I’m becoming more concerned by the day about targeted adverts.

When I was at MIPIM this year I very nearly bought a watch. I don’t actually need another watch – but that’s hardly the point is it? I saw a Meistersinger watch in one of the boutique stores and almost splashed the cash – I didn’t. I was sensible. I came home with a view to doing a bit more research.

I still haven’t bought a new watch.

But every time I log onto Facebook I am confronted with adverts for “Iconic Watches’ – and the link takes me to on-line stores I have visited. Yesterday I got my morning edition of Gizmag – with the days latest gadget offering and the mast advert is … watches. Iconic watches.

I have no real issue with being targeted as part of a wider demographic – but this is plain intrusive. It’s clever – but cannot be right.

They do say that Google know about your searches before you start them – that is why when you start typing in the search box it guesses the next part of the sentence or search. But this new level of ‘guessing’ is a step too far?

What else do they know about us?

And why do they think I want a Bellroy Wallet too? I have never searched for one of those?