We help you pick a new watch. Nobody pays us to pick it for you.
WhichWatch is an independent UK guide to newly launched watches. Every week we look at what has just come out and tell you, plainly, whether it is worth your money.
Independent
Not owned by a brand. Not run by a retailer. Just our own opinion.
That is the whole point of the site. Watch marketing is loud and most "reviews" are close to the brands they review. We are not. We would rather tell you a watch is not for you than pretend every new release is a must-have.
What we promise
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Not owned by a brand
No watch brand, retailer or distributor owns, funds or runs WhichWatch. Nobody outside the team sees a first look before it is published.
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Our opinion, nobody else's
Who a watch suits, who should skip it and what the catch is: that is our call, made from the specs and the evidence, never a brand's.
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Open about money
We earn a small commission when you buy through our Amazon links. It never decides what we cover or what we say, and nobody can pay to be picked.
How a first look gets made
The full method-
A watch launches
We pick new watches from established brands, from about £50 to £1,000.
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We read everything
The brand's own specs, the press release, independent coverage and what owners are saying.
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We write a first look
Who it suits, who should skip it, the catch, and every source listed.
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Checks before it goes live
Automatic checks for sources, banned claims, prices and honesty about what we have and have not handled.
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We fix mistakes in public
Corrections are dated on the page and on our corrections page.
We use AI tools to help research and draft, inside strict rules that are checked automatically, and every source is on the page. The judgement about who a watch suits is ours.
Spotted a mistake?
Tell us. We will check it, fix it and log the change with a date, on the page and on our corrections page.