Update: Certified Preowned Vintage

A short post about an emergent service from brands: the certified preowned vintage watch. In a prior article I discussed the plan by Audemar Piguet to purchase preowned watches, refurbish and refresh them, and sell them through their chain of boutiques. When I wrote my prior article the idea was basically "blue sky" in the watch industry and I shared some skepticism that it would succeed.

Well, we now have another data point to consider. Vacheron Constantin has launched a certified preowned service. They chose to do so in Melbourne, Australia and we can tip our hat to the folks at Time and Tide Watches for their outstanding coverage of the launch. Vacheron is calling this service "Les Collectionneurs" or "The Collectors" (I think, I don't really speak French), you can see the official descsription here. And it appears that this first tranche of nine timepieces, refurbished and accompanied by a new two year warranty, has been something of a success. The selling boutique just opened in October. Three of the nine timepieces have already sold in the span of five days, which is very impressive.

It remains to be seen whether this new service will become more widely adopted or thrive in the long run. But I will share my congratulations to Vacheron for standing at the forefront of new offerings to consumers. It is one of many ways they continue to lead the world of horology.

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The Luxury Watch Ban Hammer

Word is beginning to spread that buyers of certain luxury steel sports watches have unwittingly entered into a sacred pact with certain brands. The pact is this: if you are eventually selected off an unimaginably long wait list you may buy a watch that isn't supplied in great enough numbers. But you may not sell it. If you do, you will be prohibited from buying that brand again. The brand will drop the ban hammer.

In an article published Nov 24, 2019 in GQ an anonymous author states that after having quickly sold his Patek Philippe Aquanaut 5167 for a tidy profit, "Patek Philippe knows that it is not [his] anymore. They found out and [he is] not sure how. [His] name could be potentially circulated among other Patek ADs, [he is] told. The AD (who [he] had a great relationship with) will no longer offer [him] 'hard to buy watches'."

And from Watchpro we have: "people that do manage to buy an investment-grade watch and flip it for a profit are being hunted …

The History of the Radioactive Rolex with One Complication

My family and I have a tradition when we visit the beach. We search for sea glass. When jagged and sharp shards of broken glass land in the ocean the constant sluicing of sand changes them. Over decades or more the edges soften. Clear glass becomes cloudy. Given enough time the entire shape of the glass can morph, from rectangular to ovoid. Each piece of sea glass is inherently unique due to imperceptibly small forces which slowly accumulate, resulting in major changes.

We know this is also true of vintage timepieces. After decades lume changes in hue. Dial faces crack, craze and fade. An object which was often mass produced consequently becomes a “pièce unique.” Watches are engineered to accurately and unchangeably mark the passage of time. We love and value vintage watches for the fact that they are altered by time itself.

The story I offer here underwent similar changes. It began as an effort to understand more about an unfinished chapter in the history of Rolex. It be…

Scarcity as Strategy in Horology

Watch industry observers have spent a lot of time dissecting the unavailability of steel Rolex sports models this year (submariner, GMT, etc). These timepieces are presently impossible to buy at the manufacturer's suggested retail price (MSRP). You can acquire them outside official channels but only at a multiple of retail. For one summary of this topic check out episode 48 of Hodinkee radio below.

I've listened to a lot of explanations and, frankly, almost all of them miss the point. While I don't know everything I should about perlage I do know something about economics. And economics explains almost everything about this watch industry phenomenon.
Horolonomics 101Rolex is involved in rationing: a shortage which is, for the most part, manufactured and intentional. With this discussion I will explain two things: 1) what rationing does and, 2) why Rolex would do this. The TL;DR on what follows is that the shortage:
is inefficient.Creates profit for watch buyers.Builds …

Horolonomics

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