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Good evening everyone!
This column talks about mechanical watches from an engineer's point of view. This is the 26th installment.
"What is a luxury watch that does not lose value easily?"
I will talk about this topic.
Many luxury watches are mechanical watches and are not simply practical items but also have value as works of art or craft.
And this "lasting value " is what makes a watch a popular luxury watch.
What is important for a watch brand to be loved for a long time is to have both "value as a work of art" and "quality as a watch." If either of these is missing, the watch will not retain its value for decades to come.
That said, it's difficult to predict how the watch industry will change in 10 years' time.
The Quartz Shock, when the development of quartz watches dramatically changed the watch industry, and the current threat of smartwatches, which is said to surpass even that, make it difficult to predict what will happen and when.
However, there are certainly popular watches that will continue to maintain their value even in the midst of these changes, and by knowing these trends it is possible to pick out "luxury watches that will not lose their value in the future."
Conditions for a luxury watch to retain its value
①High quality
A watch that will retain its value for a long time needs to be of high overall quality.
First and foremost, it is important that the watch is functional. It is extremely important that the watch is durable, waterproof, easy to use, and highly accurate.
The next essential element is artistry.
If the quality of a luxury watch is not high, in terms of the beauty of the case and dial, as well as the attention to decoration and materials, its rating will decline.
Only when a watch combines practicality and artistry can it be called a true "luxury watch that will not lose its value."
②Iconic design
For example, the Porsche 911. Items that continue to be valued no matter how much time passes have a history of being produced unchanged and a certain status.
That is what creates brand power .
Generally speaking, when people hear the name Louis Vuitton, they think of monogrammed bags and wallets, and when they hear the name Porsche, they think of a distinctively shaped sports car. In addition to the fact that many people recognize the name, the fact that it brings to mind representative products and models is what makes the brand so powerful .
When it comes to watches, a brand can be said to have power if many people think of a specific model or even design when they hear the brand name.
Patek Philippe is synonymous with the Calatrava and Nautilus
When you think of Rolex, you think of the Daytona and the Submariner.
Audemars Piguet is synonymous with the Royal Oak
This brand power comes from status and history . Long-established brands that have been around for over 100 years are likely to continue to have high value in the future.
In order to create brand power, it is also important to be blessed with legends and historical episodes.
Top-class watch manufacturers almost always have stories like "They swam across the English Channel," "They are the world's oldest watch brand," "They were loved by aristocrats and kings," etc., and they incorporate these stories into their advertising strategies to increase their brand value.
Brands that have a brand philosophy that has given birth to legends and historical episodes are likely to continue to be highly regarded for a long time to come.
3) Improving the maintenance system
A watch brand that focuses only on manufacturing and selling new watches and neglects maintenance systems may gain temporary popularity, but has no future in the long term.
With ongoing maintenance, mechanical watches can last for decades. If a watch enthusiast finds that the maintenance system for the watch they have purchased is insufficient, such as "old models cannot be repaired" or "repair costs are excessively high," they will lose faith in the brand itself.
Ultimately, to remain a popular watch brand that is loved for a long time, a comprehensive maintenance system is essential.
This maintenance system has been attracting a lot of attention in recent years. As the concept of using good products for a long time while taking good care of them, rather than disposable products, has taken root, "systems for long-term use" are becoming more and more important for both manufacturers and consumers.
In that sense, a "luxury mechanical watch" that is not made from disposable materials is a masterpiece that is worthy of retaining its value not only 10 years from now, but for centuries to come.
④High demand in the vintage market
Since second-hand luxury watches are very popular, brands that can attract high demand for discontinued models have an overwhelming advantage, especially brands that place high value on old watches that are considered vintage.
As you may have noticed by now, there is no doubt that watches that meet the above criteria ①, ②, and ③ are popular in the vintage market.
A brand whose vintage models are popular is proof that the brand has a highly regarded history and provides thorough maintenance. Perhaps the watches on sale today will be valued as vintage watches in the same way 50 to 100 years from now.
summary
What did you think?
The beauty and practicality of a luxury watch, plus the history and status of the brand, are some of the conditions that a watch brand must meet in order to remain highly regarded for a long time.
And watch brands that meet these criteria have the potential to retain their value for decades to come, or even 100 years from now.
We hope that this article has been useful to you and has piqued your interest in luxury watches! If you have any questions, please feel free to contact us directly and we will answer them thoroughly. We look forward to your visit and inquiries.
Look forward to the next one! See you next time!
