Horological Meandering

Hi,just a general question for one and all that has intrigued me for some time.

If I see an advert for a BMW, a new flat somewhere etc etc,the advert always (or nearly always) has a price.

Why do watch adverts never have a price,even if it is a "rack rate " price,I always feel slightly disappointed when I have read the advert and am left wondering if the price (not the value!) is £100,000 or £200?

Would be interested in anyone's thoughts

R

Ian

 

 

Luxury products are never advertised with prices attached. As the word suggests, it's an unnecessary expenditure that's well described by the old adage: If you have to ask, you probably can't afford it.

Goods like an LV bag or high-end furniture are never marketed with cost as a selling point. Rather, the advert is designed to either 1) inform the public that such a product/model is now available or 2) convey a sense of uniqueness/luxury that'll satisfy/pamper one's desires. How much it'll cost is word of mouth info or branding guesses (e.g. a Rolex should cost x'000 or thereabouts).

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This is not 100% accurate actually - Mille watches always have the price printed on the ad...

Agree, luxury items rarely are advertised with a price but I think for some, it’s actually a good provocative element, which no doubts appeals to Mille and a few others...

 

Mostly, the price is an eye-catcher statement in itself if advertised. I'd say the strategy works well for a new boy/unknown for shock value.

Exactly right - I certainly agree with that...

In case of new brand, or first step to penetrate the new market , some brand use the price to define their postion , especially the brand which use high price as 'element of sale "

In Singapore, prices are never advertised with the watch. It may be seem as rude (in local culture) and there is the other issue of 'controlled' pricing, before and after list. You get what I mean. In fact, you seldom get the retail pricelist that comes with the product catalog here. Conversely, in Japan, pricing is more readily availability.

Lionel

I do not buy (collect ?) based on a brand or function. I'm an impulse buyer that looks at a watch, decides if I like it and... go for it (or not)!

I had some bad experiences with watches that (IMHO) did not deserve the price and some other (similarly bad) experiences with watches I thaught I'll never afford - so didn't pursue the purchase - only to find out they were within my price league.

So, YES, posting the price would be decent and allow more people to make an educated acquisition.

Just my 002 USD.

I can think of a few who do so. Van cleef and arpels blatantly puts up price tags on their jewellery at the outside windows.

Urwerk, i think, ever advertised the price of it's watch. I remembered reading their website and they stated that the URWERK costs as much as a good sports car. Richard Mille has his prices on the magazine advertisements.