I love GS as a product (I have the SBGE257), but their marketing is trash. Maybe you can say that because I love their product, its the marketing that’s driving that. But no, I love the product DESPITE their terrible marketing.
The product is great because the quality of the product and technology innovation. As for their marketing - I mean look at this video about Spring Drive on YouTube that is published by Seiko
https://youtu.be/BQ4yxc7EviQ
Seriously, what is that.
Or this video that was published by GS:
https://youtu.be/eoMcXxMsDt8
Why the hell are they playing techno music in the background for a luxury watch?
As for the too many variants, I agree it’s also a horrible product marketing choice. People point to Seiko and the strong Japanese culture of collecting, which I agree as the genesis for their decision to do this. But it will not work with luxury watches. Seikos can cost a few hundred bucks, and you can have the gotta catch them all mentality with plenty of folks going deep into it to buy all the variants. It makes sense for Seiko. It won’t work with GS.
I hope they reduce the variants and focus on a smaller line of products, improve their branding (the partnership with Hodinkee and the videos + their more recent marketing is getting better), manage supply and demand of what’s released, slim down the thickness of their watches, and improve the bracelets. If GS does that, they’ll take a significant portion of the sub $10k market.
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