7d • General discussion
The Era of Access: Why Ownership Isn't Enough Anymore (And the Data Backs It Up)
Take a look at this chart from The Economist. It’s the scientific proof of what I’ve been witnessing in the ultra-luxury market for a while now: it’s 2026, and the paradigm has officially shifted.
The divergence between Goods and Experiences is now a massive abyss. Here’s the breakdown:
- Material Goods (Pink Line): Pure "ownership" is in crisis. After the 2023 peak, physical goods prices are undergoing a correction. The market is saturated with objects that simply don't say anything.
- Experiences (Red Line): This is where the liquidity has moved. Exclusive events, bespoke travel, and unrepeatable moments have seen prices skyrocket, soaring past the 240 mark compared to 2015.
What does this mean for us as watch lovers?
With over 30 years of experience in the sector, I’ve learned that if you sell only "matter"—whether it’s a high-end timepiece or a piece of bespoke furniture—you are destined to follow that sinking pink line.
To hook into the red line of growth, you must transform the physical product into an experience:
- Bespoke & Tailor-made: The client doesn't just want to buy; they want to participate in the act of creation.
- Value-Driven Storytelling: Don't sell the "what," sell the "who" and the "why." The narrative is at least 50% of the perceived value.
- Access vs. Ownership: Offer entry into an exclusive club, where the object is merely the "pass" to get in.
The bottom line: Luxury today is no longer about what you lock away in a safe; it’s about the story you can’t wait to tell. And one of the true experiences in buying a watch is the journey, not the destination. This means that vintage watch collecting - and the relevant values - will be up, because there is both "true" (that is, not induced by the brands) scarcity and need to acquire an experience.
I’m curious to hear from you: In your current watch buying, how are you "experientializing" your need?
Let’s talk in the comments! 👇
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The Era of Access: Why Ownership Isn't Enough Anymore (And the Data Backs It Up)
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