What is a Luxury Watch

What is a Luxury Watch

It’s not so obvious at all. There are a lot of watchmakers all over the world that make great looking watches for men and women. And a lot of them charge huge amounts of money for their watches. There are hundreds of brands, manufacturers, makers, all over the place. And they all intend to participate in that great market full of luxury money.


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But is it that, what defines a luxury watch? A high, a sometimes unbelievable high pricetag? We are talking about e.g. $180,000 for a Richard Mille. But don’t think that there is nobody on the planet who would purchase a wristwatch for that kind of money. Richard Mille finds about 3000 people every year who buy their products.

No, it is not only the price. Charging extreme money for something does not make the maker a top brand and the product a real luxury product. It is not about what they pretend, but what you assume.

Indeed only a few of these makers of expensive watches do really have an outstanding reputation as a luxury watchmaker. Others haven’t and are equally expensive or even more expensive.

This reputation, to be honest, is not entirely based on facts like e.g. a superior accuracy, outstanding robustness or fancy functionality – not even on the use of luxury materials like gold or platinum. The awful truth is: reputation always is and ever was a mixture of factors like heritage and image of the brand, scarcity of its models and other rather subjective factors.


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