As a watch enthusiast and a marketer by profession, I cannot help but focus on the overlapping similarities in both industries. Essentially, all major watch retailers are great marketing companies at first, and great watch companies second. They sell you stories, personalisation, longevity, and most importantly, a piece of art.
For example, Rolex has always been more than just a watch, it's a symbol of having made it in life, a testament to personal success wrapped around your wrist. These brands don't just sell timepieces; they sell belonging, legacy, and yes, a ticket to an exclusive club where the cost of entry is often a small fortune.
But why, in this time and age people still justify buying a timepiece for thousands of dollars? It's simple: they're not just buying a watch; they're buying into a world a vast community of aficionados for whom the thrill of the hunt for that perfect piece is almost as intoxicating as wearing it. Now if you may ask, why do most high-end watches appreciate in value?
This isn't just because they're beautiful (though they certainly are); it's because there is a passionate community ready to recognize and reward the inherent value of these timepieces. The global watch industry spiked during covid times, surprisingly when everything else was plummeting.
Once the internet arrived, it changed everything. The ability to measure your financial investments and find the right buyers completely transformed the industry, pretty much how the internet changed everything. Supplemented by an ever-growing pool of enthusiasts and a surge in transparency and trust in the market, it also became a welcoming space for new enthusiasts.
In your early days as a collector, you always seem to be in imposter syndrome. It’s hard to make sense of your obsession, but as you dive deeper and connect with fellow enthusiasts, it all begins to make sense.
The true genius of sophisticated watch brands was less about their craftsmanship and more of their marketing prowess, their ability to sell us on something more profound than mere timekeeping. Watches have been turned into experiences, legacies, and symbols of personal achievement. And as the secondary market for vintage and pre-owned pieces took off, brands continued to innovate, ensuring that a watch was never just about telling time; it was about telling a story, your story.
The watch is not a timepiece anymore, it is the perfect gift, the right style statement and a status symbol to show how rich you are. The latter perception is now common among celebrities, with rappers and athletes flashing some of the most intriguing watches in the world.
Time, after all, is the most precious thing anyone has and with a beautiful timepiece, we’re only making a statement about what we value most.
