Buying Strategy

You buy what you like they say…

Investment?

Social media influence?

Peer pressure?

Technical Aspects?

Rarity?

The list goes on…

What is your considerations when buying a watch?

Reply
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None of the above.

If I like it,and can afford it at that moment, I buy it.

I never overthink it.

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foghorn

None of the above.

If I like it,and can afford it at that moment, I buy it.

I never overthink it.

Oh i see. Am i right to say you walked into the watch shop and pick up whatever you like that is affordable at the moment?

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foghorn

None of the above.

If I like it,and can afford it at that moment, I buy it.

I never overthink it.

Well said. 

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Being able to afford it is definitely what I first consider… though given an opportunity to snag a no-date sub at retail, I’d probably figure out how to pay for it afterwards, haha. I think after price, I just make sure I really love it and am not being influenced by outside hype. I am not above romanticizing or rationalizing a purchase but too many impulse buys in the past, haha. 

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i definitely feel you on the impulse buying😭 

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I just buy what i like and that should also offer top value for money.Ofc the sizing should fit my wrist as well.

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I don't view watches as investments (although my Rolexes have increased enough in value to outperform my real investments), but I do think of them as "assets" with residual value. Based on that, I usually factor potential resale value into account, however it isn't necessarily the driving decision factor. Even though I may buy a watch with no intent of ever selling, I know that I may change my mind in the future. Even if I do end up keeping it, I'd like to know that my heirs won't be saddled with a collection worth less than 50% of what I paid.  If I expect a watch to lose a ton of value, I'll either try to buy pre-owned or negotiate a substantial discount from MSRP to help offset any potential loss.

I also admit that to a large extent, I'm influenced by social media. I'd like to think I'm immune to that influence but the reality is that when you're constantly seeing the same watch, your mind can start planting subliminal seeds that make you really want it. Sites like Watchfinder & Co. can be really bad for that, since they seem to be masters at putting any watch in the absolute best light possible. Negativity on social media won't prevent me from purchasing a watch that really appeals to me, however positive social media may cause me to desire a watch that might otherwise slip under my radar. 

My decision making process also depends on the price of the watch. When buying luxury pieces, I'm much more concerned with value retention than I am when buying less expensive watches. The most expensive watch I've ever bought without any concern for resale value was my Norqain Adventure Sport Chrono. I have no idea why that watch appeals to me as much as it does, but when I saw it at the AD, I had to have it. Luckily I was able to negotiate a sizeable enough discount that I felt it was worth taking the chance, but even with that it's one of the few watches in my collection that is worth less than what I paid. I don't regret buying it though, as it still appeals to me in the same way as it did in the display case at the AD.

I won't buy a watch that doesn't hold a visual appeal to me - I have to be able to feel good wearing it, and smile when I look down and see it on my wrist. The movement, as well as the level of construction and finishing details must also be in line with the price. The size also has to appropriate for my wrist size, so that I can wear it comfortably. There are also several other factors that go into the decision making process that aren't necessarily deal makers or deal breakers for me, such as shape of the hands, placement of a date display, lume, etc.

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To call it a strategy is to imbue it with more purpose than it possesses.  It is a sentimental fascination with complicated and shiny objects and an old fashioned love of "show and tell." 

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Great question, @Chris.W.

My top priorities.  If a watch fails to meet any of these, it's a non-starter:

  • fit - I have thin wrists, so this is challenging.
  • visual appeal - I won't wear it unless I think it looks great on my wrist … and with my outfit.
  • low cost - I can find watches that I'm happy with for under $100.  Why pay a lot more?
  • value for money - I don't want to buy a piece of junk, even if I spent less than $100.

My secondary priorities.  Strong preferences, not iron-clad rules:

  • no knockoffs/homages - My job involves intellectual property litigation.  Wearing something that blatantly infringes trademarks or design patents could be … embarrassing.
  • mechanical/automatic - I appreciate the extra craftsmanship required.
  • standard lug width (e.g. 18mm, 20mm) - I like to change around watch straps frequently, so each watch has multiple looks.  If the watch has a bezel, I like to change those around too.
  • nonstandard design, without being too crazy - Many watches have a very generic look.  It's a nice design, but I'd like something a little different … particularly if it's still timeless.
  • obscure brands - It's hard for someone to criticize a brand they've never heard of.
  • Russian/Soviet brands - These frequently meet all of the above criteria (far more often than other brands do).  In addition, it gives my collection a unified theme.
  • a small collection - I can only wear one watch at a time.  Therefore, I'll wear each watch more often if I have a limited number.
  • time spent considering - If I wait before buying, there's less chance that I'll regret my purchase.

I think that covers my main criteria.  I put a lot of thought and research into my purchases, but not a lot of money.

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Honestly, how much alcohol I have in my system, whatever style / type / brand I’m feeling at that point in time, and whatever I’m willing to justify to myself is a good deal to satisfy the huge void in my soul that I’m trying to fill with material goods. Best not to overthink these things.

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foghorn

None of the above.

If I like it,and can afford it at that moment, I buy it.

I never overthink it.

How can you tell if you can afford it?  Do you go by the Jay-Z rule "if you can't buy it twice, you can't afford it?"