If you’ve been on watch Instagram over the past year, you’ve likely come across @dimepiece.co – a super fun and unapologetically fizzy look at watches through the eyes of celebrities and pop culture. The account was started by Brynn Wallner, 30, a former Sotheby’s producer and current freelancer who noticed a dearth of female-focused watch content and decided to do something about it.
While many watch accounts haughtily focus on rarity, complexity, and the niche, @dimepiece.co shows watches through the lens of a giddy new enthusiast. She’s ecstatic to find a vintage shot of Aaliyah wearing a G-Shock, or an Elle throwback of Christy Turlington emerging from the sea with a watch strapped to her biceps, or a Tyrell Hampton pic of Hailey Bieber eating a bowl of French fries with a towel around her hair and a Rolex on her arm. The new accompanying website includes a series called First Dimers, “in which we interview a variety of girls, gays and theys about their first-time watch purchases. Because you never forget your first.”
I recently sat down with Wallner to talk about how she discovered watches, what she thinks of the hobby, and what’s next for Dimepiece.
HODINKEE: How did you get into watches?
Wallner: When I worked on the editorial team at Sotheby’s to help bridge the gap between sales and content, the watches department really leaned on me as a resource. We worked on a series called GOAT: Greatest Of All Time which involved profiling different iconic watches, like the GMT, the Royal Oak, the Nautilus – you know, all the heavy hitters. I had to edit all of the articles, and one day, I was like, “Oh my God, I have to fact check all of this.” And so I start reading, researching, and Googling into the farthest corners of the internet, just to learn all about watches.
What made you start Dimepiece?
I noticed that women were rarely included in the narrative. It’s like, you have the Paul Newman Daytona – and you have Jonah Hill wearing it. With all these stories and all these dense, rich histories of timepieces, the only time you’d see women was Ellen Degeneres and Victoria Beckham wearing watches. By and large, women were not included in these histories. It’s so weird. I know women wear watches. I know women are interested in watches. But where’s the inspiration? Where’s the resource?
So I started tweeting about watches, and anytime I would see a watch in pop culture, I would post it. Pretty quickly, I became obsessed. And I decided, you know what, I’m going to create something called Dimepiece. I started making an Instagram feed that was highlighting all the baddest on the internet and in celebrity/influencer culture, and identifying the watches. That’s how it started.
What does Dimepiece mean?
Dime is slang for a “hot girl,” but it also rhymes with timepiece. A dime is a 10 – like ten cents. So it’s, it’s indicating that the woman is a perfect 10, which at this point is a very dated notion, and we’re not ranking women by numbers by any means, but it’s just been adopted into culture. She’s a dime; she’s a dimepiece.
What is the ultimate Dimepiece, or grail watch, for you?
My friend has this Patek Philippe Nautilus Ref. 3900 watch that I fell in love with one day and haven’t stopped daydreaming about since. I love a two-tone moment, and the 32mm size perfectly balances out its masculine look. It’s bold and beautiful, and I know everyone’s drooling over the 5711 right now, but the 3900 is the one for me.
What do you think is the ultimate challenge for women to learn more about watches?
The way watches are marketed to women misses the mark – and especially women in our age group, or even younger. I think women love jewelry pieces, and we love an iced-out moment every now and then, but in reality, we’re gonna buy the “men’s” version because it’s cooler, or it looks better.
There’s also no centralized resource for women who have a similar mindset. I’m talking about the millennial hive mindset of what’s cool and what’s not. There’s just not a place where you can get a straight answer about anything even down to the fundamentals. Like: How do I know what kind of bracelet I want? Or do I want a leather strap? Or what’s the value of a metal? Do I want gold? Do I want stainless steel? There’s nobody helping answer those questions in a centralized place for women. And I feel like men have the luxury of nerding out on Reddit threads and can figure it out from there. But there aren’t that many women included in those dialogues.
What’s your solution to that?
As of now, I have launched dimepiece.co as an extension of the Instagram handle. On one side, it’s influencer interviews highlighting women who have watches, with a focus on people who are getting into watches for the first time. On the other side, it is an educational platform.
I think if there is more attention paid to the entry-level collector, then it could inspire a whole group of women who want to buy a watch – but who are understandably very intimidated by everything that comes with the purchase and the industry.
Who are your top Instagram follows?
What’s the most unexpected thing you’ve learned about watches so far?
When I first heard about a perpetual calendar, I didn’t even know what it was. So then I had to Google it, and I thought, oh, that’s so smart! And then I was reading this article, and they said, of course, by the time we get to the year 2100, then you’ll have to set it. I’m just like, whoa. Watches outlive us. They have these lives of their own, and they essentially have heartbeats. That really brought to life the idea that watches are so much bigger than just accessories.
What is your favorite Dimepiece post so far?
The image of Mary-Kate Olsen wearing a big fat Daytona and she has a whipped cream in her hand. I was just like, okay, what is going on here? But it brought me back to that era in New York City. She was probably out partying, with the very questionable presence of the whipped cream. That shot, and the one of Emma Bunton from the Spice Girls.
Where do you find inspiration?
There are so many 1990s nostalgia accounts on the internet. And I think because there were no cell phones, people just wore watches more. So, it’ll start with me scrolling on the internet, and I’ll see Gwyneth Paltrow wearing a Cartier Tank to a premiere. And then I’ll just go down a rabbit hole from there. And then, all of a sudden, I have a hundred photos on my phone, and then I have to go and ID the watches, which is the hardest part.
Who is your dream Dimepiece?
Drew Barrymore; she’s a watch collector. And ever since she started The Drew Barrymore Show, I have noticed that she’s always wearing a watch. And I love that.
You can read more about Dimepiece here.
This interview has been edited for brevity and clarity.