Pricing of Certina DS-7 vs Tissot PRX ?
Has anyone seen Teddy's new video reviewing the Certina DS-7? Looks like a great watch. I'm more focused on the pricing compared to the Tissot PRX. At retail the DS-7 is about $100 higher. And the PRX can easily be found at deep discounts on the grey market (~$500-$600). Just trying to understand from Swatch's perspective (they own both Tissot and Certina), why would buyers pay $200-$300 more for the Certina? Seems odd.
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Chris
New watch enthusiast.
Pennsylvania, USA
Member since
Last active: 6 min ago
7.25” / 18.42 cm
Wow, that's a tough call. The PRX you'd see more in the wild, the Certina would be more unique.
Traditionally, Certina is positioned above Tissot, but below Longines.
I think prx is not governed by normal rules. From Swatch perspective, it's about positioning, if you've seen any prx advertising/marketing. The prx has a wide target audience, appealing to the younger (the colours/textures), also female (with the smaller sizing), and general non-watch fans (but fashionistas). Hence, for a broad audience there'll be greater price sensitivity. Also a brand that can cross-sell/upsell. Not often people buy multiple version of same watch, as they would a prx. Like the watch equivalent of Nike Dunks.
Because Certina is above Tissot in Swatch Group's carefully segmented brand hierarchy and priced accordingly.
Though once they've been on the market a while some Certinas can also be found at deep discount on the grey market.
Certina uses a better 80.611 caliber with nivachrone against 80.111 in PRX.
Dislike the Certina. Only like the PRX in 35mm and gold. Great disco chic vibe.
Because its a better design.
Trust me the Christopher ward The Twelve is so much better than the prx it’s not even a question