Open letter to the watch industry

Reading Time: 4 minutes
Open Letter watch industry
Picture by Viktor Hanacek

My name is Dan-Andrei Kluska and I am the owner of the online publication Watch I Love Magazine.

Over the last few days, I have watched the news in horror. I have lost sleep, I have cried a lot, and I feel that I have been paralysed by the eruption of war in Europe. After the first shock wave passed, and my tears dried, I started to think about the future and I was sincerely fearful, because a nuclear war would wipe out humanity as we know it.

When I came back to my senses, I realised that I could help. I have sent money to organizations that are directly helping those adversely impacted (in my case Romania, since it’s my home country). I have received hundreds of messages asking if I, from more than 1000km away, can help in any way (forwarding a message, or forwarding money). My feeling of calm was short-lived. The second wave of crying and despair hit when I saw that apart from soldiers, this merciless war kills civilians, children, and their pets (cats, dogs, etc.). The Ukrainian authorities have reported the deaths of some 300 children, and that was yesterday’s (now) obsolete tally.

As all of this was unfolding, my social media feed was equally full of fashion shows and news from the watch industry. And I started to wait for a statement, a reaction, something to show that these “luxury” brands in these industries are against not just this war, but all war. But nothing has come.

I know that many of you (watch brands) consider Russia as a major market. I know that… I can see a certain leader’s watch when he says that he has no problem pushing the button, sending triggering a nuclear end to the world. I am not asking you to completely forget one of your most important markets.

With that said, I am asking you to show respect for the fallen and to take a stand against war. I am not expecting so much. Even #stopwar or #givepeaceachance would go a very long way. I am not asking you to take sides or point fingers. I am just asking you to show just a little bit of mercy to those who will be left without their children, brothers and sisters, parents, or their loving pets.

I know that you can do that much. You were there for #blacklivesmather, for #proudmonth and #notredame. And in truth, you even made money from these social actions, you speculated on people’s affinities or sense of despair. And I know you can also cut ties with the Russian market, because others have already done it despite huge financial losses.

I do not hate the Russian people and do not wish to fight against that great country. I am, however, asking you to stand up and be counted against war and to help the poor souls that need your support the most.

These past few days I have seen various ways of showing support for the people in need and various ingenious ways to say #makelovenotwar. So, it is possible. But up to this point, you have decided to stick your head in the sand and pretend that nothing is happening. Are you afraid of losing money?

Then let’s try an exercise in imagination:

1st scenario: War will engulf the whole of Europe – will you continue to sell to a dictator and his supporters, to a country that commits genocide?

2d scenario: Russia is completely locked down under trade embargos – will you find illegal ways to sell your luxury products to a bunch of pariahs?

3d scenario – The red button is pushed, and we glow in the dark – who will you sell watches to in a desolated wasteland?

So, this is what I am asking you: Why are you so quiet? Are you pro-war? Are you pro-death and destruction? Can you sleep at night with blood money in your pockets?

Your current silence says yes…

In this case, I want to have nothing to do with you… I will use my time to write against war. I will use my money to help those who need it the most.

And for all rest of you, dear journalists, and people of PR, I am asking you – what is your plan? Go to Geneva and see nice watches for the Russian market and drink champagne while women, children and animals are killed in a useless war? Stay in four and five-star hotels costing thousands and tens of thousands of Swiss Francs while old people, mothers with children are marching in thirst and hunger for days to escape death and destruction?

I will not!

What might the future bring? I don’t know… I just hope and pray to any God that I can find for understanding, for peace, for love.

From now on, my platform Watch I Love Magazine will be used only for those brands and people that showed, in one way or another, support for peace and for people in need.

I am saying this with not so heavy a heart, because my conscience is clear. Until now I have spent my time and resources sharing the joy of watchmaking. I have been so committed that I have published every day, even from a hospital bed and kept the publication alive. But now this will stop. It is time to reflect on what is important in life, on what really matters.

And when it comes to war there is no grey area – you are against it, or you are not. And your silence, dear watch industry, shows not fear but greed.

I beg you please, prove me wrong.

Yours truly,


    • Dear Daniela,

      Thank you for your support.
      Indeed, when tragedy hits, we all should make a stand.

      My best regards,

  1. Beautifully written, Dan-Andrei. I know that here in the States many of us have felt powerless to impact the situation in Ukraine. At a bear minimum, we can join together and refuse to support/sell luxury items like watches to Putin and his cronies. Nothing will change until those in power feel the repercussions of their actions on their lives and bank accounts.


    • Dear Josh,

      Thank you for your email and support.
      I am actively working on.


  2. You have your head screwed on straight, Dan-Andrei. Bravo! No good results from war. Certainly not ever from unjust war.

    Jim Clement
    Vietnam/Desert Storm Veteran

    • Dear Jim,

      You had your share of inhumanity! Thank you for your support!


  3. Just seeing your post today Dan-Andrei, four days after you posted it, and I think your passionate and emotional words have reverberated from Watch I Love, through to the top tables of the largest corporations in our sector. Maybe LVMH, Kering and today Swatch, and others I may not yet be aware of would have been reacting as we have seen in these past few days, but equally it is likely that the words you typed on March 1 have been seen and responded to in those boardrooms and CEO offices.

    I want to add my name to those who are outraged and aghast at the genocidal actions of a tyrannical despot, intent on dragging our world back decades, to impose his inhumanity on the people of our beautiful mother planet.

    May his end come quickly, and by the hand of his own people, and may we all be here to raise a glass with the brave people of Ukraine when that does happen.



    Ireland (North)

    • Dear Johny,

      Thank you for your heartwarming message. We, the little ones, are doing what we can, but they can do much more. Let’s hope for the best!
      all the best and hope to see you soon,

7 Trackbacks / Pingbacks

  1. Silence Is Complicity: How The #WatchFam Is Standing Behind Ukraine - Quill & Pad
  2. Silence Is Complicity: How The #WatchFam Is Standing Behind Ukraine -
  3. Silence Is Complicity: How The #WatchFam Is Standing Behind Ukraine – buy cosmetics
  4. Silence Is Complicity: How The #WatchFam Is Standing Behind Ukraine - WRIST NEWS
  5. Northern Lights For Ukraine: GoS Auctions Distinctive Piece Norrsken For Charity – buy cosmetics
  6. Northern Lights For Ukraine: GoS Auctions Unique Piece Norrsken For Charity - WRIST NEWS
  7. Northern Lights For Ukraine: GoS Auctions Unique Piece Norrsken For Charity -

Leave a Reply

Your email address will not be published.


This site uses Akismet to reduce spam. Learn how your comment data is processed.