I take my cue from an exchange of messages on Instagram with a decidedly young reader, who, commenting on the news of a model produced by an emerging brand, wrote: 'It has no market'.
I wanted to explore his point of view with him, as it seems to me at least exaggerated to say that a nice, well-made watch, priced at around EUR 600, has no market.
The answer was that that watch is not an investment.
Now, the question becomes philosophical. We normally speak of investment when we want to make our money pay off. That is, by investment we mean the immobilisation of a sum of money that, in the medium to long term, leads to a profit. Yet, among the buying public or watch enthusiasts (or both), there is now widespread and excessive use of the expression.
I would therefore like to emphasise that the resaleability of a watch is a different concept from 'investment', because I understand that the two concepts are often confused. I read this in the exchanges of opinions between our followers on a more or less daily basis.
In any case, resaleability, or the feeling of 'making an investment', has become a prerequisite. A decisive attribute in the finalisation of the purchase of a timepiece even for a few hundred euros (subject to respect for money and the concept that one should pay an object for its actual quality).
But the idea of buying a watch for the pleasure of wearing it - what happened to it?
Is the watch no longer an object that should, first and foremost, make us feel good when we fasten it on our wrist?
Not to mention the satisfaction of showing our new purchase to others... Above all, because I doubt that anyone would keep a medium-value piece in a safe deposit box, no matter how long it holds its price.
Dody Giussani
