Superfluity is an online magazine dedicated to the rarified worlds of luxury watches and fine jewelry. We offer an in-depth exploration of watch and jewelry making, history and craftsmanship of individual brands and the latest introductions. The beauty of these watches and jewelry is celebrated with lush photos accompanying each story.
Why the Name?
Superfluity is the noun form of superfluous, meaning something that is unnecessary or unneeded. In today’s world—with our smartphones always within reach—we don’t need to wear a watch to know what time it is. And while jewelry’s beauty unquestionably has the ability to lift our spirits and brighten our days, it is also not needed in everyday life.
But just because we don’t need a watch or a piece of jewelry, especially the luxury watches and jewelry we cover in our pages, they may be objects of desire. We might want to read about them. And we might want to look at beautiful pictures of them. At Superfluity, we aim to delight and indulge our readers with content that will be educational, entertaining and enjoyable.
About the Editor
Superfluity’s founder and editor in chief, Hyla Ames Bauer, is a leading editor and journalist in the fine watches and luxury jewelry fields. She has more than 25 years of editorial experience at top Condé Nast magazines, including GQ, Vogue and Condé Nast Traveler. Hyla’s editorial experience began at GQ and Vogue in their fashion editorial departments. At Traveler, she served as the magazine’s executive fashion editor. Hyla traveled all over the world styling and producing fashion shoots for the magazine, and attended the twice-yearly fashion shows in Milan, Paris, and New York and the annual Swiss watch shows.
While working at Traveler, Hyla discovered her passion for watches at the Baselworld and SIHH watch shows. Her many trips to Switzerland covering the shows and visiting brand manufactures cemented her love of mechanical watches, and she decided to join the watch industry on the brand side to further her knowledge from a different perspective. Hyla left Traveler to serve as the head of public relations for Vacheron Constantin North America and, after a two-year stint at Vacheron, she returned to magazine editing as editor in chief of Watch Journal. There, Hyla oversaw the entire redesign of the magazine and its website, ushering in elegant, modern and aesthetically driven content.
Hyla’s extensive experience on the watch brand side combined with leading editorial roles gives her a unique 360-degree perspective and breadth of knowledge of the global watch and jewelry industries.