Watches with a 'chocolate' dial

There are many words used in marketing to make products sound better or more palatable.

For instance, you go to the dealership to buy a “pre-owned vehicle,” not a used car. Kids nowadays shop for vintage clothing when “thrifting”, not hand-me-downs. Concert tickets that increase because of high demand use “dynamic pricing,” not price gouging.

In good watchmaking tradition, never call a dial “brown.” Keep your eyes open for chocolate, coffee, mahogany, tobacco, chestnut and mocha dials in 2024.