Ok get ready for some neurobiology, some regular biology also, and some other kinds of science - truth or myth or something else - all will be uncovered, well some will.
You may be familiar with this scenario, you've wanted a watch (or anything for that matter - but what else could you possibly want) for a long time, you've lusted after it, ever since you can remember. It's been your background, screensaver, Chrono24 saved search and at the top of your Christmas list. You make sure you've been a good human all year. Then, on Christmas morning, you rejoice as you unwrap your Hublot Big bang - no wait - you unwrap your much lusted after Seiko SARB035 that your parents, favourite sibling or husband/wife (could be your favourite wife or the other one) has so kindly bought you - after you constantly droned on and did their head in about it. The day is marvellous. You wear a beautiful Japanese horological legend with an unequalled joy and pride. You are the happiest watch fan in the whole human world. Day after day it brings a smile to your face and likes to your Insta/Gram page, your Tiktoks are going wild, all is well in the world. By the new year, the likes keep coming but your like is clearly fading, what in the devils hell is going on here. This is the grail of your early years, the best value watch someone elses money can buy you. You get sad and depressed, until you see the new Snoopy Moon swatch, your birthday is a few months away, it goes to the top of the list / or you have a job and just buy it. All is well again...or is it?
Why did this happen, why does this happen? It's happened to me a couple of times, but it's different for me (yeaaa sure it is). I'm a well seasoned buyer and considered collector. The 'want' comes before, then once you have it, the 'like' kicks in afterwards as planned, and if all is well, it sustains. We are however prone to 'like', less than we 'want'. There is a negative correlation and it's all down to the brain and the release of some kind of bastard systems and chemicals therein.
Now for the science part. I'm not going to get technical, I would if my knowledge was more than surface level, but it isn't. I did say all would be uncovered, not that we would go beneath the surface. Apparently, our 'want' circuits, in the old electrified jelly between the ears, run on a moledule called Dopamine, you may have heard of it in books, on podcasts, from teachers and wizards. It has been pegged 'the molecule of more' by authors of a book by the same name, and is the reason we waste money and time on things we don't need or that do us no good. Adverts and apps are designed to exploit these processes, keeping us hooked and high on dopamine. To quote the book;
From dopamine’s point of view, it’s not the having that matters. It’s getting something—anything—that’s new.
Dopamine is part of the brains reward and pleasure systems, it is linked to wanting and motivation but the liking / enjoyment part of the brain is in linked to the opioid and endocannabinoid systems. This means that post the instant gratification of getting what you want, the actual liking of it is dealt with elsewhere, in essence the want can never be satisfied. It's like a train, all carriages are linked (the want and the like) but when you get on the want carriage, the like carriage is decoupled and goes on without the want. Can you do a flying jump from the want to the like, I think so!
They also say that addiction is perfectly logical to an addict, they are wired and rewired over and over again to not feel, but know that what they are doing is amazingly, instantly fulfilling at a cellular level. This adaptation keeps us seeking new rewards rather than staying satisfied. Whatever you think you're addicted to, you're actually addicted to those dopamine hits.
BUT SIR. I AM DIFFERENT OF COURSE.
For a collector though, the having does matter. It makes me question what the hell is going on in my brain, and this book science. I believe the love I have for my ticking time babies remains. Except the rubbish ones -38mm Sugess chronograph / Lobinni Big Boy (if you want one, let me know - I'll do you a good deal) - but those are exceptions to my rule. I think I get a dopamine hit when I look at the watches in my collection, but actually it's the endocannabinoids that are kicking off in there, they are working to make me enjoy what I have. I guess if things are reasonably balanced (whatever that means) then you will get long term enjoyment from some of the things you buy. I definitely feel and recognise the drop off when it comes to clothes less so than when it comes to watches.
I don't like these guys.
I don't know if reason factors into these areas, if a rationale can impact chemical release that might give you the ability to talk yourself into liking once the want is over. The book states that there is a genetic component, and another book (I like books - I'm not the Theowrist for no reason you know) called Behave, explores behavioural psychology and behavioural economics - I think it backs this as well. It states that environmental factors can affect certain genes, so your stuff liking gene, can be influenced by early experiences both positive and negative. Or to be more serious (and this is a real example) your violence gene can be affected by how you were treated as a child.
Back to more chilled examples, if your grandpapa had to stuff his watch up his butt in the war (to keep it safe for your papa to inherit), this traumatic story may put you off watches but for another person it may signify the importance of watches. Whether your regular papa spent money he didn't have on watches putting a strain on family finances or if he was murdered and left you his watch, these will have different downstream effects on how you respond to the item in question. This in turn may have an effect on the chemical balance in your brain one way or the other making you more susceptible to buying Chinese watches from Aliexpress. so you might be more likely to like post the want. I may have got that wrong, but it does make sense in a loosely logical way. The need for dopamine hits to keep that instant reward feeling might be defined by certain formative experiences which then impact your habits as an older person.
In terms of watches, aside from economic factors, this might translate into someone who buys a watch or two but will always sell one before buying another; a collector of watches who never sell any; someone who saved for years to buy a certain watch then didn't like it once they had a it a few days; or someone who has bought a number of watches but returns them after a few days as they don't like them.
These are dopaminergic and endocannibanoidal responses but there is more going on. And quite frankly my frankfurter, I do give a damn but am damn dumb. The human condition is so complicated I would have to write a long ass, well researched post to get to the bottom of this subject, the crux of which is, why do I have 50+ watches? It's so complex a subject that it's akin to the most complicated watch in the world, which is the Vacheron Constantin Les Cabinotiers 'Berkley Grand Complication'. Actually with 63 complications, it might be more complicated than my brain.
What I'm getting at here is, don't blame yourself for buying all those watches, it's your brains fault not yours. It's those chemicals, that pesky dopamine getting you into trouble all the time. They should make a credit card called the VISA Dopamine+, 0% APR for watch purchases. I wonder if my sustained like of my numerous watches relates to the variety therein, that there is always something new and different to wear, keeping it fresh/new and therefore promotes ongoing dopamine release. Or my love of watches, born of understanding movements, design and craftsmanship, create an appreciation that provides chemical rewards in various flavours. Anyway, I have spouted some nonsense, as is my right, it's not my fault I get a dopamine hit from posting bloggings on the interwebs.
Happy Horologizing!
Yours Dopaminergically,
Alvin
P.S. On the more serious side of things, dopamine is the source of many an addiction and this can including shopping, so these books can help you get to the bottom of things if you are so inclined. We should all get to know ourselves better regardless of afflictions but for those in trouble, there are books, websites and professionals that can help.
LINKS & THINGS
Hodinkee https://www.hodinkee.com/articles/introducing-vacheron-constantin-berkley-grand-complication#
The Molecule of More
Behave
Dopamine Nation
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