IN-DEPTH: the Drive de Cartier Extra Flat in steel — driving the value proposition
The story in a second: A lot of value for not a lot of case. Though “perceived value” has become the new marketing-speak of the last couple of years in the watch industry, there still aren’t that many brands in the luxury watch industry that have taken any real significant strides. Sure, we’ve seen prices nudge their way down from Zenith through to Bell & Ross, but in my opinion these moves have been more about correcting past price creep rather than delivering greater bang-for-your-buck than what’s already been on the market. Of all the players at the big table, I never imagined it’d be Cartier leading the real value charge, but in the case of the Cartier Drive de Cartier Extra Flat in steel this is precisely the case. Great design, a killer hand-wound calibre, and an unrivalled (for the dollar) case profile all make this new release a home run, especially now it’s being offered in non-precious metals. When the first white gold and rose gold models were announced in 2017 there was a hefty outcry from the industry’s media dying for a steel offering to be added, and clearly there was enough marketing data to back it…
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Editor’s note: Nigh on a year ago, Sandra delved into the mercurial, and occasionally murky, world of investing in vintage watches. But rather than start at the already stratospheric Rolex/Patek et al. price point, she decided to focus on something a little more achievable. And while prices on some of the below suggestions have likely already gone up, the general advice is still sound … A few years ago I attended a talk called ‘How to Start a Collection’. The focus was on vintage rather than modern and the speaker was a prominent collector, so I looked forward to picking up some great tips. His advice was to anchor a collection with some key pieces, and he gave some examples. Impeccable reasoning, but there was a catch: the name of every piece began with Patek, Rolex or Panerai – and none could be had for less than $80,000. Most were some way north of $100k. So, what if you’re a watch addict of far more modest means? One for whom every $500 increment in price gives real pause for thought. And one who both wants and needs to feel that he or she hasn’t done something dumb with their hard-earned money. Someone…
I don’t know about you, but I’ve enjoyed H. Moser & Cie being around lately. They’ve put a smile on my dial, while creating some of the best examples of watch dials ever created. It’s like about five years of guffaws and loud sniggers, accrued through full-time work in the watch game, and previously hidden behind a hand, were allowed to escape. I could finally, finally, laugh out loud at an industry that never — literally never — laughs at itself. Moser’s new mission in satire is in aid of finding the perfect launch concept for their Pioneer Collection, called ‘The Pioneer Chronicles’. The first of the ‘Pioneer Chronicles’ videos was aimed at what is admittedly a brilliant and effective campaign. You know the one. “You never actually own…” As a dad, I like that after years of dreading my daughters coming of age for a whole raft of reasons, I now feel less pressure to give them my watches — which is one major stress alleviated. There, I said it. The second video addressed brand ambassadors, and the risks therein. It’s a ‘funny because it’s true’ video. Moser jokes don’t always stick, but they’re always aimed in the right direction, and if it’s not a belly-laugh, it’s a snigger.…
Last week, Panerai lifted the bar for local watch events with a boutique launch that started at its Collins Street CBD location, transferred to the palatial family home of Australia’s most famous chef, Shannon Bennett and concluded with a personal chauffeur home for each guest. The evening’s entertainment, in addition to the display of Panerai’s 2018 novelties, as well as modern classics like the Luminor Submersible 1950 3 Days Automatic Oro Rosso (PAM 684) above, was provided by pianist David Helfgott, the subject of Oscar-winning movie Shine. He played a classical set with such abandon that he struggled to stay seated, and after each piece Helfgott would jump up and rush over to guests’ tables to shake their hands. It was the most spectacular, personal and passionate watch brand activation in memory. Even the speeches were exceptional, with local brand manager Ruggero Pirrotta opting – at the insistence of Panerai Asia Pacific Managing Director, Julio Sato, pictured with Shannon Bennett above – to leave his notes in his pocket and speak from the heart. He talked about his excitement and pride in the new boutique at 360 Collins Street, the first ever Panerai boutique in Australia. He singled out Panerai collector and…