Universal Geneve and Nostalgia Marketing
Let me say that I believe the acquisition of UG by Breitling is genius. So many of us are excited about new releases of classic references. But let me take a look at it from an economist's perspective. Why do I think it's so brilliant?
Namely, it's nostalgia marketing. No need to get into the weeds, but simply put, it's an amazing way to get collectors to spend cash. Studies prove it :-).
https://academic.oup.com/jcr/article-abstract/41/3/713/2907535?redirectedFrom=fulltext&&login=false
This study is titled "Nostalgia Weakens the Desire for Money".
The summary: "Process evidence indicated that nostalgia's weakening of the desire for money was due to its capacity to foster social connectedness (experiments 5 and 6). Implications for price sensitivity, willingness to pay, consumer spending, and donation behavior are discussed.Nostalgia may be so commonly used in marketing because it encourages consumers to part with their money."
And we all know that last part all too well .. "part with their money.: 😭😂😂
And what re-issues are the most likely? Here are my top 3 guesses.
(Credit: Hodinkee)
The Universal Geneve Compax Chronograph is one of the most respected models. No doubt we will see. And Brietling has the movement for it.
Universal Genève Polerouter: Gerald Genta design and classic looks. Is there any doubt that we will get this?
1960s Universal Genève Space-Compax Reference 885104/01. As a space aficionado, I do hope for this release.
However, one down side is the distinct possibility that the new releases will be priced very high, even above Brietling. So it got me thinking about true vintage UG.
Some studies suggest that re-issues of vintage goods may also revitalized demand for the original issues. Could now me the time to seriously look at UG on the vintage market?
For example, this listing on Chrono24:
Or perhaps this gorgeous model:
We are likely 2 years out from any new re-issues. So now might be the time to hunt for some good bargains; before the hipsters rush into the market haha.
So let me ask you, do you plan to peruse any UG vintage listing? Or are you more excited about modern re-issues for the great classics?
Son of a watchmaker. Artsy farsy dude.
l know they'll probably bring back the popular Polerouter line, but I really hope to see them rerelease the Polerouter Sub Compressor.
Why Harley-Davidson is not popular with new generation? Why Omega-Swatch? I think it is better to look forward then backward.
l know they'll probably bring back the popular Polerouter line, but I really hope to see them rerelease the Polerouter Sub Compressor.
Some version of this will be re issued I'm sure.
Why Harley-Davidson is not popular with new generation? Why Omega-Swatch? I think it is better to look forward then backward.
I thought H D a was very popular? Even with the young crowd? I do know they took off in Japan.
Why Harley-Davidson is not popular with new generation? Why Omega-Swatch? I think it is better to look forward then backward.
They’re heavy and slow. Triumph FTW! 😁
I thought H D a was very popular? Even with the young crowd? I do know they took off in Japan.
https://youtu.be/gQefteOeMNY?feature=shared
I watch several YT about decline if HD. This is one.
They’re heavy and slow. Triumph FTW! 😁
I ride bike, I will not buy HD, I consider buying Triumph Trident. ;)
UG may yet to be a great acquisition for Breitling .. but expect them to be pricier that your average Breitling watch.
The president said precisely that in an interview recently.
The issues I see: I’m super old as a 1970s kid, but there is zero nostalgia for me around the name. I know it’s had some history.. but nothing interesting my collecting lifespan of 90s through now.
So nostalgic appeal will require someone very old or very into a brand that’s been dead for decades.
Also, the nicest watch for me is the basic 3 hand Polerouter. But there are tons of nearly identical watches and homages from Furlan Mari, Baltic, and numerous micros. So standing out at a far higher price will be difficult, I think.
Despite these concerns, I hope you are right and the brand is revived and refreshed
UG may yet to be a great acquisition for Breitling .. but expect them to be pricier that your average Breitling watch.
The president said precisely that in an interview recently.
The issues I see: I’m super old as a 1970s kid, but there is zero nostalgia for me around the name. I know it’s had some history.. but nothing interesting my collecting lifespan of 90s through now.
So nostalgic appeal will require someone very old or very into a brand that’s been dead for decades.
Also, the nicest watch for me is the basic 3 hand Polerouter. But there are tons of nearly identical watches and homages from Furlan Mari, Baltic, and numerous micros. So standing out at a far higher price will be difficult, I think.
Despite these concerns, I hope you are right and the brand is revived and refreshed
That's why I'm wondering if vintage is the way to go at this point. I do think they will go higher bracket on the price. I personally think it would be a mistake, but as you say, that seems to be the plan.