Do watch brands bring out too many models?

Yes and yes however…

We appear to be living in a time where the demand for new replacements can’t move fast enough for consumers. Basically we are the problem

I think you need to read this https://www2.deloitte.com/content/dam/Deloitte/ch/Documents/consumer-business/deloitte-ch-en-swiss-watch-industry-study-2022.pdf

Yes it's too many. As consumers we can't keep up. I have no idea how retailers decide which to carry.

I think this is a problem that isn't limited to the watch industry. Apps like Tiktok, Youtube and Instagram make it possible to see something else every thirty to sixty seconds or so. Hype come and go faster than ever before. Modern production techniques make it possible to adapt to demand far quicker than it used to be. There are near-infinite options to choose from, whether it be food, clothing, cars, TV, music or indeed watches. The problem is with the consumer, the brands are just trying to meet the demand.

I don’t think it’s successful brands doing this. Rolex has a finite number of models that have been virtually unchanged in many years yet they are the number one luxury watch brand by revenue and volume.

Omega relies on a few key models like Speedy and SMP that change infrequently, with special models rotating through on a fairly regular basis.

Cartier’s model lineup is very stable over many years. The Tank and Santos are old friends in their catalog. Additions and deletions to their catalog are not that frequent.

These are the three top selling Swiss watch brands and the story for most of the other top 20 is the same.

I would like to know which brands people are thinking of in terms of too many releases and discontinuations.

We are now in a drop culture environment. This is going to be more and more prevalent given the nature of the model. Many smaller brands rely on a third party manufacturer to get their product in, produced, and released (usually in limited batches). As a results brands like Seiko, Tissot, etc, are trying to compete with that demand. For the small companies drop releases are a logistics necessity, but for the big players, it just does not make sense from any other perspective besides marketing and playing into the idea of fast fashion.

Dare I say that this is all hard to keep up with because so much is inessential and forgettable? There seem to be a dozen or so inspired releases each year but so much pointless dross that fills no additional need whatsoever and exists merely to extract the last shekels from rubes in an overly saturated market. I speak of the dragon-chasing of consumers, but clearly it exists for the producers as well. They keep throwing the dung at the wall and hoping something sticks. I'd also posit that this is short-sighted shenanigans aimed at placating shareholders while ultimately being deleterious to all.

Cartier’s model lineup is very stable over many years.

I'd argue the opposite. Cartier seems to be one of the worst when it comes to adding and removing not only references but entire collections of watches. Watch like the Drive, Roadster and many other had runs of less that 10 maybe even 5 years. Watches like the Santos and Tank have stuck around but even in those watches there have been many references that only had a year or two before getting the chop.

Buy and buy some more.

I also hate when brands give consumers choices. All companies should only make two models, each with a black dial and steel case.

I think the watch community overthinks things. Most customers buy a watch on an odd occasion, and they just buy what they like. They don't obsess over models numbers, and changes to models, they just buy a watch that looks good, and has a brand name they recognize.

It really depends on the brand. There are more Seiko 5 variations than stars in the sky. Is that a bad thing for a retailer? Yeah, probably. Is it great for the end user? Absolutely it is. Meanwhile, other brands wouldn't do anything like that. So it really depends on the brand and, even then, what the brand is doing in its subcategories. Some might be more overactive than others with new releases within the same brand.

Love that were moaning about choice now…

I don't like black dials though. Otherwise, yes. Focusing on the oddballs that want yellow dials or integrated bracelets or bronze cases is folly. I might complain less were they appealing to the market that wants 33mm white dials and no, repeat no, display case back, but instead they're all tripping over each other to make yet another 42mm diver that is a nod to grampa's heyday but different than the gajillion others because uh it has a stupid display case back and now a GMT hand as required by the GMT Act of 2023! Oh wait, it's a totally generic watch but with fifteen color options and some goofy limited editions in the works. It'll be the sensation of the watch media for an hour and a half!

Freedom of choice is what you got. Freedom from choice is what you want -- DEVO

Yes, but . . . we're also the dopes that fall for it, so . . .

I also think "limited edition" has kind of lost all meaning for many brands . . . that said, I think this makes sense esp. for smaller companies b/c it creates more demand/pre-orders spots quickly get snatched up etc. . . .of course, this then feeds back into a less than savory flipper market, which collectors also feed into.

Even if YOU think something is ugly as sin someone somewhere will think it's the most beautiful watch in the world. There will always be a buyer. Unless there isn't . . . in which case someone is getting fired. But then someone will dumpster dive those watches and sell them decades later at auction . . . "the failed experiment" now in demand by art collectors who only collect things that were deemed ugly in this era.

I'm pretty sick of slew of speedmaster 'limited editions' 'numbered editions' 'special editions'.. But I appreciate they're chasing the scraps of Rolex, and need to continue to generate new business opportunities.

On the flip side, I do like to have a choice in what I want. Movement, colour, material, size. I would like to see more companies do the same watch in different sizes. Rather the same watch in 20 different subtle versions.

So this is the only watch that should exist? Damn, you should have competed instead of me in the #1WC 😉

Yes. It’s far too confusing for the average person. Rolex and Cartier do it right (which is probably why they have about half of all sales). Omega is awesome, but it’s just too much.

This is pretty much what I would have said, although complication simplified it. (Couldn't resist). Although it is exaggerating saying there are more Seiko 5s than stars in the sky, but not by much. Other brands wouldn't do anything like that because they couldn't do anything like that. They would if they could but they can't. I would rather have a book with color photos of every small dial old-school Seiko 5 ever made than have a new watch.

America, 2023. Everything's amazing, and nobody's happy.

UK, 2023 - everything is f**ked and on fire and we’re loving it.