Sunday, March 30, 2014

Why Do People Buy Luxury Watch Brands?

Years ago, I used to scoff at people who bought luxury watches.  My brother-in-law would wear a Tag Heuer and make fun of my humble Timex or Casio.  I'd ask him what time it was, he'd tell me, and I'd look at my watch and say, "Same here!"

It was fun at the time.  But, as I have gotten more and more into watch collecting, I can appreciate fine luxury watches.  Especially when they are worn by someone who appreciates them not just as a display of wealth but for their art, materials, design, and history.  For example, when you look at a Constantin Vacheron watch you see art and a heritage that goes back to 1755.  Check out this triple complication pocket watch from Vacheron Constantin. It dates back to 1901 and it is a piece of art.

By shakko (Own work) [CC-BY-SA-3.0 (], via Wikimedia Commons
When a company has been building a reputation for quality, design, and craftsmanship for many decades or even centuries, they take on a quality that transcends marketing departments and MBAs.  They have an essence that is important and yet intangible.  I've tried to put a finger on those intangibles here -

So, while I can't afford a Rolex or an Audemars Piguet, I can appreciate them and I can dream.  That's why I'll write about them from time to time.

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