A frequent question asked of the luxury watch market is, quite simply, ‘what’s the point?’ thereby missing the point of owning a luxury watch almost entirely. Whilst detractors argue that a watch is just a watch, a practical, pragmatic, and portable representation of time, what goes into a luxury watch takes it beyond the realms of the merely functional.
The luxury watch is about more than just the watch itself, though the quality and engineering is beyond compare. The purchase doesn’t simply begin with the act of buying, rather the connotations of the watch brand and its inherent qualities therein. In store, the relationship then becomes one between the customer, the watch, and the seller, as the entire purchasing ritual helps create a more direct relationship between buyer and seller. The purchase of a luxury watch is one that involves a greater degree of commitment to customer service, providing the very best for the customer.
Buying from a luxury watch stockist, then, helps forge relationships between the affluent customer and the understanding, knowledgeable seller, enabling a greater depth of service. Recent start-up Eadness looks to bring high-end watchmakers and their customers together, promoting that: “luxury should provide an exciting, pleasurable experience for the consumer: a feeling of happiness.â€
That happiness is not something solely connected to the materialistic aspect of the watch, but transcends its mere tangibility as an overall part of the purchasing experience. It is more about making a personal connection with a person who understands the value of the product beyond its monetary value, even beyond sentiment, as something that exudes an ideal, or something to strive towards.
Those qualities are unique to both every individual brand, and to each watch within that manufacturer’s collection. TAG Heuer watches are renowned for their race track heritage and their connections with speed, precision and charisma; comparatively, Bremont watches boast their British legacy, strong links with aviation, and their deliberately over-engineered construction. With a luxury watch, certain brands and specific watches radiate different qualities that, at their very peak, surpass and synecdochise the linguistic properties of their description.
Take, for example, the Cartier Santos-Dumont. The watch was designed specifically for Brazilian aviator Alberto Santos-Dumont by Cartier in 1904. Today, it stands as one the most desired and recognisable luxury watches in world, in part because it has gone beyond its primary function as a watch and is now a part of aviation history. What a high-end, luxury watch contains that is simply not within the grasp of other watches is that one, immortal, ethereal quality: legacy.All luxury watchmakers exist and thrive today because of how they developed and established themselves throughout their illustrious histories. Each watchmaker strives to achieve the perfection that all watchmakers work towards, and yet do so in their own idiosyncratic ways. What makes a Rolex different from a Chopard is what gives each brand their respective qualities, and yet both are seeking to attain watch making perfection (indeed they might both argue they are already there).
Buying high-end is a major investment, and one that is not taken lightly. After purchase, you become a part of that legacy of that watchmaker. As an owner you participate in something greater than the watch itself. At Banks Lyon we understand how such a purchase goes beyond the desire to simply own the watch. The history of our store can be traced back to the 1880’s, meaning that we have been trading as long as the watchmakers’ have been producing such exquisite timepieces; nobody understands luxury watches like us. We pride ourselves on our reputation for expertise, experience, and our impeccable customer service, as well as the pivotal role we play in your journey to own a luxury watch. Please feel free to browse our website to see some of the beautiful watches we have available to purchase today, or contact us to speak to a member of our staff who will be happy to help you.
{star-snippet}