TRANSPARENCY VS. LEGITIMACY: DEMYSTIFYING THE LUXURY WATCH INDUSTRY PT 1.
Given its importance in our perma-growth model of global economics, conspicuous consumption makes the world go round. In general, the luxury industry stands as a world unto itself, it defies traditional business models in that it supplies a desire for goods that people arguably need, at super-premium prices (thus enjoying exceptional profit margins). Thus, it’s a sector so sets its own rules and paradigms; yet, it remains an empire of cards, style, elegance and history projected through dexterous communication sometimes even at the cost of absolute transparency. If the luxury industry as a whole is opaque vis-à-vis “Tom Ford suits are actually made by Zegna and sold for 5x as much”; the waters of watchmaking can be even muddier. Thus, Deployant bravely ventures into the quagmire of transparency vs. legitimacy in an attempt to demystify the luxury watch industry; and perhaps find some illumination in the process.