Why the hottest watches in the world sell before you even see them
But there are good reasons beyond maintaining relationships for watch brands to engage in these practices. “VIP customers still had, albeit discreetly, direct access to special editions and new releases,” explains Davidoff. “[Which] seems logical, because brands want to pre-sell as much as possible before they launch their productions because of the long wait times and the costs of advancing gold for crates and things like that. “Essentially, brands don’t just satisfy their best and most voracious customers, they install a weather vane. It’s no exaggeration to think that what sells well with the biggest enthusiasts will appeal to the average customer as well.” C ‘is certainly the most important time of the year because it is the hype at the start of the season, “said Esteban Palacino, manager of the Panerai store.” If we are not able to plant the seeds now, it will be much more difficult to do it throughout the year. ”
The watch industry, like most luxury companies, is built on this kind of constant joy. In 2018, Audemars Piguet hosted a private performance by John Mayer for the brand’s VVIP clients. Dosal tells me about a time he was flown to New York by Montblanc – not for watches but for the latest fancy collection pens. Panerai goes even further, including in each collection what he calls an experience watch. Buy one and you’ve signed up for an activity organized by the brand. Dosal previously purchased an L’Astronomo that can with a trip to Switzerland, where he was able to visit the Panerai factory and meet the person who made his watch. (He is postponing this getaway after COVID.)
Back in Zoom, impatient customers ask questions and think about purchases that will help set the course for the rest of Panerai’s year. This year at Watches & Wonders, one of the most important versions of Panerai is a watch, eLAB-ID, which is almost entirely made from recyclable materials. The product won’t be ready to ship for a few years, but the brand is already taking reservations for it. Dosal, however, is drawn to the brand’s new collaboration with Prada, a sporty navy blue model. Hel has his eyes on a few more watches as well, but they won’t be released until next year. We still don’t know what they look like. Dosal knows this, however, and he plans to buy a few.
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