The question: will going mainstream reduce desirability in the long run?
I think there are pros and cons. Without giving it too much thought, I’ll like to rattle off on my humble 2 cents.
The pros:
1. Becoming mainstream means more market awareness, and if it is a good product it generates more interest, which goes on to cement the desirability of the brand itself. Case in point, Rolex.
2. Becoming mainstream promotes brand value, not the intrinsic value of the watch you own or would like to own. However the overvalue perceived value goes up. This is a good thing.
3. Becoming mainstream doesn’t affect you if you have bought into scarcity (limited small runs).
4. Brand ambassadors (self or officially appointed). A plus point if the ambassadors are perceived in a positive light as they become more relatable.
5. Accessibility. In the case of Patek, be it price or actual supply they are limited. Going mainstream I would believe only makes it “more desirable”. At least it isn’t a con to me.
The cons:
1. Assuming this question posed here is for all watch savants who have a “proper” appreciation for watches (and not just monetary value), going mainstream doesn’t at all count for anything. At least in my view. My enjoyment has nothing to do with what the wider market thinks. Following on that same train of thought I would rather enjoy my watches “quietly”.
2. We all desirable exclusiveness and when buying a Patek, we are buying into rarity (largely speaking) and especially so for certain models. So yes, going mainstream means it no longer is “secret” and to some extent undesirable. HOWEVER, if you buy into scarcity (limited small runs) then this isn’t a problem. This same point could be seen as a pro if the watch is scarce, as mentioned above.
3. Brand ambassadors (self or officially appointed). A minus point if the ambassadors are perceived in a negative light.
Now that I might have addressed most of the main advantages and disadvantages, I would like to think that in the grand scheme of things this isn’t a question of right or wrong, rather inevitable or not. So to answer your questions, I think going mainstream is inevitable as the watch market matures. Does it make me happier? If more people appreciate it for the right reasons, yes. Otherwise no. Does it push me towards independents? No. I actually bought independents at a time when they were pricing below Patek in the grey market. Now, I’m actually paying more attention towards Patek (older pieces though). And lastly, I have no interest for rap music. Only classical, jazz, opera and rock n roll.
Best
Gatsby