Not a lot of people know that Richard Mille used to be a 40% off brand

And today people are killing to get them for 200% of MSRP

Here’s what’s interesting about RM that a lot of people misunderstand 

Their values are all over the place on the simplicity of scarcity. 

RM is really good at market scarcity and making it really difficult to assess values based on comps. So you’ll see these wild swings in the market and you’ll ask yourself what happened 

And the answer is absolutely nothing. 

Imagine parking into a watch at $300k, waking up and being told that the liquidity is $100k cheaper. 

Who would be ok making an investment where they lost 30%? 

The reason RM doesn’t work is because it’s the exact opposite of Rolex. 

It’s a very low liquidity, high margin watch. So it has a huge risk. 

There are so few buyers for RM at that price point that the market becomes unstable.

And the numbers are easily manipulated, which means there’s very little protection for buyers. That makes it hard to get in or out of a RM deal and actually do well with it.

Where you do find demand is in the wholesale community.

While there is very little demand from a consumer base. 

Because most of the people that wear RM are people that sell RM. 

RM shows how easily scarcity and perception can distort real market value. As I continue sharing insights like this, my goal is to help collectors, investors, and enthusiasts approach the watch market with the same discipline they’d bring to any other asset class.