The researchers are polling Huffpo bloggers under the aegis of the Media Industries Project, which studies trends in media culture with a focus on digital media, globalization and creativelabor.
In general, it refers to men (yes, almost always men) who labor in creative and financial independence from name-brand watch companies owned by LVMH, Richemont and Swatch (think Piaget, Cartier, Vacheron Constantin).