A Scrutiny Of The Status Qua.
NOTE: The statements offered within this review are solely my personal opinion and DO NOT in any way represent statements or opinions issued or implied by any of the companies mentioned in the review and do not constitute an accurate business assessment of any company. They are just my personal opinions. Upon closer examination of the Swiss watch industry reveals, that although Switzerland is still the capital of luxury high priced (and sometimes overpriced) timepieces, they have lost touch with traditional audiences that built their following. During World War 2, Rolex was the soldiers’ timepiece; they admirably supported the efforts of British and US soldiers and offered unheard of replacement programs for watches lost during POW captivity. Incredible support was shown to the soldiers.
Post war Rolex grew in popularity and prestige, fueled by their incredible support of veterans; and by the mid 1980s Rolex was acknowledged as the Wall St. watch; in addition to the pimp’s watch, iconic with New York City. Ironically this didn’t hinder the desire for the famous Rolex submariner watch, creating a myth around the wearer, and the world of Rolex.
By the mid 1990s general focus had shifted away from the traditional Swiss watch industry; and only connoisseurs and collectors became a market for these historically luxurious timepieces and the few new high-end brands. These watches were built incredibly, absolute works of art, but the watches became an iconic indicator of the social and economic dichotomy approaching America, and even the world.
The eternal struggle for social acceptance and conformity was about to receive a rude awaking with a shift of importance among the masses. However fueled by their arrogance, and by their misguided belief that the status qua was an unchanging reality, the Swiss watch industry continued to push the boundaries of affordability; vastly reducing their target market on a yearly basis.
It took a long time for the Swiss watch industry to acknowledge the effects the emergent socio-economic class separation would deliver upon their clientele; but at present it was 2005, and their annual exportations and earnings were vastly depressed. These companies were suddenly so out of contact with their target market, their avant-garde protagonists, the World War II veteran soldiers - the now so-called “working class” common man, which proved no longer able to afford purchasing from these traditional watch industry big brands.
The proof was in the pudding; a base model Rolex costs $4500, and that’s a base stainless steel model with a standard movement. The price range of fine tuned hand made Swiss timepieces produced by such legendary companies as Patek Philippe; Jaeger LeCoultre; Audemars Piguet; and Breguet could range anywhere from $25,000 to $140,000 for a standard production model; and $450,000 for something custom and limited. Sure it’s an incredible “mind warp” stunning timepiece, but that’s still half a million dollars for something that basically “tells time”. Too expensive for me.
I am herewith in no way inferring that the Swiss watch industry has not produced some of the most incredible mechanical timepieces during the past few years, but when the payment of a new watch could finance your mortgage combined with your child’s college education; someone has lost sight of reality, let alone that Biblical commandment against Gluttony.
To intensify the financial blow for the Swiss industry, the socio-economic classes of both Europe and the US did not persist unvaryingly and focus chanced upon more affordable expenses. In a world of iPhones and city-wide wifi, the once imperative accuracy of a watch has given way to the secondary importance of a fashion statement. And as all fashion assertions are about being individual, why would you spend 10x someone’s annual average salary on something manufactured in bulk.
If the ultimate goal is the expression of your individuality, then why would you settle on a Rolex, or a Tag for that matter. In the dawn of the new global attitude of personalization, your uniqueness must shine through what you express and wear.
Upon a closer examination of watch companies offering customized watches, you have less than three even attempting to cater to the individual. One that stood out was SwissPL.com - whose slogan is Truly Your Watch(TM), implying they actually deliver individualized watches, manufactured per your unique vision. They seemed to cater primarily to Military, there were many recent projects for Navy squadrons and Special Forces units, in addition to law enforcement groups. They also make corporate watches; race car driver signature watches; and individual designed orders too. I decided to test an individual watch order; see what type of product I would get and what type of customer service I would receive since I was only ordering one watch.
I contacted SwissPL.com via email and asked whether I could create a watch with my family name and a crest (which I had formerly designed). It took a day and I received a reply from the owner of SwissPL, a guy by the name of Alldaron. He stated they could produce my envisioned design; they just needed the graphics and would then email me a mock-up within a few days.
As promised, I received the mock-up from Alldaron within a few days. I was blown away, it looked exactly how I had imagined, and with only a small change to the engraving on the watch back, it was exactly what I wanted. Thus far the service I received was great, but I wanted to see how the final product would look before I gave a review.
At that time I placed my order, the cost was $850, which included shipping and the optional watch back engraving. Production time was estimated at between ten to fourteen weeks; this seemed quick for a watch company, especially since they were manufacturing something custom. Considering the other company I researched, took 8 months and the price was more than twice!!
As I waited patiently, while production got underway, I was reminded of being a child on Christmas; so excited to see what I was going to get. If the watch lived up to the previously received customer service, and all this for such a low price, then even if production took 4 weeks longer, it was a deal. Simply put, this watch was a good find!!
While the weeks passed, of which I counted all of them, the delivery date was drawing close; but we were still a few weeks out when I welcomed an unscheduled knock at my door. To my great surprise FedEx stood there with a package from SwissPL.com - I signed with youthful excitement. Could this really be… “How?” They were ahead of schedule.
Carefully opening the outer package, I discovered a watch box. Upon opening the watch box, I was speechless. This was exactly what I had envisioned. There before me sat a gorgeous timepiece with my family name, and the crest I had created, on the face and my special engraving on the back. I sat staring in awe for only a few minutes, but what felt like hours.
I easily removed the screws to adjust the stainless band, and secured the watch to my wrist. It was heavy; felt solid, felt “real”; like brands I’ve tried-on costing thousands more. This was a great product, at a price that’s ridiculous.
I thought out-loud, “There could only be one explanation why this watch costs $850; perhaps the movement wasn’t a Swiss mechanical movement. But if it was, then these guys were simply nuts - they’re just not charging enough”.
I took the watch to my longtime watchmaker, and though opening the watch would void the manufacturer’s warranty, I simply had to know. I asked him to inspect the watch. He inspected the case construction, the dial print, the engraving on the back; he opened the watch, inspected the movement, and conducted a Timing Test. He uttered, “The construction is top notch, and this is a Swiss mechanical movement; usually reserved for watches costing thousands… And you paid how much?!” He couldn’t believe they only charged $850, “You definitely should have paid more” he said.
I have received several compliments on MY creation; I have worn my watch daily over the past 3 weeks. I can say, this is “truly my watch”, for the first time. I have sent friends and complete strangers to order something custom from them. I feel confidant enough to promote SwissPL.com
Eventually they are bound to realize they aren’t charging enough for their amazing custom watches; but for now, I won’t tell them if you don’t.