I think there's a lot of hard truths people have a hard time dealing with. For example, for all the hate Rolex gets (and deserve) there is NOBODY even close that has the brand recognition that Rolex has. And I think for a lot of people that spend $7-15K on a watch care a lot more about having something with huge name pedigree than they like to admit. Its the same reason people wear the Lululemon and On Brand shoes around town. There's stuff out just as good for half the price but it doesn't signal to the world what you are wearing when they see that little Lulu brand circle or the On Shoes distinctive honeycomb sole of the shoe.

@Mike.thiswatchthatwatch

Ай бұрын

The key point in my vid about Rolex was that because Rolex is so dominant, in the eyes of a "normal consumer", all other brands are judged against the standard that is rolex. Is it as reliable (as a rolex)? Is it as much a statement (as a rolex)? Is it as accurate (as a Rolex)? Whether Rolex is objectively better doesn't matter. People look at that Omega that they know little to nothing about and inadvertently compare it to.... Rolex. That's the power of marketing .😊

@mijnbuisje

Ай бұрын

​@@Mike.thiswatchthatwatchthat's also the reason why you will find more enthusiasts among people wearing non-Rolex Swiss/Japanese/German/micro watchbrands than among people wearing Rolex. They generally care less about status and they already know that Rolex is not the pinnacle of watchmaking.

@mijnbuisje

Ай бұрын

They (see previous comment) are wearing those watches primarily for themselves and not for others.

@WaterJake

Ай бұрын

​​@@Mike.thiswatchthatwatch I think this may be your best video yet! Really great thesis and thoughts about all of this. I do think there is an exception, and it's Cartier (and maybe a couple of very specific models from others, like Bulgari), which has a huge reputation outside of watches. Rolex doesn't have the same kind of cache with women as it does for men, and while the customer base is smaller, it is essentially up for grabs. Cartier is better positioned for that audience with its branding than most anyone else. It doesn't have to justify itself against Rolex the same way that Omega would.

@Pler1978

Ай бұрын

Pretty much 95 percent of rolex buyers care to varying levels

After almost 20 years absence of wearing a watch I decided to return to watch ownership in 2023. Previously I had no clue about movements or any technical know-how of watches so I decided to properly learn about the fundamentals and differences between watches. After much research I decided to move away from battery operated watches and focus on mechanical movements. This lead me to discovering the great marriage of mechanical and quartz - no battery needed but great accuracy - and purchasing my first and only luxury watch from a brand I did not even know existed - a Grand Seiko Spring Drive. It is beautiful, it does not require a battery, it is super accurate, and no one in my circle of friends even knows what I am wearing which is perfectly fine for me as I wear the watch for my own enjoyment and no one elses.

@zosothezephead837

6 күн бұрын

Absolutely 👍. All the talk about polished, shiny surfaces that look more impressive - to who?! I don't wear my watches to impress anyone but myself.

You quickly became my favourite watch KZreadr. Always competent, well informed, no nonsense, no hype. Just facts, observations and common sense (which is a rarity these days) garnished with a little bit of humor 👍

@wongfeihung9724

Ай бұрын

I feel the same. Spot on comment.

@Mike.thiswatchthatwatch

Ай бұрын

I try - thanks for the feedback 😊😊

@hudldevice1092

8 күн бұрын

Agreed. Excellent videos.

“shiny surfaces attract crows” Great line, I hope you a good chuckle on that.

@f.kieranfinney457

Ай бұрын

I get attention with my $200 metal cased Casio and zero from my GS or vintage timepieces. Shiny definitely attracts crows.

@robertcalkjr.8325

Ай бұрын

And some cats too. I woke up in the middle of the night one time and my friend's cat was very gently trying to take my silver ring off of my finger. LOL! The little stinker...

@Mike.thiswatchthatwatch

Ай бұрын

I was excessively proud of myself for that comment, yes... 😂😂😂

@verynormalman

Ай бұрын

Should have been magpies surely?

@htschmerdtz4465

7 күн бұрын

Heehee, true. I've actually learned how to put a mirror finish on stainless steel, so, sozatso polishing--or whatever it's called--adorns my travel mug now. (was a big job, phew)

You are truly my favourite watch KZreadr. Your views are always informed, non-sensational and logical! 👍👍

@MFlint-un2tq

Ай бұрын

I concur

@Mike.thiswatchthatwatch

Ай бұрын

Very kind words, thank you 😊

I bought a Grand Seiko. It's the only watch I own that cost over $600. Frankly, I would be embarrassed to wear a Rolex. I would consider an Omega or an Oris or a Monta or a Christopher Ward, but Grand Seiko was such a deal I went to it first. Especially right now with the yen at 158 per dollar. Grand Seiko is an incredible steal for Americans right now if you buy directly from Japan, even with the import tax.

@benjaminkeen7133

Ай бұрын

I'm there with you, education and preferences. Rolex has a strong brand and social identity and it is not for everyone.

@jaysdad420

Ай бұрын

I bought a new GS SGBA461 direct from Japan as well. I was able to buy a used Tudor Glamour and a Hamilton Khaki with my savings on the GS.

@Falstaff-mr8fk

Ай бұрын

I’ve inherited 3watches from my father and uncles who passed. A Rolex Oyster and 2 Omega Seamasters. I hands down prefer the Omega to Rolex.

@A_Dude_And_His_Watch78

Ай бұрын

I have GS, Oris, and Monta for those reasons.

@gfeast4518

Ай бұрын

I would love to check out purchasing from Japan, where would you recommend looking? Thanks

Damn. You just outdid 10+ years and 100+ KZreadrs with this content. Great video!!

@Mike.thiswatchthatwatch

22 күн бұрын

That's high praise - Thank you 😊😊😊

Quickly, and you sir are one of my go to’s of KZread. In the watch world I have had so many different KZreadrs that I watched, but now you have risen to the top!!! Love your pure unadulterated truth, candor and no sugar coating the facts. Thank you sir. 😊

@Mike.thiswatchthatwatch

Ай бұрын

Always happy to hear that someone enjoys my approach 😊😊

Thank you for “opening up the casebacks” and sharing what collectors actually get from the $4-14,000 watches. Very illuminating…The other factor is after market resale value, even though watches are not investments, which reflects demand.

Been a collector for donkeys at this point, your channel is the only one i watch! Mike you just make SENSE! Love it...Great content!!

@Mike.thiswatchthatwatch

Ай бұрын

Thanks a ton. Glad to hear I have your support 😊😊

I was actually that first time luxury watch buyer who didn't know all that much about watches, but wanted something really nice from a famous Swiss brand. I was put off by Rolex _very_ quickly, mainly by the shitty attitude of AD's, but also because they seemed way overpriced compared to other brands in the same quality bracket. Also, heretical as it sounds, I just find their designs kind of "meh" - nothing wrong with it, but not interesting either. Cartier also didn't do it for me, although I do like the Santos, it lacked some features that I really wanted, like an open caseback (with a nice movement to look at), and lume. Grand Seiko designs are just not for me, though I do recognise their high quality. I like Zenith quite a lot, also some Breitlings, but at the end, I found that the brand that really ticked all the boxes on my list for a "one luxury watch" was Omega. Haven't regretted the decision, I think they are pretty much the brand that tries to cater for the most tastes and desires. For some that may be a negative (not such a clear identity, too big catalog), but for me, who's not a collector, it's a big plus: they will give me what I want, not what I'm _supposed_ to want.

@Rm9sbG93ZXJz

Ай бұрын

I agree... I am never gonna get a ROLEX, that experience to even find one to look at was worst than the car scarcity of 2022! I got a longines and I am happy!

@ivaylokosev

Ай бұрын

I felt exactly the same way, ended up with aqua terra 38mm, blue dial. GS Skyflake was my huge dilema, but was feared will not look right on my 16.5cm wrist.

@austincragin7391

Ай бұрын

Get a JLC. The watch markers watch, the God father of horology. Producing movements for AP, Patek, VC for years. The most complicated movements for the most well known watch models. The top dogs of watch brand names/horology. JLC is subtle, classy, robust, iconic, highly respectable. JLC is one of the brands to have in a collection imo, can’t wait to buy my first JLC one day.

@balazskertesz5010

Ай бұрын

@@austincragin7391 JLC is great, but a wee bit expensive...

@Mike.thiswatchthatwatch

Ай бұрын

I am not a Rolex hater. I am also not beholden to them either. I do find it sad that regular buyers so often default to them and don't give other excellent brands some consideration. Seamaster 300m over a Submariner any day of the week for me 😊

Someone needs to send this video to the Bremont team. It perfectly illustrates why their new line is such an error. Just as the brand formed its identity and found its audience through the story they told - it’s destroyed in a week.

@Mike.thiswatchthatwatch

Ай бұрын

Funny things is - I cut a whole segment from this video diving into Bremont, discussing those exact challenges. Their identity is “off” under the new ceo and for a relatively expensive watch brand they don’t convey luxury enough. Saw them at watches at wonders and was dissapponted with quite a few of the models Cheers 😀

@randmacct636

Ай бұрын

​@@Mike.thiswatchthatwatch i hope this means an upcoming episode for bremont, to hopefully knock the ceo off his high horse (or at least some sense into him) so Mr Davide can right the ship before impending shipwreck, which absolutely nobody finds joy in

@BruceCross

Ай бұрын

@@randmacct636 I like the concept of giving them the opportunity to change course vs. bashing them.

@99jasonhooper

Ай бұрын

Interesting re Bremont - assume previous model not working (never made a profit) and new VC money wanted a return - Bremont needs a new wider audience and I think this will disrupt the existing market - brave move.

@lukeryan5428

Ай бұрын

The faux military connection is a big fail, giving your product to a bunch of pilots does not make it a brand of choice, I served 25 years in the RAF and can categorically state that pilots will grab anything for nothing.

Thanks! I enjoy your comments as always. 😀

Buy what you like. Best advice ever. I had the Speedy and SM300, because they were iconic, did not pull at my heart string. My Zeniths on the other hand, "flaws" and all, I look forward to wearing them and puts a smile on my face every time. Just because marketing got me in the door, the watches are what will ultimately make me stay.

I love your …”Days since last watch purchase” counter, Mike-reminds me of the “Days since last accident” health & safety signs that are commonplace in factories and warehouses in North America, in my experience at least 😅

@Mike.thiswatchthatwatch

Ай бұрын

Glad you like it. Quite enjoying throwing in easter eggs here and there for me more devoted watchers 😊

If bling and shininess were the most important factors in luxury, Invicta would be the undisputable king.

At a party, I noticed that 8 out of the 10 male guests had a Rolex on their wrists including me. That prompted me to explore alternatives to the usual suspects or at least the more rarified items in the catalogues of the usual suspects. This caused me to seek out independents like Habring2, Stefan Ketelaars, RGM and the new Danish brand Arcanaut. My Omega references currently include the Seamaster Bullhead Chronograph (which along with the Ploprof which I have also owned) is one of their eccentric references. Pre-2017 Parmigiani and Speake-Marin (with a Vaucher movement) references are in my watchbox. I seldom run into anyone who is wearing what I am 😂wearing and I like that.

@patrik3450

Ай бұрын

In Denmark everyone just hypes up Rolex like there is nothing else. I wouldn’t want a Rolex in this country looking at how many people get robbed of them. Referring to the Facebook groups. 😢 But seems like you got way more into watches and found what you really liked 😊 I am glad I found other brands too, and have completely forgotten about Rolex.

@mimikatz

Ай бұрын

Just sounds like you bought a Rolex for the wrong reasons. Would you do the same with a car? Are you annoyed your neighbours have houses too?

@omonteso

Ай бұрын

Damn. You need new friends.

@Mike.thiswatchthatwatch

Ай бұрын

I had an interesting thought in my head the other day. Based on volumes - you are more likely to bump into a person wearing a Rolex than you are wearing a Tag Heur. Rolex sells 1.2 mill a year. Tag. Half that. If you want to be unique, different or appear exclusive - Rolex is counterintuitively actually not that exclusive, despite waiting lists at the ad... 😊😊

@woozertoo

Ай бұрын

@@Mike.thiswatchthatwatch moral of the story: Wear a Tag, to stand out. Me, I'm acquiring a 20-year old 2000 series automatic, which should put me in rarefied company, indeed 🙃

Interestingly my friends who have gone into the automotive engineering sector tell me that car manufacturers spent millions developing that satisfying thud or clunk when you open and close a car door all in an effort to sound more premium. I think that's exactly what watch companies do as well. Because we "eat with our eyes" the tinsel of quality and success matter. You are quite right my friend. Quality is highly subjective. Having never shopped at the higher level (I did buy a date just a few years ago but that's hardly high horology) I would not be able to say what is great value right now. Hope you have a great Freedom Day and an awesome weekend!

@Mike.thiswatchthatwatch

Ай бұрын

The amount of time that has gone into the sound of a Merc door is ridiculous. It is one of the absolute key components to selling the car. 😊

@johanvandersandt8904

Ай бұрын

@@Mike.thiswatchthatwatch If only they spent more time on the rest of it they would not be ranked as low as they are in reliability survey's haha! Strange how the times have changed! Hope you have a great one Mike!

In my experience, only watch brand that was recognized and commented among non-watch people (35+ years) is Casio Vintage series and G Shock. At one party I wore Casio 53W. That watch put smile on the face of people who were there with the SUB, golden President and AP RO. Great channel BTW.

As always spot on. Your content is the best of the lot in watch videos. I always feel that I've learned something new.

Absolute first class video, presented by a true gentleman. Always enjoyable to watch. Thank you

@Mike.thiswatchthatwatch

Ай бұрын

Thank you too 😊

I love your analogy of the sound a car door makes on a well build car. So true! You did not mention Lexus, but I drive one and listen for that "quality thunk" every time I close the door! :).... the concept does transfer to a watch feel and quality. We are a strange bunch for sure!!!! LOL

@corychecketts

Ай бұрын

Thanks for bringing up Lexus. I drive a 2001 LS 430 and can honestly say its the nicest car I've ever owned. Maybe it's the more high-quality mass produced car ever sold? Sadly, Lexus doesn't make cars like they used to. My GX460's overall build quality pales in comparison to my old LS.

Thanks a lot for your very interesting thoughts. I agree completly. Years ago I started with Casio and Citizen. Over Tissot, Maurice Lacroix, Junghans, Glycine etc. I came to TAG Heuer, Breitling and Rolex. Conclusion: ALL the watches work precisely since years and have a really good quality. The only difference is, that with a Breitling or Rolex you can show the the world what a "successful" guy you are. Now, I have started to sell the expensive ones and I will go back to my Casios and Tissots and use the watches for what they are really made: to tell me the time....

Drinking an iced coffee in my back porch, smoking a J and wearing my SPB313. Thanks, Mike, for making my morning routine that much more enjoyable.

@A_Dude_And_His_Watch78

Ай бұрын

Mind if I do a J?

@Explorer40mm

Ай бұрын

@@A_Dude_And_His_Watch78 you’re always welcome to do so in my home.

@Explorer40mm

Ай бұрын

@@A_Dude_And_His_Watch78 you’re always welcome in my home.

@TheSkatereel

Ай бұрын

thats a beast of a watch!

@Explorer40mm

Ай бұрын

@@TheSkatereel thanks! The crisp white dial is really nice. Very nautical feel. I get as much joy out of it as anything else in my collection. What are you sporting this afternoon?

The 'heard of it' HP printer comparison is bang on. Coworkers ask about my Omega, Rolex, and sometimes Panerai. No others

Very interesting and informative content. Thank you. How about Franck Muller ? I’m interested to buy my first time piece. What do you guys think about Franck muller ? Any recommendations? Thank you 🙏

Hi Mike, Thank you for another fantastic video. The information you have provided is exceptional and appreciated.😄

A year ago, I bought a GS SBGJ239. Beautiful watch. However, I never fell in love with it. I sold it a couple of weeks ago and got a Rolex Air King..I lost a lot of $ on the GS. I absolutely love my AK...forget about what people say...buy and enjoy what you really like.

I really enjoy these videos because they make me think back to my university days studying the economics of markets. When Mike explains the intricacies of the watch market I think his lectures (for that is what they effectively are) should be required listening for any economics undergraduate, just add in a few graphs and maybe some equations. In the basic economic theory of a "perfect market" there is a concept called "perfect information" which means every buyer and seller involved in the supply and demand of a "good" (watch) knows everything about that "good". A way to win in a market (successfully compete) is to either dominate or distort market information, Mike's talks make me think about stuff like this. Excellent. 😂😂😂 Mike's talks have made me think about my watch buying much more analytically. 👍🏻 Thanks Mike.

The question of 'worth' is one I struggle with all the time - what does a more expensive watch mean? Is this purchase a luxury I can enjoy or am I simply buying into a hype machine for the physical equivalent of NFT's? Adding in servicing costs for mechanical watches and it's one hell of a money sink. The other aspect you mentioned - the 'identity' of the brand and how it changes how customers view it / themselves - I'm not one for that kind of marketing. This is why I don't think I'll ever buy a watch worth more than $1,000. Yet as an enthuasiast I can easily see a future where I own a box of watches worth the equivalent of a submariner. Would I be happier seeing the name Rolex or Grand Seiko on my wrist? Should I take that risk to see what's on the others side? Maybe I'm just not rich enough to play that game! Love the videos and the questions / viewpoints they bring to light. Keep up the good work!

Great content, thank you. So refreshing to hear interesting and intelligent views on the watch industry rather than another video on why you must own a BB58! Please keep them coming!

@Mike.thiswatchthatwatch

Ай бұрын

Only you can know whether you need a BB58 😂😂

A wonderful, thoughtful approach to a murky topic. Really great channel.

@Mike.thiswatchthatwatch

Ай бұрын

Thank you 😊

Mike, I really like your channel. You cut through the hype and give intelligent analysis.

@Mike.thiswatchthatwatch

Ай бұрын

I try, thanks 😊

Dang, this was an awesome breakdown of brand perception and quality. I've owned watches from Omega, Tudor, Rolex, Seiko and many others. And for me, the best watch I own that I wear the most is my Casio G-Shock GW-5000U. I've started to slowly sell off my expensive watches because I just don't care about perceived quality or brand perception--real or fake--anymore. I just need a tough watch, that always works and is insanely accurate. That being said, I always love videos like these that breakdown consumer psychology. Very well done.

@Mike.thiswatchthatwatch

Ай бұрын

Thank you, and thanks for adding your two cents. 😃😃 Can't go wrong with a casio btw. 👍

Another smash hit. Your vids keep getting better and better, with each current one surpassing the last. Thank you, Chris

@Mike.thiswatchthatwatch

Ай бұрын

Humble thanks from my side to a long time supporter 😊😊

I love your channel. Very awesome analyzes. A friend of mine contacted the AD on the possibillity on getting a steel Explorer I in 36 mm. He could not, BUT if he wanted a two-tone or full gold watch they could help him. Pretty much like you said they would start to do, by expanding the precious metal line.

@Mike.thiswatchthatwatch

Ай бұрын

Bingo 😊

Speaking about the average buyer: Once upon a time I was workin in the car claims department of an insurance broker. One day I spoke to some lady on the phone, and whilst I had already learned at that point, that it can't be expected that people would be able to differentiate between the liablitiy and the casco insurance (which already sounds easy enough for me: liablity is for everyone elses damage, casco is your own) - this "remarkable" lady made me learn that you indeed can own and drive a car yet do not have any clue what the COMPULSORY liablity insurance does at all. So, she needs to take one out, she doesn't get her licence plate without one, but she didn't know what it does. THAT is indeed the level of insight the average Joe/Jane will have when walking into a watch store. Don't wanna step on anybody's toes here, but imho people can be incredibly ... well I don't know how to call it. Let's put it mildly: They think from 12 to midday and often show no interest of having a further glimpse into things. Sometimes, I am deeply worried about humanity as a whole. :D

@Mike.thiswatchthatwatch

Ай бұрын

Bingo.... Brilliant analogy 😊😊

Another great one. Thank you. Question. I’m sure some brands know their bracelets are lacking. Why is it that they don’t improve? For example, the reason I’ve always been deterred from pulling a trigger on an Omega SM300 is the chunky non-tapering bracelet. I’m sure some like it. But this is a reoccurring complaint by many. So we can conclude that this is an issue. No one ever complaints about a submariner bracelet.

@cubex68

Ай бұрын

IWC heard and updated their Mark Pilot watches with better movement and tapering bracelet. Some brands do listen while for some it’s not as easy to integrate change sue various production and supply chain concerns

@Mike.thiswatchthatwatch

Ай бұрын

Thanks. Bracelets? It's priorities and cost. Launching new and redesigned things constantly is expensive and the brands demand certainty that it will lead to better sales. Add to that, you don't want to go all in from day one, in stead spreading out your improvements to keep interest up. Innovations come slowly as a result and very rarely all at once. 😊

@Pler1978

Ай бұрын

It's a non issue. Though it seems alot of watch ppl have less than masculine builds and an omega bracelet is too "heavy" and big. Most watch ppl it seems aren't remotely wealthy and join the crowd of comments without having ever tried on most of the watchd they complain about...

@cubex68

Ай бұрын

@@Pler1978 Not true at all. I know a few watch enthusiasts including myself that tried or owned Seamaster but moved to IWC, JLC and Tudor for better ergonomics. I sold my Seamaster for a Polaris and love it.

Love Cartier, Piaget, JLC. Design in itself is a usp. Which for me trumps the mechanical value proposition, most enthusiasts tend to seek.

Whether it's a find on Ali Express or a much more expensive watch people will insist they have found better quality for less. I think your general thrust was that is not an easy thing to do since there is a great similarity in quality between similarly priced offerings. I agree.

Thank you for sharing your valuable insights on the video. It is crucial to make decisions that align with your personal preferences and bring you satisfaction, rather than being influenced solely by the opinions of others. Particularly in the realm of watch collecting, it is essential to choose timepieces that resonate with your taste and style.

For a moment I thought you were about to blame Hublot's brand image on Nico 🤣

@kd4029

Ай бұрын

😂😂😂

@Mike.thiswatchthatwatch

Ай бұрын

Nico certainly has his opinion of Hublot 😂😂

The more videos I see, the more convinced I become that I will be happiest on my extremely limited budget by getting a used Omega Constellation, having it refurbished, and wearing it daily. Wish it had a display caseback, but otherwise I feel like it’s got everything I want in a good watch. Plus, it lives up to your advice: “Buy what you like.”

Another excellent video shining light on points not covered by other channels. Please keep coming up with out of box ideas for your videos

@Mike.thiswatchthatwatch

Ай бұрын

I will try my best at least 😊😊

Excellent video. Branding has been heavy on my mind as I tinker with a startup and I’ve learned a lot from the watch industry.

Spot on! I went shopping for a watch last month. I don’t have budget for Rolex but I was comparing Tudor and Omega Aqua Tera. The Aqua Tera was so beautiful I almost put my money on it. But after my wife went to fashion shopping, I ended up with a PRX and a Longines Hydroconquest GMT😢 I guess I just don’t have a deep pocket, but has to maximise that “perceived quality” within my budget.

Hi Mike, I'm a big fan of your videos and refer to them often. As it happens, Ive been running a personal little project/hobby targeted at understanding and illustrating "value" in the watch world. I've got some charts that I'd be very interested in getting your take on. Is there any way I can get these to you?

As always Mike - fantastic video - detailed and informative but sensible and entertaining - good that you burst some of the hype around watches.

Very informative, thank you!

Spot on! The market speaks for itself. It’s all about supply and demand. Not even limited edition Omega or GS hold their value.

great job Mike im on a different page on aluminum and ceramic bezel i think the aluminum looks higher quality i own both and ceramic looks to shiny and cheap like plastic.

Thanks for this crystal clear luxury watch segment review. I wonder what's your review about the "Raymond Weil" and "Junghans" brands (i don't recall if those have ever pop up in your examples). Thanks in advance.

Love all the thought you put in your videos. You reveal a lot of topics anyone considering buying a watch at this price point should know. I personally look at the build quality in relation to the bang for the buck. I loath marketing and if I like a watch I just do. I do not need a corporation to tell me what watch or any product TBH I should purchase.

@Mike.thiswatchthatwatch

Ай бұрын

I try at least to add something new to the conversation. I don't profess to know the "truth" or be "objectively correct" but adding a perspective is what I want to achieve 😊😊

Educational. My collection is from this space and I have kept a one watch per company rule. However one brand built a relationship with me and now I am planning repeat business, so their tactic has worked.

Well done and very informative. Happy with the GS. But then again I appreciate the fine craftsmanship, delicacy and dedication of Japanese arts, precision machining, making things to last, design (paintings, ceramics, kitchenware, cooking, gardening)

Dear sir You are the most knowledgeable in the scene. Many thanks for passing us your unbelievable knowledge. With great respect Nizar

@Mike.thiswatchthatwatch

Ай бұрын

Very certain I'm not the most knowledgable in the watch space, but thanks nevertheless - very kind of you 😊

I am not a fan of rolex but I do appreciate the quality of their watches, as you mention the weight is apparent. I love omega as I like the co.axial movement and the history behind it with George Daniels. Hence I want a omega However I tried a zenith and I adored it. I have around 20 or so watches, from casio, spinnaker, citizen Christopher ward, wryst to my vintage tudor Prince. All very different brands and movements. As you say buy what you like!

I think this channel has some of the best watch industry analysis on KZread. Informed and well reasoned points throughout. Keep it up.

@Mike.thiswatchthatwatch

20 күн бұрын

Much appreciated! 😀

This is an amazing analysis of luxury watch branding. You are showing off all your knowledge. Well done!

@Mike.thiswatchthatwatch

Ай бұрын

Kind of you - thanks 😊

You put a lot of thought into to this one Mike, you’ve had some great videos but this one is a masters class on the watch industry, well done!

@Mike.thiswatchthatwatch

Ай бұрын

Glad you liked it - It's always a little nervewracking to put videos out there and see if they resonate. 😊

Insightful as usual. Keep it up. I can't get enought of your videos.

Very nice Video, thank you. Building my Collection with big Brands, Indipendent and Bang for the Buck Watches. For my Collection I would say, my Atelier Wen Perception brings the most watch for Retailprice on the Table. Followed by my Tudor BlackBay Ceramic Metas, bought on second Market for around 3,5K€.

“Hi Mike and guys, I just bought new Rolex Explorer from AD. I was too excited and didn’t check the watch properly. I have two questions: 1. When you are setting the time, the second hand isn’t completely steady; it jiggles back and forth a bit, if I wanna set minute hand perfectly. Is this normal? 2. The bracelet is a bit stiff. The links close to the case are a little bit stiff, it seems like there is some friction and it gives off squeaky sounds. Should I return this to my AD? Thak you very much for your answers.

@jkspepper05

Ай бұрын

You can, but this isn’t unusual. Perfectly on point with this video, Rolex has mastered “perceived quality”. Not that Rolex are not good quality, they are. It’s that many believe they are flawless.. they are not.

Insightful video, thank you.

@Mike.thiswatchthatwatch

Ай бұрын

Glad it was worth your time 😊

I don’t often comment but this is very well thought-through content. Intellectually, I like Grand Seiko but can’t work up the enthusiasm to pull the trigger. I think Rolex is a bit of a safe choice and overplayed but would pick up a green dial Datejust at retail in the unlikely event the opportunity presented itself. Funny old world.

@Mike.thiswatchthatwatch

Ай бұрын

Thank you. Happy you found it worth watching 😊😊

Another great video....very interesting perspective. Cheers from Mozambique.

@Mike.thiswatchthatwatch

Ай бұрын

Cheers 😊😊😊

Great video, as usual. In this space, I am 100% Rolex. My father and grandfather loved watches, and Rolex was the grail. When I graduated from med school, I was gifted a Rolex. When my daughter was born I gave my wife a Rolex. I have Omegas and Tudors, but Rolex has that special meaning. The watch that I am now saving for is the Santos de Cartier. Always wanted one, and as a Brazilian, the connection to Alberto Santos Dumont plays a massive role in the decision. As for you, keep up the good work.

Loved your comments on Identity. I wonder how the new Christopher Ward XII will sell at an almost $5k USD price point. Does the brand have enough Brand Identity?

@Mike.thiswatchthatwatch

Ай бұрын

Good question. It will likely sell out to enthusiasts, but I doubt it's a mass volume model. Skeleton dials are very niche - and it's not the point of the watch. The point is to demonstrate that they are serious watchmakers. That's my thinking at least😊😊

If most Rolex watches had a look as distinctive as that platinum stunner that got so much time in the watch background video (I don't know the technical term), I'd like the brand a heck of a lot more. But clearly you're right that GS, for example, doesn't have advertising brilliance or the characteristics that get noticed by most. BTW, I just noticed that GS artisans black polished every edge in the crown of my SBGJ273.

this is the best expert watch content i’ve seen. look forward to saturday.

Excellent video, as usual. Very informative. Well done.

@Mike.thiswatchthatwatch

Ай бұрын

Thanks 😊

Listening to your logic, I guess only one conclusion is possible: if you want to buy in this segment of the market, don't buy any of these brands unless it is a Grand Seiko and at least avoid Rolex like the plaque.

Thanks for the video, Mike!

@Mike.thiswatchthatwatch

Ай бұрын

You are welcome 😊😊

Very enjoyable analysis today! Great work 😎

As about objective an analysis as one can deliver! Please don't change. I love to understand 'why things are the way the are' and you videos provide my great clarity about their subjects. I would also note that many watch channels appear almost desperate for followers, using crazy attention seeking methods/behaviours to increase their numbers. I like your matter-of-factness. Cheers!

@Mike.thiswatchthatwatch

Ай бұрын

Cheers - Will try to keep making worthwhile content. We'll see how it goes 😊

Great observations, especially regarding Grand Seiko; however, I think Grand Seiko has better actual quality versus its perceived quality. I ignored them until in hand at an AD. Now I have 2 of them, while I'll get around to "a" Rolex, probably a Cellini date in gold and call it a day. Don't need their status and already have Omega and tool watchs.

re: Grand Seiko @ 6:25 - GS's main problem is bulky and out-of-touch designs, and not necessarily identity. Many enthusiasts swear by GS but end up buying Rolex, because GS watches are too dressy, too thick & too big. I want an OP36-like GADA design by GS, but what options do I have?

@Mike.thiswatchthatwatch

Ай бұрын

I stayed out of the commentary of the aesthetic of GS models, sticking in stead to just the signifiers of "luxury". Having said that I don't completely disagree with you. Their sporty options are often on the bulky side both in terms of objective size but also in the way they present themselves 😊

You are the 'Rolex' of watch reviewers. Love your videos. Informative, educational and above all, objective.

@Mike.thiswatchthatwatch

Ай бұрын

Rolex of watch reviewers? So that means unavailable plus hated by half the community? I hope not 😂😂😂

Hi😊 Found your channel today. What is your impression of swiss made Alpina watches?

I hear low priced watches cost only 25% of selling price to produce. Some luxury Swiss firms source quality parts from abroad & far east, so they may need to inflate cost of Swiss made parts to reach required 60% of parts cost (and assembly location) to qualify as Swiss made. If you're happy to fund their sports sponsoring & lush dealerships then go ahead and pay the $20k.

This is reference material, and easy to recommend to others. Thanks for making the video1

@Mike.thiswatchthatwatch

Ай бұрын

Thanks for sticking around as always 😊

I got a question about delma brand are they any good

Grand Seiko Spring Drive. Gotta have one some day as it represents superb innovation in precision timekeeping.

Glashutte Original is the crazy one for me. You covered JLC in another video very well. GO just seems to be a brand where the quality far far exceeds the marketing hype it gets. Swatch group just seems to let the brand down.

@Mike.thiswatchthatwatch

Ай бұрын

I am a very big fan of GO.... 😊😊

How would you compare Patek to F P Journe on the aspects mentioned in this video?

How would you compare vintage Heuer Carrera chronographs vs vintage Speedmasters (321) on the aspects raised in this video?

I think one element nowdays is crutial here: social media influence as a part of marketing not always in hands of the brands. Btw. I would love to hear your view on smaller brands like Ulysse, GP or newbies like Norqain.

Very insightful video, thx!

@Mike.thiswatchthatwatch

Ай бұрын

My pleasure! 😊

Another excellent video, containing some very useful information. I might try and haggle a bit harder if I buy another Tudor. 😀 (typo on your guarantee/gaurantee slide)

@Mike.thiswatchthatwatch

Ай бұрын

Let me know if you succeed with the haggling.... 😂😂

What a thoughtful commentary! I’m looking into buying my first luxury watch and I learned a lot from this video. Thanks!

@Mike.thiswatchthatwatch

11 күн бұрын

Glad it was helpful 😀

Please keep doing what you're doing here. You're the most objective watch guy in KZread I've encountered

@Mike.thiswatchthatwatch

27 күн бұрын

Thanks - I'm trying to be at least 😊😊

Excellent video, very sensible comments! It should be a must-see for any watch enthusiast. The online community suffers too much from „availability bias“, i.e. many don‘t realize that most consumers aren‘t watch geeks, and that enthusiasts praising Grand Seiko or whatever connaisseur brand doesn‘t make it a universally acclaimed manufacturer. I‘m tired of videos about whatever affordable watch being a „Rolex killer“, or of people commenting about their awesome $300-watch under a video about a $10k piece. This is non-sense because mechanical watches are a useless product bought based on emotions more than on reason, for most consumers that is.

I found picking up and holding a Titanium Grand Seiko, knowing its specs, history, and price tag, and actually considering buying one from afar for a long time, I couldn't help but think it felt cheap as it was so light vs holding an Omega or Rolex.

@Mike.thiswatchthatwatch

Ай бұрын

That's the thing... Weight = "good" 😃

This was a really good video and I have to say as I learned about watches, I started to take a disliking to Rolex, thinking that you had more value with grand Seiko and other watches, but I think this video just convinced me that Rolex deserves more praise from us enthusiast than we care to give them. If I can sum up this video, I would say we as enthusiast should pay more attention to the ethics of watchmaking. Despite Rolex beginnings, you’ve convinced me that they have a more ethical standard of watchmaking. By ethical, I mean, not taking a vendors movement like you said about Cartier or Hublot and selling it as luxury when in reality it isn’t, but they just do it because they know, most people aren’t savvy buyers.

@Mike.thiswatchthatwatch

8 күн бұрын

Glad you enjoyed the vid 😀

Another very interesting and thought provoking video…. Thanks Mike!

Well done! I think at this stage of the game knowing, objectively, how a brand is perceived by the general watch consuming public should be the number one concern of any marketing department of any brand. The closer one can approach the reality of this perception the more likely one is able to steer or manipulate sales. Rolex has, of course, demonstrated that they are better than anyone else at exploiting perception, and it's had a "snowball effect". Obviously.

I would like to hear your opinion on more micro brands someday, if possible. For example, Wise, Farer, Maen, Kuoe... Keep up the great work 👍

I looking to spend $6K max for a milestone birthday present for myself. Under consideration are Rolex OP, Omega, Grand Seiko, Tudor. Independent brands such as CW, Formex, and Monta are intriguing yet don’t say “luxury” and servicing is a concern. I need to try on a watch before I purchase. Furthermore, I don’t care about power reserve or water resistance. My chief concerns are wearability, aesthetics, and everyday use. Quite a conundrum!

Good discussion. Spot on.

When people who aren't already into this hobby ask about what to buy in this range, I always have the same advice: 1) Don't get into watches. 2) Buy what you really want, even if you have to save up or choose between waiting or paying a premium. Nobody needs to be in a hurry about this -- nobody needs a luxury watch in the first place. I envy the people I give this advice to and end up following it.

@Mike.thiswatchthatwatch

Ай бұрын

Don't get into watches. Best advice ever 😂😂