Independent Watch Market Analysis: Trends

Lankysudanese · 2021-12-02T19:24:13Z

Explore the surging demand for independent watch brands like anOrdain. Lankysudanese shares his experience with the Model 1, its quick sell-out, and anOrdain's strategic shift to LJP G100 movements and new ordering processes.

Lankysudanese

WPS member · Independents forum

39 replies6264 views1 photos

Lankysudanese's experience attempting to purchase an anOrdain Model 1 highlights a significant trend in the luxury watch market: the surging demand for independent brands across all price points. His post not only captures the excitement and frustration of securing a limited-edition timepiece but also delves into anOrdain's strategic response to overwhelming demand, including movement upgrades and revised ordering processes. This discussion offers valuable insights into the dynamics of independent watchmaking and what makes these brands so compelling to collectors.

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I logged into my account at anOrdain.com , to purchase a light blue version of their vitreous enamel fumé version of the model 1 (see photo). I rushed through the ordering process (home address was the same as billing, entered the credit card info) and hit ‘buy’ before the clock ticked 1 minute after the batch release. Alas: all was sold out! That’s MING and Kurono Tokyo level, from a brand that I [mistakenly] assumed was less recognized than the former two.

I wasn’t mad or frustrated; I was just happy that the artisans in this attention-to-detail-focused manufacturer had a supply/demand mismatch problem.

Today, they sent an email acknowledging that mismatch: 600 individual customers had vied for 48 watches. 😳🤯😱

They also announced a new solution: an order-with-deposit-and-wait scheme. More importantly, they announced graduating from the ETA 2824 to a LJP G100 movement (which doubles the PR).I welcomed that, while realizing the increase in price and the added difficulty and cost of serviceability (compared to the ETA) and loved the language that they used in the email

#Rise_of_the_Independents

Have a good weekend

Hussam

Key Points from the Discussion

The demand for independent brands like anOrdain is so high that limited batches sell out within minutes, comparable to more established independents like MING and Kurono Tokyo.
anOrdain is transitioning from the ETA 2824 movement to the LJP G100, which offers a doubled power reserve, acknowledging a price increase and potential serviceability challenges.
Some collectors are exploring other independent brands like Zelos, which also offer unique designs and reliable movements, as alternatives when highly sought-after watches are unavailable.
anOrdain's professional and thoughtful communication, even when addressing supply/demand imbalances, is appreciated by the community, despite the unfortunate necessity to ask customers for kindness and patience.
The brand's commitment to detail, including heat-bronzed hands, in-house movement adjustment in five positions, and personalized regulation based on customer wearing habits, justifies the attention it receives.
anOrdain's customer-centric approach, including a 5-year warranty and a focus on customer input, contributes to its strong reputation and loyal following.

The Discussion

Lankysudanese

Dec 2, 2021

Heat-bronzed hands. In-house watchmaker adjusts the movement in 5 positions (like a chronometer) and then regulates it based on the customer’s input regarding wearing habits. 5 year warranty. And on and on and on…. This brand is worthy of all the attention that they’ve been getting

Shemmir

Dec 2, 2021

I was thinking about it too, but instead I got something else. Independent, blue dial, Zelos with a great Peseux/ETA movement, 1 of 100

SakeM

Dec 2, 2021

... You said on my post about my red anOrdain that you were resisting the impulse to buy one 😂 Glad to see you gave in to the temptation but sorry to hear you weren't able to get one! I too thought their email was very professional and thoughtful. I'm also sad they had to put that part at the end about them only having a small team and asking for people to be kind and patient. Who are these awful people harassing their staff?! 😡

blau

Dec 2, 2021

Have been rooting for both them and Paulin ever since stumbling across them on a visit to Glasgow a few years ago. I didn't realize things had turned so quickly, though!

dnlmpg

Dec 3, 2021

They evidently are putting customers and fans first, which is the way to go. Good for them! Mine says hi!

Bounce781

Dec 3, 2021

Lots of heart and positive vibes with Lewis and his team. Great to see them doing so well.

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