26 Jun '17, 12am

Why vintage watches cost double that of new models

Why vintage watches cost double that of new models

Decades-old tickers mightn’t have the depth of finish or gloss, but with their domed pre-crystal lenses and patinated faces they exude a warmth that’s hard to beat and suggest a life of endeavour rather than excess. Brands have taken note. Rolex, whose past marketing strategies have revolved around precision and the water-resistance of the Oyster case and Triplock crown, has stepped away from pure performance to highlight the past, introducing the line “it doesn’t just tell time, it tells history”. This coincided with a ramp-up in the brand’s social media activity. Competitor IWC has been thinking similarly. Addressing a roundtable at the Geneva Salon International de la Haute Horlogerie watch fair this year, chief executive Georges Kern identified stories as the key to future growth, commenting “the greatest challenge today is communication; with digital media we will be ...

Full article: http://www.afr.com/brand/afr-magazine/demand-for-vintage-...

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