Limited Editions: What Defines True Exclusivity?

Alkiro1 · 2017-07-28T02:23:37Z

Explore the true meaning of 'Limited Edition' watches. Alkiro1 and collectors debate production numbers, marketing, and what makes an LE truly exclusive.

Alkiro1

WPS member · Horological Meandering forum

51 replies12232 views2 photos

Alkiro1 initiates a compelling discussion on the definition and proliferation of Limited Editions (LEs) in luxury watchmaking. His post, inspired by a JLC Tribute to Geophysic, challenges the community to consider what truly constitutes a 'limited' timepiece in an era of increasing special editions. This exploration delves into the nuances of exclusivity, production numbers, and marketing strategies that shape collector perceptions.

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Hi all,

I think this subject has already been discussed here but I didn't find a recent thread.

Blomman's recent post about his JLC Tribute to Geophysic made in only 58 pieces inspired me to ask you your thoughts about Limited Editions (LE).

http://www.watchprosite.com/jaeger-lecoultre/jaeger-lecoultre-tribute-to-geophysic-on-the-wooden-beam/2.1144231.8856066/0/

What could/should be a "true" LE for you in terms of watches made (50 like the P15, 100 like the MB 1858 chrono tachymeter for each materials, less, more...)?

Do you think we have to make a link between a LE and the total of watches made by a brand yearly such as Omega for instance? Can we call a 2000 pieces LE an "exclusive" one? May be too many LE are available today. A question of marketing?

The number and importance of complications offered have to be taken into account too. A watch with a minute repeater, chrono and perpetual calendar is certainly more difficult to produce in great quantity compared to a simple three hands for instance (not with an enamel dial of course).

I "only" own three LE in my collection. My Audemars Piguet Royal Oak Fondation "Time for the trees" second edition launched in 2002, my Emil Lange (250 pieces) and a Jörg Schauer (50 pieces).

Regarding my AP, it has been made in 450 pieces "only" in steel (50 in yellow gold and grey dial) which is obviously too much for me, more particularly if I compare it to the first edition and its 250 pieces only made in steel (I owned it too but I preferred the second edition with the Oak on the dial so I sold it).

To be honest with you, I would have preferred a maximum of 100 pieces made in steel for the second edition for instance.

100 could be, for me, the maximum number of watches made to be considered as a "true" LE.

What are your thoughts?

Thanks for your comments and inputs.

Best wishes

Alkiro

Key Points from the Discussion

True limited editions, particularly from Patek Philippe, often feature unique movements, special dials, or introduce new technologies, making them genuinely distinct beyond mere aesthetics.
The purpose of a limited edition should dictate its size; excessive LEs, especially those with minor changes, can devalue the concept. Some brands are criticized for using LEs as a marketing tool rather than for genuine innovation or special occasions.
A limited edition should be tied to something genuinely special, like a significant anniversary or a charitable cause, rather than arbitrary partnerships or minor milestones. The number of pieces should also be considered in relation to the brand's overall annual production.
It's crucial to distinguish between a 'limited edition' (a stated production run) and 'rare/exclusive.' Marketing often conflates these, leading to a perception of rarity even for high-volume LEs.
Some collectors are drawn to limited editions for their unique dials or specific aesthetic variations, even if the underlying movement is standard. These variations can define the watch's character for them.
Patek Philippe's Advanced Research models are considered true limited editions because they introduce and test new, often untested, technologies before wider implementation, making them genuinely innovative and distinct.

The Discussion

Tyo

Jul 28, 2017

I think it's demand of the brand. If Rolex releases a classic Submariner with a few modification it will be a limited edition even if they make 5000.

My Polaris is limited to 768, too much to make it really exclusive IMHO. I have a piece " edition special" doesn't mean anything for me I have in my target the Montblanc you mentioned limited to 100, pretty hard to find In the mid 90 Jaeger Lecoultre launched some pretty awesome Reverso limited each to 500. I want the Chronograph but could make it for the moment because very rare on second hands. It depends to the brand and the watches for me

Alkiro1

Jul 28, 2017

Thanks for your input Tyo. Yes I'm with you on your last point

If we consider that Rolex sells almost 1 million timepieces per year, a specific limited edition of "only" 5000 pieces could be considered as a "true" LE for them and Rolex collectors. At the same time, a brand like A. Lange & Söhne which makes few thousand timepieces per year could not launch a 1000 LE for instance. That would make no sense. But I still think that, independently of the number of watches made per year, a "true" LE should be limited to a low number (of course something hard to de

patrickh

Jul 28, 2017

Dear Tyo there is one in Paris

for sale at antoine de macedo Boutique PM me if you wish. Best, Patrickh

brauner

Jul 28, 2017

A limited edition is no real limited edition

If a manufacturer would never produce more items

brauner

Jul 28, 2017

And a le is no real le

If a manufaturer can change one little detail and count again. I think there are many of those le.

Alkiro1

Jul 28, 2017

Thank you my friend. I definitely agree

Best wishes Alkiro

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