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What do you consider to be a luxury brand?

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Posted: Sun Jan 22nd, 2012 04:55 pm

Kustoms4ever
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toecutter wrote: Kustoms4ever wrote: mth wrote: toecutter wrote:
Price alone does not define a luxury piece.

I would say, manufacture movement, limited hand made production, exclusive/classic designs, use of precious metals in the case construction, complex complications and of course a fine pedigree equal luxury.

Finally price, which doesn't define the piece but is defined by the piece.

If you want to include Breitling, Omega, Tag and yes, even Rolex in this luxury group then I would say that they would be in the lower, luxury tier by virtue of their high volume of production and the mass production technology involved. They would be considered entry level.

This isn't being critical, just reality.

Concur with this, I feel luxury equals limited availability and something exclusive to the market (be it watches, cars, jewelry etc.) that is not available in thousands/10´s of thousands of units a year. Also some level of originality that a brand has adds to the "luxury" of the brand/product.

Not trying to discredit your statement but going along with what you say then Mercedes Benz BMW Audi Lexus Jaguar Range Rover Porsche Cadillac Lincoln would not be considered a Luxury car. They would b put into the same category as say Toyota Honda Nissan Chevrolet VW Ford etc....

Breitling Omega Tag and others would be considered luxury maybe entry level maybe just plain luxury. I dont think mass production has anything to do with something being luxury or not. If you do read back above with my car comparison. Timex is mass produced just like Breitling or Rolex, going with what has been said then these would be considered equals...Which to me they are completely not. There is a video James/TV Dinner posted about how Breitlings are made I dont think for one second Timex cares that much.

Finally there is such a thing as ultra luxury and that would be reserved for some of the other brands being mentioned. Is it a dollar amount its kind of hard to say as Montblanc timepieces have watches that start at $3000 and can go all the way up to $300,000 plus.

My statement applies equally to automobiles.

You made no mention of Ferrari, Aston Martin, Maybach, Maserati, Bentley and others.

Mass production has a direct effect on excusivity.

You could include those makes in a high volume production too, save for some of Ferraris and Aston Martins most exclusive models. I agree with your statement that "Mass production has a direct effect on excusivity.", but in no way does a mass produced item constitute it not being a luxury item. For some collectors/WIS buying a Rolex, Tag, Breitling, Zenith, Bell & Ross. Panerai, Montblanc, Jaeger LeCoultre, Breguet, Girard-Perregaux, etc. it is exclusive to them as they have saved and finally was able to buy, are and is a luxury brand to them, me included. Yes I do too want a Vacheron, Patek, etc. and to me those are considered a big ticket high end item, but at the same time can be classified luxury. I can almost guarantee if you were to ask non colectors/WIS what they consider is a luxury timepiece Im sure some brands I wouldnt consider luxury they would mention.

Also the reason why I mentioned those brands above are they all start at well under $10,000.....

Last edited on Sun Jan 22nd, 2012 05:02 pm by Kustoms4ever

Posted: Sun Jan 22nd, 2012 08:15 pm

TVDinner
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I think just about everyone's post before mine is correct in one way or another - FOR THEM.

In my opinion a "luxury brand" is going to be something different for each person and especially each budget.

I have MANY friends that a $500 brand is going to be BIG TIME "luxury" to them. It might not be to me or to someone else, but to them that is not only "luxury" but many times a "grail". They have never, and would never ever ever consider spending $500, $1000, $2000 or anything like that on a watch. To them that is completely ridiculous and something that does not even register as "reality" in their world.

Taking that thinking a step further I think we all would agree that Tag is a high quality brand that has a lot of history and earned quality associated with their watches. I don't think I would consider them a "luxury" brand the way I define the word, and I know many other people who not either. BUT THAT BEING SAID almost everyone I work with or know off these forums thinks Tag Heuer IS a high high end luxury brand. They just are to them. They are sold right next to Rolex watches in many jewelry stores and have price tags in the many thousands of dollars. For most they are unreachable due to their cost making them 100% luxury to them.

To ME a "luxury brand" is classified by a combination of these things:
- Price point. Simply put a $30 watch is not going to be considered luxury. But for me anything over $1000 IS.
- Historical earned respect for the brand based on workmanship, innovation, materials and quality for the products they produce. It could be one or all of those things.
- Perception - whether created OR real. There is no denying that for many things that are considered "luxury" items - the public perception of the product is many times as important as the "reality". This public perception makes us desire these objects as something of luxury in our lives. But it is up to me as the consumer/buyer to decide if I feel this "perception" is legit or a smoke screen and then buy if I feel comfortable based on the information/research I have about the brand in question.

Finally, my ENTRY LEVEL Breitling Superocean Steelfish is ABSOLUTELY "luxury" for me. My ENTRY LEVEL Oris TT1 Small Seconds Date Diver is ABSOLUTELY "luxury" for me.

If I was worth 100 million dollars would I feel the same way? Maybe not. But right now and today that is luxury to me.

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Posted: Mon Jan 23rd, 2012 12:19 am

Time Traveler
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Interesting read. Seems like the brand isnt as important as the definition of luxury perceived. Hard to make a concrete point when the meaning of words isnt agreed upon, but certainly more interesting.

Its a clear example of that philosopher, was it keirkagaard? The one who said the meaning of words and language shapes thought. Man, i wish i could remember things!

I wont answer again, as i already have, but to say yes.

Rob

Rob

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Posted: Mon Jan 23rd, 2012 12:29 am

Axelay2003
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Luxury is relative.

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Posted: Mon Jan 23rd, 2012 04:22 pm

The B
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Rolex, Omega, Zemex and Tag.

Posted: Mon Jan 23rd, 2012 04:44 pm

stratabiox
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Although price point is probably the most logical answer, based on an individuals personal perspective. A luxury brand to em and is anything I enjoy, i can rely on and looks good from my perspective. My Invicta in the mail is hardly a luxury brand and probably would be laughed at by a "luxury brand" collector, but if it functions well and looks as it does online... its a luxury to me

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Posted: Sat Jun 16th, 2012 04:49 pm

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If I don't need it, and it hurts to buy it, it's a luxury. It's all relative.

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Posted: Sat Jun 16th, 2012 04:51 pm

Hoopy Frood 66
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crotchhasteeth wrote:
Well, i have to point out the definition of LUXURY .
lux·u·ry (l g zh -r , l k sh -). n. pl. lux·u·ries. 1. Something inessential but conducive to pleasure and comfort.
That could be ANY watch , as people have been telling time via looking at the sun for a while now.
But to me luxury is really something we want, and dont really need. I have NON luxury watches from walmart that keep perfect time , like a timex or casio. They have FUNCTIONS, not bells and whistles.
Really any brand like croton, stuhrling, invicta, all the way up to the ultimate luxury like Rolex and Brietling, can be a luxury watch.
Just sayin...

Yeah, this.

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Posted: Sat Jun 16th, 2012 06:13 pm

sdwalt
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Lots of good points here, for me I think its about exclusivity and craftsmanship. I think for watches, the price point is above $20k, cars 100k.

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Posted: Sat Jun 16th, 2012 06:44 pm

TheRelumer
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any brand i can not afford !!

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Posted: Sat Jun 16th, 2012 08:08 pm

SHANE 1000
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To me Luxury is what I cannot afford.

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Posted: Sun Jun 17th, 2012 07:40 am

greydog
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point one, It's all relative. Luxury. I have a friend at work and he thinks his 350 dollar Bulova is Luxury. In a way it is. When your use to 39.95 to 59.95 dollar watches from the mall or Target you have moved up to luxury. So to some like him a watch made by Bulova is luxury. Expensive and a a company with a heritage.

point two, heritage. (or advertising.. for most people on the street read Rolex here) and quality can make the company be a MAKER of luxury time pieces. Or a MARKETER of luxury time pieces. Such as maybe, Emporio Armani, for many of these buyers they have moved from their Timex or Seiko to a luxury watch (can my two TX's be considered luxury?)

point three. Price. Relative to the person looking. Anything over a $1000 to most people is very much the purchase of luxury watch. 12 years ago I literally saw a guys jaw drop one day when he found out I was holding a $5700 (Omega Titanium Chrono) dollar watch in my hand that another employee took off his wrist for me to look at.

point four, PRICE. BIG PRICE. LARGE PRICE. I rest my case.

point five, A Luxury watch company (Hublot, Panerai, Ulysse Nardin - see point two and point four). And to a company (pick a name) that has a Luxury watch in their line up, Grand Seiko GMT SBGM003.

finni. Luxury is relative to where you are financially (point one) and to your knowledge (point two and three) . That is the difference between most of the people in the world purchasing watches and a member of WatchFreeks, knowledge.

Last edited on Sun Jun 17th, 2012 07:48 am by greydog

Posted: Mon Jun 18th, 2012 10:28 pm

WWIIBuff
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companies, like AP, VC, PP, JLC, AL&S. If you make a million watches you are not luxury. If you make 20-50,000 watches and they are passed down for generations, you are luxury. If you count kings and queens as your clients, that helps.

Posted: Tue Jun 19th, 2012 09:59 pm

trackrat
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Luxury to me is spending money on something you cannot really afford and then saying to hell with it, its mine.

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