It is becoming increasingly common to see small, emerging microbrands threaten to “pull back the curtain” on the luxury watch industry, in an attempt to upend the established order and claim a slice of the suddenly democratised pie for themselves. But how effective, or even responsible a strategy is it? Is it time to stop rewarding brands for trying to blow the whistle on the inner machinations of the luxury world for the sake of the industry’s future? Lies are never good, but mystery has its place in our lives. The idea that luxury should be in any way transparent is almost, given the very nature of luxury, counterproductive. A luxury purchase is not just about the item being purchased. In fact, it often has very little to do with an item’s relative value, rather its perceived worth. There is a sense of pride in being able to access something exclusive that only luxury can sire. Having all the pomp and circumstance stripped away by a bunch of newcomers who think that it is their civic duty to shine a light on the inner workings of an industry that exists to illuminate the lives of its customers can be a…
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