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Motty's exploration of the Jaquet Droz sapphire crystal case and the brand's direction sparks a vital discussion among collectors. This article delves into the strategic shifts at Jaquet Droz, examining how the brand, under Swatch Group's umbrella, navigates the ultra-luxury market with high-concept pieces and bespoke offerings. Readers will gain insight into the brand's positioning and the broader implications for haute horlogerie within large conglomerates.
I've seen more like this one (bsandovalb) or this (Ed Tonkin's watch)
With Omega and Longines doing well and a number of also rans. JD is out of production except for small batches, the first Swatch brand to end up this way.
... as this is their new 'entry level' piece 😜 By the way, that case is just insane in terms of construction and make! However, they now target the average billionaire of the world, who, in China for example, is in his/her 30s. They aim to sell 100 pieces per year. With a six figure price tag in any case (pun intended), that equals a pretty good turnover sum. In theory. I don't know how it works out, however I know from the German brand manager that he just recently delivered a customized Charmi
This new release is visually striking. Two issues. It's another stunning watch that isn't affordable. Who is going to order it now that the Jaquet Droz is a dead brand? Swatch Group is a leader on the technical side, with a lot of very interesting mechanical movements. The rest is not consistently good. Where is the marketing? Can we expect more brands to end up like Jaquet Droz?
That JD is in turmoil? It can be. I wonder for instance Blancpain is a kind of maison that follow JD to somewhere unknown. Breguet looks more living and active, and H Winston is at a niche corner. As i take Richemont, it seems they manage the maisons away more smart. It seems they chose the right markets and be moderner than their colleagues. Their colleagues have Omega and Longines as two strong anchors, but the others might eat too much profit away. As JD, and Blancpain will gain more sales, p
I saw there new line a few months ago during W&W and have to admit I didn’t like there direction they are going. Wasn’t impressed tbh especially at that price point
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