JLC hikes prices by nearly 40% in two years
I recently sold my JLC Reverso Duoface. I have always adored the watch, its design, and JLC as a watchmaker. I owned it for 2 years but barely ever wore it. There are a handful of reasons why that I won’t go into in this post, but I decided it was time to part ways. It was an expensive watch, and personally that’s not the kind of money I can have just sitting around. I have no regrets, it was the right decision for me. But I still love the manufacturer and look at their watches online often.
When I purchased my Duoface (the large size) in 2021 the listed retail price was $9,600 USD. At my AD I received a discount and the watch was sold to for me $8,400 USD. A lot of money but I was very happy to get a discount.
Since my purchase JLC has had multiple price hikes, so I am glad I got in when I did. I even hear they are moving away from selling certain models at ADs and only selling those hot items at boutiques. When I sold my watch last month the listed retail price on JLC’s website was up to $11,700 USD. I just checked today, it is now listed for $13,300 USD. That is a nearly 40% price increase in 2 years.
Has any other brand gone upmarket this quickly in such a short timeframe? I am truly baffled and can’t understand how this will be a successful model for them.
I’m glad I got to experience the watch when I did, at more “reasonable” prices and to have had it for a few years to enjoy, but ultimately know it wasn’t for me. At their prices now I may never have known.
Somewhat new to the collecting community, but pretty far down the rabbit hole already…
The Reverso MSRP has gone up faster than any other major model from any brand, but even an omega watches have increased 20% over the last three years.
The US inflation over that time is also over 20%. So you have to remember that most of the price hike is normal economics.
The Reverso MSRP has gone up faster than any other major model from any brand, but even an omega watches have increased 20% over the last three years.
The US inflation over that time is also over 20%. So you have to remember that most of the price hike is normal economics.
20% also sucks for us consumers, but it’s a bit more palatable than a 45% hike for the Reversos. That just seems unreal.
If only my salary had increased at the same rate…
20% also sucks for us consumers, but it’s a bit more palatable than a 45% hike for the Reversos. That just seems unreal.
If only my salary had increased at the same rate…
Yeah…real wages are down over the last two years which is decreasing buying power. I think we will see a leveling off in the next year, and while the Reverso has increased ridiculously, it was a bargain previously. It is probably more in line with its value proposition with consumers now…hopefully no more price hikes.
Yeah…real wages are down over the last two years which is decreasing buying power. I think we will see a leveling off in the next year, and while the Reverso has increased ridiculously, it was a bargain previously. It is probably more in line with its value proposition with consumers now…hopefully no more price hikes.
Agreed. I’ve always seen them more inline with (and even better honestly) the “holy trinity”. It was good while it lasted.
Yes many brands have hiked but Richemont is a real trail blazer in that sense. If you think JLC is bad look at A lange söhne. Their watches have shot through the roof! But even PP or FPJ are not far behind. It is what it is i guess…
Yes many brands have hiked but Richemont is a real trail blazer in that sense. If you think JLC is bad look at A lange söhne. Their watches have shot through the roof! But even PP or FPJ are not far behind. It is what it is i guess…
Sad. Guess I’ll just have to keep enjoying my current collection.
And buying Grand Seikos, lol.
Yes many brands have hiked but Richemont is a real trail blazer in that sense. If you think JLC is bad look at A lange söhne. Their watches have shot through the roof! But even PP or FPJ are not far behind. It is what it is i guess…
Yep, this right here. It's all the richemont brands that went nuts. JLC, ALS, VC, etc. It's hard to push up prices and post COVID inflation gave them the reason to do it and then some.
I've been seriously considering the Duoface! Can you tell me your reservations with it? I would love to hear your thoughts!
I think it’s a clear move from JLC to position themselves above certain brands such as Omega, Zenith, mainstream Cartier watches and most ‘attainable’ Rolex models.
I love mine. Its a keeper. Are JLC overpriced? I guess its what price you put on design and finishing. If we use Rolex as a benchmark, design and finishing on JLC are a much higher standard. Then you look at production costs - its estimated that Rolex manufactures 800k - 1m watches per year. A lot of their variations come from changes in materials, gems and dials. JLC has a way more diverse portfolio of watches with some incredibly high complication movements and finishing. When you factor that into an inevitable lower volume of manufacture, their unit prices go up. It's inevitable really.
If they wanted to bring their production costs down, they should build more generic, modular sports designs and concentrate more on volume. But that would make them Rolex. And no-one wants another Rolex.
I think JLC just looked at what Seiko has been doing for the past several years and said, Hey that's a good idea to significantly increase our prices without changing the quality (or in Seiko's case actually reducing the quality).
JLC at 40% premium on its prior prices are still great bargains compared to many other watch brands like Rolex, Panerai, etc.
I love my Reversos and Polaris Memovox.
JLC selling vintage JLC references was also a brilliant move creating a significant premium for superb condition rare watches from the brand.
Love JLC, own a couple, but their price hike has been insane. Will just look to the secondary market for deals.
Seems like a wise move, though that's my grail and you'd have to pry it from my cold dead hands 🤣
I've been seriously considering the Duoface! Can you tell me your reservations with it? I would love to hear your thoughts!
It’s really silly, but I struggled with the fact that the watch is only splash resistant (30 m WR). It kept me from wearing it, peace of mind and all. Other than that I really loved it. If that doesn’t bother you I say go for it!
Nah, I cannot follow them. Are they saying thay little bit of hand finishing on their movement is worth 5000$ over a Rolex or Omega? Give me a break... the god damn rotor on the 89x movements isn't even proper gold anymore.
They've lost the plot imo. Too much too fast.
Oh well, a fact of life these days. One possible benefit is that this could make the preowned market also go up, which is an advantage if you are selling.
Will someone help me from losing it. there is a rose gold JLC reverse on Chrono 24 for 11400, with beautiful moon phase , power reserve and day and night, I think it is the most beautiful one in this price range but if it do it I will have to pay 1000 a month for a year and I can't really (shouldn't do this but hearing how their prices are going up , makes me skittish)
Oh good grief...the Classic/Classique is now $8,100 and the Small Seconds is $10,300. That's almost what the Duoface used to cost (EDIT - as noted by the OP). Although I think JLC could have decided to be at this point years ago, I agree, it's a sucky hike in such a short period.
I'm in the market for a Reverso but the price for even the most basic ones is quite prohibitive. Second hand market prices are a bit more palatable but not by much. I've been stalling a bit and hasn't pulled the trigger. I keep feeling guilty over the amount of money I need to shell out for a watch.
I'm in the market for a Reverso but the price for even the most basic ones is quite prohibitive. Second hand market prices are a bit more palatable but not by much. I've been stalling a bit and hasn't pulled the trigger. I keep feeling guilty over the amount of money I need to shell out for a watch.
It’s really a shame what they are doing.