Comments:
New Brand Announcements - What do you do?
So for years when I see a story like this I see the banner, headline and initial picture and then I immediately scroll to the bottom of the article to see the price.
In many cases seeing the price leads me to ignore the article, sometimes it leads to more scrolling to answer the question of “why so expensive” and in rare occasions it may lead to further reading and a reasoning that maybe this new brand is worth taking a real look at.
For that latter action this usually means a relatively low price, or an overwhelming sense of an underpriced watch (which we do see with new brands). For what it’s worth I do believe that untested brands, with no track record and without significant horological chops should be underpriced. (Many times this may happen with initial runs and so this action may already have been taken before the watch is seen more broadly).
What do you guys do?
This most recent article is just the most recent example of this. I am not singling them out at all. And the article states “price on request” in fact; which is also a signal to me to just move on.
Good Thread
Usually I move on. I almost always buy my watches second-hand anyways unless it's something I absolutely can not find used/the math works better on a new watch.
For example with Lange, it made more sense to buy a new Zeitwerk with a discount from the boutique than go used after factoring in the cost of a Lange service + losing warranty, as the difference was only $1000 or so.
Armin Strom, Felipe Pikullik, and Benzinger all made more sense to go new too as I could customize very inexpensively.
...And yes I agree with you 100% about independents requiring aggressive pricing. The risk of an independent becoming a paperweight is quite high and it's a lot of money to drop on something where that could happen.
Then again, on one hand...it's nice independents are thriving now and they can ensure their long-term viability. I'm certainly more confident buying something like an MB&F now than I was preCOVID/independent run up.
Much the same as you, Jay.
If the watch interests me aesthetically, I read on to learn about the case size, movement, country of manufacture (or assembly these days), availability, and price! If I am intrigued, I may then go to the website to learn more.
You are in good company. Unless it is something ultra special, but one with design moreso than substance... pass.
It is nice to see the 1970s and 1980s style being revisited.
I react in a similar fashion, there’s always initial curiosity , but if the watch doesn’t strike me, I move on.
This particular watch is not something i am drawn to.
I don't read in the first place.
But then again, I'm a different demographic. I've got dozens of PR firms emailing me press releases every day. A lot of noise. And most of these press releases are very poorly written - written by someone who knows nothing about watches. And most of these watches would not appeal to our base. Takes a high standard for me to mention something on WPS! I'm a huge MB&F fan and even I didn't feel an immediate need to post the new Serpenti on here - super cool watch though. Although if it's an MB&F with their new sequential chronograph, I feel that isn't getting enough press, and I usually will post that on here. So I'm totally biased! I admit it!
Price is a marketing tool
Sometimes we get drawn into conversations about specs and features, because as men we think about it more like cars or other performance items that are non-essential purchases.
Alto ART 01
Luxury goods use pricing to communicate something about its ambition in the market place. Few of the brands we love need to cost what they do, but it's part of marketing. Many brands will launch with an aspirational product, show the potential, and then come up with something more accessible two product cycles later.
I know when I see a watch that costs €2,400, or €6,800, or €12,600 exactly whom they're going after.
For disclosure, I am a friend and supporter of the founders of Alto, and wish them all the luck. I know what they're trying to accomplish and where this brand is headed, and I believe they're making the right choices. I hope you get to see one in person some day, it's a remarkable watch.
Alto ART 01