Why Do People Buy Watches — and Why Do They Become Loyal to Certain Brands?
Nearly everyone carries a smartphone capable of displaying the exact time within seconds, the obvious question is: Why do people still buy watches? The answer is simple. People rarely buy a watch just to know the time. They buy what the watch represents. A watch can represent achievement, taste, wealth, history, craftsmanship, confidence, individuality, family, ambition, nostalgia, or even membership in a particular social group. That is why two watches capable of performing essentially the same basic function can sell for $100 and $100,000 — and both can have loyal customers who would never consider wearing the other. The watch industry is not merely selling instruments. It is selling identity . A Watch Is One of the Few Things a Person Wears Every Day Think about it. Cars stay in parking lots. Houses stay at home. Awards stay on shelves. Business accomplishments may never be visible to the people around you. But a watch travels with you. It sits on your wrist during me...