Watch Your Brand | 1

An extravagance that defies logic…

Is there any other product quite as enigmatic as a luxury watch?

As the world gritted its teeth in the face of economic recession in 2009, demand for high-end luxury watches confounded the pessimists and remained defiantly robust. Admittedly fewer pieces were sold, but there was a marked shift towards the more illustrious and expensive prestige brand models. The desire to own a fine luxury watch not only continues undiminished but its purchase has become even more momentous – it might be even be justified as a secure investment in uncertain times. We should, however, be under no illusion that the real motivation is invariably emotional rather than rational, i.e. “rather than seeing my money as a figure in a deposit account earning very little return, I can see it as the exquisite timepiece that I have always dreamt of”. So, when the heightened allure of a fine watch, as a luxurious escape from the grind of daily life, starts looking like an eminently sensible investment, the rational objections dissolve enabling the emotional desire to be consummated.

The fact is, an expensive watch is a personal indulgence by any reckoning, an exquisite object of desire that is often hard to justify. After all, for less than the cost of each of the regular services you’re going to need on that new mechanical masterpiece you could buy yourself a new, top-of-the-range Apple iPod (think of it as a super-accurate quartz timepiece with a free music player attached). Perhaps it is its irrational extravagance that makes it such a delicious object of desire. There are, it seems, few possessions that can generate such emotional gratification and pride of ownership.

“To be considered a success in life…”, says French advertising guru, Jacques Séguéla, “…you must own your first Rolex by the age of fifty”. The legendary brand name, or that of a similarly evocative brand possibly more to our taste, and the expectation that it signifies is a promise to which we aspire and which we know will be recognised.

Part 2: Intimate appeal, some brands have it…
Part 3. Start with the brand and the rest will follow…

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