{"id":11369,"date":"2020-06-03T10:05:24","date_gmt":"2020-06-03T08:05:24","guid":{"rendered":"https:\/\/www.watchinsanity.it\/?p=11369"},"modified":"2026-02-26T10:27:00","modified_gmt":"2026-02-26T09:27:00","slug":"contemporaneo-e-vintage-alla-ricerca-del-cliente-perduto","status":"publish","type":"post","link":"https:\/\/www.watchinsanity.it\/en\/contemporaneo-e-vintage-alla-ricerca-del-cliente-perduto\/","title":{"rendered":"Contemporary and vintage: In search of a lost client"},"content":{"rendered":"\n

Until a few years ago, the high-end mechanical watchmaking industry also had its own Berlin Wall. Just as the Cold War, the horlogerie business lived through a blockade \u2013 opposing contemporary and vintage \u2013 with the entire chain of sector operators, from institutions to brands and official retailers, refusing to mingle with colleagues dealing with old watches. Why? Let\u2019s say they were looking upon them as the sons of an inferior god because they were trading second-hand watches; while the former were totally disinterested in the past, busy dealing with the new as they were (a great mistake in the horlogerie world, and in life in general: people ignoring history tend to repeat past errors).<\/p>\n\n\n\n

Fortunately, today\u2019s world is free of blockades, and faces common troubles \u2013 climate, economy, terrorism, pandemics\u2026 so even the watchmaking industry tore down its own Wall. For what reason? Simple, as it always happens: economic interest.<\/p>\n\n\n\n

Let\u2019s examine the details of the subject. Until just a few years ago, everything was good. The contemporary brands were selling well, with the only limit of discounts \u2013 just saying, five years ago a clever buyer could enjoy a discount of about 15% on a Submariner \u2013 and the waiting lists were limited to steel Daytonas and some other extremely fashionable models from other brands. Stop.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Today, the matter is reversed. Only a dozen \u201chot references\u201d from just a few brands are selling well, with infinite waiting lists that can hardly be satisfied \u2013 nowadays you need to wait 3 years for a Submariner listed on an official retailer\u2019s price list \u2013 and we can observe a parallel market in which the price of most buyers\u2019 \u201cerotic-dream\u201d references is essentially doubled. In the meantime, the other brands\u2019 watches remain on display, gathering dust. It\u2019s a \u201cdoped\u201d phenomenon, also because of the fact that these hot references have been considered for a while now as a \u201csafe haven\u201d also by non-aficionados, who are looking to make investments outside the financial world (which is ever less interesting in regards to profitability). To be clear: this isn\u2019t meant to mortgage the future, but to value the market of the last thirty years.<\/p>\n\n\n\n

And vintage? Its value kept increasing constantly over the last thirty years (we also need to say that, even for this category, the best-selling models are limited to a few dozens manufactured by about six main brands; still more than for the contemporary sector). Stefano Mazzariol<\/strong>, a vintage \u201crockstar\u201d and one of our best writers in regards to the vintage world, summarised the question with two incredible facts during the VO Vintage event at the last Vicenzaoro Show. During the Antiquorum auction held in January 1992 at Vincenzaoro, a Daytona Ref. 6241 with \u201cPaul Newman\u201d<\/strong> dial was acquired for fifty million liras. An identical model, in December 2019, was auctioned off at Phillips for 758 thousand dollars. On a more modest level, a Rolex GMT<\/strong> was worth three million liras in 1992, and in December 2019, during the Phillips<\/a> auction, an identical piece \u2013 never-worn before \u2013 was sold for thirty thousand dollars. What does this mean? That few investments were more profitable in the last thirty years.<\/p>\n\n\n\n

\"Vintage\"
Rolex Daytona Ref.6241 \u201cPaul Newman\u201d | Photo Credit Phillips<\/figcaption><\/figure><\/div>\n\n\n\n

Here\u2019s the reason for this marriage of convenience between contemporary and vintage. Meaning that today, the sector operators see the vintage watches buyers \u2013 amongst them many Italians as well, including superstars Sandro Fratini<\/span><\/a><\/strong> and Auro \u201cGoldberger\u201d Montanari<\/strong> \u2013 as new business opportunities, full of top spenders, to boost the feeble contemporary market. <\/p>\n\n\n\n

\"Vintage\"
Auro \u201cGoldberger\u201d Montanari | Photo Credit Phillips<\/figcaption><\/figure>\n\n\n\n

This needs an important clarification though. Great vintage dealers are born as aficionados who transform their passion into work and, obviously, since they cannot buy directly from official manufacturers, they need to develop a deep knowledge of the industry to make sure their investments don\u2019t plummet. Such knowledge is rarer for official dealers, even the historic ones (since their products are delivered directly by official manufacturers they don\u2019t need to assess their authenticity) and lacks almost totally in the flagship boutiques where the sales people, by corporate policy, aren\u2019t even industry experts.<\/p>\n\n\n\n

But instead it is exactly this obsession-driven knowledge \u2013 the ability to transform it into efficient storytelling \u2013 combined with serious-mindedness that allow to build a loyal clientele over time, one that is well aware of what they are buying. And who might aim at something different from what everybody else is looking for.  <\/p>\n\n\n\n

By Michele Mengoli<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Come insegna il mercato del vintage \u00e8 uno storytelling efficace che pu\u00f2 distogliere l\u2019attenzione degli appassionati di orologi contemporanei dalle hot reference che tutti vogliono e che peraltro pochissimi riescono ad avere.<\/p>\n","protected":false},"author":712,"featured_media":11375,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[114],"class_list":["post-11369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-timepieces","tag-rolex"],"yoast_head":"\nContemporaneo e vintage: Alla ricerca del cliente perduto | Watch Insanity<\/title>\n<meta name=\"description\" content=\"Come insegna il mercato del vintage \u00e8 uno storytelling efficace che pu\u00f2 distogliere l\u2019attenzione degli appassionati di orologi contemporanei dalle hot reference che tutti vogliono e che peraltro pochissimi riescono ad avere.\" \/>\n<meta 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