In the past few decades, watches have ceased to be simple tools for measuring time; they've become representatives of luxury and status symbols.
In the last twenty years, Swiss watches have continuously created myths of luxury, with seemingly every timepiece possessing incredible potential for appreciation. Today, let's briefly sort through this and help watch enthusiasts make clearer choices.
1) How have watches become increasingly expensive over the past 20 years?
In recent years, sales in the luxury watch market have continued to grow, especially for high-end brands like Rolex, Patek Philippe, and Audemars Piguet, which are in high demand, even experiencing speculative trends in the market.
Particularly memorable is the short-term surge two years ago, which brought about the myth of luxury investment appreciation, attracting numerous investors.
Traditional Swiss brands like Rolex, Patek Philippe, Audemars Piguet, and Omega have maintained their leading positions in the luxury watch industry.
Meanwhile, new brands like Richard Mille have emerged, leading the trend in the watch industry with fashionable designs and high-tech materials. They combine promotional materials with precious materials, attracting the attention of many watch buyers.
Precision and scarcity are also important selling points for luxury watches.
Rolex has the Superlative Chronometer, Omega has the Master Chronometer, which both demonstrate precision. Over the past 20 years, with the development of promotional techniques, some brands have also emphasized the scarcity of production, combining technical content with scarcity to capitalize on the market.
2) How should the middle class choose a watch?
Rolex Datejust 41
Budget range: $10,000
Rolex has always been a leader in the luxury watch market, with sales far ahead.
However, there are serious premiums for popular Rolex models, so for the general middle class, choosing a Rolex Datejust 41mm watch might be a good starting point.
Rolex prices are very accurate, considering brand value and craftsmanship. Therefore, a budget of $87,000 is very appropriate for this positioning.
This watch is suitable for buyers who need to showcase their status, and its price is close to the retail price, less affected by market premiums.
Omega Seamaster
Budget range: $7,000
According to past year sales rankings, Omega ranks second.
Although Omega's brand appeal is not as strong as Rolex, its strategy is to offer better performance and craftsmanship at the same price point.
The Seamaster series is a representative work with outstanding anti-magnetic performance and high-quality configuration.
Compared to Rolex, Omega's quality is almost as good, but there is a gap in brand value.
Therefore, for buyers seeking value for money, several series of Omega are good choices.
Seiko 5
Budget range: Under $1,000
Some buyers in China often underestimate the value of Seiko.
However, with its outstanding performance, Seiko has beaten many Swiss brands in the past 20 years.
Seiko is definitely not inferior to some third-tier brands, and with a price range of under $10,000, many Seiko models have become popular among overseas buyers, such as the Seiko 5 series. These models are rugged and durable, perfect for everyday wear.
Apple Watch
Budget range: Below $700
If the budget is limited, I suggest not considering mechanical watches because recent sales data clearly shows that the market position of some third-tier brands is declining.
For example, brands like Tissot, Mido, Hamilton, and Rado, although they have once given the impression of luxury in the past 20 years, are not as practical and fashionable as the Apple Watch series today.
In the past few decades, watches have evolved from simple time tools to symbols of identity and representatives of luxury.
The Swiss watch market continues to create myths of luxury, often achieved through promotional techniques and scarcity.
However, for ordinary consumers, how to choose a watch from numerous brands and models?
For the middle class, Rolex, Omega, and Seiko are all good choices.
Rolex's Datejust 41 series is very suitable in terms of price and quality, while Omega's Seamaster series has excellent performance and craftsmanship.
Although Seiko's brand awareness in the domestic market is not as high as Swiss brands, its practicality and value for money are very high, suitable for consumers who value practicality.
Additionally, if the budget is limited, you can also consider some smartwatches, such as the Apple Watch.
Although they are not traditional mechanical watches, they have great advantages in practicality and fashion.
In summary, choosing a suitable watch requires consideration of both brand and model, as well as a comprehensive assessment based on individual needs and budget.
Only in this way can you find the most suitable one among many choices.
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