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I could not help but notice that
Breguet sold approximately 5,800 watches even though the boutique has informed me that they produce about 20,000 watches a year! In the 1990s, Breguet used to produce 5,000 watches a year. This is clearly their comfort zone and they should revert to it. In the words of Enzo Ferrari, make one car less than the demand! 
I never would have guessed RM had so much of the market by value.
But I also would not have guessed that GO was so low.
Sadly, Omega’s drop makes sense to me. By just switching dials on the Speedmaster, manufacturing hockey puck size watches and very little innovation, I get turned off…
…each time I walk into an Omega store. And I want to buy an Omega. RM is a total mystery to me like so many other things in a world gone upside down.
I could not help but notice that
Breguet sold approximately 5,800 watches even though the boutique has informed me that they produce about 20,000 watches a year! In the 1990s, Breguet used to produce 5,000 watches a year. This is clearly their comfort zone and they should revert to it. I...
Agreed but
few have increased their production four times withouth the corresponding increase in demand.
They should
but not unfortunately with Breguet who can't even sell 30% of the watches they make. So they should really reduce production and make their brand a lot more exclusive with a smaller product range.
Great numbers, Christopher Ward nearing 40k products a year, Cartier 700k(!), Patek at 72k, Panerai 38k.... and MB&F.... WOW...
MB&F must be smoking something, they hit what must be a company record of.... . . . . ...wait for it.... 420. . . . Hmmmmm.... 420.... Max, you crazy wizard wildman of fun. I light one in honor of you....
Imterestingly
FP Journe sold 1900 watches in 2025. I always thought they made fewer than1000 watches a year, somewhere in the region of 850 to 1000 pieces. Still long waiting lists despite selling almost 2000 watches in one year.
I seriously doubt so Jay
as i am sure they have sold more than just a few hundred M.A.D 1 and 2 in 2025.
You may be right.
But then the non M.A.D numbers seem kinda high. Going to see some MB&F people next week, if I remember I will ask.
Please do!
I am sure with the launch of the M.A.D. 2 in three editions last year, sales of M.A.D alone were over 500 watches.
This includes about 1k elegante.
Mechanical watch production is still under 1k per year.
No one would have guessed
that Richard Mile would sell more watches than Breguet did in 2025 considering their price points.
This suggests that people don't choose good watches (Breguet, Blancpain, GO), but buy what the crowd wants.
A. Lange & Sohne, Breguet, Blancpain, Chopard, GO, Parmigiani - why do we need the craft of these factories if people don't appreciate their work?...
It's clear. People stopped appreciating the internal structure of watches. The main thing now is the lugs.
Ps. Blancpain does not compete with Rolex, its competitive environment Vacheron Constantin.
I cannot buy a watch for the internal structure if it looks like the dial and other elements were an afterthought.
That just doesn’t work. And I’ve seen many established collectors here and elsewhere purchase downright ugly and poorly designed overall packages just because the technical aspects (movement) were notable. I don’t understand this. It makes zero sense. ...
We had this discussion already on another forum 😀
The Breguet straight lugs … I don’t mind them but agree it can be an issue for some people But regarding blancpain’s 50 fathoms That is a few steps above e Rolex sub, and it’s much closer to a patek aquanaut than a submariner if you look at the finishing ...
Agree and that’s exactly the problem
We enthousiast know better and would really consider all options But 90% out there just buys a brand they know and you can’t even explain them that 50 fathoms is superior to a Rolex… they just want the Rolex cause it’s Rolex branded And after all it is a ...
This 💯
Unless you are into horology and care about movements or decorations, so a small percentage of watch buyers, some of which are on here. Beyond the aforementioned, you have most middle class buyers getting a Rolex because of the brand recognition and to sh...
In part a fair point..but also many of those “good watches”…
…are just god awful horrible designs with zero appeal. But as a general point I agree that much of what it bought today is what the crowd wants (be it watches, cars, clothes etc).
Sadly I agree as well! Personally I think this is true for the whole luxury segment! We reached a tipping point: there is still a luxury segment for the ultra rich people.
But for the average "rich" and especially for younger people we reached a point where emotions, price and value are totally of balance!
Just read the Hodinkee article summarizing the Vontobel report on 2025 the other day…
Now either Hodinkee (more likely) or Vontobel need some brushing up on tilde along with data, since they claimed Rolex had 61% of the market by value of above CHF 3.000 and then showed the same data as here. Even if you keep in watch manufacturers that ha...
And Swatch still deliberately posted a picture that pissed off the asian community...
and now they get what they wanted.
Interesting Insights - Omega
As an interesting case study, I examined Omega's performance on the Morgan Stanley report from the last several years 2019-2025. Omega finds themselves in a very dicey situation....Houston we have a problem. This may come down to a number of issues: desig...
I am not not surprised. Aside from Cartier (which I think of more as a jewelry brand) independents rule.
I hope this means the end to the mega groups. Omega cheapened its brand with the swatch collabs. Ppl are paying attention.