THE URBAN GENTRY LEXICON

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The Urban Gentry pioneered the way in which watches were talked about and reviewed on social media and in online videos, so naturally, a language and vocabulary of its own was born. Many of these terms have now been adopted far beyond the Gentry community and even embraced by the traditional watch media. 

WRIST WATCH CHECK (#WRISTWATCHCHECK)

The simple act of stating what is currently on one’s wrist. This has become something of a tradition, typically at the start of a video, or when greeting people as a form of salutation between fellow watch enthusiasts. 

S.O.T.C. 

This is an abbreviation of “State Of The Collection” and is a play on the American annual “State Of the Union.” A SOTC video or picture gives a curated overview of a watch enthusiast's current timepieces in their personal collection, and thus an insightful reflection of their collecting journey, tastes and experiences over the course of the year. Like most of the terminology first pioneered on The Urban Gentry, State Of The Collection content has become widespread online and often helps to identify real passionate enthusiasts from watch dealers.

STRAP MONSTER

This is when a watch is so compatible with different straps or bracelets, that it seems to work with almost anything. Typically it is more monochromatic in colour, so it won’t clash, and has a classic aesthetic that is more versatile with different attire or situations. Prime examples are the Rolex Submariner or Explorer, Panerai watches in general, Omega Speedmasters and various Seiko divers, just to name a few.

TOOLTASTIC

When a watch, or any object, is described as “tooltastic” it means it is utilitarian to the extreme. An obvious portmanteau of tool and fantastic, the item in question will be stripped of any superfluous decoration or superficial pretense. They are tools, or pure pragmatism, designed for a job—nothing more, nothing less. 

DAGA 

An acronym of “Do Anything, Go Anywhere” and a reversal of the widely used “GADA” abbreviation in watch enthusiast circles. TGV felt it was far more appropriate, logical, and easy to remember this way around. With a pocketknife, or some type of bladed tool being an absolute essential part of an EDC, and more profoundly beyond that, the ultimate tool for everyday use and in any survival situation, the connotation of a “dagger” is far more representative of the core Gentry ideology and community. Great examples of DAGA watches include Rolex Explorers, James Bond-era Omega Seamasters, Sinn 104 Pilot watches, and the modern Hanhart 417 ES, among others.

PURE CLASS

In its simplest form, pure class is an affirmation of something being outstanding to the point of being beyond reproach. Price, inherent value, level of craftsmanship, or actual social standing and heritage bears no relation in order to qualify. A $10 Casio can be just as pure class as a $100,000 Breguet. What most often qualifies something usually boils down to a genuine sense of honesty and humility, but never in a gesture of faux noblesse oblige. 

WATCH SNOBS

When talking about watches, it immediately becomes apparent that there are snobs of all kinds. There are those who look down on non-luxury brands, think quartz watches are unworthy of owning, or don’t even consider them real watches. But it can also work the other way too, with some watch snobs despising anything that’s luxury as a false economy, or viewing mechanical watches as inferior. No matter the watch type, category, or tier you look down upon, it’s a natural part of the hobby and everyone is a watch snob about something when it comes to horology. 

TGV’s love of phrases and expressions that haven’t traditionally been used when talking about watches is also reflected in his videos, interviews, and online content.

ONWARDS AND UPWARDS

The expression “onwards and upwards” is used by TGV as a personal motto typically at the end of most Urban Gentry videos and written correspondence, and on posted comments it’s often shortened to “O&U.” Inspired by the term “KBO” (Keep Buggering On) that was used by Sir Winston Churchill to inspire resilience and steady resolve during the hardships of World War II. Onwards and upwards also captures the spirit of perseverance, determination, and the refusal to give up in the face of adversity. TGV began using this term as a personal reminder to never give up no matter the situation, following his long health related battle during the first few years of the channel, including four lung collapses, multiple major surgeries, and consequently many years of physical recovery. 

THE HONEYMOON PHASE

This refers to the time just after you get a new watch and you can’t stop wearing it, almost to the point where you question owning anything else. But beware, despite being a blissful time, it can lead to rash decisions in selling other pieces you own during this period of infatuation, and often, seller’s remorse.