Arka
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| p.3 #1 · p.3 #1 · Leica unveils new ZM 1 & ZM 2 Monochrom Edition watches | |
riveredger wrote:
The luxury watch market is booming.
It is for a number of models, but despite the relative health of (and continuing interest in) luxury timepieces, the high pricing on these Leica watches is a bit of a head-scratcher to me. Leica has no history in timepieces, and as far as I can tell Leica is outsourcing most of the production of these - not a great recipe for building brand equity among the fairly snobbish and arbitrary watch buying community.
This vaguely reminds me of another (formerly) non-watch brand who has been trying to make inroads into luxury watches - Montblanc. It has been building its name without charging stupidly exorbitant (though still high) prices for over a decade, and while a number of commentators in the watch media respect the work they do, they still haven't really caught fire among watch collectors. Same for Porsche Design. Heck, even legitimate watchmaking houses like Grand Seiko took a long time to become mainstream as luxury goods worth overpaying for. Leica has a long way to go to build their brand equity as a watchmaker, and I'm not sure marketing fluff like this is helping:
"Capturing time requires precision engineering and mechanical excellence. Each is essential to the art of photography. To facilitate the accurate measurement of time, Leica has chosen the ergonomic efficiency of a fine timepiece to expand its commitment to the decisive moment."
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