Around the novelties, exclusivity and the fact that people want something different

I’ve said this time and time again.

Something like a Porsche 911 or Rolex Submariner is only cool assuming not every one has one

If everyone has a base Porsche...

...well a base Porsche is not special anymore

If they made 60k Lamborghini SVJ nobody would care to own a SVJ because it would be widely available

And what happens is it’s widely discounted

Most people don’t understand how supply and demand in luxury economics work

It’s really simple

It’s a status indicator

When people are buying stuff...

...they’re not buying a Submariner because it tells time better than a Daytona

They’re buying based on their status

Exclusivity is going to play a significant role going forward in the next 5 years in the world of watches

And here's the thing that’s important to understand:

People are going to approach the watch market from the lens of what else can I get to not be like everyone else

I know this because we’ve see this happen in the car market for the past 5 years

And the watch market copies the car market.

Watches like the UN Blast Skeleton are examples of watches that are unique and different. It’s an example of a novelty and something that triggers people differently.

This is where the market is headed