Are more expensive watches ACTUALLY better quality?

Here I cover whether or not a higher price in a watch means higher quality.

[MeestroDavid]

Quality—whether in finishing, performance, or materials—correlates to price up to a certain point and within certain companies, but luxury brands by definition are disconnected from the usual cost-plus-margin pricing strategies because they're selling you the brand itself. Brands that lack status have to compete on product quality while brands that have high status can compete on perceived exclusivity. This is what allows Cartier to sell watches with simple steel cases, printed dials, and quartz movements for $3500, while a $350 Seiko 5 with a mechanical movement, applied markers, and complex case finishing is dismissed as overpriced.

[regsantotomas]

Quality is a very broad umbrella. The basic premise though is correct: there is diminishing returns as you spend more. It’s up to you whether those small differences matter to you. Emotional connection is what matters most.

[kaczynski]

It never ceases to amuse me that you could source all the parts from China, hand make a dial in Switzerland, and legally slap a 'Swiss made' on it.

[OmidSoltan]

Yet another video with sobering and reasonable content in today’s YT watch content with too much fluff and nonsense. 👍🏻

[borassictime]

Realistic realism for a change - unlike certain other big YT watch channels that obviously have a ‘relationship’ with big group brands and treat their products/reviews accordingly. Bravo John.

[duncanbirnie]

What really hacked me off is the price Omega, Rolex Breitling etc charges for a leather strap 🙈😡😡😡😡😡😡

[WestCoastAce]

Very true. Probably a small number of factories in South China making a lot of the basics. We’re buying the name and image in most cases. Quite an achievement for the new microbrands who do succeed.

[paulc]

Great video. This is topic that needs to be discussed. The reality is that with luxury watch brands you are paying mainly for brand identity (achieved primarily through high-profile marketing) and perceived quality. Wearing an expensive watch makes the owner look and feel rich/successful/special and if you're not too bothered about value for money and happy to pay vastly more than what a watch costs to manufacture, ship and distribute then that's fine, go ahead. I understand this and have no issue whatsover with it but have learnt over time (~30 years of collecting) that it's not for me.

For those of us that regard value for money as important and aren't really out to make a statement, better to stick to lower tier brands that realistically are not that far behind in terms of design, build quality, accuracy, finish etc. As you say though, buy what you love. If a more affordable brand isn't going to give the x-factor/kudos/buzz (whatever) you are looking for then for goodness sake don't buy it. You only live once, owning the things that make you and you alone happy is what matters most. Know your sweet spot and stick with it in other words.

[eddiefu]

Hi John

I always appreciate the high quality content of your channel. Thank you

[michaelhayward]

If you look at the history of horology, then it's all about the movements. In comparison, case, dial and finish are mainly superfluous, even though they play a part. Brands may also influence your choice but are not necessarily an indicator of horological superiority.

[Arc]

This is very true in watches. Take the constant force tourb from GS for instance. Throw AP on the dial and it’s worth 10x just bc the name, not the intrinsic value

[MadBonkersYes]

Nice video :) I've just subscribed after watching a few of your videos.

I love your pragmatism and your ability to cut through the hype and get right to the point.

[Stona]

All good points John. It really pays to do your homework and buy the watch that meets your needs. Don't get caught up in the nonsense marketing and brand ambassadors. Focus on the details and you'll get the right watch for you.

[StarkestryP]

Really enjoyed your presentation on this one, John. Blessings for a great day.

[dimman]

Remember that the main component of a watch for cost AND for quality /reliability is the movement.

A high end movement for a 3 hander with date from Vaucher or Chronode or similar (higher than ETA or Sellita) will be a bit under $1000 for fairly low MOQ of 25

Vaucher's microrotors used to be about $1600 also MOQ 25.

Vaucher's automatic tourbillion used to be around $8000 for MOQ 10.

(These were pre-pandemic prices, around 2017, I haven't checked recently)

Vaucher is the movement brand that is in the majority of Richard Mille watches for reference. So check the movement to complete watch price relationship.

[miamijames]

Nice time piece, i had the same on in the white dial, one of my favor watches.

[jaybrockmeyer]

Outstanding video, many thanks, keep up the fantastic work !

[dannysimenauer]

I still remember a short time ago there were these 2 entrepreneurs who wanted to make only 17 units of the world’s greatest watch, and they called it the Delray1. It sold out in less than an hour! Oh that was John P and Federico!

[thcenturyboy]

Good points. One pays for the brand image plus the right and precise details when it comes to wrist watches.

[JohannesSebastian]

When a replica can be perhaps 98% physically as good as a genuine: We are paying primarily for branding!