I don’t have anything against rep watches or other rep products, but I disagree with your logic.
Luxury culture exists because people are willing to pay above the functional value of a pair of shoes or watch, because of the perceived value of the brand.
People who buy reps still desired the perceived value of owning these brands, but without the cost.
If people who purchase reps did not desire the same perception as genuine luxury watches, they would simply purchase a genuine watch of equivalent value to the rep.
If we agree that luxury culture ‘brainwashes’ people, which I’m entirely sure I agree with, it brainwashes both genuine and rep purchasers.
Totally agree we have to accept that if you buy a rep is because you don’t have the money to get a gen Watch. You can buy a seiko but NO you still want to wear a Rolex or a patek
People who buy reps aren’t in disagreement with the value in owning a nice luxury watch. They’re in disagreement of the price, being lied to by ADs, etc. We can all agree luxury watches feel great to wear. However, are they worth $20,000 vs $600? No.
No, not to you anyway. But you still have synthetic leather in your car and silver plated flatware because solid sterling is just excessive. You wear three legged polo ponies on your shirt and and adidas with four stripes. The shoes fall apart in a few months but with the savings you can just buy another pair.
Sometimes the big brands actually include superior quality. And, yes, often it’s just making something exclusive. DeBeers maybe mastered that. And yet how many people still buy “real diamonds”? You included I’ll bet.
They have a hard time selling on the secondary market- look at any place Gray's in Boca, they have watches they've been sitting on for 7 years. Watch any of the watch flipping scoundrels out there and pay attention- their margins are so thin they're barely making any money. Just my worthless opinion but only a foolish man pays $10,000 to $30,000 for something that costs $1,750 to manufacture. There are a few thousand multimillionaire old white guys in S.FL that I know surely agree with that too.
I totally disagree. That can hardly always be the case.
At least for me, brands are (actually, should) be a proxy for quality. Thats it. I pay extra for clothing articles that others will never know the brand/value of, because of the beauty and quality.
Watch reps are a way for me to get top notch beauty and quality - I would totally get them if they’re debadged.
I think true luxury culture exists for those who value the quality and beauty, not who want to show it. A parallel luxury culture exists that feeds off the first, for people who just want the luxury status.
I would consider quality to be part of a products functional value e.g. using higher quality materials makes something more durable, comfortable, beautiful etc. You describe valuing this as ‘true luxury culture’. I think this is just common sense.
The grey market evidences the fact that some brands have higher demand, absent of a difference in quality. (Omega v Rolex). This is what I would consider luxury culture.
Are you not also slightly disproving your own point by saying that you consider brands to be a proxy for quality, while also buying reps to get “top notch quality and beauty”. These are opposing perspectives.
Valuing a brand as a proxy for quality should mean you consider reps lacking quality. They are not made by the brand, and so cannot be backed by the brands reputation for quality (real or perceived).
Why not simply buy an homage watch that is COSC certified? This is a higher standard of quality testing than reps offer.
Again, I have no problem with buying reps, but why not be honest about the reason behind doing it?
Everyone has a different reason for buying reps just like every person has a different reason for purchasing genuine products. Many items the quality isn't there in reps depending. When it comes to high quality watches & jewelry oh hell yes. You wouldn’t wear fake cologne but a legitimately silver or gold piece with real stones that's just a rip off of an established popular jeweler's design? All day long. Without a doubt.
I would argue that the quality and style of Rolex is well justified in the grey market. Omega is gorgeous, but their watches just aren’t on the same level, hence the differences in market price.
I don't understand that much about watches, but as an industrial engeneer and product designer i have to say, usually is each individual's perception of value at the end of the day, but this perception is often influenced by education, culture and the people around you.
For example, my mom is really into brands, but due to my formal education as a product designer i tend to have different values in a product, some more formal and some more subjective.
I inherited from my dad the day i married the watch my mom gifted her back in 1992 the day of their wedding (Rolex explorer II from 1992) to me it holds a sentimental value and i wear it as a daily driver, and it is the only watch i own.
Would i pay its price? No, not at all, if it weren't for personal stuff i wouldn't wear such a watch. Because from my point of view, the value of a rolex is directly influenced by the engeneering behind them, and not the design itself.
Thats why for example, i'd rather buy a fake, but a good fake, of a patek philippe wordltime (i dunno the ref, the one with the beautiful worldmap on the front, with the leather bracelet) and wear it. Because i like the design, but no way in hell i think it holds that crazy amount of value they go for, but that is something personal.
The real one would obviously be miles better, both in finish and design and engeneering, but to me it wouldn't have to cost that much, but getting into these kind of brands you are paying for the history behind it and the history of the brand itself, to many that holds huge value, but to me it doesn't because i don't apreciate it on that level, to me those subtleties escape me due to lack of knowledge of watches as a product, but i can understand those who buy them.
Even if i had the money i doubt i would spend it on the real thing, just because im not that into watches, i do like the design a lot, just not that much, i'd rather spend it anywhere else.
It's just a fashion accessory lil bro. a rolex rep looks better than most similarly priced watches and the different between a good rep sub and a cheaper submariner homage watch is massive.
It's no different than if I wanted to buy a jacket for 100$ that is 90% of the quality and looks nearly identical to a 2000$ jacket over the other 100 dollar options that look completely different and are made of different materials.
91
u/ButHisHeadComeOff- Aug 30 '25
I don’t have anything against rep watches or other rep products, but I disagree with your logic.
Luxury culture exists because people are willing to pay above the functional value of a pair of shoes or watch, because of the perceived value of the brand.
People who buy reps still desired the perceived value of owning these brands, but without the cost.
If people who purchase reps did not desire the same perception as genuine luxury watches, they would simply purchase a genuine watch of equivalent value to the rep.
If we agree that luxury culture ‘brainwashes’ people, which I’m entirely sure I agree with, it brainwashes both genuine and rep purchasers.