I. About the Campaign

Good evening everyone.

The position of luxury watches has changed year by year since the Lehman Shock, and their asset value has continued to increase, giving them attributes similar to dollar-denominated fixed-term deposits. I feel that they are now positioned differently from luxury clothing, cars, and other consumable goods.

Our buyback rate after purchase is over 100%, excluding short-term buybacks within 6 months. We have a track record of customers being able to buy back their investments for more than the amount they paid for them. It is no exaggeration to say that our "average total performance" is the same as that of fixed-term deposits, gold bullion, and stocks.

★★Click here for more information about buyback rates★★

Well, this time I will be looking into how to purchase such valuable luxury watches and how to choose a store to buy them. As the title says , "Watch Retailers' "Truth Investigation and Consideration"" , I may be writing in a slightly exaggerated way, but as the title says, I would like to explain my thoughts based on the facts that I have dug into the truth and the principles I have analyzed in an easy-to-understand way.

The first article is about "campaigns" . Each company runs a wide variety of "campaigns" during busy and slow seasons, but there are actually many hidden tricks behind them. I feel that this analysis and consideration is not limited to the watch industry.

We hope that this series will provide accurate advice to many buyers, and we promise that the information is definitely worth knowing, so please read to the end.

The contents of this article are also available in the video below, so please take a look!

What is a [Campaign]?

Campaigns can be broadly divided into four types.

❶Price reduction campaign

⇒Sales of products at reduced prices, such as "xx% OFF" or "xx million yen off coupon"

❷Rebate Campaign

⇒ Purchase price "XX% increase" or "+XX million yen cash back"

❸ Gift Campaign

⇒ "Join/purchase/sell...and get XX free"

➍ Installment payment campaign

⇒ Zero installment fees

I think it can be divided into the above four categories. I will explain them in a little more detail.

❶Price reduction campaign

The first is probably the most common type of discount on sale items . It's similar to the familiar "SALE" expression in department stores and commercial facilities. It's the royal road to advertising to get customers' attention. The principle is simple, but stores that normally sell with thin profit margins have no room for price reductions.

Price reduction campaigns are a common occurrence at watch stores, and it cannot be denied that they are a way to constantly appeal to customers. It is not uncommon to see a 10% discount on the price of a watch, a discount of several tens of thousands of yen, or even a discount of over 1 million yen for some models.

Of course, for customers, it is a good deal if they "want it". It is only a "good deal" if the product they are trying to buy is cheaper today than it was yesterday. However, is that really the cheapest way to buy it? It is more realistic to think that the original price was very high. Furthermore, it is quite common to find cases on the Internet where products are being sold for even cheaper than the heavily discounted price.

The types of products that are discounted as highlights tend to be models that have little demand and are not very popular, and to be honest, many of them have little asset value and are not suitable for resale. In addition, they often put out items that do not sell for a long time.

If you really like the watch and are buying it, I recommend it. Watches that are difficult to sell even if they are discounted, as mentioned above, are not very valuable and tend to be very cheap when purchased. Even if the actual selling price of a watch is significantly lower than the list price, if you buy it at the reduced valuation, your loss will still be minimal.

Key points!

If a product can be discounted through a regular campaign, it is likely that the original selling price was high. The selling price of a store that does not run a campaign is more reliable. First, compare searches on Google! A 10-minute search can make a difference of tens of thousands of yen.

❷Rebate Campaign

The second type is what is known as a "rebate type" campaign . These tend to be implemented when an item is selling well and there is a shortage of stock, or when a customer order has been placed (there is no stock at the moment, but it will sell if there is stock). In any case, there is no doubt that a "rebate" is being given, so it can be said to be a beneficial "campaign" for customers. This also seems to be a matter of timing and luck, but it is thought to be of a slightly different quality than a discount "campaign ."

As an aside, if there are already pre-orders from customers who want to buy the item, you may be able to sell it at a higher price. In that case, we recommend selling it immediately.

However, there is an important thing to note about this "rebate model." This type of "rebate model" means that the store has a strong tendency to "increase the selling price." Naturally, if you increase the purchase price, your purchasing costs will increase. This will inevitably increase the sales price. For stores that regularly run these "campaigns," it is essential to compare and check the "selling price." Search and compare selling prices on Google as well. It really can make a difference of tens of thousands of yen in just 10 minutes.

And more!!

The biggest drawback of this "rebate model" is that customers are misled into thinking it is a good deal or a great opportunity, when in fact it is not.

example)

Let's say that person A has a watch that is worth around 800,000 yen. He goes to a store that is running a "30,000 yen increase in purchase price campaign!" with the hope that he can sell it for a high price. However...

===Let's start the appraisal!!===

So... "In this condition, it would cost 770,000 yen. But don't worry! We're currently running a promotion, so we'll buy it from you for an additional 30,000 yen, for a total of 800,000 yen!"

So, in the end, it remained the market price!! (lol)

This kind of thing happens quite often.

Therefore, in such cases, we recommend that you always go to multiple stores for an appraisal and compare prices. People who are knowledgeable about watches have experienced many cases where they were able to sell their watch for a higher price than the store that was running the campaign .

Key points!

If a store is running a cashback campaign, there is a strong tendency for the store's purchase and purchasing prices to be higher. In other words, the sales amount will inevitably increase. And there are stores that seem to offer cashback when it comes to purchases. In summary, in either case, search on Google! and be sure to visit multiple stores to compare! As a little tip, it is more effective to present the coupon for the purchase campaign after the appraisal.

❸ Gift Campaign

The third type is a "campaign" that is often conducted in the form of a gift if the customer brings some positive element to the store, regardless of the particular transaction. The actual purpose of most gift "campaigns" is to get a customer list or to aim for advertising effects.

Basically, in most cases, the store does this as part of their PR activities, so I don't think there are any particular disadvantages for customers. However, I don't think there are any gifts that are too expensive. (laughs) So, in such cases, it might be okay to be a little suspicious.

Key points!

Gifts are often a good deal (laughs).

➍Interest-free campaign

Nowadays, you often see "zero interest installment campaigns". For example, as far as I know, there are no cases where you buy a car and then pay in 10 installments every month at the store, or transfer the money, in other words, buying a car on credit. You definitely pay using a financial company such as Aplus, JACCS, or ORICO, and there is no debt or credit between you and the store.

When a finance company lends money, the interest rate is never zero. It is generally said that the going rate is between 3% and 5%. This is something that the customer would have to pay, but the dealer will pay it on your behalf as part of the campaign. On the other hand, this is a "campaign" that cannot be run unless the dealer has a large profit margin in their daily pricing.

Key points!

Not all stores run this "campaign." It would be more accurate to say that there are stores that run it and stores that don't, or rather, stores that can run it and stores that can't. There is a clear difference. Stores that can run "campaigns" generally have higher sales amounts. Here, it would be best to calmly compare the total amount paid!

Summary of Observations

This article was a little long, but I hope you enjoyed it. Basically, companies don't do things that don't make a profit. Watch retailers (secondary distributors that are not official stores or directly managed stores) do not manufacture and sell their own products, but instead purchase them, so they usually cannot significantly reduce prices or increase the purchase price.

This also means that if a store has a large margin of profit beforehand, they can launch a "campaign ." For stores that can run regular campaigns, the actual price is the price after the "campaign" discount is applied, and even after the discount, the price is often higher than other stores.

By the way, there are many stores that never run "campaigns" . I think that most of these stores always offer the best price possible, based on the store's set profit margin. They have no room or space to offer discounts. This means that it is almost impossible to negotiate a discount at stores that always offer the lowest possible price by keeping the selling price low.

These points may also be an indicator for choosing a store.

Our store runs a "campaign" to give back to customers several times a year. As many of you may already know, we run campaigns where we sell Rolex Explorers for around 200,000 yen, and if someone buys one for that amount and then sells it to a store they pass on the way home, we will make a 100% profit. It's a campaign that is a complete loss for anyone to see.

It has been proven that luxury watches can become a stable asset on par with fixed-term deposits if you know how to buy and sell them properly. As mentioned at the beginning, our store has an average buyback rate of over 100% for customers who have held their watches for over a year. We also believe that satisfaction is rising, as shown by the fact that 80% of our customers are repeat customers or referrals.

For many people, buying a luxury watch is a once in a lifetime purchase. We don't want you to have a bad experience with such a purchase. It's best not to be fooled by the "sales" and "campaigns" out there, but to calmly calculate the discounted price and compare products on Google!

Of course, this doesn't apply to all cases.