What is luxury? - Tudor, Omega, Rolex

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Chapters:
Intro - 0:00
Context - 1:00
Definition of Luxury - 3:01
Luxury Purchase vs Luxury Item - 4:35
Luxury in the watch world - 5:31
ADVERT - 9:30
Luxury Watch Brand Hierarchy - 10:25
What makes a luxury brand luxury?
Is Omega a luxury watch brand?
Is Tudor a luxury watch brand?
Is Rolex a luxury watch brand?
#Omega #Tudor #Rolex

[@TheRunningManZ]

“Tools” these watches are obsolete tools. They used to be built for a purpose in the 1960s or 70s. A Rolex Submariner is not a tool watch like it was in the 50s, it’s a luxury watch. No diver bets their life on a mechanical watch, they have a dive computer, as a back up they likely have another dive computer, if they take a mechanical watch it’s an emotional decision, it’s a luxury. I’m afraid it’s that point that makes me disagree with you. All mechanical watches are obsolete in essence, none of them are real tools and haven’t been for about 30 or 40 years. They aren’t necessary tools whatsoever. The fact that brands like Omega are still innovating with new movements and new tech in what is basically an obsolete technology in the modern world is the very definition of luxury to me. The term “tool watch” is marketing and nothing more these days. These are modern day “homages” to yesteryears tools, they are not the best tools for the job at all. Spending something like £4K on a “tool” that is not as good as a G-Shock is always a luxury to me. I think anything when your into Oris or even Seiko Alpanist kinda level is a luxury. It might not have the gravitas as some other brands but they are completely not needed in the modern world.

[@Obeseblackman27]

Hit the nail on the head. Especially with omega innovating obsolete technology. Watches are jewellery for men, any mechanical watch is a luxury item as it is unnecessary: you could look at your phone or buy a £10 Casio that will be more accurate. Just because someone makes a product for a market, that product doesn’t then become essential to the market by default. If I started making tennis rackets the traditional way out of wood that are made using modern manufacturing techniques so it’s robust and fairs well but not as well as a regular aluminium racket. I sell them at a price 15x as much as an average aluminium racket. That is not an essential product for the tennis market just because I made it for that market, they won’t been seen being used in Wimbledon by pros. Maybe you’ll see them being used by people with some spare cash that want to look good playing tennis on the weekend.

[@MrBrianc1975]

Totally agree. In fact the term tool watch makes me cringe.

[@josephfernandez953]

I agree

[@tomcraig8027]

Spot on you have said what I have been thinking for a long time. In modern era the term ‘tool watch’ is enthusiasts trying to find justification. I love my submariner tho a tool watch it is not. It was to my father who earned a living as a professional diver in the 70’s and 80’s. Times have changed.

[@lcmotive]

Well said. I'm with you on this.

[@wuhank]

With Omega, its hard to argue that its NOT a luxury brand, not only it is expensive but their watches also comes in some of the highest quality with high end experience, and historical statues, and historical brand

[@scooterino3650]

Omega makes over engineered tool watches for the 20th century, that are completely unessential as modern tools, simply because they can. Absolute luxury and I love them.

[@stefanpersson240]

Craig Sandersson in the comment above has an Omega as a tool watch - he can not wear anything with a battery because of the magn. field.

[@scooterino3650]

@@stefanpersson240 you can wear a G-Shock near MRI machines. You can also wear a $5k Omega watch to do the same job. But that's a luxurious tool.

[@stefanpersson240]

I am not sure of that - "magnetic resistant" is all I find.

[@scooterino3650]

@@stefanpersson240 let me ask you two questions to better understand the point you are trying to make. 1. Are you making the argument that a $5k Omega watch is the only way to tell time in a magnetic environment? 2. Is the mere fact that an Omega watch is capable of performing a task, no longer make it a luxury item? So any dive watch with water resistance and a certified dive bezel is precluded from being luxury? The point I am making, is that when there are tools for a job that are both better performing and less expensive, the item is a luxury and not a tool. Hence why a Blancpain or an Omega in 2022 is a luxury item, and no longer a standard tool for modern diver.

[@stefanpersson240]

@@scooterino3650 First, I don't think we disagree that much. 1. No, I don't think Omega is the only watch, but there aren't that many that has been tested to 15000 gauss. Perhaps every mechanical watch with a silicon hair spring would suffice. 2. No, on the contrary, a luxury item becomes more luxurious if it also is capable of performing tasks.

[@abstractgroove160]

One of the things that I love about Omega is that their watches don't scream 'flashy' to the man on the street, or a work colleague, in the way a some other brands do. Which, compared to Rolex is interesting as Rolex's designs are a lot more conservative than their brand image.

[@raypurchase155]

I understand the argument you’re making but Omega is clearly a luxury brand. An omega watch is an inessential, desirable item which is expensive to obtain. Literally fits the definition perfectly

[@davida2047]

They cost $250. Omega destroyed their reputation with the moonswatch garbage. Case closed.

[@gopatch4glaves692]

that's a awful take on destroying their reputation if anything its had a positive impact on it by providing people the chance to purchase a product previously out of their budget, the fact they're a product that's not limited edition but is constantly sold out invalidates your point of view

[@godfather8989]

@@davida2047 Thats the same as saying ferrari destroyed their reputation by allowing lego to sell them

[@CVYN1337]

@@davida2047 what has the Moonswatch todo with the real Omegas? (Like an Seamaster 300m for example)

[@TNTTareek]

@@godfather8989 love this comment 💪🏽

[@mchockney3664]

With inflation going through the roof here in Europe, pretty soon Casio will be a luxury brand for many.

[@BarkandJack]

haha true.

[@craigwthomson]

@@BarkandJack That’s the future of your industry he’s talking about… 😬

[@fraybentos9854]

Check out the new MRG-B5000 square watches. $4,000 for a G Shock, Casio is sprinting in that direction lol

[@StephanoHamez]

I just paid A$2499 for a Casio Square titanium…………😂

[@fraybentos9854]

@@StephanoHamez yeah I'm getting one, don't get it twisted they're fire

[@thedustyengineer]

Come on man… “I goofed and said something dumb and now I’ve got to argue the point even though it’s ridiculous.” Omega is 100% a luxury brand.

[@petemulhearn7787]

I agree with your definitions of luxury but its a very fluid concept. I bought an Omega Speedmaster Professional in 1968 (before they were famous 😁) I was in the RAF and had just started flying gliders and needed a reliable watch with a stopwatch function for navigation. The Omega fitted the bill. I didn't consider it a luxury item but more an expensive necessity. The following year it attained a sort of immortality after the Apollo missions and it became a luxury icon. I still wear it occasionally although its a bit battered and in dire need of some TLC which as a pensioner I can ill afford. I still don't consider it a luxury but its value to me now is beyond money because it carries a lifetime of memories.

[@dr.amitrevandkar644]

Absolutely delightful to hear your story. May god bless you and keep you in good health.

[@robertjureit2574]

Totally agree. My Rolex GMT gold/SS in 1970s was bought for 1500 dollars, currently over 15000 dollars. Nothing has changed, but the Ripoff price. If the public would just keep their mouth shut, these watches would be much cheaper. Sorry for the rant. Thanks

[@RJ-xh4xb]

You are arguing semantics. Omega is a luxury watch brand, period. Whether something is a luxury brand or not, it's not a matter of individual opinion. Certain people can easily buy Rolex watches, no problem, but it doesn't mean that to them, those rolex watches are not luxury watches. Your whole video is trying to justify your initial comment that "Omega is not a luxury watch brand". You made a faux pas, own up to it. You are gaslighting your viewers. You started by giving the dictionary definition of "luxury", and yet, that is not the same as "luxury watch", the same way the phrase "awfully good" could not be defined by giving the dictionary definition of "awful". Omega is a luxury watch brand simply because of higher than usual craftsmanship and being sold at premium prices. Longines is considered a luxury watch brand, so is a Tag Heuer, and their watch prices do not even come close to the equivalent watches of Omega (ex...Longines Hydroconquest and Tag Heuer Aquaracer, are nowhere near the price of Omega Seamasters). The watch community and not individuals decide on which are luxury watch brands....like art, the art community decide on which "art" can be classified as "fine art" and not simply graffiti or an individual drawing. There are lots of "artworks", like those done by students, or those you find being sold on the streets, but they cannot be considered "fine arts", no matter how much you paid for one. The art community as a whole determines which art can be claasified as "fine art". Regardless whether you like the graffiti art painted in an alley somewhere more than you like the Mona Lisa, that street graffiti will not be considered "fine arts" simply because you like it. There are graffiti artists who are very collectable in the art world, but they became such only after the art community accepted them as fine artists. Anyway, before this gets to be off tangent, Omega is a luxury watch brand because the greater majority of the watch community acknowledge their high level of craftsmanship, which justifies their premium prices, period.

[@marlonr391]

You no what, I agree with Adrian's analysis. We're does jay z's Patek Grandmaster chime fit in this £2.2 million dollars

[@AnggaTirtaFL]

Interesting argument from random people on internet.

[@TraderJoe_]

it’s not that deep bro

[@WatchJapan]

"Luxury", my friend, does not devalue by 30% the second you set foot outside the Omega Boutique... Next, please?

[@mattsheldon8671]

@@WatchJapan says who?

[@doctoralgy8186]

To me, any watch passing the $1,000 USD mark is officially luxury.

[@eazye619]

Completely agree. I have a Damask DC56 chronograph that I believe is a luxury tool watch as it cost $3200 retail and usually sells around that

[@kronikinsomniak]

A luxury purchase but not really a luxury product in the space its competing in. That is like saying any car over $20,000 is a luxury vehicle.

[@doctoralgy8186]

@@eazye619 now that is a nice pilot chrono

[@boerashid]

Adrian, in my early 20s I too lost everything. I started a door to door sales job that involved me driving 20-30 miles away and knocking on random doors. I remember I couldn’t even afford a £1 bag of chips. Today, Alhamdullilah I have a Tudor Black Bay, Omega Seamaster, Tag F1 and King Seiko. I could totally relate to your Starbucks situation.

[@slideforAllah423]

mashallah.

[@ZoogaZig]

Alhamdulilah and masha Allah.

[@muhammaadusmaan]

Allah humma barik

[@davidowen2859]

I have an Omega De ville. Worn every day for 22 years. I'm in the construction industry. Mainly office now but from the tools. Wanted an ultra slim watch for work, construction site is no place for a bulky watch. Had it 22 years. Been In trenches, and every sort of crap that could have been thrown at it. Even had a link broke and fell in a plaster bucket and was mixed. Not a scratch on the face and looks nearly as good as the day I bought it. My Rolex's are fantastic watches but for sheer endurance it's my little De ville every day.

[@BenNS1971]

The whole paradigm shift of the Swiss watch industry in the aftermath of the quartz crisis was to turn high-end or premium tool watches into luxury watches and that’s exactly what they did.

[@gyang333]

Yup. And Adrian is using the old definition of luxury but applying it to the current watch environment. In his definition a Rolex Submariner isn't luxury, but rather a necessity?

[@hans-juergenwirth2913]

I just bought my first "luxury" watch to mark a significant milestone in my life. It was the Omega Dark Side of the Moon Apollo 8. And there was no alternative in my view. For me, it was THE watch. Lucky enough to get one as they are not easily obtainable. For me, definitely luxury! And this is my point, there is no universal definition of luxury - only a personal perspective.

[@Mohammedalyafeimusic]

Great watch and great comment 👏🏼😃

[@jshwck4210]

According to some people here you have bought the ultimate dependable tool watch. Ready for a moon landing. But because the marketing is inferior to Rolex it's not luxury. All of this is complete nonsense.

[@BFit25]

@@jshwck4210 totally agree. Marketing doesn’t make the watch better or more Luxurious it makes it a scam.

[@DroneShots_UK]

Great watch, I got one a couple of months ago. I was surprised at just how light it is.

[@atl3630]

Wonderful watch

[@brianmeehan8739]

I like buying vintage watches for this reason, marketing has dictated the pricing of the watch industry, rather than quality. My vintage Omega Geneve only cost me a £300 on ebay, and it provides me with a piece of Omegas great history of when watches were worn as timepieces rather than an object of validation.

[@vishshea4683]

I second that. My Omega Geneve cal.1012 keeps outstanding time for its age.

[@michaelcoode1689]

I’ve owned a seamaster for 2 years and I’m proud to own this fantastic watch and just bought a Tudor heritage I’ve strived to owning a Rolex but too expensive.I’m happy with my choices as a mechanic this was a scary thing with a lot of buyers remorse but only lasted a week.

[@boerashid]

Don’t buy the Rolex at a premium bro, don’t overpay these disgusting flippers. Trust me, I have a Tudor and Omega. Just a good.

[@andrewcowie9344]

I'm a mechanic too.i own a Rolex submariner, omega seamaster professional diver and a tudor black bay.ive been so lucky.

[@KeepingWatchUK]

Hi Adrian. Interesting topic & subjective of course. Sure, for an AP or Patek owner perhaps Omega is not ‘luxury’ (at any level) but for 99% of the population it is! Imho, a wrist watch over 4 figures would likely raise the eye-brows of all but the very wealthy and/or watch enthusiasts & thus be considered ‘luxury’. For me personally at least, my Rolex, Omega, Tudor & Grand Seiko pieces are all ‘luxury’, to me! Or better put, regardless of the word we might use, I feel fortunate to have them; worked hard to be able to purchase them; don’t ‘need’ them but simply love wearing them either way. And that’s all that matters :-) Cheers.

[@joshs3916]

Is your Explorer 1 the classic 36mm or the newer 39mm. How does it compare in size on the wrist to your Tudor and Omega. I tried on a 36mm Seiko and it seemed like a nice fit, just curious. Which GS did you purchase?

[@amarhassan]

Spot on brother 🙌

[@Tyler-sl6vg]

Agree with this post (and disagree with the notion that an Omega is not a luxury watch). 99% of people hear about your $9k CAD Omega Planet Ocean and determine it is a luxury product and purchase. This is the common perspective. If you know the names of the other brands of watches discussed in this video and/or you can afford to own a collection of them okay I can understand the debate but then you are just philosophizing and not really putting useful labels on things for the majority of people.

[@al-knows-nothing]

@@joshs3916 I can comment on your question with some experience! I’ve owned Seamasters, Submariners, Seikos, GShocks, Grand Seikos, Tudor BB58, Explorer 39, and Explorer 36 (114270). In short: I’ve gone from liking 39-42mm watches to much preferring 36-38mm watches (think classic well-known watches of those sizes). I think a plain dial bezel-less watch on my 7” wrist needs to be more like 36mm with relatively small lug to lug…but I didn’t used to think this. Tastes change. Roll with it 🙂 Try watches on to see what works for you, or at least be prepared to send one back if you buy one without wearing it first.

[@KeepingWatchUK]

@@joshs3916 Mine is the 39mm version. Wears similar to my Tudor BB58. The 36mm is too dainty for me, personally. My wrist size is 7.2”. Cheers.

[@yankeedoodle6293]

This vid hit home. There was a time I could barely afford a $75 quartz Swiss army watch. When I finally bought it, I cherished it and enjoyed it. Thankfully now I’m able to afford true luxury. Not sure I’m happier now though

[@bobbywatchaddict523]

Agreed. I was happier when cheaper things put a smile on my face. Now I spend tens of thousands on things, but they don’t bring any more joy then a good skateboard did when I was 16. If anything, I feel more like a fool, more like I’m lost.

[@Louis_Mazzini]

Rosebud...

[@vaclav_fejt]

Yes, I was happier back in the day, when all I could afford was a cup of tea. Cold tea. Without milk, or sugar. Or tea.

[@tricky92x]

Same. I remember feeling like a big deal back in 2007 because I was able to drop $900 on a Movado. It was the only watch I owned for over 5 years, and I wore it proudly in all situations.

[@stevedeffley6128]

I too have been in the can't afford food place, homeless as well. Now 18 years later I have my own home a decent job and a number of nice watches from Rolex, Omega and Tudor. Anything can be seen as a luxury when you have lived life "hard" and when you come through the other side, if you are grateful, the smallest things can seem like a luxury. I don't care how my watches are perceived by others, luxury, tool watch or just silly money to spend on a watch! I think they are all a luxury, the same as my garden, my bed and maybe a Starbucks coffee.

[@samuelkim1546]

You’re my favorite content creator to watch while I’m eating :)

[@DangerousKittenFangs]

I don't think I could disagree more with this take, but I respect your opinion. For me, anything more expensive than the minimum cost to get a job done is a luxury product, it's just that there are many tiers of luxury.

[@ricardoezequielneira1795]

I agree , that 's why I love Japanese Brands like Seiko, Citizen or Orient, they offer such a good value for the money, beautyful , quality watches that last a lifetime at an affordable price. Spending the same for watch as for a car or a Motorcycle, it just doesn't make sense, it' s an ego Trip, or a lot of insecureness

[@BrittPearceWatches]

Ouuu now this is interesting! Defining luxury. 😱 man. I think all watches are a luxury 😂🤷🏻‍♀️ no one reaaaally actually needs a mechanical watch! Any pricepoint! (But hey, that’s just my two cents. I’m sure many will disagree!) Even real divers aren’t wearing dive watches (for the most part!). But watches are these weird little trinkets that for some reason we just find fascinating

[@Esteban69129]

The artist formally known as Gringa 😁

[@nkonig1]

Yep. I made a similar comment. I do find the wealth in the watch community pretty uncomfortable at times.

[@jasonchaney5382]

I agree that no one needs a mechanical watch. They are unnecessary accessories. But they are AMAZING, beautiful, tiny little machines that bring a little joy into our lives. And they are as close as I get to wearing jewelry.

[@nkonig1]

@@polygoncoco aaahh!!! That annoys me so much. “It’s only 5,000 so really affordable!!!” That really does get to me. Whether you can afford it or not you must be aware that 5k is not an affordable figure

[@BarkandJack]

Who's this Britt Pearce? Pretty sure you're supposed to be called Watch Gringa!

[@alessandrosisto8216]

Your best video ever! I have been following you carefully and on this subject you nailed it. Continue the good job. Thanks

[@Lopezglezcarlos]

Thanks Adrian for this breakdown. I love this kind of videos, they’re really interesting. I agree with you in everything pretty much. Thank u mate

[@RipiresReviews]

A great video once again Adrian! I loved doing a reaction to your watch collection :)

[@TheTownWatch]

Great thoughts! I liked your distinction between "luxury product" and "luxury purchase", makes sense. The triangle diagram you created of the "levels of luxury" was helpful too! Thanks!

[@golfwitharpad]

Well done ! I'm a Rolex Fan boy, 3 of them and adding, but now I have 2 Tudors, Panerai and omega in my collection. JLC is next ... but I'm on the waitlist for the No date Sub, that's because I love the look of the watch. Thanks for your videos, your perspective and reviews are why I have branched out, the Pelegaus is probably my favorite right now ! After seeing your review on it, I said I have to find one, luckily I walked into my AD one day to get a cleaning on a watch, and boom there it was, just got in, that morning. Like I said it's probably my favorite right now. I enjoy your channel and your journey to how you got to where you are is awesome! Thanks again, always great content.

[@wtm277]

Well done Adrian, to me this is one of your top five videos. I appreciate the hard word you put into your craft. Cheers!

[@wtm277]

work not word

[@Podcastage]

I don’t know what the answer is, but I think this is an interesting conversation that will become more and more important over the coming years. I think you may have hit the nail on the head with the original dollar amount of $100. Anything above this could be argued to be an extravagant purchase. All the Casios, Timexs, Citizens, etc. under (or around) $100 give you amazing value and amazing performance. If you’re getting a watch to function strictly as a tool, you really wouldn’t need any more than that. Great video as always Adrian. Keep up the great work.

[@nkonig1]

Yep. Completely agree. If someone really wanted and needed a watch to tell the time then there is nothing better out there than an atomic syncing g shock or citizen. You really don’t need more than that. You only need to spend more if you’re genuinely interested in mechanics. Only then should you be willing to spend vast amounts of money on an (let’s face it) inferior product (when it comes to telling the time).

[@BarkandJack]

Thanks for watching Bandrew and hope you're well mate.

[@jamesminshall4601]

I’d go lower in value, I have a titanium Alba that probably has a retail of $50. I bought it to see if the nonsense about scratches disappearing over time was real. When it arrived I bashed and scratched the sides of the case to see if how it looks over time. That’s quite obscene and definitely makes it a luxury. Thankfully I do like it and wear it most weeks but if I add a $10 dollar watch to my collection next, it’s a luxury as it’s completely unnecessary.

[@racebannon2332]

@@BarkandJack do not conflate Rolex with omega. They are not equal as one has always been desirable and the other has been chasing it’s tale for decades lol

[@BabyJesus66]

@@racebannon2332 Omega was the most popular brand for many years. Plus if popularity is the only thing that makes a watch better, then it's not necessarily a better watch, it's a better name.

[@wisamal-hakim5531]

It is so gratifying to see how you’ve turned your life around. ‘Couldn’t afford to eat’ sounds extreme but I believe you. I’m delighted for your success and look forward to effing time Keep it up mate

[@vh5cker]

Loved this video. Still learning in my collecting journey and loved these perspectives 🎉

[@michaelgiangreco7196]

This video really opened my eyes, thank you!

[@gynechiatrist]

I probably watch 150 to 200 watch vids a month, and have done so for 3-4 years. This is THE best one that I have seen. You focused on a topic like a laser guided missile and took all the way through evolution of your thoughts to an understanding that we all should grasp. Very, very well done. Thanks.

[@Brajin1]

Appreciate your reflection on the 2008 recession. I was recently out of my undergraduate degree. Those were definitely hard times as the job market was brutal, limited opportunities. Which is why ten years later after completing a big career milestone, I bought my Seamaster, and the often reflect back to hard times when I wear it and definitely refocus to continue working hard.

[@anthonysmith2982]

You're kidding right? That was the most hollow and self indulgent justification of the entire upload! Enduring a brief financial struggle due to an unsuccessful business venture is pretty much de rigueur for every young entrepreneur with any real spirit. Framing it as a 'road to Damascus' moment does not indicate an ability to overcome hardship, it indicates naivety - and much, much worse; a sense of entitlement.

[@Brajin1]

@@anthonysmith2982 I took it as I personally interpreted. We don’t have all the facts, I feel it’s unfair the state it was a “brief” financial burden. That was a dynamic time in the economy globally. I’m based in the US and it was a gut punch for those starting their careers. Getting to a point where I could responsibility purchase one of these watches was a great accomplishment for my self, as I reflected on the journey over the years.

[@anthonysmith2982]

@@Brajin1 Absolutely it's an achievement to overcome hardship and tangible rewards for sacrifice, for tenacity and discipline are exactly why we choose to make those sacrifices. I'm really not wanting to be the 'that's a first world problem' guy... but (there's always a but) my point is if a temporary financial set back is the worst one has to endure, that's a golden life. I truly believe that. I'm in Australia, so between us we've got 3 continents covered. Perhaps (?) like Adrian and yourself, I was lucky enough to live and be educated in a relatively safe and secure environment. I bristled at the comment in question because it can easily be interpreted as being naive to a level of privilege, exactly like the 'Omega is not a luxury brand comment'. The very comment he acknowledged make him sound... however he put it, pompous is probably fair. 🤷🏻 And look, tbh, I was reacting to *your* comment out of my frustration with some of Adrians comments. Cheers mate. ✌🏼️

[@MENS_IMPROVEMENT]

This video was truly maginificent. Love this type of video. ❤

[@delp54]

Not an easy topic, very controversial ... but I think you nailed it totally. Congratulations on explaining it so clearly !

[@abibstopherwilliam]

Yeah, there’s a definite difference between luxury as a product and luxury as a purchase. I remember when I bought my Seiko Alpinist I spent weeks agonising over whether I should throw £300~ on a watch. And when I finally had enough saved for one of the Willard reissues…that felt amazing. But neither are things that I need so to me they’re luxuries.

[@bngr_bngr]

Yeah but that’s not the definition of luxury.

[@dialttante]

Interesting points, this ended up being more sensical than I frankly expected! It’s a healthy reminder that more than 100 quid is indeed a lot of money to spend on a watch for a lot of people, and something like a Seiko 5 is certainly luxury for most “ordinary” people…

[@junhan85]

One of the deepest discussions about lux watches that dives into a person's psyche. I'm now a fan of your content. *thumbs up*

[@BarkandJack]

Thanks a lot Ron. 👍🏻

[@jcb0920]

This is extremely well thought out and logically presented. You sold me...I agree. Great video Adrian!

[@rainbowkeropi]

If Omega wants to be a luxury watch brand, all they have to do is not have any watches available at their boutiques and have 5 year wait lists. 🤔

[@ironfreddy3192]

Yeah. Imagine spending 8k on a Constellation and this guy tells you your watch isn't luxurious because it's Omega.

[@Damir.tadzic]

I rarely comment on “platforms” but I have to admit the first few minutes of the video really hit me hard and I totally relate to it. As a former Bosnian war refugee who now lives in Australia I definitely had a few ups and downs and a very weird relationship to “luxury” wants and needs. Human mind is a funny thing… I guess in my case a mix of ptsd and dopamines.… cheers mate

[@kamalkhalifezadeh11]

I personally enjoyed this content, realistic, professional, and based on logical ideas of how the watch world works...Well done!

[@dezmarinvestmentsllc9964]

Much respect!!! Thanks for sharing your story and timepiece insights. I just became a fan. Lol

[@johnseeger9083]

Adrian, This is sort of podcast is precisely why I will always watch your videos. Your honestly and willingness to tell us what you think is rare and super valuable. Thank you.

[@PogU_4Life]

This is the sort of podcast why I had to unsubscribe and stop watching Adrian, such a shame, such a pity. So much talent down the drain. Alas, life is unfair

[@uga.d4173]

You had me until you put Rolex in a different category than Omega and Tudor. Expensive? Yes. Hard to get? Yes. But it's still a machine-created tool watch.

[@impoautosguatemala9847]

Expensive ? Retail prices are very similar.

[@uga.d4173]

@@impoautosguatemala9847 You help make my point.

[@impoautosguatemala9847]

@@uga.d4173 im on ur side, actually I agree with u.

[@DavidBoy333]

​@@impoautosguatemala9847 Not really Omega give out heavy discounts but Rolex never on sports models. And Also many Omega dealerships here in Europe can send their watches directly to Asian buyers directly to deduct an additional 20% sales tax which make them very cheap. I was veryyyyy close to purchase a Seamaster 300 Heritage edition with 16% discount here in Stockholm. Only to find out that in Hong Kong grey market the blue dial version was going for even less. It was an European tax free item....

[@impoautosguatemala9847]

@@DavidBoy333 the heritage doesn't have any hype, look for a discount in a sapphire sandwich, look a discount on the hot models, then u will see that they are not so far away from each other in retail prices, u cannot go to an omega boutique and ask a discount for the, sapphire sandwich, the apollo 8, the NTTD, the ed white or the snoopy. Good luck with that.

[@juanluisbordes76]

As always, awesome assessment and insights Adrian, superb vid.

[@belsarerc]

Can’t agree more with u Adrian!!! Amazing video as always! Cheers!

[@mondrayuk]

All this is subjective. Elements of your content are relevant. Different strokes for different folks! Your closing statement puts matters into perspective. I have been collecting for over 45 years. Changes have happened beyond recognition. It is very easy to get carried away so recently I have consolidated. Sometimes less is more. There is no legislation for hobby but there is a lot of passion. Obtain what you can afford and enjoy as much as possible what you have. Adrian, I like your presentation. Thank you for what you do.

[@jefferyconforti7686]

It feels like a luxury when I see a new Bark and Jack video posted.

[@williamhedrick7983]

Love your outlook and understanding… great video!

[@111FrankB]

Another great video...some of the best watch videos on youtube. Also, relatable story about the economic downturn of 2008 to 2010. Thank you!

[@walkerb1734]

Personally, I got wrapped up in the exact conversation here in this video. To explain…over a decade and a half, I moved up the horological ladder to the point of Patek, ALS, AP, JLC, etc. At one point I started to have a distorted view of my Tudor BB58 blue, for instance. I’m embarrassed to say I started not wearing feeling it just wasn’t ‘luxury enough’. Ridiculous, I know! But that’s where my mind was at. I became so disappointed in myself that I sold my entire watch collection and just kept one….the Tudor BB58. I now wear it with pride and feel so fortunate to be able to own this fantastic watch. My life got a lot simpler…and better as a result!

[@al-knows-nothing]

I wouldn’t feel bad for that mate! I’m at the Rolex ‘level’ and I too wear cheaper watches and don’t find them luxury (though I find they have their place). I drive a Seat Leon and consider this a well-made tool; someone driving past in their beaten up Vauxhall might disagree and consider it luxury. Equally, a Bentley owner might consider my car to be very much not luxury…but by definition, it’s ‘a luxury’. Adrian might have nailed it talking about *premium* vs *luxury* and it’s all very, very subjective.

[@anthonysmith2982]

That's a level of honesty not often found in such threads. Thank-you. The stature that accompanies financial success is not always easy to navigate. The sacrifice and hard work, the discipline, it's all in the hope that one day you will arrive at a destination that allows for such luxuries. And like everything, those realised achievements also have a honeymoon period. It's an odd place to be and it makes one re-assess *a lot.* Cheers mate. ✌🏼️

[@vinceprophessor8305]

As Anthony stated, you sir, are a gentleman 🫡. More people should strive to be as honest with themselves and everyone around them

[@BB-gl7zt]

Separating the concepts of luxury purchases and luxury products have jumbled up my preconceived notions of both in relation to each other. Thought provoking video, Adrian. Very well done.

[@THEPECKONATOR]

This was so well articulated - subbed.

[@danieltrujillo6483]

I effing love this channel

[@galhadad341]

Sometime you make a silly argument and you just need to say “sorry I was wrong”, omega is definitely a luxury brand.

[@BarkandJack]

Very silly comment Gal. I say what I think, hence spending 2 weeks making and editing a video adding context to a topic. If I thought I go something wrong, I'd say so, I've done it plenty of times in the past!

[@doctoralgy8186]

amen

[@BobbyDazzler888]

@@BarkandJack dont be a knob about it

[@deancousins7360]

Of course it is, ridiculous to say it isn’t.

[@grizmiz929]

Shrugs I'm not really sure what the point of this video was but OK . Love ur vids

[@ibrahimallam194]

Totally agree that many attributes of “luxury” sit in the grey areas of subjectivity. But it’s important that we do not conflate luxury in the macroeconomic sense and luxury from an individual’s (or group of individuals) perspective. Yes, from an individual’s standpoint luxury may differ form one person to another based on what is “essential” to them and whether within the context of their own personal economy it involves a “great expense”. However, from a macroeconomic standpoint, we can apply a much more objective (and scientific) approach to roughly determining which brands may be considered “luxury” and which are not, based on a number of measurable factors such as average income, affordability, necessity, product pricing..etc Fundamentally, in today’s day and age, a watch is simply not an essential product given the ubiquity of smart phones and other alternative technologies. A diver now uses electronic devices, so even if a tool watch is “made for a purpose” it does not mean it is essential. Whether that is a Casio or a FPJ. Also, the inclusion of other attributes such as “popularity” and “demand” do not really align with the definition. Sure, demand may indirectly impact pricing and availability, thus causing a particular product to involve a “great expense”, but it’s important to remember that there is also that there are complex contributing socio-economic factors behind that which are not necessarily defining elements of what is luxury eg. Celebrity and social media stirred hype. Can we really say that a hyped Rolex Daytona is more luxurious than a Astronomic Souveraine from F. P. Journe or a ? Just because the predominant majority of the population does not know what that is has absolutely no bearing on whether it is a luxury product / brand. Let’s also keep in mind that we are comparing brands not products. Ultimately, I agree with everyone here that it does not matter what others classify the brand / product that you love, it’s all about the emotional connection and value that we attribute to the watch.

[@strangeconcept]

This was a fantastic video. I honestly didn't think I was going to agree with much of it at the outset, but the pyramid explanation seems to make so much sense. Thanks! and well done. Very useful.

[@daan3738]

On point. Enjoyed this. Thanks!

[@ItsNeverTooHot4Leather]

Omega: makes a master chronometer tourbillon for $137,000. Adrian: premium watch manufacturer. Rolex: makes a two-tone Explorer. Adrian: luxury watch manufacturer.

[@diavalus]

His mind is so messed up

[@BarkandJack]

The price, complication or performance of a watch does not define it as luxury. I guess you skipped that part of the video.

[@diavalus]

@@BarkandJack but popularity doesn’t make a product belong to “luxury”.

[@ItsNeverTooHot4Leather]

@@BarkandJack Nah, I watched the video in its entirety. I'm instead emphasizing how absurd I think your definition of luxury is with my comment. I think those factors are involved when it comes to luxury. Nonetheless, you are entitled to your own opinions and definitions, my good sir!

[@BarkandJack]

@@diavalus Popularity itself isn't directly linked to luxury, but when it's a result of something being highly desirable, and leading to scarcity that is what causes something to be "hard to obtain", it then falls into the dictionary definition of luxury.

[@user-rm2lz1pq4e]

Thank you for this amazing video and well made points. The definition and clarification between luxury and premium. Appreciate you sharing your story, humble beginnings/tough times can often lead to blessings and success later on as defined by yours. The Starbucks and $100 threshold analogy is a great point as to what's a luxury and what isn't, the bare bone statement. Loved the luxury pyramid and reasonings behind it. As a watch hobbyist starting out, your review and comment videos are one the best out there! Wishing you all the best, Adrian!

[@t.h.1982]

Great analysis and breakdown of premium vs luxury. I think you nailed it.

[@theinspiringleader]

This makes a lot of sense to me. Very good analysis of the upper market for watches. I like the concept of a luxury brand, product and purchase. Keep inspiring. Cheers!

[@deshik]

I actually disagree with most of the discussion and especially the pyramid. When it comes to luxury only one thing matters, the feeling. No watch is necessary. Only thing that matters is the feeling. Whichever can give you the feeling of luxury. That can come from a seiko presage cocktail time and may not come from a patek.

[@londonapologetics]

I highly doubt any watch person (I say watch person because if a person doesn’t know watches, then they’ll base luxury purely on cost) that puts on a Seiko Presage and any Patek Phillipe will say “oh yeah this Seiko is a luxury watch, and this Patek isn’t”. I’d say that wouldn’t happen 99.9% of the time. The feeling is based off money in relation to the person. Even the most value for money watches, if it’s under 1000$ nobody calls it a luxury watch. Unless they’re getting into word games and saying “well if it’s not a Casio F91W then it’s a luxury”.

[@londonapologetics]

I highly doubt any watch person (I say watch person because if a person doesn’t know watches, then they’ll base luxury purely on cost) that puts on a Seiko Presage and any Patek Phillipe will say “oh yeah this Seiko is a luxury watch, and this Patek isn’t”. I’d say that wouldn’t happen 99.9% of the time. The feeling is based off money in relation to the person. Even the most value for money watches, if it’s under 1000$ nobody calls it a luxury watch. Unless they’re getting into word games and saying “well if it’s not a Casio F91W then it’s a luxury”.

[@deshik]

@@londonapologetics point isn’t to compare a seiko presage with patek. Point is that luxury purchase might not give you the luxury feeling and vice versa an affordable watch might surprise you with how precious it feels. I own a jlc gold reverso. And yes I always end up wearing my seiko blue moon with a suit.

[@tylerjames676]

This is a well thought out video. And something that I have tried to explain to my friends who don't care about watches at all. I totally get the distinction between luxury purchase and luxury product. The visual really helps! Great job, Adrian!

[@joshs3916]

People who don’t understand watches, none collectors/enthusiasts don’t appreciate them for the mechanical aspect. I think it is more to the style. I actually asked my friend who couldn’t care less about watches what would make him buy one, and he said as long as it looks nice. I can’t understand why someone wouldn’t be j to watches, but then again, I collect fossils and most people ask why I collect “rocks” smh 😂

[@michaelplantus1999]

I like that I learn stuff from your videos which is very valuable and I appreciate it very much as I can see your a hard worker and it's great if it's something that you love!

[@morfeen]

A very interesting topic. Some very insightful points of view! Always an awesome channel!

[@myknife_life]

For me there‘s another definition of luxury: everything beyond your essential needs. And with this definition a lot becomes luxury, with watches it‘s everything no matter if it’s a 200 or 20000 £ watch. But don’t get me wrong, it’s this luxury, that makes the life worth living. It’s just to remember, that we should value the things that bring us joy, no matter the prize tag.

[@azeezoyewale3782]

Love this~

[@Mohammedalyafeimusic]

Great one 👏🏼😍

[@benhornby3696]

perfect take and I agree mate

[@base615]

Swap Omega and Rolex around and I might agree. I own and love both brands but, pound for pound, Omega is the superior product from finishing to technical achievement with the movements. There’s a reason you never see a display back on a Rolex, because the movement inside is as plain and undecorated as an ETA ebauche.

[@josediegocortizocabrera5706]

Damn, you didn't need to do Rolex like that lol

[@roybuosi3398]

I agree totally but that is Asians point it’s the demand for Rolex wrongly in our opinion that elevates it higher unfortunately

[@kraitshakti]

You must have not listened to the video. He properly addresses the reason Omega is below Rolex. It’s not because of ‘quality’ - he even mentioned that the Omega movements are The Best mass-produced movements in the world. The issue is that, today, you can go to any Omega boutique and buy a Speedmaster or a Seamaster. You cannot go to any Rolex AD and buy any Rolex. Not even the ‘less popular’ ones. That demand (and it is demand not ‘restriction of supply’ since Rolex makes and sells more watches than Omega does …something most people don’t know) and the fact that for most people Rolex is seen as more prestigious, is what puts The Crown over Omega. It’s not about ‘superior product’ but rather about ‘superior brand’

[@ScratchinAway]

@@kraitshakti yea but thats just splitting hairs at this point…and as a youtuber i can fully appreciate the genius behind this video. its creating divisiveness that drives engagement, but Rolex only has the demand it has because of the artificial scarcity. you think they couldnt produce more if they wanted to? they dont want to because it would slash demand. look at Tudor now-its starting to be the same thing, tough to find the most popular models etc. i know for a fact that Omega sells a higher percentage of watches compared to production vs Tudor, so why is it so easy to purchase Omega? because they have the ability to fill demand and so they do. idk, like OP i have both rolex and omega (wearing my yachtmaster 42 today) but in my opinion Omega makes a much better product. my YM42 took a good but of getting used to, i actually didnt rlly like it at first and would almost always swap it out for one of my SMP300M’s or darkside of the moon within 2-3 hours. add that to the fact i spent $150k on watches last year and only had the ability to buy 3 Rolex and i have a feeling theyll be slumping soon as more ppl grow annoyed/pissed/tired of waiting

[@andrewd101]

Strongly disagree, Had a Seamaster for a few weeks. Chinese bracelets were better plus alignment was off. Rolex any day, Levels above for me.

[@eduardtheking]

this is one of your best videos!

[@chadyabd]

Great video, enjoyed every second

[@wsbmastaking]

I have a Rolex Yacht Master and am “on the list” for another Rolex. I got stuck in the mindset that my watches should be Rolex or better. I bought an Aqua Terra on Rubber and love it for many reasons and one of them is that it isn’t a Rolex. It’s a beautiful 5k watch on Rubber with a great clasp. A little thicker than I wanted. To get a Rolex on OEM rubber would’ve cost me 30k.

[@Reladan187]

Glad to see you just sitting around the table again. And a long video too 👍🏼

[@fdk7533]

Love this Video!

[@richard3542]

A very great video and I always like your logic and judgement on these challenging topics! 👍 Simply being real to your audience is always the most important thing!👍

[@esteban6302]

Imagine the eye rolls when sharing your newfound wisdom with someone whose head isn’t up their ass that Omega and Tudor are not luxury brands, but merely premium, while Rolex qualifies as luxury because … of popular perception 😂😂

[@ashwinvenugopal345]

Was sad to see IWC miss out though i reckon it would be in the premium category. But you are spot on in your analysis. I got a IWC Portuguese as a wedding anniversary gift and have loved it ever since. Not because it cost so much, or because it was given to me by someone I love or because it looks so good on my wrist, but because of all of that and more. Funny thing - in the last 1 year since I have had it and worn it around a total of 1 person has looked at it and complimented the watch. To quote Anton Ego - "But the bitter truth we critics must face, is that in the grand scheme of things, the average piece of junk is probably more meaningful than our criticism designating it so."

[@rafibloomberg7829]

you touched on some very thought provoking points. great perspective on this topic

[@Simon1237891]

I am not commenting often and have to say, you are really on point! 2008 I had the same experience.

[@olivierblomme6414]

This has just changed my perspective completely . Very good points actually Adrian. This has just brought a different vision on the whole industry. Made me think and re-asses the entire collecting part of the hobby as well. You’re just getting better and better and your videos are going deeper and deeper into the rabbit hole. Congratulations.

[@Rohninz]

I might agree with you that Omega is not the luxury watch but placing it into the same segment as Tudor? I have problem with that.

[@gio.2381]

Every single one of your videos is just so enjoyable. Great great content

[@BarkandJack]

Thanks a lot mate. 👍🏻

[@teesquare7627]

Beat video yet. You keep getting better Adrian

[@srichards5512]

PRIVILEGED PLEB. - PART 2

[@patrickjean-philippe7679]

A fairly interesting discussion. The Cartier Santos in steel and gold was my first « luxury » watch and it was also a « luxury » purchase for which I had to save for as a student. I got it at 18 just before my baccalaureate and I was very happy. As a mechanically minded person since childhood, carefully disassembling then re-assembling my toys, it is the Santos screws which drew me into it. Since that time I got Swatch, Hamilton Khaki Chronograph, Hamilton Khaki Diver, IWC Spitfire Doppelchronograph, IWC Ceramic Doppelchronograph, 1941 IWC B.Uhr 52 S.C, JLC Memovox Tribute to Polaris 1968 and recently an Omega NTTD. I feel that the JLC is the most luxurious of all because of the finesse of its design, build, details and it has a mechanical alarm which to me is fabulous. My next watch may be a JLC Geophysic if they do another re-edition, a François Paul Journe in tantale with the blue dial, a VC 21 in white gold or platinum or another alarm watch because I find these fascinating. Unfortunately there are not many alarm watches on the market and I don’t understand why these are not more popular than a chronograph since the alarm is the most useful to wake up each day…

[@issamsh5221]

Watched a lot of your content. This one made me subscribe. Excellent take on the subject, regardless if we agree or not.

[@angelbergthsoto5140]

My brother, hats off. Outstanding video!

[@mbell7498]

I'm from Switzerland, and growing up I remember seeing the Omega signs and being somewhat attracted to them, even as a little boy. When I was seeing Rolex signs i could't care less. This is why I want an Omega more than a Rolex, and it would be my first and maybe only big watch.

[@Mega-zi7ys]

I admire both...but love omega :) regards

[@scottv781]

This is some of the smartest content you've ever produced IMO. Perhaps it just hit home for me. You brilliantly describe objective vs subjective and absolute vs relative when it comes to luxury. I too have lost everything (twice in fact) and started my life over this last time at 40 years old. When I got into watch collecting about 3.5 years ago, a few hundred dollars for a watch felt like a lot. My first "expensive" watches were a Monta and an Oris, and at the time, I considered those luxury items (for me of course). I just bought a Rolex Explorer a few weeks ago and for me, at his point in my life, it's definitely luxury. Many others may consider this an inexpensive Rolex (or even watch for that matter), but that's a reflection of where they are in their lives. I also think it's important to understand the motivation for acquiring these things. When thinking about a major purchase, I have to ask myself- would I buy this thing if no one knew I had it?

[@kika9585]

You have been deceived into falling for the pivot. Adrian pivoted away from saying Omega is not luxury to what is luxury. When you mention a brand name the argument should be confined to the brand. Simply pit is Omega a luxury brand or is it not. Everyone knows luxury is relative. But a luxury brand has defined characteristics to be called a luxury brand.

[@MountainSalsa]

This was great thank you .

[@charlierauh8011]

Excellent points here. I agree with you - especially with JLC, who have become my favorite watchmaker. A Reverso will definitely be my next piece

[@dukes70]

Great vid once again! You always have a way of putting into perspective this crazy hobby/obsession we have! Love your hierarchy and tiers of luxury! Premium and Entry Level Luxury I think are a bit subjective but I totally get your reasoning. Omega might be the only other I’d consider to add to Entry Luxury! One man’s trash is another man’s treasure! Love to see everyone’s opinions!! 👍👍

[@seanrobinson9854]

I just love your perspective on this subject. Very well thought out Adrian. The categories chosen are good and necessary, and I think you at one point hit the thought that for each person, they might move a brand up or down in the categories you've named, as everyone is in a different space for their affordability and obtainability.

[@rjeepster8640]

Brilliantly done ✅ thanks for a great video!

[@ThePoushal]

Thanks for sharing your story. 2008 was rough times indeed...

[@terry7441]

My main disagreement is I don't see these as actual tool watches. All the tool qualities fall behind electronic and digital equivalents. GShock does what any tool watches do more reliably and more accurately. A drive computer is much more useful than a Tudor Pelagos or Rolex sub. The tool watch capabilities are superfluous.

[@DangerousKittenFangs]

Totally agree

[@alexlilano1931]

Does anybody notice that Luxury items become crappier when you go higher in price. Like high fashion is ugly as hell, luxury food are some crappy food like duck liver, perfumes smell worse the higher you go, high fountain pens leak ink and bleeds a lot more, and watches are crappier at higher prices. Luxury Watches mechanical tell time a lot worse, isnt as tough, stop running after a few days, and needs to be service way more often than a $200-$500 quartz. Tourbillon makes the watch more fragile and doesnt help with anything. In the beginning the more you pay the better the product, but after a certain point it becomes crappier the more it cost. They're are exceptions, but a lot of luxury items just become crappier. It actually surprised at first because I got into fragrances, pens, and watches. They get crappier the higher the price.

[@matthudson6914]

Great video this, would be great to see the discussion in podcast form to get some other opinions on it. Trying to place Rolex in there somewhere is almost impossible - I think the brand almost sits separately as it's own social phenomenon rather than an actual watchmaker nowadays. Like what force of nature is it that makes me still think I 'need' to add a Rolex to my perfectly healthy collection to validate it in some way 🤔

[@Wolfpack82335]

Great video and all spot on. Clear and precise.

[@kevinlaracy797]

Great thoughtful video, thx.