Hello everyone! This is Yagi from Commit TV.
I know this may seem sudden, but there are probably a surprising number of people who want to start their luxury watch life, such as those who "don't own a luxury watch", "those who want to buy one in the future", "those who don't know where or how to buy one", and are plagued by anxiety and worries and can't take the first step! Also, it would be a different story if you had someone around you who knows about luxury watches, but there aren't many people around you who know much about them! I think there are many people who feel this way.
So, this time I would like to explain to you all how to choose a luxury watch in an easy-to-understand way, dividing it into three sections. I will make the content more relatable based on what I have felt and the stories I have experienced, so please enjoy reading until the end.
I. Money
When purchasing a luxury watch, I think the first concern that everyone has is money . As the name suggests, it is a luxury watch, so it is not uncommon for it to cost hundreds of millions of yen.
▶ Luxury watches ≒ Industrial products Luxury watches = Assets
When I say this, some people might say, "You're only saying that because you work at a watch shop," or, "What are you talking about? Are you a scammer?" But that's not actually the case. Of course, you need to carefully choose the brand and model, but luxury watches are not just industrial products; they have many different aspects.
A typical example of this is the aspect of it being an asset .
*This is about [assets]. For your reference!
Did you watch it?
Over the past two years, I have often thought, "If only I had known this sooner..." (laughs)
While the value of many industrial products as assets decreases, the opposite principle is true in many cases for luxury watches. This is a matter of supply and demand, but I hope you will find this an interesting aspect.
▶ Estimated budget
Next, we will talk about how much of a budget you should actually set.
The general price guideline is
"3% to 30% of your annual income"
※example)
3 million yen → Watches between 90,000 yen and 900,000 yen
5 million yen → Watches between 150,000 yen and 1.5 million yen
10 million yen → Watches between 300,000 yen and 3 million yen
This is only a general guideline.
▶How to purchase
Have you understood the flow so far? Well, how do you actually buy one?
There are four main ways to purchase a luxury watch:
·【cash】
·【Bank transfer】
·【credit card】
・【Shopping Loan】
To be honest, I think most of you already understand it, so today I will introduce the percentages of the four payment methods mentioned above.
・【Cash】: 30%
・【Bank transfer】: 27%
・【Credit card】: 3%
・【Shopping loan】: 40%
*This data is based on the number of transactions at our store.
The surprising figure here was the 40% figure for shopping loans. To be honest, it felt like cash was the overwhelming majority, so even we were surprised by the result.
However, if you think about it objectively, when the price range is between several million and tens of millions of yen, the price difference between this and cars and houses is becoming smaller than it was before, which may be why we have seen such results.
Most people buy their homes and cars on loan, so this result can be seen as a sign that luxury watches have joined the ranks of real assets and have transformed into valuable items .
Also, looking at it from another angle, I think the overwhelmingly low maintenance costs of watches are what are driving the "shopping loan" trend. Compared to cars and houses, watches only need to be overhauled once every few years, so they can generally be maintained. It seems like the interest on the loan can be offset somehow.
I'll be honest and say that I am one of those people who have purchased a watch using a shopping loan. (laughs) Why not consider using a shopping loan as one of the options when purchasing a luxury watch?
II. Brand Model
Next, I would like to talk about how to choose a brand and model.
First, learn the brand (research it)
There are many brands of luxury watches, and each brand offers a countless number of models.
The interesting thing about choosing a watch is not only the design, but also the background of the brand and the model. Knowing this can give you a sense of romance, and by projecting yourself into the watch, you can develop an attachment to it.
So, I recommend that you first research a brand that you like, and then look for models that interest you. The quickest way to do this is probably on YouTube.
※Commit TV also publishes information about each brand. Please check it out!
Imagine the occasions when you would like to wear it
Next, imagine the situation in which you would most like to wear your luxury watch.
The most common opinion is about business scenes. After all, I think that business scenes are indispensable when it comes to daily use. However, some people may wonder what others will think if they wear a luxury watch to work. It's a difficult balance to strike, but the time spent seriously thinking and worrying about it can be a fun time if it makes you feel more attached to the watch.
*We have also uploaded a video introducing watches that we recommend for such people. Please take a look!
Of course, there are also people who want to use the watch only in private, or for special occasions such as weddings, funerals, etc. Therefore, the key point is to start looking for a watch by considering the occasions in which you would like to wear it.
After that, if you decide on a general outline, such as a sports model, luxury sports model, or dress watch, you will have a higher chance of finding a watch that suits you.
*This is a video that explains fashion and watches in an easy-to-understand way. Please take a look!
Here we introduce the Rolex Explorer I Ref. 14270, a versatile watch that can be used in any situation. It is definitely a watch we would recommend as your first purchase.
III. Where to buy
Once you've cleared the financial issues and have decided on the model you want, it's time to decide where to buy it. What are the characteristics of each model, and where should you buy it to make a good purchase that you won't regret? We'll explain these at the end.
■Authorized dealer
First, there are authorized retailers. As the name suggests, these are stores that have signed official agency or retailer contracts with each brand and are officially authorized to sell the products.
The retail price is determined by each brand, and they must be sold at the same price throughout the country, regardless of market price.
Currently, Rolex sports models are priced at a premium on the secondary market, and it is almost impossible to purchase them at authorized dealers. If you can buy one, you're lucky (laughs).
■Parallel stores
Next are parallel stores, which purchase new watches from overseas through their own channels without going through official dealers.
Of course, the prices are not limited to the regular retail prices, but are based on the market price. You can also purchase models that are hard to find at regular retailers and overseas limited items.
As mentioned above, each store has its own character and is independently managed, from the products they sell to their pricing. Therefore, you need to choose a store carefully.
■ Secondary shops (secondary distribution stores )
A secondary shop is a store that mainly sells products that have been purchased from customers and entrusted to us for sale. Commit Ginza is one of these stores.
It may be a little difficult to understand the difference between this and a parallel store, but it is easier to understand that this is a store that does not have a fixed procurement route overseas (brand new).
Basically, we buy from customers and sell on deposit, and most of the items are second-hand. Therefore, the ability of the appraiser determines the store's ability. If the appraiser does not have the ability to judge the authenticity, condition, and current value, it will be impossible to buy and sell at the right price.
In addition, due to their appraisal skills, secondary shops tend to have many discontinued models and vintage watches, which is one of their major attractions. However, since prices are set according to the store's own standards, choosing the right store is very important, just like with parallel stores.
Extra ★ Area
As I mentioned earlier, choosing the right parallel store or secondary shop (secondary distribution store) is extremely important.
So how can you gauge the trustworthiness of a store?
The simplest answer is "an area with a lot of competition."
The reason is clear: the more competitors there are, the more they have to improve the quality of everything and stimulate sales.
This time, we will introduce some recommended areas of Tokyo, where we live.
[Nakano area]
Nakano Broadway, the mecca for wristwatches. When it comes to luxury watches, the Nakano area is the first place that comes to mind. There is no other place in the country where you can find such a large number of luxury watch stores lined up in a single space.
Needless to say, the biggest advantage is the number of stores. Since famous stores are located close to each other, it is extremely easy to compare options when buying or selling.
[Shinjuku area]
Next is the Shinjuku area . This is an area with not only parallel stores, but also many department stores and street stores (official retailers). The area is quite wide, so it is surprisingly difficult to get around. (lol)
The advantage is that there are many large stores with a large inventory, so you can take your time looking at watches when you visit.
[Ginza area]
The last place we will introduce is the Ginza area , where our store, Commit Ginza, is located. Like the Shinjuku area, this area is one of the leading areas in Japan with a large number of "official retailers" and "parallel stores."
Ginza has a strong image of being luxurious and high-class, but I think it is the perfect area for high-end shopping. The Ginza area , with its many relaxing spaces, is highly recommended for those who want to take their time shopping.
As for watch stores, they are mainly concentrated around 5th to 8th chome.
Extra ★ Reviews
lastly.
When making high-priced purchases, trust is an important factor. In today's internet society, there is no way to avoid using word-of-mouth reviews to find a reliable store.
Of course. It's not everything, but I think it's no exaggeration to say that the real opinions of people who have actually used the service directly reflect the capabilities of the store.
Therefore, before you go to a store, check the reviews first.
summary
What did you think.
This time, we will be discussing "How to Choose a Luxury Watch" under the heading "I. Money".
『Ⅱ. Brand Model』
"III. Where to buy"
I divided it into three categories.
When making a big purchase, you may not know what to do at first and find it hard to take the first step. I actually felt the same way, and my anxiety was getting the better of me.
So, I hope that by reading this article, you will be able to ease your anxiety and have a fun time shopping for a luxury watch. If you still want to buy from Commit Ginza, we will do our best to support you, so please feel free to contact us.
We hope to continue sharing this kind of content in the future so that more people will come to love luxury watches!
see you!