With so many watch channels out there producing similar content, I think you’ve found a distinct angle from which to discuss the hobby. Really thoughtful content, love it.

If the Ingenieur was $7500 it would be a hit. That wild colored AMG watch is a miss though

You've got the best watch channel by a mile. Great work!

I love it. All these different companies have different strategies. Tissot’s strategy: let’s build watches that people want to buy! I love my Tissots, I have two of them.

Was saving for JLC Reverso, they moved the goal by prices increase, I'm over JLC now, sold my Master Control and forget about this brand, connection lost, interest lost. Money goes elswhere, lately more into microbrands, as you well said here, microbrands have to try harder to deliever and compete at the 1 to 2k range this is where I found my joy now.

IWC - let’s take a 6 to $7000 watch and sell it for $12-$13,000. That’s absolutely ridiculous.

Thanks again, Mike! There are very few utubers I follow that I know that require more than one pass to distill the insightful analysis that you routinely offer. Your “juice” is uniformly worth more than one “squeeze”! On behalf of so many of us, thank you!

I really enjoy the analysis put into the making of each vid. This really is the thinking watch collector's KZfaq channel. Thank you for your efforts!

I really liked how Cartier watches looked in pictures. The other day I was in a store that had an extensive display of the current models. I was shocked to discover that I did not like any of them for real.

Thankyou for being an advocate for the average buyer.

Excellent analysis. I remain impressed by Swatch Group as the masters of segmentation and economies of scale. I imagine they're making a healthy margin on the huge volume of those entry level Omegas they're shifting. Even if they're nowhere near the average selling price of Rolexes. Plus Tissot is performing well in the toughest part of the market. And Longines had a solid year too.

Tissot are doing well because they aim at 'normal' people who just want to buy nice watches, not millionaire status symbols. And it works.

God I love you; not in an intimate way. Your spotlight on these brands truly exposes the intelligence and not so intelligent thinking of these conglomerate Swiss manufacturing board rooms! Keep up the amazing analysis; keep them honest 🙏🏼⌚️

Was looking forward to this video since the MS report came out. Always appreciate your market analyses, Mike, and this one was insightful and thought-provoking as usual. Cheers!

You are correct that Tissot just gave many people a watch that they wanted. They priced a watch at £400 which for most people is a weeks wage instead of a months or a years salary. Simply they looked at a very desirable design, produced a case shape and added a dial design that brought the look of a £40,000 watch into the scope of office workers. They really should have taken the PRX off the dial and put on AP ( Absolutely Plagiarised ). Pretty damn cheeky is you ask me but it does show what people really want but are happy to take a look -a -like. Me ? For this kind of money I prefer to buy something like a Seiko MOD, interesting, unique and keeps people working at home and in sheds gainfully employed. Power to the people not the big CONglomorates.

So so true Mike, great analysis. I also think it's hard for a brand to convince you to spend more to go up their product ladder, when the buyer losses more the moment you walk out the store. That's a key difference with the brands that convince you to spend more, as you either barley loose or gain in value on your purchase.

Another absolutely brillant, spot on analysis. Congratulations! Unless I missed it, I am really surprised though that you did not mention Longines, which in my opinion fits your thesis of "if you make watches customers want, they will buy them" perfectly. I think it is the best value for money brand currently. As for IWC: I considered buying a Pilot chrono, but in the end I bought a Brellum (a micro brand I didn't know), which sells only online. The watch is amazing, arguably better finished than the IWC, for less than half the price. Having no marketing cost helps! And yeah, Rolex continues to nail it. Used to hate it, but 2 Subs later (and one OP on the wait-list) later, I love it.

During the bubble of 2022-2023 there seemed to be no limit to how high prices could go; the higher the better. Now the bubble has burst, the economy is soft and the speculators have gone away, and many brands are left holding watches which are overpriced for this new market.

Thank you for the new video and the interesting topic. 👍JLC has increased its pricing considerably. I find the Memovox, for example, more than interesting and have put it on my wrist in a JLC boutique. But EUR 15.000,- feels a bit much for it...

SUPER Interesting, thanks again for a lot of sound thinking! I think your videos should be obligatory morning viewing for all Swiss watches marketing people. For most it would thoroughly spoil their day I guess😇

i love these $MS segments! thank you TWTW!

Omega used to be the predominant brand in my collection. However, I have been losing more and more interest in their watches recently. Some models are way overpriced and with a very poor value retention. I don’t see watches as an investment, but I like to refresh my collection from time to time, so I only look at Omega in the preowned market. 30%-50% below retail price. Great video!

Interesting analysis and perfect to view while drinking my morning coffee today.

You've honed a perfect niche- discuss branding and business. Always an unvarnished, insightful discussion.

I learn so much from your videos. Thanks for sharing what you know.

Incredibly insightful! Really such a well researched critique

I remember asking my Rolex AD about getting a Pepsi or Batman-they said I’m more likely to get hit by lightning ⚡️! I ended up getting the 126711chnr Rootbeer. Great video as always and have a great weekend!😎

Outstanding insights and wonderfully delivered. Loved it

And so love your channel. It's just remind me I was a swiss watch lover and how i leave this hobby year after year.

Best watch channel. Please keep up this style of videos, I'm sick of the generic watch review videos!!

Great analysis, great video! Keep ‘em coming!

We are waiting for a brand analysis for Longines...

Superb analysis! Thank you for your hard work.

As always awesome analyzing!!

Love your content. Keep it coming. ❤

Outstanding, well thought out, compelling exclamation.

Very good analytic skill. Love your content ❤

The market has spoken! Its interesting to see all these fancy brands and how many people actually buy them how that reflects into profitability. I would love to see other brands as well like Casio, Seiko, Citizen. Have a great weekend Mike!

I’m curious about Christopher Ward. I didn’t like their earlier designs, but the keep getting better and the more I learn about the brand, the more I like what I hear. The Twelve will be my next watch.

We can only imagine Tissot sales uplift if they had launched the prx chrono in a wearable size. Great video and insights, as usual. Thanks

Another excellent video! keep them coming!

another great video. enjoy your marketing and economic take on the current state of the luxury watch market.

Thanks for the thoughts. I was curious your thoughts were missing for Hamilton and Oris. Was there a lack of data for them?

Brilliant video is always!! Completely agree with your points. I wonder what JLC could then do better going forward.. I love the Reverso but as you very well have said is quite niche.. are they missing a “better” every day watch or a diver perhaps? Those two categories seem to be the more popular ones.. I think the Polaris it is a good watch, but I don’t like it enough to buy one.. I wonder if a lot of people feel the same way. Curious what your thoughts are.. thanks for posting such thoughtful and excellent videos. Cheers!!

Scary to think that Breitling is owned by Venture Capital whose only goal is to increase short term profits at any cost: expect lower quality and higher prices in the future.

People are willing to buy premium Rolex models at retail a) because they won’t loose money down the road; b) to build relationship with an AD to be able to buy a desirable steel sports model, e.g. a Daytona.

That blue JLC perpetual calendar that keeps showing up in this video would be a dream come true for me. I wish I could afford it. Anyway thanks for your thoughts.

Well done Tissot. Darn good watches at a fair price, they deserve to succeed. What about Longines, Rado and Oris in the tier above?

Interesting comment about upgrade paths between rolex and omega but in my view it is far more a sub culture phenomena and differentiation factor between these two clienteles where one is more lets say extroverted than the other.

This was a very intelligent synopsis of the Swiss watch industry. Well done!

Great video as ever. I don’t believe that brands like IWC, JLC ever forget about creating a compelling product; it’s always at the forefront of everyone’s mind. But you do need a bit of luck / magic to create something that resonates with the public and the zeitgeist. Like catching lightning in a bottle, it’s not easy.

exceptionally great how you explained about omega

Awesome 00 Raiser man! Would love to see it on a stand with some dynamic posing

Great stuff as always Just a small note from the very beginning as to non-Swiss brands, particularly the Japanese. You mentioned Seiko and Casio, but forgot about Citizen, a large conglomerate, that owns Swiss brands and other Swiss watch-related companies.

Tudor needs to discontinue some models like the tudor pelagos lhd to make them collectible. It has so much black bays variety that it is on the path to falling into the same mistakes as Omega. I think they don't check carefully before releasing a new model.

I doubt I will ever buy another Tissot watch again. My $1800 chronograph pusher popped out after only 6 months with me. Just send it in. Let’s see how long it takes for them to return

Excellent commentary. Thank you. You say, in regard to Tissot, "because they produce watches people want." Exactly. IMHO, when a micro brand launches a watch that is a success, say Baltic's line up, some of the Nivada Grenchen's (Antarctic sold out!), Vertex, that's because a major player, like Omega or Longines, has failed to "produce watches people want." I'm a lucky man and I'd be happy to pay a premium for a luxury brand. Yet they are not on offer. I love classic designs with historical provenance. Omega has this in spades if they would only re-issue modern interpretations of some of their best sellers. I simply don't care for open hands or shark teeth indices. Breitling, on the other hand, is doing well by offering classically beautiful designs that people are willing to pay a premium for. All the best to you. With luck, folks in C-Suites throughout the industry are paying attention to your videos.

As the Collective Horology guys said, JLC is like Luke warm butter on weak toast. A brand that’s waning, trading on past glory.

Great content!! thanks from Venezuela

Really enjoyed this. 👍

Excellent analysis - as always.

My wife bought me a JLC Reverso for my 50th birthday a few months ago at the current retail price. If I only could have turned 50 a couple of years ago she would have saved a significant amount. However, I’ll take the years of life over the cost savings. ❤

Great content, as usual. Thank you. Regarding Vacheron Constantin, I’ve felt for a long time that their reputation as ‘not quite a Patek’ is in some ways unjustified. When working on vintage to modern watches by both, the Vacherons almost always surpass Pateks in terms of finishing and build quality. That is no mean feat! A lot of what I’m talking about is hidden until you’ve started disassembling the watch, though. I guess this just shows that where these watches are concerned, the finishing and details only a watchmaker will notice play second fiddle to other factors when determining a brand’s place in the market. In terms of movement quality per dollar spent, Vacheron, especially vintage Vacheron are incredible value for money in my opinion.

I think the point about upgrade paths is facsinating. I also wonder if two tone is what people associate with a quintessential Rolex. Growing up, Rolex in my mind's eye was always a two toned datejust. I would consider a two toned Rolex before any other brands. I opted for a 114060 from my AD a few years back though.

Best channel by far...

Great review as always. Did I miss a part in the video ? What about Longines ?

Insightful analysis

I'm not even into all the market stuff it doesnt concern me, but its still very interesting to listen to

Interesting analysis & insight.

Excellent video!!!

Great video! I was looking forward to your take on the latest Morgan Stanley report. My thoughts: 1) Breitling has been on the rise since 2017 (when Georges Kern took over), moving from 19 to 9. Their product offerings have definitely improved. Will they be next to break the $1 billion sales threshold? 2) The Swatch Group accounted for nearly 75% of units sold, largely due to Swatch, Tissot, Longines, and Omega. However, their higher end brands (Blancpain, Breguet and Glashutte Original) continue to languish. They don’t seem to be getting much love. I’m a big fan of GO, but most folks have never heard of them. 3) I agree with your thoughts on the voluminous Omega catalog. Why so many models? 4) I wonder how accurate the sales estimates are. Do brands laugh when they read the report?

Great video, it would be interesting to see geographical segmentation on results. The relative economic buoyancy / brand penetration of Asia may be an interesting data point in why you are seeing some apparently non justifiable price increases

good analysis... for me, personally, I am having more fun looking at some less expensive but interesting micro-brands... I had that idea that I would jump from Casio->Orient->Seiko->Sinn->Tudor were I am now and then progress to something more luxury... but f it... I got to eat...

Very interesting, thank you. Excellent points. Would love your thoughts on German, Japanese and Dutch (ie Gronefeld) watches compared to the Swiss industry

Found my new ASMR channel. Love your voice!

to make it quick: can anybody tell me a better analyst of watches and markets like this great guy and his channel : this watch , that watch…if not… let’s put it this way: we all can be lucky to be his subscribers and hopefully he will do his great analysis , comments and eloquent speeches for a very long time❤🍀🙏

Just found this channel. Certainly agree with you regarding omega. The issue isn’t even just the precious metal but the “limited edition”. For example if you want a dateless Seamaster 300m it’s MORE expensive than the date version because of the James Bond relations. It’s same price as a Sub (ish) and that’s where a lot of people would walk, then get fed up at waiting for a Rolex and just go for another brand.

After my own miserable IWC experience, I'm thrilled to see them slipping. I've never felt so let down by a company's product or so suckered by their marketing.

Thanks for the video. Any mention of TAG Heuer or Longiness?

You keep flashing that white dial Speedy! I put my deposit on it already!

Spot on analysis Mike. Your B roll was amazing eye candy.

The more I watch your video , The more I learn

Interesting takes… I would agree that JLC & Breitling might be perfect examples of when you hit the glass ceiling with extortionate pricing. TBC (of course). Within the volume brands it’s not only IWC that is badly run, but also Longines and TAG Heuer (LVMH as a whole, actually). Management shake-up badly needed, IMHO.

I refuse to spend thousands on a brand that spends millions on advertising at show jumping, golf , formula one, etc. I don’t want my money going there. And I’m anti-big corporations. I do have respect for Omega however. So. Great video. It’s education for me - as I wish I was able to go to the British Watchmakers event….

Excellent analysis. The difference in peoples willingness to upgrade with Rolex versus omega is interesting. For me, omega is synonymous with its tool watch offerings. I just really don’t have an interest in a precious metal version of a dive watch, so it’s steel/titanium or nothing for me. Rolex has more non-tool offerings that are compelling in a precious metal format. So I do wonder if it’s these that people are buying when the stainless steel submariner is unavailable or are they in fact buying the gold submariners? I suppose I should also clarify that for some reason in my head, the Speedmaster is a tool watch but the Daytona isn’t, but I am not sure that’s a symmetrical judgement.

Pretty strong analysis.

Good point regarding Tissot and what the industry should learn about. People buy what people like, at the end of the day. Apart some few exceptions watches as products are a luxury that the average consumer doesn't need, to convince people to buy them you need to give them something truly interesting and convince them to give you (watch maker) the few money they have spared. I really like what Tissot is doing and they have fun and interesting watches which for most buyers are the gateway for true swiss watches. The new PR516 (mechanic, quartzes are a bit a meh) is awesome, I see it appealing people interested in the history of the brand but also (most important) first/second time buyers of a swiss watch.

Spot on!

You are spot on about the omega watches.

Went to Tudor yesterday, they told me the new burgundy Black Bay on a Jubilee might take a year to deliver. Ridiculous 😂

Numbers aside, it's interesting to see the dynamics between luxury watch brands like Tissot and Tudor.

Zut alor Mike, another smasher! Looking forward to your new Omega vid and I will observe Cartiers progress. I'm looking at a preowned quartz steel Bacculate for now from 2012 at $7,500 Canadian any comments on this watch? Other wise I will get a two tone Datejust or a Santos in Dec of this year. Thank you for your time. Regards, Chris

Excellent take as usual! It is ashamed that we don't have similar reports for Germans, British and Japanese watch brands. I can't help help but noticed that you have a 00 in the background. Is it a PG?

Frankly speaking, i have rolex, omega, tudor in my collection. Just recently I bought USD 850 Tissot Heritage 1938 salmon dial. My excitement is the same with tissot when walking out of AD! Tissot did a great job lately.

It's really unfortunate that we don't have the data for the non-Suiss brands

New subscriber.

Excelllent analysis. Curious what kind of fresh direction you think might work for Omega. Should they be following Rolex’s strategy, perhaps Cartier’s strategy, or is there something else unique they can leverage to achieve new heights of growth?

I like your OO Gundam in the back.

This could have easily been a 30 minute or more video - so much interesting data to pour over. Is there any visibility into how Stanley gets this info? Knowing the avg Rolex sales price implies they get data on the amt of each line produced. The trainwreck that is IWC. Spot on - just too expensive, trying to be something they aren’t. If the Ingenieur were $2k less it would have brought so many 1st time buyers to the brand.

Tudor had several years when new models went to a premium on the secondary market. In the end buyers didn't want yet another Black Bay so demand, and hype secondary prices, fell. They need another winner that isn't BB based. The PRX must have a lot to do with Tissot's success. I bought the recently released 1938 Heritage COSC model. That has been under the radar like many Tissot releases. I got a significant discount. I'm sure they want to make what people want but can they come up with another PRX or get anywhere close?