Time is Money: How Many $30,000 Watches Does The World Need?

ZenithWatchRaw.jpgThe October issue of American Express’s Departures magazine features a staggering 27 ads for high-end watches, including this $30,000 Zenith.

While I’m not the target market, I’m not naive either. (I wrote for Neiman Marcus for more than five years.) Still, I couldn’t recognize half the names of these tony timepieces.

It begs the question: How can so many brands—with kindred positioning—slug it out in such a narrow category? 


Listed below are all of the watch brands that advertised in October’s Departures—plus one one phony. I’ll send a $15 iTunes gift certificate to the first reader to spot the fake and e-mail me at frank@frankoswald.com. Go ahead—the clock is ticking:

Breitling, Rolex, Van Cleef & Arpels, Breguet, Patek Philippe, Bulgari, de Grisogono, Jean Dunand, Richard Mille, Vacheron Constantin, Parmigiani Fleurier, Jaeger-LeCoultre, Zenith, Corum, Girard-Perregaux, Blancpain, Jaquet Droz, Panerai, Carl F. Bucherer, St. Gallen, Glashütte, Roger Dubuis, Bovet, Wyler, Maurice Lacroix, DeWitt and Ulysse Nardin.