No logo needed for true luxury
Recently, it has been said and read that products that flash the makers’ logo in big fonts and repeatedly on their products are facing a grim future. A new generation of influential shoppers seems to have had enough walking around like human billboards – which for certain brands sounds like bad news. But not for the makers of really iconic products. The Hermès Birkin bag is easily recognized metres away, but would anyone recognise a Louis Vuitton bag without the LV-logos plastered all over it?
The Hermès Birkin bag is easily recognized metres away, but would anyone recognise a Louis Vuitton bag without the LV-logos plastered all over it?
This magazine is, of course, not about fashion and handbags. However, in the watch business the forecasts also show chilly weather ahead as the Chinese have stopped shopping like they used to, not only because of the weakened currency, but also due to their new anti-corruption laws. The Middle East suffers from low oil prices, problems with ISIS, and don’t even get me started on the situation in Russia. Shopping, however, never comes to a complete stand-still. When challenged with unpredictable times ahead people tend to shop for quality. As true luxury is a quality product that can be repaired and hence has a certain sustainable sense to it, we look for the classic design that has been around for decades. For us men, it could be a classic Savile Row tailor-made suit, Church’s shoes, or Ray-Ban Wayfarers. Lasting designs that have withstood the test of time without a scratch. A couple of watches fit into this category as well. The Omega Speedmaster, the Rolex Submariner and the Jaeger-LeCoultre Reverso are three examples just off the top of my head. Their iconic designs survive more robustly and vigorously than ever, and that, my dear reader, is great design.
From my own experience, I can testify that the quality also is exactly where it should be. Plus, you can remove the logos and brand names on the dials, and these three watches would still be recognized by anybody in the know. Not looking like a peacock during Pitti Uomo, but like a man without pretence who takes pride in good quality and design. Basically, what I’m saying is that we should not stop shopping just because the Euro is weak, the Arabs can’t give their oil away, and you can’t get a rouble out of a Russian. Instead, we should shop for quality, and remember to get something nice for your better half too. An Hermès Birkin bag, for instance. After all, filling up your car with petrol has never been cheaper.