Ep #53: Spreadsheets, John Mayer & IWC Watches: The Secret Diary of a Watch Girl with Emily Marsden
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Welcome back to your favourite watch-related podcast!
Our latest guest has recently quite literally taken watch-social media by storm. In the space of just a few months, Emily Marsden and her Secret Diary of a Watch Girl Instagram account has not only led to meteoric rise in popularity in an unbelievable way, but her collaboration shows with YouTube's Just Hast have catapulted her to heights even she cannot believe.
We find out how this young lady from Bolton, a town in the north of England, went from hanging out at Watches of Switzerland in Manchester as a school girl, to being a champion for the incredible brand IWC, now being invited to hang out regularly at Watches & Wonders.
What, or who, was her inspiration and why does she love IWC so much? Find out this and much more, including her favourite IWC and the real reason you should be looking the brand, not forgetting the innovations of watchmaking royalty and nonagenarian Kurt Klaus. Omega has the Moonwatch and space, Rolex has the rich history and marketing led aspirational appeal, what is it that IWC needs to do to put in in the eyes and minds more of watch enthusiasts and buyers alike?
On a lighter note, beyond her public persona, Emily reveals her extreme watch nerdery, complete with meticulous spreadsheets that even left horology icon Roger Smith speechless!
We even sneak in a quick Watches & Wonders 2025 prediction, so for lots of fun, journey stories, and, of course, a ton of watch talk, buckle up and enjoy the ride as we talk to the very engaging Emily Marsden.
First up, the wristwatch checks: Emily is wearing her IWC 3755 Da Vinci Ceramic Perpetual Calendar, followed by Parm with his Rolex GMT-Master II Batman. Finally, Andy wraps up the wrist checks with his Tudor Submariner 76100 Lollipop.
Now, we take a look at the watch that started Emily’s watch journey and sparked her curiosity for IWC—the IWC 5002 Big Pilot. Then, we move on to Emily’s first luxury watch, the Jaeger-LeCoultre Reverso Classique. Lastly, we take a look at the titanium IWC Ingenieur that Emily was wearing when she met Justin Hast.
Here, we have an example of the IWC book that Emily was gifted at the IWC Christmas party: IWC. Engineering Time Since 1868.
Next, here is the IWC poster that Justin Hast gifted to Emily, which was part of an old advertising campaign for the IWC Da Vinci: Almost as Complicated as a Woman. Except It’s on Time. (This vintage ad reflects a past era of marketing and would not align with today’s standards.)
Now, we take a look at some examples of IWC’s innovation with materials, including the IWC Porsche Design Chronograph IW3702 in titanium. We also refer back to the Da Vinci Perpetual Calendar Chronograph in ceramic. Fast forward to 2025, and we have innovations such as the IW356201 Big Pilot Shock Absorber XPL Toto Wolff x Mercedes-AMG PETRONAS. Finally, we have the Ceralume prototype, which first made its teaser debut on Lewis Hamilton’s wrist back in 2024.
Once again, a huge congratulations to Emily for being recognized by Revolution Watch as part of the 100 most influential women in watchmaking!
Would you like to see Rolex OPs with stone dials? And how about the return of the A. Lange & Söhne Cabaret or a Cartier Drive comeback with a moonphase and a smaller case diameter?
That’s a wrap for the show notes! We hope you enjoyed the show. As always, let us know your thoughts in the comments below. Until then, you’ll hear us on the next one.
