
      The Falcon cannot hear the William, Sire.
      Too much ABTW makes a stone of the heart
      To be the jerk–that’s Dinkee H.O.’s part

      William’s been reading Dr Love, Leo Buscaglia. Ariel’s OK, William’s OK

  • BostonRob

    I subscribed to Archie Luxury’s channel once. After five or six of his videos, I developed such a visceral dislike of the media he produces that I so lamented how his mug followed me around my YouTube browsing experience. Nevertheless, I always have some shred of respect for one who deigns to be the sole voice of absurdity amidst an ocean of self-righteousness.

  • Joe

    I enjoyed this interview! I thought Paul/Archie would be “more himself” but no! Paul started off sounding a little reticent and uncomfortable and Ariel had to draw him out. Nice interview skills! I also wasn’t sure which Paul/Archie was going to present himself but we got the real Paul there.

    If Archie is rude/crude and Paul is cleaner (which isn’t the case and I still can’t work out why there are two channels), then it would be cool to have Paul write an occasional column here.
    Understandable that for sponsorship reasons it may not be possible to hire Archie though.

    Really fun idea. Keep it up!

    • Ariel Adams

      Thanks Joe.

  • Joe

    Btw there was a blooper in Wonderwoman.
    I also thought it was cool to show a pocketwatch but right at the end (maybe once the credits started rolling) they showed the pocketwatch ticking! D:

    • Joe

      Not that there’s a problem with a Quartz watch but if they’re going to show a pocketwatch, make it at least an automatic (or ideally a manual wind).

    • cluedog12

      You weren’t the only one that noticed that.

  • Marius

    THE PONTIFF HAS SPOKEN!!

  • Robert Smith

    Wow – congratulations. An interview with the seedy type of faux “watch guru” that, along with home shopping network hustlers, puts a giant black eye on the hobby? Really? Featuring a guy who brays “It’s a shitter!” over and over again in the guise of a “watch review”?

    I already ignore YouTube watch reviews, and now I have one less watch site to visit, and it’s ABTW. You might be willing to scrape the bottom of a rusted barrel to gain eyeballs, but you obviously were willing to ignore the sordid activities that Mr. Luxury takes part in during some of his clips, which have nothing at all to do with wristwatches. And I love how you dignify YouTube hits with “popularity,” when YouTube consists of people recording “programs” from their mother’s basements that are watched by people in their own mother’s basements.

    So in the last few months, we’ve gotten reports on Invicta and Archie Luxury. Thanks, Mr. A, for selling out worse than Elvis’ spandex years. You are now officially as lame as Archie Luxury ever was, and that’s a real disappointment.

    • Ariel Adams

      You’ve made it very clear that you don’t like Paul’s character. I further made it clear that I don’t promote or support much of the behavior that he advocates. The point of this was to get a glimpse of a person who has an effect on many people on the internet who like watches. If you listen to the interview I think your tone will change.

      More so, I reject your notion of “selling out,” because that involves selling something. We’ve made a range of decisions to cover things which I feel enhance the understanding of watch lovers seeking to be well-rounded and aware of the various personalities around. Invicta doesn’t make watches I want to wear, but some of their activities are interesting. They also happen to sell more watches per year than most other brands. That has an effect on watch society whether or not you like their products. If you want to call me lame for taking risks and covering stories that I find interesting and sharing them with the audience then you are entitled to your opinion. Though I will remind you that “lame’ means unable to move and stuck, while what we are doing is just the opposite and searching for interesting stuff that doesn’t tow the same staid line, and that takes risks into new territories.

      • Tomasina Covell

        Then don’t put that POS, filth on here then you stupid ass!

        • Vinh Lam

          We’re better off without you here.

        • Commenting again after 5 years?

  • Bruce

    I absolutely detest Archie, but when I saw that ABTW had done an interview with him, I was genuinely intrigued. Always thought his character was made up, and happy to know that it was. Great stuff Ariel! Fuck the haters, like that Robert Smith dude.

  • ARCHIELUXURY

    ABSOLUTE HONOUR! This is the highlight of my YouTube career. A BLOG TO WATCH! The number # 1 YouTube channel who does not cheat, buy subs, buy views….. just creates amazing content. Ariel you are a role model of mine that I have always admired. You are a true gentleman and I truly appreciate the attention you have given me.
    ABSOLUTE FANTASTIC DAY FOR ME!
    Regards
    ARCHIELUXURY ACIII
    THE GOVERNOR’S GOVERNOR

    • Tomasina Covell

      We All Want You DEAD!

      • William & Falcon

        You’re clearly a psycho. Take it elsewhere please.

  • Ryan

    Archie Luxury is the man, please do another interviee with him.

  • Sam Gallego

    The pontiff!! AKA the most entertaining (and honest) watch guy out there. Whilst you won´t agree with everything he says, he´s not afraid to say whether a particular piece is “dogshit´´ or not. He´s a relic.

  • Word Merchant

    Ok, for the next month, how about every watch review here has the ABTW review and an Archie Luxury review so we can compare and contrast. In particular, can this be applied if anything from Bremont comes your way?

  • Ben

    Why would you give this imbecile the time of day. He is a retarded racist and if you need advise from him, you need to take a long hard look at yourself. He’s not even entertaining, he is a sweaty 70s throw back, market vendor that talks bollocks. LUXURY MY ARSE. I lasted about 20 seconds of his foul mouth, before hitting the stop button.

    • IG

      Sod off, bell-whiff.

  • Looking forward to the next interview.

  • Do one interview with Archie EACH MONTH!!

  • Cepillin1183

    You know what I really hate, when a youtuber suddenly brings up a watch, say, “my 5 likes/dislikes about ‘watch x’ ” and then his friend, who runs an online watch store, runs a sale of that specific, now trending, model. So “gentry”. This fatman at least keeps it honest.

  • Richard Kalina

    How can you offer such slanted information regarding the Swiss watch industry regarding their latest sales stats comparing 2016 Y.T.D. to the current years quarterly performance? It’s just like the slanted headlines and news briefs that CNN,MSNBC, and a few other controlled news stations keep running.To state that the sales stats are UP 6%^ compared to last years sales crash of over 20% is an example of made-up news designed to affect consumers thinking about a particular subject. The Swiss are down, not up! Many who hear, read or see these made-up stories call them lies..I prefer to label them slanted information. Maybe those who receive this misinformation think it’s a sign that the Swiss are making a comeback so I better get on the bandwagon and think about buying that Swiss-Made branded model I’ve been thinking about? They don’t even know it’s about 80% Chinese parts. It’s known as Swinese. That means a watch that’s mostly Chinese but tries to position it self as Swiss so the target customer thinks it’s better and worth more.Please try and do your own thinking and evaluation before you spread slanted stories and information. Your reader used to get that and your credibility is tyhe most important thing you have.

  • Andrew Njoo

    AA and PP. What a treat.