if the Charles Frodsham was priced at half its current price, it would attract a steady clientele and achieve the same four year waiting list as a RW Smith. Resale values would be strong and this would contribute to higher sales as many potential customers would not be concerned about buying into brand because at least the watch would have a decent resale value unlike many independents. Although resale value may not be the main priority when buying a watch, it is nevertheless a consideration especially with independents.