Learning about valuing watches - why is the Breitling Premier B01 going for so low on the secondary market?
I’m new to watch collecting and have been looking at the Breitling Premier B01 (AB0118221G1P1) for a while. I’ve been learning about what makes a watch well-made - the movement finishing, case finishing, movement complexity, vph, power reserve, etc. This is a watch I’ve been having a hard time wrapping my mind around because it’s priced at $8,500 MSRP but it’s valued on the secondary market for $5,850.
It’s a brand with heritage, in-house chronograph movement with decent vph and power reserve, looks great, but selling at 30% below retail. Did Breitling make a watch that doesn‘t appeal to their pilot audience, and/or screw up their pricing strategy, or is there something I’m missing? Thanks for your input!
Building a collection of different case materials and dial techniques
You know, I had the exact same reaction when I got into watches. The very first watch I lusted after was the Breitling Premier B01 Bentley in British Racing Green. And, yeah, it was selling at 40% off MSRP on Chrono24!!!
The more I researched it, the more I realized that Breitling's just had a very tough time of it. Over the past couple of decades, they survived by creating giant watches that appealed to MANHOOD and aviation. To the point where many of the watches just came across as very expensive Invicta watches. At least Invicta seem to have a sense of humor and are trying to create stuff that anyone can afford!
Like, check out this YT video starting at the 6:15 mark:
https://www.youtube.com/watch?v=NKnEg-eaAvY
Anyway, I got the Breitling Premier B01 Bentley, but due to some bad customer experiences with Breitling, ended up giving up on the brand.
You know, I had the exact same reaction when I got into watches. The very first watch I lusted after was the Breitling Premier B01 Bentley in British Racing Green. And, yeah, it was selling at 40% off MSRP on Chrono24!!!
The more I researched it, the more I realized that Breitling's just had a very tough time of it. Over the past couple of decades, they survived by creating giant watches that appealed to MANHOOD and aviation. To the point where many of the watches just came across as very expensive Invicta watches. At least Invicta seem to have a sense of humor and are trying to create stuff that anyone can afford!
Like, check out this YT video starting at the 6:15 mark:
https://www.youtube.com/watch?v=NKnEg-eaAvY
Anyway, I got the Breitling Premier B01 Bentley, but due to some bad customer experiences with Breitling, ended up giving up on the brand.
That ad is hilarious! I guess if brand equity can push Rolex to sell 200% over MSRP, it can drop Breitling to -30%.
I had a friend who loved Breitling so much he named a dog Breitling. They do make some hockey puck sized watches. I don't think any member of the Armenian Mob has earned their bones without a Breitling strapped to their wrist at trigger time. All jokin aside, I find myself contemplating a Superocean at least twice a month. That Premier B01 is a cool looking watch and a great value. Buy it and enjoy the hell out of it ! If there was a watch I wanted at 30% off it would be ticking on my wrist. Maybe I'll go looking pre-owned for a Superocean
Because the free market values Breitling in that way. More people sell their Breitlings than people want to buy used Breitlings.
I'd also probably not buy a Breitling, since their design does not appeal to me. Maybe too much people feel the same way.
Breitling has always been a brand that discounted to get models off the showroom floor. I think that reflects in the preowned market.
Although Breitling has released some interesting models in the past couple of years. They seem to be a decent value at discounted prices. Not so much at MSRP.
Breitling has always been a brand that discounted to get models off the showroom floor. I think that reflects in the preowned market.
Although Breitling has released some interesting models in the past couple of years. They seem to be a decent value at discounted prices. Not so much at MSRP.
That’s really interesting. It makes me wonder if there’s a site out there like kbb.com for watches, where the reader can see an Invoice price (how much the dealer paid and where the customer can negotiate to), the MSRP, and the Fair Market price. That way no one falls victim to paying MSRP on a Breitling. Or maybe the watch industry doesn’t lend itself to bargaining as much as the car industry does, so watchcharts and chrono24 gives us enough information?
My plan has always been to look at what the grey market prices are at Jomashop, etc. are for new and various listings for used examples. I use that information to make my own evaluation on whether the AD is offering a good deal. Sometimes, I even show the dealer on my phone what my options are when it comes to purchasing a certain model.
I was bidding on this exact model from an auction in Hong Kong and at least there, the price went above MSRP which was surprising since the estimate was well below so I thought I was in for a steal but then got hugely disappointed as I was really looking forward to this watch.
That’s really interesting. It makes me wonder if there’s a site out there like kbb.com for watches, where the reader can see an Invoice price (how much the dealer paid and where the customer can negotiate to), the MSRP, and the Fair Market price. That way no one falls victim to paying MSRP on a Breitling. Or maybe the watch industry doesn’t lend itself to bargaining as much as the car industry does, so watchcharts and chrono24 gives us enough information?
There is a site that is almost like that. Just look at listings on Chrono24. If there are lots of listings, whatever the lowest price listing is you know that watch hasn't been sold. So, the "market clearing price" has got to be something lower than that!
I absolutely LOVE Breitling. It was the first Luxury watch I bought and kept (A Colt Aeromarine). I've heard all of the horror stories and some people have had bad experiences and others have not. I think a lot of the issue is Breitling's marketing machine is well, almost as bad as Panerai's. I have a Navitimer and enjoy the hell out of that thing. I think over the past few years with Georges Kern at the helm, things have improved, but it comes down to marketing imho.
I'd say, take advantage of the discount, I know I did for both of my pieces, and I'll probably buy another one.
Super late to this post but funny enough, I still struggle finding a modern Breitling selling on par at retail, let alone above it, on the secondary market. All variants seem to sell well below MSRP, yet the brand is steadfast in higher price points.