Brands and unsatisfied customers struggling to exist in the world of luxury watchmaking ruled by heavy capitalism... The characters and events in this article have nothing to do with real people and firms.
I noticed my interest in watches at an early age when I started to find looking at the watch stores’ windows interesting. In time, I left those shop windows that I encountered, sometimes just window-shopping and sometimes satisfied with my shopping experience. Then the media came into my life. Well, it was always in my life, but perceptual selectivity began to manifest itself more than ever. Do you remember when Pierce Brosnan appeared in the James Bond movies with Omegas on his wrist? My enlightenment has also happened in the same era. As time passed by, I began to use the internet to reach people of common interest. The days I decide my watch acquisitions that only depend on aesthetic and quality feel, were behind. I stepped into the fascinating world of heritage, technical features, visual details, and all the factors that make up a good watch.
Fast forward to the present day. I have been following the dramatic changes that have taken place in the world of watches in the last few years with excitement and a bit of concern. When I compare my first years in watch collecting hobby with today, I see a different world. Unfortunately, a world that is increasingly getting away from reality...
As you step into the world of watches, it is natural for you to be informed and be influenced by its culture. You can enjoy your hobby without being unconsciously affected by written or audiovisual advertisements. As you know, advertisers and individuals work only to earn money, regardless of the nature of the product they promote. On the other hand, if you talk to a friend or any non-profit person about watches, you will probably be more influenced and influence as well. Because it’s not about money, it’s ideas and feelings.
Today, in the luxury watches category, several brands and models are being pursued by those who call themselves collectors. Almost all of Rolex’s models, Patek Philippe Nautilus and Aquanaut series, and the colorful Richard Mille models... The watchmaking industry, the pride and joy of Switzerland, is reduced to a handful of models. But, why? The answer is very simple; investment value.
Do you want to spend your hard-earned money on something that loses its value regularly since its purchase or on a wristwatch that makes a profit comparable to the conventional investment instruments? Whether you fall in love with that watch or bond with it passionately, a reasonable person’s answer to this question is clear. If you can “cash in” a Rolex Daytona or a PP Nautilus with a huge profit in a second-hand dealer, which is just a block away from the authorized dealer, this is nothing but “admirable nonsense”.
If we leave aside those adventurous types, the clientele of such watches are people who are experienced in owning luxury timepieces. They are aware that those metal objects they wrap around their wrists are not magic wands that can solve all their problems. What is even more crucial is that the brands and models that appreciate are not only doing this in their categories but also the entire world of watches. I told you the part you already know. Now let’s get to the annoying part.
There is a crowd on social media. I’m talking about millions of people. No, don’t look around; it’s you that I am talking about. People who spend hours and hours every day trying to see how others live. The ones, who are happy with the number of likes they receive and are enthusiastic about the number of followers. Some others make loads of money and do not hesitate to show while others who want to be like them, trying to show themselves much better and beautiful than they are. If you’re following accounts about watches, the posts should have caught your attention already; a rich and muscular man wearing an RM while having a party with naked girls on his luxury boat. A young businessman approaching his sports car wearing a thousand-dollar suit and rocking a Nautilus on his wrist. On the other hand, there are the “ordinary” people who envy and dream about these lives.
If you remember, I just mentioned that people who are interested in watches could stand out from advertisements as they become aware, and distinguish between natural and artificial situations. At this point, social media alters all the truths. Without the need for the brand to do anything, its customers are becoming the biggest advertising tools. Of course, there are cases where brands directly get involved in. The accounts, which can interact with hundreds of thousands or even millions, are effectively “used” by big brands. Dividing the advertising budget into many social media accounts, instead of spending on magazines and billboards can turn into a much more productive, and lucrative public relations campaign for the brand.
Simple logic applies to the principals of shopping. Is the product I bought worth the money I spent? As you know, the consumer is the one who determines this value. Of course, the right of the manufacturer or seller to manipulate the customer is always reserved. If a wristwatch can be sold above the list price on the second hand, indeed this issue should take place in literature. Especially if the said product is not a necessity at all. At the end of the day, all brands’ job is to make you desire that object, which you practically don’t need. This is where the power of social media comes into play. You may have something in common with the person who has the life you dream of; the watch on your wrist. After all, it’s easier than having a yacht.
Social media and disproportionate use of the internet bring information pollution. This crowded and corroded world, which is based on the exploitation of emotions, does not hesitate to mislead people. Wristwatches, especially the mechanical models of luxury brands, are certainly not a technical tool in today’s conditions. There are also interesting things about the delivery of these products, which have become a pleasure and status object for many people, to customers. When we look at the so-called vintage examples, rarity, the condition, and the sentimental meanings applied later play a role in determining the value of the watch. Since the model is discontinued, the examples circulated in the market can change hands with astronomical figures. But, how can you possibly make a modern mass production watch inaccessible? What makes this brand and customer gain or lose? Again, I want to talk about the above-mentioned models. You walk into the authorized dealer but you cannot find any of those watches. You decide to wait but then, no one knows about when you will have the watch. You search through the internet and notice some people have them... All of them. Then those people try to sell those watches and guess what? They succeed. If we look at the situation in terms of manufacturers, we see that they are facing a much higher demand than supply. If the production increases, more people will have what they want, second-hand values will decrease to normal levels and the brand’s turnover will increase. Naturally, the inaccessibility will be eliminated, and those dream watches will become ordinary products. These strategic and future-oriented decisions, made without being greedy, result in unhappy customers and happy companies. In short, you can be a big or a small player in this game, but you can never be the one who sets it up.