Fratello On Air: Rethinking The Definition Of Entry-Level Watches
Welcome to another episode of Fratello On Air! This week, Mike is in Florida, and Balazs is in Hungary. But we’re here for you! In today’s discussion, we tackle a listener suggestion. We’re talking about entry-level watches and how brands approach this. Hint: it’s very different today, with greater expectations from the buyer.
Jumping into watches 15 to 20 years ago was a much different affair than now. Social media was barely present, prices were lower, and microbrands were almost non-existent. Our listener, Cezary, asked us to consider the brands representing the new entry-level category. We do that, but go further and talk about what this term means today and how larger brands interpret it. We hope you enjoy the show!
Handgelenkskontrolle
We start our show with some travel banter. Balazs had a lengthy drive to Hungary with his baby daughter. It was relatively challenging, but after one night and 12 hours on the open road, he is enjoying some family time. Meanwhile, Mike flew from London to Miami and slept most of the way before and after watching Marty Supreme. Once again, The Odyssey surfaces during our chat. So be it!
Then, we discuss LeBron James and the surprise signing with the Philadelphia 76ers. For the Handgelenkskontrolle, our choices couldn’t be more different. Mike is enjoying the pool and jogging with this durable Citizen Promaster BN0220. Balazs has dressed it up with his Rolex GMT-Master 1675.
Entry-level watches
When it comes to entry-level watches, our listener specifically asked about the Seiko sub-brand, Lorus, and whether it has replaced Seiko 5 as the low-cost option. The bottom line is that we don’t think so. There’s nothing wrong with these pieces, but they don’t seem to be aimed at enthusiasts like the old 7S26 pieces were. Instead, it shifts our discussion to what we think has really occurred. As Seiko has raised prices, the company expects buyers to join the journey. In other words, the price of an affordable watch, as viewed by brands, has changed.
Cezary also asked about Longines and whether the brand has become the new Omega. This came up because Omega’s prices have drifted upward and Longines now occupies this price bracket. Our view is that there is still a large difference between the two, but that Longines has improved mightily. This leads to a further discussion on the remaining Swatch Group brands and how the hierarchy works. Our feeling, again, is that a brand like Omega wants a buyer to remain loyal and not move to a different brand under the corporate umbrella. Finally, we talk about the rise of microbrands. These companies have become the new entry-level darlings. However, the challenge for these companies is reach and differentiation. Still, for enthusiasts who conduct a bit of research, this is where the opportunities lie.
We hope you enjoyed today’s episode, and thank you for listening. As always, let us know if you have topics for future shows!
