| By :
Mark Etinger
When I shop for a designer watch I need to love the way it looks first and foremost. I appreciate certain aspects of designer watches. Roman numerals offer that classic look. A clear white face for easy legibility is always nice. I enjoy a sharp leather band a great platinum or gold body. Basically I like my designer watches to have a perfect balance of flash and refined class, which is easier said than done. Before I look into any of these criteria though there is something that is equally if not more important. That of course is brand name recognition. Brand names of course are often looked down upon as at best a very shallow and nondescript way of making purchasing decisions. In many cases that is true. I enjoy generic sodas and frozen pizzas made by more or less unknown companies. My father's lawn mower is not a recognizable brand in the least, yet it has proudly maintained the grass at my folks' place for a decade plus. That may be all well and good for items like those that do not serve the purpose of commanding gravitas and attention. When it comes to buying luxury watches though the name truly means something. It is one of the most specific and indicative markers of value. The sense of personal clout one feels will wear Patek Philippe watches or A Lange and Sohne watches is impossible to match with even a perfect facsimile. This is because these brands with their impenetrable records of making high quality products carry with them an understanding of legacy and longevity. It is not about making something "as good," all you can hope for is to one day have the actual item it's self. That sense of lineage is alive and well in the luxury watch world where some of the youngest brands of note are no less than sixty years old. It is as if the companies, obsessed with keeping time though they are, end up frozen within their greatest periods success. This sense of earned status is what a name brand watch represents for those who buy them, be they wearers of a Hublot watch or a Panerai watch. Of course a name brand still is not everything. We all want a designer watch that is imbued with a sense of our personality and has design specifics we find appealing but at the end of the day those things are sure to come up when we look through a catalog of these classic brands.
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