We analyse a lot of watches on a daily basis. Being able to identify the difference between a sales pitch and a practical benefit to the end-user is something we take very seriously. We see swathes of new brands attempting to differentiate themselves from their peers through a variety of creative strategies on the regular. But perhaps the most common area of manipulation is price. It is common now to hear an identikit spiel from the majority of new brands looking for crowdfunding. It is so common to offer luxury at an accessible price that it’s about as effective as shouting into the wind if you’re trying to genuinely pique the interest of an informed watch aficionado. Collectors know exactly when the wool is being pulled over their eyes. How? If something is good value, what it actually costs is irrelevant to the sales pitch. Cost is most often used as a sales argument when there is a dearth of quality in the product itself. When the absolute cost of an item is front and centre in a marketing campaign, the word is more synonymous with “cheapness” than it is with “value”. What follows is a list of five well-priced chronographs.…
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