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Horological Meandering

It's marketing values versus our values.

 

Great posts, Thomas and those who have followed. I think we should not forget that watch companies, being in business to sell watches, will inevitably emphasize their "selling points."  A selling point could be membership in the Big Three, a Geneva Seal, a good price-to value ratio, uniqueness, innovation, a distinctive look, an unusual function, or anything else that would cause a customer to buy . . . including resale value.

A combination of extreme price inflation and the fact that many people are purchasing several watches means that the financial ramifications of buying a new watch may be more important to many watch buyers than they would have been several years ago. The more a purchase seems either "large" or "unnecessary," the stronger a factor resale value becomes in rationalizing the purchase. Therefore it is entirely sensible for marketers who are in a position to cite resale value to do so.

I will certainly agree that pure resale value is not my favorite marketing point, but I don't think it's necessary to ignore its existence. I would also remark that resale value can to some extent be seen as the market's evaluation of some of a watch's other characteristics and can therefore be used as a "shorthand" for evaluating those characteristics (similarly to using the S&P 500 to evaluate the health of the U.S. economy, and equally fraught with potential for misreading).

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