Since I recently came to be without a timepiece again, and since my knowledge of watches brands is limited to Rolex, Omega, and Swatch, I ordered this book to read up on watches before buying a new one. This book was one of the most entertaining books I recently read, and I must admit I have become a watch fanatic ever since I read it.
Although the introductory history of timekeeping (covering from ancient egypt up to the cell phones of today) is fairly interesting, the most interesting part of the introduction is his comparison of the watch scene with an old European court. This gives a good high-level overview of the most important players, described in the remainder of the book.
The main part of the book consists of a description of 50 of the most notable and famous historical watch brands out there, including their history, relations to other brands, ... These stories (which don't go into too much detail such that they would become boring) are a very interesting read, and serve as an excellent crash course into the world of watches for newcomers like me. However, what really puts the cherry on the cake are undoubtedly the 500 gorgeous high-quality pictures of watches and their movements, depicted in extremely high detail. On any given day, I find it fascinating to pick up the book, flip through the pages, and enjoy just looking at these photos for a while.
The last part of the book focuses on the actual owning, exploring, and collecting of watches. Besides a handful of tips from the author, this part comes with several testimonies from different watch collectors. On top of this, the author created a few top 10s of watches, including "models that everybody should know", "models that are fun to look at", etc., which yet again is very valuable information for the uninitated like me.
You can feel that the author has a passion for watches, knows what he's talking about, and put a lot of love into this book to share his passion and knowledge with the rest of the world. All this makes The Watch both a fascinating and entertaining to read, or, if you don't feel like reading, a nice way to feast your eyes on pretty shiny pictures.
If, like me, you're interested in reading even more about watches after finishing The Watch, I can recommend
Cult Watches: The World's Enduring Classics. Instead of discussing the different watch models of a variety brands, Cult Watches picks out 30 specific "cult" watches, and tells the detailed story behind each watch and its manufacturer. Although most of the brands in that book are described in this book as well, some of them that are only mentioned briefly in The Watch are covered in more detail in Cult Watches.