Richard Mille Market strategy

I heard this phrase quite often, and it's very accurate "Your nether loves Richard Mille watches or not at all," founded in 2001. Richard Mille is very young to the game but surprisingly one of the fastest-growing companies in the industry. In early 1999, Richard Mille and Dominique Guenat have their plans on this watches project, in partnership with Audemars Piguet and Renaud et Papi. Over the next two years, they defined their brand concept, which is influenced by SUPER CAR and the use of hi-tech materials never used in watchmaking before, extremely light, and intensely shock-resistance.

Rolex did it, Hublot knows it, that's the best way to reach millions of people is by putting the watch on the most famous people. Every top world athlete and top celebrity have it on, and that gives a great exposure as a brand, one might say it's too much and causing the brand to become overpriced, but if you see it this way, Rolex made about 800,000-1m watch every year. Still, Richard Mille made around 6,000-8,000 watches per year.

When so many people want it, and the production number is low, the price fluctuates, now there is a so-called "Hype" in pop culture, meaning the watch is worth more than the sale price is, and also it got too much attention and fastly becoming mainstream. People also willing to pay more than the retail price; this is a very typical situation in the watch world Rolex, AP, and Patek hot model; you still have to pay over retail to have the hottest watch.

Again, when you look at how many dealers got all those watches in hands, you question that, and wonder it's very hard to find one ? I believed Mr.Richard Mille know this fact and saw the direction of the market. He decided to raise the price up by 40% and cut down the production by 70% that make the Richard Mille watch even harder to find and what’s cleaver about this is they target the watch to sell to the end-user, not dealers. that make a huge difference in the fluctuation of the price because when you sell it to the end-user, they loved it and keep it, so there is not a lot of piece flying around in the secondary market.

As a watch dealer and lover myself, I can tell what piece is going to have a bubble burst in price, and that's when you see every dealer got it and trade over and over again in the market. It's just happened with the three brands I mention, the price drop dramatically. I bet you can't find one RM010 ready for sale now, and the price doesn't change or drop.

Enough of the market talk, and let's talk about This Example, and why I loved it, this is the RM010, case in Whitegold and size at 39mm, first thing, in my opinion, is the most reasonable size Richard Mille made and Ironically it's also the most affordable, the tonneau case shape recognize as the face of Richard Mille, everybody knows I'm a vintage lover guy, but I also love some modern watch and technology in watches.

RM010 has a skeleton style dial, and the movement made out of titanium instead of traditional brass. The baseplate and the bridges made of grade 5 titanium to be precisely, a biocompatible, highly corrosion-resistant, its most frequent use in the aerospace, aeronautics and automobile industries. The advantage of the titanium is it's far more durable and lighter. Of course, it's very difficult to cut can shape than brass. The RMAS7 in skeleton style movement also doesn't sit on the case like most watches; it's sitting on the corner of the case. With this method, the movement will have more resistance to shock. And or the first time, the watch's rotor can also be adjusted to compensate for the owner's activity whenever a non-sporting environment or sports activities allows the movement’s winding mechanism to be optimized.

In conclusion, the RM010, in my opinion, is the most handsome and reasonable size RM of all, movement decoration is beautiful, and It fits nicely on the wrist, it's unique, and the price is rock solid.