Aspirational Materialism
Spending Thousands On A Watch Isn't So Bad...
If your vision for your life is a balance of practicality, moderation, and temperance then this week's newsletter is not for you.
Today I’m speaking to those who have always imagined themselves living in a penthouse in New York, sailing lazily across Lake Como, Italy, driving Ferraris, flaunting $35,000 Birkins, or having analysis paralysis trying to decide which Patek or Rolex to wear.
This is for a special group who believe that aspirational materialism isn’t maligned or avaricious, but invigorating and necessary.
Because what is the point of playing the arduous game of life, without mindfully indulging in some of the best it has to offer?
Aspirational Materialism is the pursuit of obtaining or owning luxury goods, on the basis of appreciation of craftsmanship and heritage. It is the aspiration to own luxury goods, exclusive properties, or art that drives one to become the highest version of themselves.
An aspect of Aspirational Materialism is value representation.
I believe in our efforts to strive, to become, and to achieve, we imprint our own values upon the object of our desire.
Which for many, are luxury goods.
Example, my dream car is a black-on-brown Porsche 993. I love the flared wheel arches, the smooth front and rear bumper, and the Targa top. But, more than that I love the idea of driving on the open road on a long stretch of scenic highway dotted with lush flora.
For me it’s freedom.
It is freedom dependency, from being locked into a job or location, and from being indoctrinated into some corporate or political ideology. Just an empty road, a beautiful engine symphony, and indulgent thoughts curated by yours truly.
Let us take a look at someone who would aspire to own expensive custom suits from Ermenegildo Zegna or Brunello Cuccinelli. This person would easily spend tens of thousands of dollars on a wardrobe.
This wouldn’t be to just flaunt money and decadence, but to show that he had become someone. That through trial and tribulation, failure after failure, he rolled up his sleeves and slugged it out with the open market. And with the scars and bruises that came with the pugilistic bout, he carved out for himself a piece of the pie.
Every article of clothing reminds him that he earned his place, and for it, he gets to clink a glass with the few that also found their way there. And to the world who looks at him swaggering with his chest up high, they know it too.
It can be that we desire things that would put us in different social circles. I recall working as a Client Advisor for Jaeger-Lecoultre in a wealthy area near Silicon Valley. The clientele, aside from being very wealthy, were some of the most dedicated enthusiasts I have ever met. They knew everything from the components, jewel count, reference numbers, dimensions, and even theatrical features, from almost every model that the Maison put out in the last 15 years.
On top of that, they were all savvy investors. Often mentioning their large stock portfolios, real estate assets, and even cryptocurrency. The reality is had I owned a few pieces from this watch Maison, it may have been very easy to segway into their networks and learn from them.
Not all Aspirational Materialists may be trying to improve their network, some just want the camaraderie of fellow enthusiasts. Think of men who enjoy cigars, boat houses, expensive grills and smokers, and collectible sneakers.
They simply want to be around others who have earned the right to indulge in a passion they’ve had since they were small children.
And lastly, we often hope that through ownership, we capture essence.
Whether it’s the rebellious beginnings of a brand like Jaguar which started out as sidecars for motorcycles, the exploratory spirit of Land Rover, or the practical industrial origin of Hermès.
We Aspirational Materialists often find ourselves enmeshed in the mythos of a brand. Even though marketers and copywriters have exploited this for over a century, I don’t necessarily think it's a bad thing.
I remember when I first got into the luxury industry, working as a seasonal advisor at Barney’s New York (outlet). By happenstance, I was put in the Celine Boutique for two days to cover for a friend. I recall an older woman stopping by to look at bags when she made a comment. She reminisced how when her mother was a small girl she would wear shoes from the Maison in France.
This lady recalled all the events of the brand, how it evolved over the years, the different seasons, and collections. It was really beautiful watching the story replay in the reflection of her eyes.
We often hope that by owning a luxury good we can capture for ourselves the essence of what that brand stands for.
When you begin to truly develop an appreciation for craftsmanship, heritage, value representation, and community around your favorite watches, cars, bags, and plots of land, materialism seems less like a cousin to a cardinal sin —and more like a path to deeper existence.
Greed in a sense is wanting to have “stuff” because in the “having of stuff” we are somehow better than those around us. Conversely, Aspiration Materialism is about owning the right “stuff” for the right “reasons” to deepen our sense of community and appreciation for craftsmanship.
So to those who feel guilty or estranged for wanting a $100k watch or a large vineyard and villa by the Mediterranean Sea (my personal aspiration)...
Don’t.
If your heart and desire are in the right place, and the journey to acquire pushes you to rise to a higher level of being, then do it.
And don’t look back.
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I loved this article.
There’s nothing wrong with desiring beautiful, luxurious, expensive things that push you to work harder for what you want because achieving the things you desire most are priceless.
You made clear distinctions between aspirational materialism and greed well enough that there should be no confusion between the two.
In my opinion, this is one of your best articles out yet. I can’t wait to read more of your work!