The Best Swiss Watch…Japanese?
November 16th, 2009 Posted in Orient News | 17 Comments | Comment and Win a Free Orient Watch Comment and Win a Free Orient Watch
Swiss watches have built one of the strongest reputations in the world for quality mechanical watches. This is an interesting fact considering nearly all Swiss watch companies, barring the most expensive, do not manufacture their own movements. The movement of a watch can be thought of as the engine – it is responsible for keeping the time; most other parts are decorative.
The Swiss-made label adds a lot to the perceived quality of a watch, but what exactly does this entail if the engine of the watch is produced somewhere else?
If quality is assured with accountability, then a watch company with in-house production should suggest a better watch since they are accountable for more of the production process.
So, what lies behind the stellar reputation of Swiss watches? Are mass-produced stock movements superior to more custom in-house movements? Or is the Swiss image of quality merely a social construction fueled by massive marketing budgets and clever brand management?
This 3-part series will discuss the differences between Swiss and Japanese watches, including:
- The image of Swiss
- Out-sourced movements and buying the “brand”
- In-house movements and distinctiveness
The Image of Swiss
The image of Swiss watches appears everywhere high-class society does, for example:
With such clever brand placement and huge advertisement budgets, it’s easy to see why Swiss watches have an incredibly strong brand image.
I can’t help but think that James Bond would need a reliable watch; and so, trusting the producers of Quantum of Solace to keep their integrity, I associate the Omega with a quality mechanical watch – what’s good enough for a deadly alpha-male double agent is good enough for me.
So far, it seems clear that the marketing efforts of Swiss watch companies has at least some, perhaps a lot, of responsibility for the reputation of Swiss Watch quality.
“Wait just a minute!” the Swiss fan-boys will say, and remind us that the quality of the Swiss Made label must be proven. “Surely if they weren’t good watches to begin with, they would never have seen the sustained success they have had,” they retort.
This is true enough – no one can doubt the quality of the watches, they have a dedicated following – what one can question is the quality offered for the price asked.
It is no secret that most watch collectors are almost exclusively interested in watches featuring in-house movement production; not necessarily from a concern for quality – although this does play a factor – but more because the quality in a mechanical watch is a concept.
This concept goes beyond a watch’s ability to keep accurate time, after all a quartz watch keeps better time than any mechanical. However, unlike a quartz watch, a mechanical does not rely on a battery that will both need replacement and pollute the earth. Whether powered by manual winding or movement, mechanical watches can be passed down through the generations without ever creating waste.
A mechanical watch is special for its distinctiveness – they are emotional as well as a functional products; highly individualized items that are worn as an extension of our unique personality. The idea of “my watch” being the same as all others, regardless of price, is unacceptable and unappealing.
So, which companies outsource their movements?
17 Comments | Comment and Win a Free Orient Watch
By Kurt Armstrong on Jun 24, 2009
Very informative. I look forward to the next article in the series.
By Frank In Miami on Jul 15, 2009
Great article. I would like to see more of these, even perhaps, on a weekly basis.
By RobG on Jul 26, 2009
$2000 name-brand quartz watches…laughable. Sub $300 automatic watches with in-house designed movements? Now we’re talking. It’s about a bit of pride and artistry…even if the brand doesn’t scream “I paid WAY too much for this $5 movement driven piece”.
By ChadG on Nov 16, 2009
This is one of the main things that attracted me to Orient watches. I like the fact that they make their own movements and that they’re not just another company pumping out fashion watches. It speaks to the quality of the brand.
By Vladimir on Nov 16, 2009
This is true. This is why I praise to ORIENT for its innovation in the mechanical timepieces.
By Rafael Sanchez on Nov 16, 2009
Great article, sounds like swiss is qulity with alot of label placement also. Orient has beautiful watches with in house movement sounds like true quality and prestige, Orient is keeping the true tradition of making time pieces.
By MikeA on Nov 17, 2009
And to think all I wanted at first was to tell time. A mechanical movement does that, but with a degree of finesse and a fascinating blend of artistic skill, precision, and engineering.
By Michael O'Connor on Nov 17, 2009
This has been the best article yet in the “new format”. I get so frustrated every time I see an overpriced Movado with a stinking quartz movement. I have to say though, I wish Orient would use a little more decoration on their movements. For me, part of the allure of an auto is the beauty of a highly decorated movement. And by the way, Derek…thank-you for having a photo a regular guy can stomach.
By Mike O. on Nov 17, 2009
This has been the best article yet in the “new format” I get so frustrated every time I see an overpriced Watch with a stinking quartz movement. I have to say though, I wish Orient would use a little more decoration on their movements. For me, part of the allure of an auto is the beauty of a highly decorated movement.
By elaine murphy on Nov 17, 2009
It is amazing that you find the sam insides of a fine watch in a less expensive one !
By elaine murphy on Nov 17, 2009
Amazing that the insides of one expensive watch is the same as a less expensive one.
By Vic in Miami on Nov 17, 2009
I prefer dive watches so the idea of dive watch manufacturers making their own movements (refined by years of customer feedback) appeals to me.
By Jim Dittemore on Nov 17, 2009
Proving that quality doesn’t have to be accompanied by an astronomical price tag or name brand. As long as you do a little homework and know what to look for.
By Ed Nawotka on Nov 28, 2009
Orient and Sea-Gull both produce in movements in-house and have a genuine history and the story to go with it, one that wasn’t produced by an ad agency in Bern. That is part of what makes them interesting.
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By Talat iqbal jamali on Dec 9, 2009
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By FARES ALNSAIR on Dec 24, 2009
I love mechanical movements watches, oreint are expert in that, my father had an Oreint for moe than 30 years,no problems at all