Software. everyone can do it now. but you still buy lets say Crowdstrike for security, because is in your brain for years as security software.
Respectfully disagree.
Since the 60's (and one could argue, even long before that), watches are 1) fashion, and 2) male wealth-signaling fashion. That's it. Nothing more. And for males who subscribe to this wealth-signaling cult, they know from a long way away what watch brand is on that guy's wrist.
Okay, today's brands signal maybe a little differently than just wealth. Casio G-Shock watches aren't substantially different than their non-G-Shock counterparts in any significant way, but they cost way more. The G-Shock brand signals... I dunno, sportsy-ness? Maybe it is closer to a pure fashion brand here.
I think we've been in "The Brand Age" since the advent of advertising. There are plenty of products that have virtually no differentiation besides brand, and there (almost) always has been.
No, they didn’t. The makers of movements and makers of cases were separate. From far away you only know the case on the wrist. Not the movement. (I think Rolex was the first mass-market Swiss watch brand to vertically integrate. Patek may have been the first boutique.)
The movement was the expensive part. Audemars, Vacheron and Patek only made movements. The retailer would then put it in a case. That’s the entire point of PG’s essay.
> if you couldn't tell them apart, they wouldn't be any good at signaling, the entire point of wearing them
Which might lead you to revise your hypothesis around why these watches were bought and made in the “golden age of watches.” Then as now there is such a thing as quiet luxury.
I don't think thats really true, Audemars & Patek deffo made entire watches in the 50s.
Don't get me wrong they also designed movements, but by the time of the quartz crisis, Patek bought in movements from outside.
It doesn't really help that omega and tissolt were merged with Certina, ETA, hamilton when then turned into swatch, which basically dominates the entire swiss watch industry along with rolex and richemont(who own Vacheron)
The watch manufacturer, as part of their reputation, buys “premium” internal components. And then the hardcore watch-heads get to know that this model has that premium movement. Everybody in the club gets to signal to each other by knowing internal details that outsiders don’t notice (or even details that can’t be noticed, I mean, I assume by nowadays non-premium-brand movements are functionally identical to the premium ones).
G-Shock says “I do things that are so dangerous and so off the grid your Rolex or Apple Ultra would shatter and die”. And it’s true, out of my whole collection, that’s the one that will still be within a ms of true time 25 years after the power goes out after the nukes go off.
I own (among other, nicer time pieces) a G-Shock. I bought it when I was in the military and frankly it's a great watch that has withstood some serious abuse. Maybe a cheaper watch would have also survived? I'd happily buy another but mine's still literally and figuratively ticking.
My only question about this entire essay is... where did this time traveler came from???
"Our" time traveler was never mentioned until this line.
> The best way to answer that might be to imagine what someone from the golden age would notice if we brought him here in a time machine. [...] The first thing he'd notice, if he walked through a fancy shopping district, is that all the prominent watchmakers of the golden age seem to be doing better than ever.
Wow, that is… not what I would recommend. Brand is one of the few things that will give you pricing power in the age of AI.
If you have to explain why your product is expensive, maybe it shouldn’t be.