Correct me if I'm wrong but I haven't seen any of the presenters wearing any of the 'masterpieces of horology' they prize so highly. It could be of course that they own them but don't wish to wear such magnificent timepieces to work (understandable) or that their watch insurance only covers for third party, fire and theft.
Anyway, it seems there is one IW regular who wears one of the watches sold by IW. The bald Irish demonstrator bloke sports a VE wristwatch. I noticed when he was on demoing the waterless wash & wax. Look out for it the next time he's on.
The only time I’ve seen them wearing watches they sell, is on the day of a watch show and they’ll have on one of the watches from the show, so they can plug the show that's on later. On most occasions the watches the presenters wear are definitely not brands they sell on IW or they don’t have a watch on.
Shaun did it once recently and it was so stupid, he was selling some product and mention BTW watch show tonight, and then held up his wrist to the camera to plug the show later on, the watch face was the right way up for the camera to see it, but for Shaun it would have been upside down if he was trying to see the time himself. He was wearing it purely for promotional purpose rather than wearing it for the purpose of functionality.
And Alan Ennis, wax guy, promotes that VE quite often, think he said he has three now, wouldn’t be surprised if was freebies with the condition to promote them at every chance. In reality who would wear a brand new watch, costing a few hundred, to go and clean cars, demonstrating gardening equipment and cleaners etc, etc, that is beater watch time, not brand new watch time. Although having said that, the way they (especially Shaun) handle the watches during shows you would think they were selling beater watches and not Masterpieces of Horology.