As usual, utterly unique and original content. Far beyond the usual chatter and rumor mill. I enjoyed every single video from this channel.

I’ll reiterate my opinion, again. You are the first person I would choose to take watch shopping when I am spending my money.

Much more intelligent content than most channels.

While other watch channels pander to the lowest common denominator with clickbait, you have carved a niche for yourself in intelligent analysis that’s not just based on the watch news cycle. There’s parallels between your points on watch brand strategy and watch KZfaq channel content strategy. Anyway, congrats I love your videos.

This is definitely a watch industry marketing crash course in business schools 👍🏼 bravo!

Standing ovation. This was remarkable.

Halfway through, great content, so well presented, like he’s talking to an audience he’s trying to educate but doesn’t underestimate their intelligence

You are making significant progress with the channel. Your script and delivery are good. The production and edits are very good. I look forward to your videos.

Price is what you pay. Value is what you get. If the value is there for you then it’s worth it.

Really interesting stuff and I loved the reminder of the law of diminishing returns on stereo wiring and cables. Watches don't leave you shrouded in doubt nearly as much. Loved the text bubble about VC. Perhaps everyone will want one because no one wants one. 👊🏻 Look forward to every episode and you never disappoint Mike

Laurent Ferrier worked at Patek Philippe for 4 decades. LF brand founded in 2009. The brand history refers to his motorsport career. Won GPHG awards. Very small production of elegant dress and sports watches with beautiful casebacks. If only I was in the target market!

Patek definitely make steel the hardest metal to get. Getting a steel Patek out of an AD (even one of the LESS über-desirable ones) is actually a totally surreal experience in terms of the hoops to jump through, and the spend history you need to commit on a mere promise. I had always wondered what it would feel like to go and collect. When the actual day came it was a bit of an anti-climax. I had travelled several hours to get to the AD (which is another thing you do for Patek) and it was totally _peeing_ down with rain that day. The watch (5212A) is the best I ever bought - and I've had other Pateks, Lange, JLC, Rolex, Blancpain. But pretty soon you realize that it is after all just a wrist watch. You can wear it too. It goes under the radar. Nobody (part from haute horology connoisseurs) ever recognise the watch. But the aura of 'unobtainium' disappears pretty fast.

I don't know enough (nor do I have the budget) to regularly swim that deep. Having said that, my one and once in a lifetime higher end piece - a Kudoke Mysticum - checks all the boxes that make the watch worth it to me: made to order, extensive hand engraving and traditional hand machining, very limited numbers produced, and to top it off, very kind personal communication from Stefan and Ev Kudoke during production. Indeed, no one knows those things about the brand but me and perhaps other rabbit hole enthusiasts, but those are precisely the things that make me feel special and privileged to own and wear it.

Vacheron is my favorite brand partially because it’s an oddball. They purposely don’t do hype, specialize in weird case/lug shapes, and (aside from the overseas) cater to a very niche customer yet are still somehow a holy trinity brand. They sell a lot of boring dress watches too but this is not their legacy. The ciaccolatone, cornes de vache chronograph, 1921 driver, 1942 triple calendar, Maltese lug chronometre royal, etc, are their legacy.

Most intellectual watch channel on KZfaq. Always enjoy your videos. Keep up the great work. 👍

Im not even really interested in watches too much, I own a few via inheritance, but just hearing you talk about it has gotten me to sit up. Very high production value from a relatively small channel size, and your dedication shines through. Really great work.

The standard of your content is at the high end and definitely worth it.

Can you do a series on your thought about how the less well known high end brands fit in the competitive market? Brands like UN, GP, Breguet, and Bovet?

I don’t know how you can talk for 20 minutes as fluidly as you do unless you’re reading a script - kudos!

Wow, excellent content, and really accurate presentation of what differentiates the “high end” collector. This is 100% true. Without trying to sound like a snob, this is what the typical “watch community” does not get. The enthusiasts looking at RM, AP, MB&F, Moser, Urwerk, etc. are using an entirely different set of metrics. That being said, I’d like to imagine MB&F probably serves their base the best in providing what’s wanted. Although, I’m personally attracted to AP.

Patek have some incredible watches, but the last time I wore a suit was to a wedding a year ago, so dress watches aren't on my radar. I like some of the Royal Oak line, but Vacheron is the one I want. The 2nd gen Overseas Dual Time is probably what I'll end up with once I'm done paying my daughter's college tuition :) I still buy random cheaper watches, just because. I have a Seiko Wired Solidity digital watch and a Seagull 1963 chrono coming tomorrow, and I also preordered the Spinnaker Fifty Phantoms, because it's a fun watch. Great video, I must say. I had to turn the speed back to 1x. I watch all my other KZfaqrs at 1.25 or 1.5x because they speak too slowly for me :)

Very interesting and subtle analysis. I sometimes see a watch at over $20,000, and I look to see the metal and scoff at seeing stainless steel (it could have been white gold). But what is white gold but a secret message to oneself about a watch having exclusive materials?

Interesting, informative video but didn't really answer the (perhaps unanswerable) question put forth in the title, i.e., are high end watches "Worth it." The "worth" of an object can be quite subjective; sure, the materials and workmanship of a watch might justify its cost, but don't establish its "worth," unless of course by "worth" you simply mean its resale value. Some people, for example, might think its "worth" paying $200,000 for an R. Mille, while others might think that those watches are aesthetically hideous.

Thanks for another great video. I am a very happy and proud owner of a Vacheron Constantin. One of not many. I had the chance to buy a steel AP 11:59 for the same price but went with the VCO and not regretting it. A wonderful and versatile watch that I love to wear.

Two of my favorite "newer" watchmakers have their heritage tied directly to Patek. My desires in the watch world are an early Roger Dubuis Hommage (both the chronograph and perpetual) and a Laurent Ferrier (the Galet Traveller Night Globe Blue and the Sport Auto), both men worked at PP for years. I completely agree that newer makers that have ties to heritage, especially the holy trinity, adds intrinsic value in my mind.

Newly found your content, have caught up on all your posts very quickly as it is by far the most analytical, reasoned, mature and most importantly,insightful. Thank you!!!

Love love that I found your channel. Great video as always

Amazing value delivered! there is so much to learn from you! Total respect. Waiting for your next one.

Again another thoughtful video. Love your insight and take on things as its a very unique perspective. Thanks for helping put this content out and making us see a different viewpoint or think differently.

I'm glad I found this channel. Subscribed!

Another fascinating and value packed video. You are providing exclusive and unique content! Keep up the great work!

not gonna lie, I often have to watch your vid's a few times just to consume all the points. utterly brilliant. feel like I learn something new every time you release a new vid. we're all the more smarter from your content. keep it cummin! cheers from the states

These subjects of luxury, brands and success do require a socio-psychoanalytical angle since we are dealing with people's perceptions, a crazy cash full market and apparently lower IQ or less educated consumers... it's a rabbit hole to me don't wanna go there. i.e. Who wants a Jaguar nowadays!! Please do a review on Girard Perregaux vs H Moser... they seem to be luxurious and exclusive enough but drop in price like crazy.

Such a beautiful piece. For me one of the best luxury options for an everyday piece. This shade is not my favorite, but I love the AT. I love the jumping hour function too: super useful.

Fantastic video 👍👍👍👍 Very good point of view and well explained sir! Did found your channel occasionally and got to say amazing points off view that in watch makers do that “us” the customers don’t realise and explain it very clearly congratulations 🙌 and looking forward for more content sooner! Have great Easter 🐣 😊!

VC is certainly my favourite, I hate to see brands trying so hard to hype up their products using sub cultural rappers. Heritage is something money cannot buy, and that’s valuable.

Incredible content each time! Thank you.

Fun to hear you mention venndiagrams, been working on them all day for my statistics class, lol Your points make a lot of sense, also makes me realize why my "grails" are in the 1k to 3k euro market, I care about what the watch is, I like them to be toolish, and the sense of being a tool disappears on me if the watch cost more than what I find a tool should cost... probably is also the reason I tend to wear my solar SNE573 Seiko diver over my mechanical watches, even if the MSRP of these watches are higher. I like a good tool, and when the solar watch is so practical, has great L2L, low center of mass and looks great with brushed sides and a attractiv case, it's hard for me to want anything more.

Wow, great piece. I learned something here. thx!

I absolutely love how you put your time and effort in your content and for that i wanna Thank you for sharing your knowledge with us❤ And also we or specially me don't know much about German watch brands or what kind of movement they use so if its possible or you have your intrest in German watches then please consider to make content on that topic too

Excellent video. Thank you.

Mike, another thought provoking video. The one brand you briefly mentioned but seems to be an outlier is Jacob & Company. They seem to be high end like MB&F, but nobody really talks too much about their watches. People in the know seem to love their uniqueness, but you don't see too many ads, KZfaq videos, or ambassadors advertising them. Any thoughts what niche of buyer the brand targets? I know the weathly, but so are a lot of brands.

Thanks mate, great vid that I am happy to have found w/o Rolex in its title. J By the way, I am wondering whether watches from RM or Hublot (like current S Classes with huge digital display) with their special and contemporary/ modern material are interesting for the second generation, which is part of the luxury proposition, too. I mean, PP even advertises with the proposal to hand over their watches to the heir and -rest assured- they will still look great due to their classic design. Same with JLC, which guarantees based on their movement blueprints in their archive that you can get your 100yo watch serviced in 100 years (a bit like the S Class oldtimer).

AP are great with putting in the hours in making absolutely gorgeous bracelets for the royal oak. The finish is many leagues above what Rolex do with their robotic assembly lines. However, Patek has always been king. No need of special edition collabs, or reliance on a single type of watch. They have grail watches on all sorts of variety of watches, and speak to a broad range of watch enthusiasts. Nautilus, Aquanaut, PCC grand complication, world timer chronograph.

A very good en interesting video. Many of you points apply to the high-end audio business as well.

Interesting commentary and ... very well done.

Hello, this is Günther Wissenschaft. Thank you for mentioning my work on your channel.

Fascinating and very informative video!! I wanted to ask…. What watch were you wearing in the video? Thanks so much for the excellent talking topic 😁👍

I discovered your channel today and i love it. This is another level. Period. I am a newbie in the segment. Wearing the likes of Skagen, some smartwatches for many years and only last year i gifted me with my first Nomos Tangente 41 Update. Bauhaus rings a bell for me and i wanted a Nomos since many years. Of cause i am now sitting at the entry of a Rabbit Hole. I ditched the idea of looking for a Hublot Meca-10. I have a Tag Heuer 02T on my mind since i seem to like skeleton models. Breitling Navitimer of cause. Not sure about Omega. Maybe skipping those and Tudor, but well their Black Bay might not hurt. Seiko, Grand Seiko: yes. Vacheron has also some interesting options with the Malte in pole position for me. See, it has already started. I am pretty sure that i will never get into the dangerzone to explore the range of an RM or Patek. Anyways, in whatever direction this "silliyness" steers me, i will always enjoy your content. Anything from now on might be your fault. No pressure :-)

Hours of skilled labor is what makes something exclusive. Because it’s the combination of work as well as rare skills that take years to learn. An example in the equivalent car community. Rolls Royce will charge you 1000s to paint a white coach line down the side of the car. Some companies would just put a white decal along the side, or use a combination of robotics and some tape to paint that line. Rolls Royce will hand paint that line, perfectly straight over the contours of the car. If your car didn’t come with it, you can add it later and rolls Royce will fly the man to your home and paint it on the spot. That’s luxury

Great content!! thanks

I'd like to hear your opinion on the quartz watches (from low end to high end) and their value proposition.

You said rolex and innovation in the same sentence lol adding a mm or subtracting a mm in not innovation.

Awesome content creator. A real artist.

So it's expensive because of exclusivity of the material that nobody but the owner will know about? Now THAT is what I call exclusive.

Excellent!

What do you think about the innovation of Ressence and Ressence in general ? Love your content, perspective, range and depth- i dont know that i will ever own anything aside from my Garmin and love learning about this craft, science, and business

Its interesting that the high end is still subject to the hype factor. You have Patek, AP and RM all massively boosted by hype while ALS, FPJ, and dozens of independents seem to struggle moving pieces. Its also interesting that many of these high end brands still follow the 80/20 rule where they might have 1 or 2 in demand models while the rest of the catalog goes largely untouched. Sure these brands each do something "special" but at the end of the day operate no differently than any other luxury brand with the only major difference being scale. I personally could never get myself to pay precious metal money for steel watches. I know Patek drives hype with steel versions and AP created the market for high priced steel watches but in terms of perceived value, I just dont see approx 10k (diff between gold and steel cost) of finishing in an AP bracelet/case. Ceramic, carbon fiber, and NTPT (or CarboQuartz) are in the same boat, its more expensive than steel to work with but it shouldnt cost more than gold or platinum. I think people need to understand whenever you are buying a luxury product, no matter how good it is, you are ultimately paying the price of exclusivity. Whether its 5k or 500k, its exclusive because there are more people in the world who cannot spend that as opposed to people who can.

Spot on. Exclusivity is the driver of the top of luxury. I've never met anyone that rich to make some generalisations, but it makes me wonder, whether the drive that made them rich was the desire to own, rather than to do. Or maybe they're just bored. What else is there to strive for when you have everything, eh? NVM, I'll get back to drooling over Moser and Credor in my Eat the Rich t-shirt.

I’m just here to see what the 1% wear, and that your videos are super interesting. Also, I’m glad there won’t be a written exam after this.

Another informative perspective! By the way, is that a Majetek on your wrist?

VC gets the underdog appeal, and I don’t know why. They have friendly enough boutique staffers and yet the brand doesn’t want anyone to see or try on an Overseas. And that translates into snobbery. A lot of people will never own a Mercedes-Benz S-Class, but they’re quite content with the entry models, the A-Class, B-Class, and C-Class (or their crossover/SUV variants). The latter are attainable luxury and good enough to show “face”.

This reminds me of the blue dial Pepsi.. Its platinum so cool

This is an interesting series of videos on luxury items and what is important. Thank you

Is that a watch enthusiast and not a watch influencer? No way! Subbed

Great video. I always assumed that watches like this are Veblen goods and that demand rises as price increases. And that pricing is driven almost entirely by customer perceptions of exclusivity rather than anything on the cost/production/quality side. Sure the watch has to be nicely made but it's mostly about the decades of marketing/storytelling, like you say, creating that perception of exclusivity.

Bro you can’t compare Rexhep (a watchmaker) with Genta (a watch designer). That’s like comparing Galileo to Michaelangelo.

Interesting take on the segment. Have a good one bud!

I promise that you/your content (as well as ID Guy’s) can actually increase a person’s level of intelligence and understanding of this crazy hobby that we’re all swimming (drowning 🤷)in.

9:02 😂 as an audio programmer and engineer this comparison cemented my taste in Omega and Grand Seiko.

Interesting views. Definitely a completely different business at the 50-75k/yr output level versus Rolex’s ~1M. And fully agree - nothing lasts forever and if any of the Trinity make any horrific missteps their future could be jeopardized.

Oooh, this is gonna be good? Love to know what the real, sunk cost of a $15K+ USD Rolex, or AP et al. really is? I say $600 max, if that... (setting aside gold, diamonds and other expensive materials, just 904L stainless).

one word Excellent!

Even at the highest end, there are differences between the enthusiast who gets a AL&S or breguet that only those into horology know and those that want something high end that is easily recognized by everyone

Great video. I asked myself the question well what exactly is it your paying for? The same question applies to cars and clothes and other goods. A big factor is the name and Rolex certainly has that. Materials, design and heritage are others along with popularity. I looked at some data for watch sales in 2022 and AP, Patek and Casio all had 3% of sales each while Rolex had 14%. Rolex seems to have that sweet spot of quality, price and popularity which seems to be unobtainable for other watch brands.

I really would love to see a Laurent Ferrier on my wrist , my budget and karma are not aligned with this aspiration unfortunately:) my second choice would be a white gold no date Vacheron Overseas which are as rare as watches get and alas again expensive. Third place is a simple GO “ Sixties” blue dial . I’m currently a Tudor wearer because I don’t feel guilty that I am taking food from my family’s mouth to own and wear a Tudor and still have a relatively good watch that is realistic.

Excellent video. I never saw a high end watch directly in my life. I thought Rolex and Omega were high end, but probably not. It would be interesting a video on high end watches and aesthetic choices. For example, you mentioned Jacob & Co, and to be honest, I have never seen uglier watches; i would need to be paid to wear one of those and suffer the embarrassment: the Padrino and the Bugatti watches are the biggest offenses to taste, from my point of view. Entry level watches, on the other hand, can be very original in terms of style. One can recognize an Oris quickly because nobody else makes watches like the Cervo Volante, a humble piece that costs 2K. Farer is a microbrand, and the fact that they are doing so well may be related to the fact that they are unique: their moonphase watch is very original, considering how tiny is a watch to attempt originality in the dial. Of course, one loves the caliber more than anything else; but is not the co-axial one of the most brilliant achievements in contemporary horology? And you can get that for 3.75 K - it is in the Omega Prestige.

I haven’t had the opportunity to breathe the rarified air or drink the KoolAid as my name suggests 😎!

Another blazing vid. I like the lines of delineation between lux and none lux and your comparisons of cars and wine. I had hear the car one from friends. In those terms true lux was the the roaring 20's with cars like the Dusenburg and De Suiza. Mass luxery started again in the post WW2 world slower in some countries, marketing pitched mass lux to everyone because you deserve it. Mass lux is not true lux.True lux in watches is materials, design, style, quality, scarcity, and longevity. I.e. the Graves complication pocket watch. However if lux is a Seamaster to you because you saved for a few yrs to make the purchase, then that is lux in your perspective and world. Lux is subjective in the socioeconomic realm that you are in. This vid is your best so far and in your top 5 so far. For me. Thank you very much. A true pleasure to watch and listen to. You had a lot of concepts brought to light here. I look forward to your next one. Gruss Gott Chris

bravo!

For me? I love high end watches....not convinced that owning one would really be that great though.

Interesting point about justifying purchases. I must say that in 2024, given the stratospheric increase in SRPs of late, I’m having more and more difficulty justifying the purchase of any luxury watch above £1k 🤔.

some brands have huge heritage, but are mass produced. Nothing is ever going to make me like Richard Mille. They are crap, they always will be. When you get to a certain level a huge amount of people, footballers being the example that comes to mind purchase what they understand, I would settle for the overseas every single day of my life in exactly the same way I would take a baume Riviera over the ridiculous IWC ingenieur or even the standard Royal Oak. we are getting to the stage where precious metal is being used as a justification. AP have lived off that one design.

A base Royal oak is my cut off point when it comes to watch prices. Any prices above that no longer make sense.

What's fascinating about all this is the human psychology that drives, or is manipulated, to desire luxury items (watches, cars, handbags). And then you get into the realms of discussion on quality and fine art (Patek) v modern art (RM). It all ends up being subjective, or does it? Quality as an absolute, can probably be defended quite robustly.

This was an awesome. video btw

Do super important people also have to go through the entry watches or can they jump directly to what they want?

Even with the prices of gold or platinum, I can see no reason why going from steel to one of those at least doubles the watch price. At least.

How do you spell the name of the pale blue watch with the pandas and paw prints in the dial?

That's a great Batman over there.

It is not hard to get a Moser. There are 360+ on Chrono. The second hand values are horrific and they keep increasing production. Clearly supply is substantially exceeding demand. They are in fact a great example of a failed attempt to create exclusivity. The product is just not that special. FP Journe on the other hand (no pun intended) is the antithesis. Exceptional, special, exclusive and the second hand values reflect that. Fantastic content, as usual, however I don’t think Moser should have been included in the same category as successful independent brands like Journe and MB&F.

Very enjoyable perspective to listen to, thanks for sharing.

Another great video! Many thanks!!! This is true content creation and added value for every watch enthusiasts! Also, I'm commenting for the algorithm! #cleanslate2024

Marketing ! Mostly I think. We all obsess about these absolutely superfluous tactile objects, appreciate their quality so forth , but I think you have to know what you're buying into and so long as you do and you give it a little bit of analysis before spending thousands on something you don't need that's fine it's your money. I think watches are useful, a watch dresses a man etc, (marketing ), it's a pain ti get your phone out etc but it's completely subjective what luxury is, anything you don't need. But I think the golden rule is buy what you like and buy it 100 % for yourself , never for status symbol etc etc, most other people don't give a rats what watch you wear, and if they do notice , they'll either think you're mad if you're peer group isn't wealthy , or be envious , a small percentage will appreciate it , but most won't notice , at the end of the day you have to be happy with your purchase that you could afford to lose , and it makes you feel good and you appreciate it every time you put it on. I see a lot content like luxury watches can be heirlooms etc, .yeah it's a nice sentiment but it'll be just shoved in a drawer or if your kids aren't wealthy they will just sell it. Its all BS and marketing the trouble is that many people buy these mass market luxury watches for all these marketing reasons -they've achieved something, they feel they've been successful , and or want to portray that , want to look the part -successful and so forth all the reasons we rationalise we've been brainwashed into, who can't really afford these next to useless objects, and you can over analyse this shit until you dissappear up your own arse. Buy one if it speaks to you if you like it , if you can afford it and have the disposable income , but be aware it could be a slippery slope to keep the poor ,poor and in a cycle of debt , if you can't really afford it. Above all its insane to love these luxury items, so keep it simple , if you like it , or love it, buy it, if you don't don't, other people spend their money on cars something a bit more useful, or fishing rods , watches don't necessarily say anything about you , we've been had and no one else who doesn't appreciate what we appreciate cares ..

How about high end vintage watches? Why are they priced at a premium when the quality has degraded or tech outdated?

Thank you. I now feel smarter.

Being a sucker for highly legible three handers, I may struggle to find my pick if I were an investment fund manager.

Is Gerald Charles worth it for the price?

Hi Mike, when considering luxury goods, exclusivity is at the bottom of my requirements. Luxury goods to me, are items that you would like to own, have all the carefully thought out details missing in cheaper goods, tactile materials, no colour fade, durability, carries out the functions it has, flawlessly and repeatedly, and looks really really good whilst doing so. Rolls Royce sells about 5,000 units per year. If they could build and sell 10,000 cars a year, they would love it. It does not dilute the perception of the product - but then, the numbers involved globally, are still tiny I suppose. Whilst I understand the negativity inherent in an item which everyone has (in terms of luxury goods) I just don't understand it. It must only and always, be about money and everything else is commentary. Christopher Ward is a good example. Their watches are built to a level that they do not look at all inferior to watches at twice the price and more, but I'm arguing against myself since, although at the lower end of pricing they are not selling so many units per year that everyone has them. Even Rolex, at over one million units per year, every year, doesn't seem that common. I don't personally know anyone with a Rolex and I don't remember seeing anyone wear a Rolex (on a personal basis - not on TV) in years. I suppose what I'm saying is, that despite the number Rolex sells every year, they still are not that common so exclusivity must be a marketing gambit end entirely excrement of the male bovine.

What is that watch at 0:56?