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I used to share an office building with a very well known high street watch brand. They used to have a sample sale for their neighbours every year. They'd sell their watches with an RRP of about £150 for £5 to £10.
Some of my colleagues got so excited they'd buy 20 of the fucking things. They were utter tat, not even worth a tenner. Knowing that I collect watches, those guys could not understand why I didn't want one. Would have been rude to point out how utterly appalling value those watches were.
Anyway, the point I am getting to in a circuitous way, is that there are a lot of people out there who think they are buying high quality timepieces when dealing with these brands. There is demand for that particular type of product. We also shouldn't forget that £100 is a lot of money to a lot of people. Its kind of a shame that they fall for the marketing guff.
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Stonehedge
I know we lol at this but Movement watches sold for $200m late last year and were generating $80m revenue annually at high margin - see also DW etc
People have no idea of the concept of what a watch costs to make - so $100 watch seems a fair price even if it costs $6-10 landed.