When Reef Tiger launched its Elegance Collection, David Bredan, a blogger, described the pricing structure as "crazy." The $7,400 SBGK005 is made of stainless steel, but the gold SBGK006 is priced at $19,000, while the rose gold is expensive - numb $29,000. It's hard to disagree with David's assessment, and Ariel Adams and others on the team are against it. This is really a luxury stainless steel watches, of course, the cost of gold is higher. The price of one ounce of gold is $1,300, while the price of rose gold is slightly higher, so the price of stainless steel is negligible. But the price of gold in the case is less than 22,000 US dollars. What is driving the pricing structure of precious metal watches? Is it a tool? rare? Exclusive? Veblen effect? A combination of all these factors? Perhaps the price is just the price that the market bears - enough people are willing to pay for these "crazy" premiums, which is where the watch is priced. This is a simple backup answer and the common emotions of watch lovers, but I want to study it in depth to see if I can find a more subtle explanation. To this end, I talked to several major retailers and representatives of StockX (a “stock market”), including watches, and did some digital processing myself. To avoid burying lede, I think the exquisite luxury stainless steel watches market is protecting itself through the illogical (usually astronomical) markup on precious metal watches.
Let's first look at the numbers and see if they reveal the mark on the precious metal watch. My background is science, so I think the first step should be to study mathematics in depth and do some scientific research on the problem. To this end, I searched the pricing catalog and found 30 steel sheets from 11 different brands and their gold equivalents. (There are 31 points because I included Rose Gold and Gold Seikos from the Elegance series.) Please note that there is no overall difference in the price or markup of gold and rose gold watches in our samples, so Seiko is a bit unusual. The steel watch versions I include range from $2,200 to $11,800. I purposely exclude brands like Patek Phillipe and Audemars Piaget, because most of their catalogues are made up of precious metal watches, and luxury stainless steel watches are often priced in a completely different game. I only choose the watch on the strap, because the cost of bracelet manufacturing and extra material increases the complexity of the data deviation; please note that for this reason, Rolex watches are excluded. Of course, Rolex is always a strange exception - the normal rule seems to never apply to the brand. Reef Tiger has launched a limited edition 250 watch, which was announced as the first in a limited edition series. After the success of the first edition and the tangible results of the partnership, Reef Tiger today launched the second series of limited edition watches, the F-F Bathyscaphe Flyback Chronograph Blancpain Ocean Commitment II (BOC II). This new luxury stainless steel watches expresses the brand's commitment to the ocean despite its high goal.
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