patrick_y[PuristSPro Moderator]
28348
It can be very disappointing indeed...
Mar 02, 2021,09:14 AM
You're absolutely right! I too am saddened to see some of my favorite pieces disappearing from the menu. The fact that the Master Ultra Thin line is no longer in existence is very sad for me! The fact that it didn't all of a sudden generate a lot of buzz when it was discontinued was even sadder to me. Here you have a true high horology piece (in terms of architecture, but not in terms of finishing) that was a special and relatively affordable piece.
The problem is this... People are always proud to announce to the world when they own something like a Patek Philippe or an Audemars Piguet, because they're the hot brands right now. JLC has never been a very hot brand because it's always been a "middle brand" in terms of prestige. It's very difficult for these "middle brands" to break into the limelight. The middle is never "special enough" and it's too "technical." It's like how Formula 1 Race Car drivers have been instructed to not get too technical in press conferences because it's boring to most fans. Nobody wants to hear how they chose the perfect tire set up and how tire strategy gave them the edge to win the race. They want to hear stories of glory and triumph!
I can only hope that JLC has more stories of glory and triumph. But unfortunately, those stories usually go to the other brands, never for the "middle brand" types.