Horological Meandering

ChetBaker
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At Geneva Watch Days this morning there was a lady from Insead

talking about the future of luxury. One of the things she mentioned was the need for inclusivity of succesful watch brands. I remembered the recent discussion we had here on Patek advertising and the lack of racial or gender diversity. There’s also the aspect of traditional values and generational wealth transfer from one generation to the next. So I asked the question how a brand like Patek should deal with the inherent tension between exclusivity and inclusivity. I don’t think we got a very coherent answer as all she said was “this marketing campaign strikes a great balance”.  Well. Perhaps she could have mentioned access to the Patek Museum being affordable, or Patek opening up its doors to the public every year (examples given to me by two female collectors after the talk) but she did not. Either way - I like the ads but it did remind me how difficult marketing is in a world where you can be attacked from all sides and striking the right balance is tricky.