Worn & Wound
Affordable Excellence: How High End Watch Brands are Creating Accessible Options for the Enthusiast
It is a global phenomenon: some of the most exclusive independent watch brands have in the last five years created more accessible and more affordable sister brands or collections. These are undoubtedly linked to the main brand thanks to similar design features and a similar spirit. Just look at MB&F; and its M.A.D.Editions in Switzerland, Grönefeld and Grøne in the Netherlands, and Hajime Asaoka with Kurono Tokyo. Their normal offering is in the tens or hundreds of thousands of dollars, and now their sister brands offer watches for a few thousand – and you don’t have to wait for years to get a watch. Why are they doing this? What effect does it have on the general perception of the main brand? What are the collectors’ reactions to the more accessible offerings? Occasionally, it goes in the other direction. The Finnish brand Leijona’s Heritage 1907 Collection punches above its weight. It shows that a quartz based, mass market brand can make Swiss Made mechanicals together with a legend like Kari Voutilainen. We’ll get back to that. Just as we’ll get to Swatch’s recent collaborations with its fancier siblings within the Swatch Group. This phenomenon is all but new. Just look at Rolex and Tudor, the latter registered in 1926. “It was exactly the same as what we see today. Rolex founder (Hans) Wilsdorf wanted to offer high-quality watches at more affordable prices,” said watch expert Gianfranco Ritschel. Another example, half a century removed, is Cartie...
