Any high-end products have the origin label, Italian leather shoes, Swiss watches. Speaking of famous watches, people will involuntarily think of Swiss watches. For Swiss watches, many people will think that they are expensive or even beyond the reach, because their prices are tens of thousands or hundreds of thousands, and entry-level watches are almost 10,000 less. Why is the price gap so wide? Where is the price? Is it really because the movement is expensive?
1. The origin label determines the height of the top brand:
For experienced old watch friends, they must know the top German brand Lange, Lange's positioning is the top luxury watch, the target is Patek Philippe , Audemars Piguet, Vacheron Constantin and other top Swiss watch brands. Lange lies in the polish and artistic beauty of the movement to the extreme, but the market popularity and sales are still unsatisfactory, and the price of second-hand recycling has dropped sharply.
Another Japanese high-end brand Seiko GS (Crown Blue Lion) is known as the Oriental Rolex, and regular watches generally start at 40,000 yuan. However, many watch friends often consider it as an ordinary Seiko watch of several hundred yuan, and sneer at it. Although GS is excellent in all aspects, it is not well understood by the general public, so it is also a niche brand watch. If the above German watches and Japanese watches are of Swiss origin, they will certainly not have the embarrassing situation they are today, so the expensiveness of the watch is not recognized by the market, and the place of origin accounts for a certain factor.
Second, the brand's historical popularity determines the brand price:
Swiss watches have a deep historical precipitation, the world's oldest watch brand, Blancpain was born in 1735. To this day, Blancpain watches with a history of more than two hundred years have more than 13 generations of master watchmakers. The watch manufacturer Patek Philippe has a history of nearly two hundred years since its establishment. The well-known Rolex has a history of 110 years. Brand history determines brand awareness. The brand awareness of
is actually the level. Among the watch brands that use the same material and movement, IWC, Cartier, Athens and Longines all use rose gold case, crocodile leather strap and ETA2892 movement. Cartier and Athens are priced at over 100,000, IWC is over 70,000 and Longines is around 20,000.
Then some watch friends will ask, does this mean that different watch brands with exactly the same material and configuration are similar in terms of watch cost? This is obvious, the cost difference is not big. The price difference of four to fifty thousand or even one hundred thousand is mainly caused by the brand level.
So there will be some old watch friends, even if they like some popular styles of watch brands that use self-produced movements, they will choose to install ETA movements to wear. Because the key factor affecting the price of watches is the brand premium.
So the long history of the watch determines the brand awareness of the watch, and the popularity directly determines the grade and price of the watch.
Third, the movement determines the price of the watch to a certain extent, but the proportion is not large:
Some watch friends asked me, known as the Oriental Rolex, why the GS crown blue lion mechanical movement is officially marked as a quartz movement ? The topic
is too high-end, but the master can still answer it. GS uses the spring drive movement (the straightforward point is that it is a mechanical and quartz hybrid movement. The quartz crystal replaces the traditional hairspring and balance wheel, so the error can kill all Swiss watches) GS this kind of hybrid movement is more Technical content, but not many people want to know that luxury goods simply rely on storytelling to sell at scary prices to show your nobility. The truth is not important. The most important thing is that the vast majority of people think that the Swiss movement is a cow with artistic beauty and are willing to consume it.
The above two similarly long watches are of the same style in appearance. Who looks more expensive? It is obviously the watch on the right. why? Because the one on the right is Blancpain! Many consumers who buy high-end watches for the first time are often more willing to look for this expensive high-end brand to bring a sense of identity and dignity. This is why it is expensive! (Public Account: Master of Mechanical WatchAssistant)
