What an absolute d*ck. Me and Jim have been discussing this video in the PMs. The comments are funny, every third one is like...
Adrian: I like the underdog and shy away from anything popular
Also Adrian: Rolex Rolex Rolex Rolex.
His argument is flawed, arguing value for money in Swiss watches is a nonsense, there is no value. Rolex are massively overpriced relative to the materials. The inherent value in Rolex is their marketing and value retention. Nobody cares if they pay £9000 for a steel diver if it is worth more preowned, it doesn't change the fact that it wasn't worth £9000 in the first place.
Richard Milles aren't worth £100's of thousands either, but they sell like hot cakes. In fact they only really took off when RM inflated the prices massively, and this isn't an uncommon story in the luxury goods market - it is perceived value vs actual value.
Fact nobody ever came up to someone wearing a Hamilton and said, 'Oooh is that a Hamilton'? Well, very few.... and only other watch nerds.
It's always possible to bash a brand for overpricing, but you either promote your brand with ambassadors and football teams / F1 teams and charge accordingly or you don't and charge much less but sell less watches and have less brand equity.
Of course you can argue that people are 'stupid' to pay £10k for a Hublot, but if it appeals to them then there must be a reason. The usual answer is to say, but why would you buy that Hublot Big Bang when you could buy this Vacheron Constantin with beautiful finishing and it's so much more 'tasteful'.... which presupposes that the VC is more appealing visually, when the person that wants a Big Bang probably likes it because it isn't tasteful and because it has a carbon fibre dial etc etc. It's like saying to someone who wants to buy a Lamborghini, oh but you could get a Maserati, which is so much more tasteful. The guy wants a Lambo because it's bright orange and it has an aeroplane wing on the back, and it is the ultimate in snobbery in my opinion to belittle his aesthetic choices.
Of course you can argue that that Hublot has an ETA movement, so it's overpriced - but again this comes down to the value not being the sum of it's material parts. This guy also thinks Tudor are amazing value, but Tudor still probably make a fortune on their (also overpriced) watches.
There has to be goods for every price range, because people equate cost with status, we're not talking about watch nerds here, general customers. Is a £10,000 watch five times better than a £2000 watch - of course not. Is a £2000 watch 5 times better than a £400 watch, almost certainly not. Is a £400 watch five times better than a £80 watch, I doubt it.
Luxury goods just don't work the way other goods work. If you have a £400 handbag and you make it £800 more people want it because it's perceived to be 'better', whether it is or not really doesn't matter.
Also YouTube channels play to the gallery, his viewers are all Rolex fanboys, of course he's going to say Hublot sucks cos that's what they want to hear.