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Old 7 May 2023, 05:08 AM   #12
2023 Rolex 16710 GMT Pledge Member
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Join Date: Aug 2010
Location: Basel
Watch: LF Sport & Pepsi
Posts: 804
Originally Posted by Nav01L View Post
Riddle me this though, why is the IWC Mk 20 double the price of a Baume & Mercier Baumatic and nobody seems to believe that’s objectionable? Same movement once again… the point being, substance value is only one of the factors behind the pricing of these things, positioning, if done well, can be just as legit a factor.

Now whether or not they’re going to do that well is another question. But there’s no denying that they’ve had a brilliant start in cementing the notion that this thing is expensive (and thus exclusive, as you have to be in a certain demographic to not give a damn about what substance you get for your five figures). Thanks to you, me, all of us, this message has made the rounds far further than an ordinary ad campaign could ever have. I say good job IWC.

You’re not wrong about the start. I suppose any publicity is good publicity. And this has caused quite a scene. So while I won’t say “good job” as I doubt their strategy was to overprice their watch so they could get bad press and thereby force people to argue about it until it gets notoriety… probably more dumb luck… I will say bravo for pricing it at a level where at least enough people buy it to sell it out.

As to your first question, I think movement is just a piece of the equation. And in time/date watches, it’s probably a very small piece, giving way to design, finish, etc. the MK20 is cooler looking with better branding. But… I get your point: on some level it’s all perception.

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