Green Rambles: Are You Already Part Of A Tribe"
It is no secret that there are brands in the watch industry where the demand for their timepieces is far greater than the supply. Rolex, Patek Philippe, and Richard Mille are often the ones mentioned in relation to this. The focus was mainly on their sports models with the first two, but even that has changed. Now, even getting a newer style Datejust requires a great relationship with your Rolex dealer and a lot of patience. The same goes for the Calatrava. It also doesn’t stop there as many other brands are now so in demand that they can’t or won’t, and often both, match production. This trend has reduced boutiques to temples of frustration, with many talented and knowledgeable sales staff singing the monotonous hymn of saying no.
Many brands struggle with this, as this is a position that sounds like the best thing even for them, but it is instead the opposite. One of the solutions utilized is rewarding brand loyalty by allocating new models first and foremost to existing clients that are part of “the tribe.” This sounds great, as these people are less likely to flip the watches as soon as they are delivered, but it also creates a sharp contrast between the have and have nots. In particular with limited editions or brands that have a fairly limited production, it means that the vast majority of their products end up with the same small group of people. Unless you have deep pockets, it also forces you to focus your collection on one or m...
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