Alistair
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Eh, it's an interesting position, but not one I necessarily agree with.Love a gauntlet being thrown down for a debate...
I think part of the problem is peoples perception.
Rolex omega ect. Are very nice mechanical mass produced watches.
There not by any means a luxury item.
Like if see someone with a rolex, omega im like thats cool there one of 3 catsgories of people.
Ones that feel they are sucessful and its a way to try to flex.
Trying to pretend they are sucessful
And people who just enjoy a well made watch
The only two large commercial watchmakers that have within them a luxury dept. Are vercheron constantine and patek. And they make true luxury items
Others would be smaller master horologists like. Philippe Dufour. Who makes about 10 to 15 watches a year and entry price watch is about 250k.
People get grumpy alot of time when you shatter an illusion they have.
Admittedly, Rolex, Omega, etc are very much 'entry level' luxury.
Just the same as a Mercedes, a Rigby Big Game, an Apple product.
They're mass manufactured, machine made pieces. You get very little choice on customization, they're not that exclusive, they make a lot of them. They're not that special.
However, we live in a world where you can get a good watch from Casio for about $20. One that's functionally just as good, if not objectively better than any mechanical watch. A Rolex or an Omega, or a Grand Seiko, or a Zenith, or any number of other brands is several 100x more money. For absolutely no additional practical utility.
Therefore, the primary purpose of a Rolex, or an Omega, is not to be a functional object that tells the time. The primary purpose is to provide a nice object that the buyer enjoys, thinks is special, and possibly enjoys the fact that others see him wearing it.
The marketing is set up around that, the messaging, the positioning, the managed exclusivity, the production methodologies, the underpinning technology being used. The entire strategy is set up around that premise, and as a result, far and away the most valuable part of an Omega or a Rolex... is the badge.
Hence it is, by every reasonable definition, a luxury good. If only the lower rungs of 'luxury'.
Now, you can of course go up from the entry level luxury. You've got your mid level stuff; Piaget, JLC, higher end Grand Seiko. You've got your high end stuff; Lange, AP, VC, Patek. Then you've got your really high end stuff; Small boutique brands making one off pieces, super high end complications from JLC, etc.
But all of these pieces are intended to be objects of enjoyment and possibly prestige, not useful tools to tell you what time it is. So they're ALL luxury goods.