What is luxury? - Tudor, Omega, Rolex

[@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.

[@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

[@Kad991]

Ok what is the effect of that fact on your life?

[@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

[@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?

[@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.

[@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

[@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.

[@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

[@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.

[@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

[@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.

[@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?

[@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.

[@a-shaw-photo]

@@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.

[@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.

[@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. 👍🏻

[@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!

[@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

[@altal2993]

Agreed. For me it's £1K. Most non-watch people (without a smart watch) are buying watches for £50-£100. To them a £$500 watch it's very expensive... and to be fair, my first watch (a Seiko 5) was $200 and I thought that was expensive...

[@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

[@lenhhoang3194]

I'm not gonna lie, this video is straight up pretentious. Omega is obviously a luxury watch brand and the fact that you made this whole video just shows me how out of touch you've become. I do love your content but this whole argument is pointless. The watch world is already gated by snobbery and you're further pushing that.

[@samuelkim1546]

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

[@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.

[@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.

[@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. ✌🏼️

[@pointtheblame]

2:50 In Eastern Europe coffee over 0.50c is luxury. The mid monthly payment is around 3-400 euro so yeah Starbucks kind of is a luxury coffee.

[@HisMajesty99]

Luxury is in the eye of the beholder. I don’t own one, but Omega is luxury in my opinion at least.

[@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.

[@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!

[@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

[@redbird4747]

As an owner and lover of the Omega brand, I agree with the argument. You can walk in any Omega Boutique to buy a Seamaster or speedmaster. Not the same with Rolex. The hype and demand is much higher than Omega. But, Omega is a superb watch in my opinion.

[@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.

[@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.

[@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.

[@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

[@UGA.D]

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.D]

@@impoautosguatemala9847 You help make my point.

[@impoautosguatemala9847]

@@UGA.D 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.

[@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.

[@mississippichris]

No date Sub fan here!

[@Ibra-allam]

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.

[@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!

[@a-shaw-photo]

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

[@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…

[@NDakota79]

I recently bought the 350€ Apple Steel Link Watch Strap for my Stainless Steel Apple Watch and I think that is a luxury item.

[@evanserickson]

Omega is definitely luxury. Any watch that costs over $2k is definitely luxury. Omega is god tier. One of the best watch makers and watches around.

[@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.

[@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.

[@Reclaimtherainbow_Gen9]

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”.

[@Reclaimtherainbow_Gen9]

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]

@@Reclaimtherainbow_Gen9 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.

[@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

[@msk3905]

I am not really into watches but wife and I decided to buy each nice SS watches for our 25 anniversary so I’ve been looking into what’s out there. You are into watches so here is what others who aren’t think about luxury brands. Omega to me has always been considered a luxury watch as has Cartier, when I hear those names my first thoughts are luxury. Just pulled up Omega website and selected the Aqua Terra, list price of $6,300 then pulled up Seiko website and looked at their comparable Presage with list price for $450. What does the Omega do that the Seiko doesn’t do? Nothing other than carry a 10+ times price tag so its a luxury version of the Presage.

[@Serbo-Greek]

You kinda gave some life lessons, I am not sure if that was your goal. One of the best videos I ever watched by far. Great job, thank you.

[@tylerjames646]

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 😂

[@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.

[@kettle_hob_lovers8982]

Couldn’t agree with you more Adrian. Well said . Just to add , don’t you just love it when you hear people saying Tudor is a poor man’s Rolex . Imo , your certainly not poor if you can afford a Tudor . I don’t even think your poor if you can afford a £200 seiko. Love the channel 😉

[@El1988Che]

So you agree that Omega isn't luxury, yikes lol

[@kettle_hob_lovers8982]

@@El1988Che I agree that it’s a matter of perspective

[@WookieChewie13]

Adrian, in marketing we studied what we call "affordable luxuries". For example, to buy and enjoy a really good whiskey versus to get a really good car. A really good whiskey you could buy for say 500USD. Even the riches people would buy the same. This is called affordable luxury. There will be a few whiskey that would be more expensive than this (sans the usual limited bottle / rarities) You could be a lower middle class and still be enjoying the luxuries that the ultra-rich people would enjoy. Versus a really good car - a really good car (to the point of having a really good top of the line whiskey) would unattainable for most of us (i.e not even a ferrari, lets go for higher end BMW or even a maseratti). Anyways, good video and good instrospection - this topic requires a lot of thought and opening up about them shows true balls of steel. All the best!

[@thenutcracker2921]

Wow that was so dead on it’s scary. When you started at the top I told myself if Philippe Dufour, or the like, aren’t slotted there I was out. I’ve always liked your commentary but this elevated your credibility with me to 10. Mainstream vs Connoisseur was also brilliant and extremely accurate. The only example I took issue with was Rolex. You were absolutely right that it belongs there by definition with its desirability and AD scarcity but the actual product has no right being that high. This is coming from someone who loves Rolex. Outstanding Job!

[@jamestrice6853]

Not to disrespect B&J, which I am a huge fan of, but this is a prime example of the overthinking we see commonly in society. I don't see the need to tier brands unless watches are how you measure your success. I generally find B&J content very logical, but this is clearly dependent on personal circumstance - One man's luxury is another man's bread and butter.

[@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.

[@stevekranz7263]

Interesting, well thought out perspective and something I never really pondered. The only thing that I, maybe, would question is classifying virtually all tool watches as non-luxury. Most "luxury" tool watches are not used for the purpose they were designed for, nor do most people who buy them, use them for their designed purpose. An easy example is dive watches. Anyone doing even moderately serious diving is using a dive computer (which is essential, and regardless of cost, is not a luxury). What is a luxury is strapping a $7,000 Seamaster to your wrist and heading into the office. Omega knows this and designs the watch to be capable, as a luxury for that person. Same with military watches . . . I would bet the most popular watch is probably a G-Shock, and doubt a soldier would wear a $7,000 field watch (which is designed to be capable as a luxury for people who don't need it). Anyway, just my two cents.

[@miken1460]

I agree with this sentiment. A similar example would be with many vehicles. I think that most people would say that a Porsche 911 GT3 is a luxury vehicle, but the fact that most of them will never see a track day does not diminish that fact. It is a purpous built tool that in most cases will never be used for which it was designed.

[@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

[@maruataro9960]

Teddy B. recommended this episode and came back to your channel from over half a year. Very impressive journalism! I wasn't interested in videos going their extra mile trying to be interesting, but this video showed me what you find interesting, and that happened to interest me, if that makes sense. Apologies for sounding like a know it all, and obviously i am no where near that, but felt i may be able to show respect to you saying my honest thought. Thank you Adrian!

[@dissident_mantis7]

I 100 percent agree with you. This logic makes sense. I recently bought my first Luxury purchase, a Tudor Pelagos, and I truly don’t feel that it is a luxury watch. If it was, I wouldn’t be diving with it, traveling with it, and wearing it on my fishing excursions. I like the fact that it isn’t a luxury watch. To me it gives me the green-light to use it and wear it guilt free.

[@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.

[@zm6658]

Nice work on this. Frankly I find it fairly annoying that this comes up so often with watches. Purchases within any single hobby could be deemed extravagant. I know cyclists with $10k bicycles, making the argument that they can walk somewhere or take public transit or drive, or just own a cheaper one-- a Gibson from the 50's; even though it could sound exactly the same to an untrained ear as an epiphone clone-- all the same argument that an expensive watch does the same thing as your phone, or a $100 g-shock. Unfortunately watches have become symbols of opulence-- though I know people with planted fish aquariums worth more than my Explorer II.

[@Mega-zi7ys]

Agreed! Isn't it sad that most of the channels now show ppl telling the viewers how much their watch cost Rather than what's special about the watch? Seems like it's a pricing contest than love of watches per se. Regards

[@anthonysmith2982]

A good point well made.

[@RyanVoight]

Somehow I missed this one until just now. Some great points that hit home for me and where I'm at in my 'watch journey'

[@gio.2381]

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

[@BarkandJack]

Thanks a lot mate. 👍🏻

[@chrisjones6439]

Spot on mate, and well explained. Few points I completely agree with..... Omega movements 👍 Just got my first JLC, just wow, another level 👍 Desirability of Rolex does indeed make them luxury 👍 My last point.... You're a coffee connoisseur and you like Starbucks 🤔😳😂😂 Great vid as always bud 👌

[@mondrayuk]

JLC back in 1975 was my first watch. I have obtained two since but subsequently sold in the 1990s. Recently obtained one and yes, they are another level. Good reason for them to be known as the watchmaker of watchmakers. Research and you will understand. The Reverso is what most people associate them with, Master Control series 1000 hours goes well beyond that!

[@chrisjones6439]

@@mondrayuk been a fan of this crazy hobby for years so no research necessary, their reputation is legendary, now the kids have buggered off in a position to get one 😂 Working on the next one as we speak

[@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."

[@robertp5123]

Excellent episode! It really is a shame that everyone talks about Omega just being Speedmaster and Seamaster. The Constellation Globemaster is one that is in very high demand worldwide. Also, I believe IWC needs to be recognized as a luxury brand.

[@Whiskey_Tengu]

I say this as an IWC fan (the Big Pilot Le Petite Prince 46mm was my second purchase from them and a personal favorite), while IWC, much like JLC, have products of Grande Complication well into the hundreds of thousands at retail pricing, it's what the brand has become synonymous with over the past decade that brings their image down outside of the WIS community. They are very widely known for their entry level pilots watches of the WWII era styling. Ever since they aggressively marketed that category, they've fallen off the Haute Horlogerie conversation they used to be more synonymous with prior to the 2000s. My opinion of course, but if we consider that Patek discontinued the 5711 Nautilus for fear of a similar association and losing their coveted HH status quo, it makes perfect sense how this can happen.

[@vintagedigital108]

IWC and JLC are cool watch brands. I personally love their tool watches. Knowing both of these have crazy complication, it is like having an under the radar watch from a substantial watchmaker.

[@diavalus]

Indeed, Globemaster has a high demand right now. I had to wait a couple of weeks for mine, while a Seamaster or Speedmaster was readily available.

[@coestercortese]

My dady bought one NKUWAN and he loves it. It had been there for over 10 years when he went out with it.

[@TarrelScot]

Spot-on analysis, especially the difference between "luxury product" and "luxury purchase". I wonder whether part of the reason very wealthy people often seem unhappy is that their purchases of luxury products have become "meh". There's nothing left to aspire to (well, not in a material sense, anyway). You can apply a similar analysis to travel. I used to flit around on Business Class flights all the time for work. But it was just a tool, and I was so preoccupied with the job in hand that I didn't even notice or enjoy the luxury on the ground or in the air. You only notice the things that go wrong; the five minute delay, the missed connections, etc. Now I'm semi retired and I'll occasionally treat myself to Business Class for leisure travel. It's a whole different experience, and there to be savoured. I guess now I'm making a luxury purchase whereas before I wasn't. It was just a means to an end.

[@Memfys]

To me, Omega Seamaster definitely feels like luxury. I'd also consider Breitling, Tag or even Longines. Nevertheless, I completely agree that it's 100% relative and subjective. Great video, by the way, and some interesting points.

[@furr666]

What about Oris

[@Memfys]

@@furr666 Not necessarily their lower end models, but definitely their higher end watches.

[@furr666]

@@Memfys To you, is the Oris Aquis low, mid or high end?

[@Memfys]

@@furr666 I mean, within the Oris line-up, low to mid. Great watch and great value nonetheless.

[@furr666]

@@Memfys Thanks again. I'm seeking my first luxury (up to $2500 approx) & trying to make a good decision. Learning as I do the research

[@miguelrosario7302]

Your definitions of luxury and premium are spot-on, particularly where it comes to ROLEX and TUDOR. TUDOR is a premium watch brand. I own two TUDOR watches, a 1994 Prince Oysterdate Submariner 79090, and a 2020 Black Bay GMT 79830RB-0001. I purchased the Black Bay GMT to celebrate my 30th wedding anniversary; and, I bought the Prince Oysterdate Submariner to celebrate my recent retirement. I am annoyed that ADs treat TUDOR as if it is a luxury watch brand (waiting lists and the like) as this treatment doesn't intrinsically elevate the TUDOR watch into a luxury watch. The TUDOR AD experience disappointed me (they're also a ROLEX AD); so, I purchased my Black Bay GMT on the gray market. Nevertheless, I greatly enjoy my luxury purchases of my two premium TUDOR watches.

[@garysmith1477]

Of course Omega is a luxury watch brand. At both spectrums of my collection, I have Patek Philippe watches and Omega watches and to me they’re all luxurious.

[@thepenultimateninja5797]

8:14 I disagree with the idea that a tool watch is not a luxury. For example, if you just need to tell the time underwater, an inexpensive G Shock would suffice. If you choose to buy a Submariner instead, that's a luxury purchase. Both are designed to serve the purpose of telling the time underwater, but the huge price disparity for the same functionality makes the Sub a luxury purchase.

[@woodshirt281]

The JLC reverso was a tool watch made for polo players to help them protect the glass from shattering. The duo face was just the next step in the evolution of the reverso. By your definition, JLC is no longer a luxury product.

[@LooptroopRocker]

I like your videos but sorry Adrian, you’re rambling bunch of nonsense here...talking about Omega and Tudor sports watches not being luxury because they are made to be a tool…They may have the aesthetics and heritage of tool watches of the past but that’s it. Today, if you want a premium tool watch, you buy a Garmin Fenix 7 for 1k and there is not better tool watch on Earth than this. It will blow any of mentioned tool watches out of the water in terms of functionality and robustness for any given task, sport activity or a rescue mission. You buy a SMP300 or a Tudor BB58 because it’s too expensive for an average Joe and it sets you apart from the majority of people. It’s an exclusive club and that’s what makes it luxury. Of course they are resilient and well made etc. but the majority of their costs goes on branding and paychecks. Now there are levels to this as you mentioned but I definitely don’t agree about the so called tool watches not being luxury. They are simply not that good as tool watches for modern standards.

[@EEE_MMM]

I do agree with most of your points, just not the qualification of Rolex as luxury. They're high quality watches, but the fame and desirability of the brand should not factor into their qualification. And yes, I know it does for many people- and I'm arrogant enough to say that those people are wrong.

[@Reladan187]

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

[@M4NA5]

Rolex is a premium brand posing as luxury while Omega is a luxury brand presented as premium.

[@BigNAustin]

I agree to the statement that luxury has a different meaning to most people. I'm an everyday man who earns a modest living. At the $100,000 mark per yr. More than some and less than others. I love the grey market. I have several different watches in all of the above categories and brands, what makes the stuff Luxury to me is the fact that I will probably never walk into a boutique or dealer store to purchase one.

[@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…

[@Bujienla]

I see luxury as adding touches to the product that don't necessarily improve it's purpose, functioning, or look. Precious metals, finishing you can't see, movement features are what makes a watch luxury. Omega for sure fits those criteria, as does Rolex.

[@delp54]

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

[@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.

[@brasspipe7075]

Stop, popularity does not define luxury

[@BarkandJack]

That was never said. There are multiple factors that define luxury and they must all be present for something to be classed as luxury. Popularity can drive up demand, thus making something hard to obtain, which is ONE factor within the definition of luxury. But popularity or being hard to obtain alone does not define luxury.

[@cacciacacciatore6836]

@@BarkandJack your definition is just too complicated therefore meaningless to a passionate person, as there is no substitute for your hearts desire.

[@diavalus]

Correct. I am not gonna say a MoonSwatch is a luxury watch

[@brasspipe7075]

@@BarkandJack you are correct, that is not a quote but it is what is inferred. Thanks for the videos, have a great day

[@fawzisalah7]

@@brasspipe7075 I agree with you. He said the popularity of Rolex has elevated them to become a luxury product.

[@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!! 👍👍

[@victorramirez9986]

This is a very astute analysis and position from B&J on what it means to be a watch enthusiast. Terms like luxury and best in class are all subjective and quite personal. Thank you for sharing your own life experiences during the Great Recession to give context to your views. As a watch enthusiast our collections are simply a reflection of each individual's life journey.

[@mdv_83]

this is one often watch collecting thats forgotten... perspective of the buyer. no one is in the same shoes as anyone. LUXURY is in the eyes of the beholder. As a new watch collector, im glad to see these lessons passed on by YT'ers. I'm a humble Seiko boy but looking to step into my first tudor and my only other luxury watch is a handed down Tag Carrera.

[@teesquare7627]

Beat video yet. You keep getting better Adrian

[@mthudson]

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 🤔

[@HaonProductions]

Wow, that was a lot of words to say nothing at all. What a waste of 15 minutes!

[@sikhye_tv]

How about Breguet? , in South Korea, the 5 brands are known as '5 Grand Brand' which is Patke Phillipe, AP, Lange and Shone, Vacheron Constantin, and Breguet // it is quite interesting to hear the England's Opinion about Luxury Brands :-)

[@maximl8820]

Totally agreed. Breguet is my overall fav

[@alessandrosisto8216]

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

[@krishkumar7540]

I completely agree! I keep seeing ppl recommending Omega watches as "alternatives" to Rolex & I just can't get around to seeing it that way. Omega is not on the same tier as Rolex. There is an element of 'je ne sais quoi' to the Rolex brand that elevates it above the rest. While many criticize Rolex for their AD shenanigans, it is an effective solution to the brand dilution problem that Omega has to deal with right now.

[@stizanley3987]

bad take, my guy.

[@Meowhsss]

Let me save you 17 minutes: Bla, Bla, Bla

[@gt-c-]

Your opinion is NOT relevant...it is just your opinion...and YES IS VERY SUBJECTIVE! Rolex sounds so BIG & RICH because of their marketing and advertising. YOU CAN NEVER SAY THAT OMEGA (not sure about Tudor) is WORSE THAN ROLEX! ...on a personal note: NOBODY NEEDS A $200+ watch... IDIOTIC EGO and BS only!

[@diavalus]

One could argue nobody even needs a watch when most likely has a smartphone in his pocket which is more accurate than even a top quartz watch.

[@gt-c-]

@@diavalus very correct. I have put all my watches away for the past years and use only the "smart" phone.

[@diavalus]

@@gt-c- same ;)

[@thomass1891]

Anybody know what is the white dial (center) watch in the thumbnail?

[@BarkandJack]

It's my Omega Seamaster 300m.

[@thomass1891]

@@BarkandJack it’s such a gorgeous watch

[@borntobirdie8475]

Omega is kind of mid tier luxury in my opinion. Yes it’s expensive, but pretty attainable for he vast majority of people these days. For me Luxury is as much about how a product makes you feel, the brand image, the purchasing experience. Does that mean Omega is luxury? Well yes, certainly to some people. Luxury is a product I can realistically own (I.e no unreasonable barriers to obtaining it), and the purchase of which makes me feel amazing and special. Unfortunately many of the “luxury” watch brands make it far too difficult to own their products and therefore are what I would term “elitist” rather than luxury. And being Elitist is about as far away from being luxury as you can get in my opinion…. Edit: I typed the above before watching the whole video. Your hierarchy I think is pretty much spot on…