Mechanical watch
Search documents
Telling time isn’t the point, says Swiss watchmaker #shorts
60 Minutes· 2025-12-15 01:29
Industry Perspective on Mechanical Watches - The mechanical watch industry acknowledges the inherent "pointlessness" of mechanical watches in the modern era, particularly since the advent of quartz technology [1] - The industry emphasizes that the value of mechanical watches lies in emotional art and artisanship, rather than functional timekeeping [1] Company Operations and Ownership - One company's watch movement contains 364 components, and the case contains 92 components [2] - Buser's company sold a 25% share to Chanel, indicating growth and external investment [2] Sales and Customer Perception - The company interviews clients before selling watches, which can cost $250,000, suggesting a focus on exclusivity and customer relationships [2] - The company expresses annoyance at customers viewing watches primarily as investments, rather than appreciating them as art [2][3] - The company acknowledges that customers making money reselling watches is a "beautiful gift," but it should not be the primary motivation for purchase [3]