There’s no doubt that early 2020 has been a strange year for international and domestic trade across most industries. Watchmaking production and sales plans, in particular the luxury watch market have been especially impacted during the early days of the Chinese lockdown in quarter 1 thanks to the global health crisis. As the key supplier base for intricate watch parts, lack of availability somewhat slowed production, before mass manufacturing lockdown in the UK, mainland Europe and the USA in early March 2020 called time on many of the larger houses production lines.
Yet whilst production has stalled for many manufacturers, sales are still booming for luxury timepieces. Investors, wary about stock volatility divert attention from the up and down of plunging stocks and shares towards more stable high-ticket price classic watches. The Estate Watch & Jewelry Co., experts on the finest watch brands from Scottsdale, Arizona can help you choose the right one for you.
Here are some of the brilliant luxury watch brands who are killing It on sales this year.
Rolex’s crown as the world’s most recognised watch brand has arguably yet to be challenged, despite a robust luxury watch market. Their now infamous and iconic Day-Date watch continues to be a worldwide best seller and has been a strong contender in their itinerary since launch in 1956. Considered by many as a prime status symbol, a classic Rolex on your wrist is practically guaranteed to grant you that upgrade to first class, the best seat in the restaurant and flirtations from interested parties. Discover all Rolex models now, or read on for more information on Rolex sales strategies.
Needing little in the way of an introduction, everyone knows the Rolex brand, whether from pop culture media references or as a more in-depth watch aficionado. Synonymous with the very notion of a luxury timepiece, Rolex brings a prestige that’s timeless, aesthetically pleasing and with precision functioning. The brand took a tactical step last year to prevent profiteering in the secondary market, streamlining the GMT-Master II series and discontinuing four key models. This leave room in production for more desirable models, and of course creates some scarcity around the models that authorised sellers are permitted to sell.
2. Audemars Piguet
From their [Re]mastered timepiece to the highly desirable classic Royal Oak, Audemars Piguet continues to be a favourite for watch enthusiasts and fashion-lovers alike. Whether you’re dressing to impress or looking for the most well-crafted timepiece, Audermans Piguet meets both briefs. Considered part of the Holy Trinity of watchmaking, an accolade that Rolex has yet to achieve, Audemars Piguet designs pay particular attention to the detail of every movement, finishing the piece to perfection.
Breitling as a brand is style and substance in equal parts. The business has flourished further under the vision of Georges Kern, who joined when as a company, they had concentrated production and design on a very narrow ‘air’ target market. Focused almost exclusively on numerous versions of the same piece, based on pilot’s chronographs, the range was saturated and bloated and needed a fresh eye. With a refined focus on the pillars of which the brand is built; Land, air and sea, Kern then added an additional pillar: elegance last year. The outcome? Four distinct collections with easy to understand stories:
- The Navitimer Pilot’s watches
- The Superocean Dive watches
- The Chronomat Rugged daywear
- The Premiere Formal collection
The Cartier brand has been synonymous with style, luxury and decadence, dressing European royalty for more than a hundred years. With nearly 300 high end boutiques worldwide, from Rodeo Drive, Beverly Hills to Place du Casino Monaco, their jewellery and watches are adored by the jet set pack from each and every generation. Whilst sales dipped a little a few years back when the luxe market quietened temporarily, Cartier remains an extremely profitable brand. Their flagship store in New York – a four story delight on Fifth Avenue that’s part store, part museum – re-opened recently after a 28-month renovation, an absolute must-see if you’re in town.
LVMH who own Hublot earlier in the year reported double digit growth in their first half results, assigned to impressive performance in their watches and jewellery divisions. Hublots reported strong growth from within their Big Bang and Classic Fusion collections. Already ahead of the curve thrown in March with the coronavirus outbreak, LVMH announced that they intended to focus their marketing efforts on robust digital communications and promotions. This will serve the brand well as real time events and sales missions are paused, cancelled or postponed.
Hublot recently launched four brand new Spirit of Big Bang 39mm watches in spring and summer-friendly seasonal shades. Buyers can choose from gold or sporty titanium cases with diamond-set bezels, pastel pink and blue dials and opt for alligator leather or rubber straps.
6. Patek Phillipe
The last decade has been an incredible one for Patek Philippe. Staying ahead of the curve of innovation, diversification and design, without compromising their brand promise and values, the iconic brand have retained their core customer and attracted new ones along the way.
Having gained rights to silicone manufacturing patents alongside a wider consortium, Patek Phillipe took innovation to the nth degree by bypassing traditional hairspring and anchors to design a whole new range of exclusive components. The Pulsomax, Gyromax and Spiromax have become part of the brand’s mainstream output and become synonymous with the brand’s diversification and innovation.
Looking at pieces like the 5175 Grandmaster Chime which was launched to celebrate the watchmaker’s 175th anniversary. Whilst it sounds more like a Run DMC song that we’d care to admit, this piece deserves serious respect. It clocks up a £2.5million price tag and took eight years in development, with 20 complications across 1,366 parts. The 47mm case is said to have taken four years to create, with an additional 214 components. This monster flagship timepiece, in size and reputation adds to the credibility of an already highly credible brand and drives watch enthusiasts wild for more wallet-friendly styles. Which sends vintage and mainstream pieces like the Nautilus and the Calatrava flying off of the shelves and appreciated as cult classics.
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